Case Study: Marina Bay Sands elevates its luxury brand vision with Pentagram

Marina Bay Sands unveils Above Beyond brand vision with Pentagram amid US$1.75 billion revitalization

Marina Bay Sands, an iconic luxury integrated resort in Singapore, embarked on a US $1.75 billion revitalization to elevate its guest experience and reposition itself as a new standard of luxury. Their challenge was to develop a comprehensive new brand vision that would build on their legacy and embrace the needs of the modern traveler. They partnered with the design firm Pentagram to create this new brand identity and strategy.

Pentagram developed an elegant new brand vision centered on the message "Above Beyond." The solution included a custom wordmark and typography whose forms reflect the resort's iconic architecture, a refreshed color palette, and a distilled symbol of the building's silhouette. This new identity conveys refined modern luxury with a contemporary Asian sensibility. The resulting comprehensive brand system, which was further expanded by creative agency Frosty, was launched via a global campaign across all media channels, successfully repositioning Marina Bay Sands as a game-changer in luxury hospitality.

Marina Bay Sands