Where Timeless Memories Are Made.

Sun International prides itself on being Africa’s premium tourism, leisure and gaming group. For over 30 years, their wide range of resorts, luxury hotels and casinos have set the benchmark across South Africa and beyond, with each property offering guests a world of exhilarating experiences. Creating lasting memories for guests is a core part of the brand.

Sun International’s competitive advantage stems from their competence in both the development and operation of casinos, hotels and resorts. With new development in mind, Sun International engaged with an architectural partner to envision an entertainment complex that pushes the boundaries of technology, which was named Time Square.

This game-changing complex brings dining, entertainment and gaming experiences to the heart of Menlyn Maine, Pretoria. Being centred around the concept of time, the Time Square name was developed by Circle into a brand that could speak to a variety of consumers with enough flexibility to accommodate added offerings as the brand grows.

When Circle crafted the Time Square brand identity and language, the technological advancement of the complex provided a lot of flexibility in the visual layout systems and colour choices. Circle used a colour spectrum that is a simple vignette that ranges from hour to minute, which allows for a different colour to be used for different times of the day.

The intricate lines incorporated within the architecture of the precinct, inspired the lines used in the Time Square typography. The Time Square typography was further inspired by the angles of clock hands, with each line within angled at 6°. These unique elements of colour and typography allows the Time Square brand to be easily identifiable from other Sun International brands.