Only Garth | Wynn Only
The Opportunity: After eight years in retirement, Garth Brooks, one of the best-selling artists in the world, was ready to begin a five-year engagement with the Wynn Las Vegas.
For most artists, that would mean making their logo bigger, bolder and brighter. But Brooks' personal mark, the "circle g," is already instantly recognizable. For his collaboration with LTC, Brooks wanted to create a series of logos that would play off the "circle g" brand and reposition it to suit the intimacy and exclusivity of his Vegas engagement.
Additionally, we needed to brand Brooks' engagement at the Wynn in a way that honored both established brands, Garth Brooks and the Wynn Las Vegas, and followed the guidelines of both brands.
The LTC Approach: We shared Brooks' concept for his Vegas branding: to keep it intimate but iconic.
Using his direction as a jumping off point, we focused on incorporating his iconic "circle g" in unique ways, drawing a circle around the "g" in "Vegas" for one logo and placing the "circle g" in the background for others.
Together, we created a sense of intimacy by introducing simple themes that emphasize the exclusivity of the 1,500-person venue, like "Only Garth | Wynn Only," and using a limited palette.
The Results: Brooks' coming out of retirement was one of the top music stories of 2009, and tickets to his first five Vegas shows sold out in less than five hours. We're proud to have gotten the chance to collaborate with him on the branding and merchandise for this history-making musical event.
Release date: December 2009