The design created for Sands Casino Resort featuring a golden colored brand logo

Bethlehem, Pennsylvania

Sands Casino Resort Branding

Sands Bethlehem Casino Resort occupies the site of one of the United States’ largest historic steel mills. RSM Design was responsible for Sands Casino Resort environmental graphics, which included a comprehensive identity, graphics program, and wayfinding system for the casino, hotel, event center, and retail venues. The concept was to retain the character of the century old site, while introducing the energy and excitement of a gaming and resort destination.


  • Las Vegas Sands Corporation

Working with the National Museum of Industrial History (a branch of the Smithsonian Institution), RSM Design was able to incorporate historic relics and exhibits throughout the project, uniting some pieces of local history with modern design elements to create a unique historic destination. RSM Design also assisted in the re-branding of the Sands corporate logo, as well as in the naming and branding of the many restaurants and entertainment areas throughout the project.


RTKL Associates, Walsh Bishop, SWA Group

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