Cosmopolitan, Las Vegas

Branding

The Cosmopolitan of Las Vegas is a luxury resort and casino with branding that fails to adequately reflect the style of the hotel's young and modern clientele. The existing branding was done in 2005 and has since become irrelevant and inconsistent. For this reason, I wanted to design a branding package that would modernize the hotel's messaging while maintaining brand recognition.

The new identity system is built on the foundation of an abstract pattern that was hand drawn and painted with watercolor to add texture while providing depth and a diverse color palette. The new logotype employs the pattern to maintain brand recognition while modernizing the hotel. All elements of the new brand are clean, consistent, and appealing to the hotel's existing clientele.