Brand Identity for Marina Bay Sands Luxury Resort
Pentagram's Marina Bay Sands rebrand introduces Above Beyond, an architecture-shaped wordmark and Marina Bay Serif.
Pentagram and the Marina Bay Sands brand team developed the Above Beyond vision and identity for the Singapore resort. An architecture-shaped wordmark, distilled tower symbol and Marina Bay Serif establish the master brand; Frosty later expanded the wider system and campaign.
Set in Marina Bay Serif
Insights
- Above Beyond reframes Marina Bay Sands during a US$1.75 billion revitalization, building a luxury brand vision around culture and hospitality rather than architecture alone.
- The wordmark follows the curves of the resort while a separate symbol distils the three towers and SkyPark, preserving instant recognition without tracing the building literally.
- Custom logotype lettering extends into Marina Bay Serif, giving the identity a proprietary typographic voice across a wider family of applications.
- Pentagram and the Marina Bay Sands brand team developed the vision and identity; Frosty later expanded the system and campaign with palette, supporting typography, photography and applications.
