Station Casinos, based in Las Vegas, commemorates its 50th anniversary today, July 1, unveiling a fresh logo and brand identity to mark this significant milestone.
The inaugural Station Casinos property, Palace Station, opened its doors on this date in 1976. Frank Fertitta Jr. acquired the establishment in the late ’70s, with his sons and grandson continuing to oversee Station Casinos today.
“Celebrating 50 years in Las Vegas, this refreshed logo pays homage to our roots and the local community that has been an integral part of our journey,” stated Frank Fertitta IV, Executive Vice President of Operations at Station Casinos. “While our brand identity is evolving, our dedication to delivering exceptional value, heartfelt hospitality, and a space for locals to unite for the next 50 years remains steadfast.”
The new logo draws inspiration from the original Bingo Palace emblem, the name Palace Station carried prior to Fertitta’s acquisition.
Revamped Logo, Renewed Style
To facilitate this brand transformation, Station Casinos enlisted The New Company—a strategic branding and marketing firm with offices in San Francisco and Los Angeles. Collaborating with Station’s in-house marketing team, they crafted a visual identity that merges the “bold confidence of sans serif fonts with the polished details and gentle curves of a serif.”
Station Casinos has always centered its efforts on the local community, and this focus will continue as the company embarks on its next half-century.
Frank Fertitta Jr. launched his career in the Las Vegas gaming scene as a table game dealer at Stardust. He envisioned Station Casinos as a venue dedicated to entertaining Las Vegas locals—something that was largely absent from the market at the time.
The concept was straightforward: establish a gaming and entertainment destination for locals, away from the hustle of tourists, providing them with outstanding value, service, and convenience. Although many were skeptical, Fertitta, along with three other investors, persevered and opened a 5,000-square-foot establishment called The Casino, connected to Mini Price Motor Inn on Sahara Ave., just east of the Strip, on July 1, 1976. Fertitta’s dream of catering to locals has since evolved into one of the most remarkable success stories in Las Vegas history.
Fertitta Jr. transitioned into retirement in 1993, passing the leadership to his sons, Frank III and Lorenzo.
Always Local
Station Casinos is introducing its new brand and logo through a city-wide advertising initiative named “From Vegas, For Vegas, Always Vegas.” This evening, the company will host a fireworks display at Palace Station to honor its legacy and deep-rooted connection to Las Vegas locals.
Currently, Station Casinos operates seven casino resorts in Southern Nevada, with upscale properties including Durango, Red Rock Resort, and Green Valley Ranch. Additionally, they manage gaming taverns under the Wildfire and Seventy Six brands.