PENN Entertainment
Research
Throughout the process, we worked closely with the strategy team to ensure our design ideas aligned with the evolving brand direction. As with many of our projects, design was grounded in strategic insight—beginning with a full audit and the development of creative attributes that captured the essence of the new brand. At one point, we explored new naming directions, knowing that each option would shape the visual identity in distinct ways. In the end, together with the client team, we chose to retain a name that felt familiar yet forward-looking—something that could evolve tactically with the brand’s ambitions.
Defining the visual language
Our early design inspiration came directly from the brand story itself—centered on the idea of choice, challenge, and access. PENN gives players the freedom to explore different ways to have fun, and we wanted the visual identity to reflect that same sense of energy, movement, and possibility.
Design with Hugo Collective, Christian Dierig, Donna Hadfield, Joseph Maruca, and animations by Paco Aguayo
PENN Entertainment, based in Pennsylvania, is an American entertainment company that operates integrated experiences across sports, gaming, casinos, and hotels. Formerly known as Penn National Gaming, the company started with racetracks and grew through key acquisitions, evolving into a major force in the gaming industry.
As the company expanded, its traditional brand identity no longer reflected what it had become—or where it wanted to go. PENN needed a modern, unified brand that could represent its growing portfolio and its ambition to lead the industry through technology, partnerships, and new forms of entertainment. The goal was to create a revitalized brand that could bring together all aspects of the business under one umbrella—streamlined, energetic, and ready for what’s next.
Working closely with the strategy team, we developed the new PENN Entertainment brand to evolve in real time with the strategic narrative. As the new name, architecture, and story took shape, design exploration moved alongside to define the visual expression. The new symbol captures the brand’s three key verticals—live experiences, sportsbook and betting, and media and lifestyle content. Its concentric lines, arranged in dynamic perspective, evoke both motion and a forward-looking view of the gaming industry’s future. Paired with a bold color palette and layered graphics, the identity embodies connection, innovation, and a sense of discovery across every platform.
The brand launched in 2022 and has since rolled out across properties nationwide. The leadership team was thrilled with the transformation—energized by a name and design that finally matched their vision. The collaboration extended into new initiatives, including a refreshed loyalty program in 2023 and an upcoming integrated campaign, continuing to build momentum for PENN’s next chapter in entertainment.
Related project: Penn Play Experience
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Branding