SLOT SALOON: Casino Business
Project Created: 2024
The Slot Saloon is a Casino where the cowboys and cowgirls go and earn some gold and silver on some of the Slot machines , and card games the establishment has to offer. The design of it resembles a western themed Saloon with western skull imagery within the location. While the wild west is full of sunset colors, and wooden structures, a bit of that casino glow really makes a difference by making the colors pop out from the vintage aesthetic.
My Mission
In this project, my objective was to create a brand of my choice that consisted of a logo, and different deliverables that would make sense for the company. I created a establishment named “Slot Saloon”; a western themed casino, with a neon / vintage aestheric that fits both old school and modern day tropes for a casino.
Project Objectives
Create a logo dedicated to brand
Design a set of Marketing Materials
Create assets for Merchandise
The Challenge
The challenge I faced was picking a theme that would make sense for a casino. One of the key ideas I had in mind was a skull as part of the theme, but I wasn't sure what would be the iconic style of the location itself. Some of the other themes that made sense for skeletons were: a motorcycle rally theme, Pirate Island theme, and lastly the Wild West theme; which is the one I ended up going with because most casino’s usually have cactuses to signify the southwest, so a Western theme made the most sense for this project.
Target Audience
Middle to higher class adults who want to gamble at a casino to win more money. They want to find entertainment in big cities, but in indoor areas such as theaters, stores, museums, etc. Sometimes someone could win big, or someone loses small or all their money, but once you get a win, you crave for more, unless you tell yourself not to.
Moodboards
The Casino’s Glow
Sunsets Palette
Gambler’s Table
For the Mood boards, I went with 3 themes that would work greatly for a Western Theme Casino. For the 1st moldboard I went with the colors you would usually see on a table with dice, chips, and cards.
The 2nd Mood board I based it on when one rides a horse into the sunset of a blazing western evening. The palette consists of colors seen during a sunset which would work best for a Western theme.
The last moldboard consists of colors that would usually be seen at night inside of a casino due to the operating lights from the slot machines and games seen inside of different establishments.
Color Palette & Font Choices
Sketching out Ideas
Logo Process
Logo Drafts
For the logo drafts, I created 3 types of logos. The one on the left worked out the best because it had the skull which best fitted the brand, plus the western signage with the name looked great.
The one on the right would work worked also, but it looked more like a wackier version for a casino, so that was one flaw.
The Bottom one resembled more of a signage that you would see outside of the establishment, but not usable for a main logo like the other 2.
Logo Colorizations
For the main logo, I used the colors used for the main color palette that I created, but for the other versions, I used colors from the mood boards to see if those would work out better than the ones I chose at first, but in the end I used the main colors.
Final Logos
From the 1st every logo to now; there was a few things that I changed since then. I changed some of the visuals like the hat emblem and the eyes to fit something more appropriate for a casino. I also changed the color palette to be less lighter, and went with some stronger colors. I’d say It turned out to be a massive improvement.
Logo History
2025
2024
These are the final logos I decided to use for the brand. I went for the western theme for the colors, because it combines the western theme with the browns, but it has a bit of red to make it pop out like a casinos aesthetic. I also made a 2nd version of this logo to represent the casino side of things, but it isn’t used as much, because the colors would be a bit much for some of the deliverables, but it works best for the merch.
Primary Logo
Merchandise Designs
Mockups
My final mockups consist of different brand materials such as: business cards, Envelopes, Letterheads, and signage. I also made mockups for some merchandise that would be sold at the gift-shop like: T - shirts, Baseball hats, mugs, and Tote bags that you can carry your winnings.
Reflection
This project introduced me into creating branding materials, since before then I only knew how to make logos and simpler materials like posters, book covers, and album covers. with the skills I have now, I redesigned most of the assets shown above, because the designs were too outdated after a year, so I decided to redesign the logo itself to have a more western casino to it. Some of the paper materials like the letterheads, and business cards I redesigned, because they had issues where the text wasn’t properly placed, and the colors would make some of the text hard to see, so they got a full makeover. I also created designs for the T-shirt themselves, because I didn’t have time to get to them last year.