Las Vegas-based Station Casinos is celebrating its 50th anniversary today, July 1, and rolling out a new logo and brand identity to commemorate its semicentennial.
Palace Station, the first Station Casinos property, opened on this day in 1976. Frank Fertitta Jr. acquired Palace Station in the late 1970s, whose sons and grandson continue to run Station Casinos to this day.
“As we celebrate 50 years in Las Vegas, this new logo is a meaningful nod to where we began and the local community that has been part of our story from the start,” said Frank Fertitta IV, the executive vice president of operations at Station Casinos. “While our brand identity is evolving, our commitment to serving locals with great value, genuine hospitality, and a place to come together for another 50 years remains as strong as ever.”
Station says its new logo is inspired by the original Bingo Palace mark, which was what Palace Station was called before Fertitta’s purchase.
New Logo, New Style
Station Casinos hired The New Company, a strategic branding and marketing agency with offices in San Francisco and Los Angeles, to guide its brand evolution. Working alongside Station’s in-house marketing team, The New Company settled on a look that combines the “bold confidence of sans serif with refined details and subtle curves of a serif.”
Station Casinos has always been about the local, and that will maintain as the company embarks on its next 50 years.
Frank Fertitta Jr. began his career in the Las Vegas casino industry as a table game dealer at the Stardust. His vision for Station Casinos was to cater to and entertain Las Vegas locals, something that at the time was missing from the market.
The idea was simple: create a gaming and entertainment venue for locals away from the crowds of tourists, and provide them with great value, service, and convenience. While many dismissed the idea, Fertitta, together with three other investors, defied the odds and, on July 1, 1976, opened a 5,000-square-foot facility called The Casino, which was attached to the Mini Price Motor Inn on Sahara Ave., just west of the Strip. Fertitta’s vision to cater to locals has grown into one of the most successful stories in Las Vegas history.”
Fertitta Jr. retired in 1993 and handed over the reins to his sons Frank III and Lorenzo.
Forever Local
Station Casinos says it’s launching its new brand and logo with a city-wide advertising campaign titled, “From Vegas, For Vegas, Always Vegas.” Tonight, Station will put on a fireworks show at Palace Station to celebrate the company’s legacy and deep connection to Las Vegas locals.
Today, Station Casinos operates seven casino resorts in Southern Nevada, with its luxury portfolio including Durango, Red Rock Resort, and Green Valley Ranch. Station also manages gaming taverns under the Wildfire and Seventy Six brands.
