SkyCity Rebrand FAQ's

SkyCity Entertainment Group, one of New Zealand’s most iconic brands, is excited to announce a brand refresh including a new logo, which better reflects the business we are today in 2019. To learn more about our rebrand and the reasoning behind it, please read our FAQ's;

Why have we refreshed our brand?

SkyCity has refreshed its brand to better reflect the leading entertainment destination we are today as well as the exciting new experiences we will offer customers in the future.

As one of New Zealand’s most established entertainment brands, our logo has only had a slight evolution in the 90s when SkyCity were formally known as Harrahs.

What research was undertaken?

In order to decide on the new look and feel, we have undertaken both qualitative and quantitative research over the past year.

Feedback around our name was overall extremely positive, SkyCity is a well known and respected brand which quickly reinforced the need to retain our name.

Colenso BBDO developed the logo and core brand identity with the help of other agencies to translate our new brand guidelines across the thousands of touchpoints that exist throughout our multi-faceted business.

How is our new branding different?

Our new logo takes visual cues from constellation maps and pays homage to the ‘Sky” in our name, emanating the glow of lights synonymous with the entertainment industry, showcasing the many parts of the business that light up the lives of its customers and people.

The ‘k’ of our logo also provides a nod to our most famous landmark– the Sky Tower.

We have also introduced modern colour palettes, tone of voice and fresh attitude to match the business we are today.

The way we write our name has also changed, SkyCity, as one word with a capitalised ‘S’ and ‘C’ is the new format, rather than the previous capitalisation of SKYCITY.

Our hotels will incorporate features of the new brand while our restaurants will continue to use their individual brand look and feel as they do today.

The Sky Tower logo will also be refreshed to reflect the new brand and we will gradually replace merchandise in the Sky Tower gift shop to minimise wastage.

 
Why have we decided to rebrand now?

All our SkyCity precincts are a hive of activity with many new developments and projects on the horizon.

From the upcoming opening of the All Blacks and Weta Digital experiences, NZICC and Horizon Hotel as well as the expansion the Adelaide Casino, we think now is the perfect time to unveil our new look and feel, which will be showcased across these new developments.

What are the next steps?

The new SkyCity logo and illuminated signage is currently being installed across the SkyCity precincts in Auckland, Hamilton and Queenstown. The Adelaide Casino will be rebranded to SkyCity Adelaide next year.

While the new brand rollout is a complex task, SkyCity is following a sustainable approach, where most branded items will be updated only as needed to minimise the environmental footprint of the changes.

We are taking a multi-channel approach to seeding our new brand through a combination of our owned web and social media pages, various CSR initiatives, and retail campaigns.