Luxor Go Bold Brand Redesign - World Brand Design Society

Luxor, Las Vegas’ iconic black pyramid resort, is a glowing celebration of amplification. It’s a monument to the flamboyant, the electric and the “whoa, did you just see that?” Its beam is an invitation to discover the unexpected and reward the curious with thrilling surprises and adventures unknown. Those who step inside MGM Resorts’ most entertainment-filled destination discover that things tend to be hotter, spicier, funnier, stranger and simply bolder at every turn.

Sharing such an exciting place with the world takes a certain kind of confident yet approachable swagger. That’s where “Go Bold” comes in. As Luxor’s new brand identity, this positioning wholly embraces its iconic Egyptian vibrancy and encourages guests to soak up more high-octane excitement than they’ve ever experienced. Comprised of an all-new design system and video assets built for limitless channel variations, the refreshed brand serves as the ultimate exclamation point. An inexhaustible, highly stylized, and boldly escalating Egypt-meets-Vegas extravaganza where every visual and headline leaves guests wondering one thing: How bold do I want to be?