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Another New Logo New Logo For New York New York

By Chuckmonster on Wednesday, 15th October 2008 5:59pm
  » filed under Las Vegas  comments: 3

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New York-New York has changed its logo again... er at least the typeface used in the logo. Gone is the "Helvetica Neue Ultralight" (squashed from the top) replaced by "ITC Avant Garde" they're pretty similar in a lot of ways, but very different in the way they handle R's and K's.

New New York Casino Logo

What's kinda kooky, and hopefully you can tell by the diagram... is that the logo designers decided to keep the "old K" on the top line, but use the "new K" on the bottom line. Either this is by design or someone goofed. My guess would be that they didn't like the way the Helvetica Neue Ultra Light "R" rendered (the curved leg) and opted to change it but decided to half ass finishing the job.

It might seem like no big deal, and the general public probably won't notice... but the oddness of the two mismatched K's stacked on top of each other is subtly maddening, and probably further evidence that the kinks at New York New York haven't been ironed out quite yet.

Perhaps taking tack from the New York Times' olde gothic font might be a better direction... it's classy, metropolitan and gangster at the same time:

New New York Casino Logo

For more about the evolution of casino logos, check out Vegas Casino Logos - Turning A Name Into A Vibe

Also, special thanks go out to CitiGirl for identifying the ITC Avant Garde font. Frank you!

New New York Casino Logo

Update: CitiGirl just pointed out via screen shot of her font suitcase (above) that there are many different versions of the Avant Garde typeface, and one of which (AvantGardeBQ) has the Helvetica Neue style K. So... you can pretty much throw my theory out the window. I stand by the assertion that it looks funny though.



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Comments & Discussion:

I have to agree. The k looks goofy. I don't really care for the r either, one is touching the other not. Blah.

my lord, something for us graphic designers to masturbate to.
vegas, mastodon, and now fonts. this really is the best site on the internets!

This is what the resort fee is going to, making a new logo look just like an old one

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