San Manuel Casino expanded into a hotel and resort under a new name, Yaamava’, meaning “spring”.
We developed a new identity to honor this rebirth of the brand.
Agency: Vitro
ECD: Mike Brower
Yaamava’s identity is based on the indigenous yucca plant, which has strong cultural significance to the Serrano tribe owning and operating San Manuel Casino. Having grown in the San Bernardino region for generations, the plant represents Spring & Rebirth through its annual bloom and various uses. The leaves and blossoms have been a nurturing source of food while the fronds have been woven into sandals and baskets strong enough to hold water.
The logo mark pays tribute to the yucca through the “Y” shape, the tips imitating the plant leaves, and the woven nature of the stem which honors the tradition of weaving the leaves into intricate baskets.
Secondary Logo Lockups
Typography
A unique name deserves a unique type treatment. The double “AA” in “Yaamava’” inspired a custom typography.
Using Acherus Grotesque as a base font, we added modified crossbars using the terminal of the “A”.
Gotham Book is used as a secondary font.
Patterns
Continuing the woven theme, we developed patterns based off the mark.
Color
The primary color palette takes cue from the rich green leaves of the stalk of the yucca, building a gradient to illustrate growth..
