The Las Vegas Aces are a WNBA franchise that relocated from San Antonio to Las Vegas for the 2018 season, when MGM Resorts International purchased and moved the team formerly known as the Stars. The new name and logo were unveiled at a news conference at Mandalay Bay in December 2017. The franchise traces its roots to the league’s inaugural 1997 season as the Utah Starzz before moving to San Antonio in 2003. [1]
Design and History
The original Las Vegas Aces logo, used from 2018 through 2023, was built around a diamond shape. The mark featured a black diamond with a white “A” at the top, a red diamond, and an “LV” below in red, with “ACES” in white across the front and “LAS VEGAS” above in gold. [2] The design combined the framework of an ace of diamonds with the red and black of a deck of cards, while highlighting the “LV” of Las Vegas. [3] The trademark registration describes the mark as the words “LAS VEGAS ACES” superimposed over two diamond shapes with a smaller diamond silhouette over the letter “V” in “VEGAS.” [4]
The brand identity was created by RARE Design, a Las Vegas-based agency, which was approached in late 2017 to develop the identity for the relocated franchise. Rodney Richardson served as Creative Director/Principal, with Jeremy Nelson, Cody Bass, and Brian Bollig credited as designers. [5] RARE Design noted that the logo “strongly infers the symbol of growth and success, the diamond, using the team’s ligature to create the iconic shape.” [6]
In March 2024, the Aces unveiled a new logo and uniforms, shifting from the red, black, and gold palette to a silver, white, and black look. The change was widely described as a nod to team owner Mark Davis, who also owns the NFL’s Las Vegas Raiders. [7] The core design of the primary mark remained the same, but the color scheme changed to black, silver, and white. [8] According to the team, “Championship Red” remained part of the Aces’ culture and a “core part of the Aces winning identity.” [7]
Meaning and Symbolism
The “Aces” name was chosen as a double entendre referencing both Las Vegas gaming culture and excellence. MGM Resorts President Bill Hornbuckle described it as “a double entendre to the city, the excitement to the community” and a name that “provides a name for excellence.” [9] WNBA President Lisa Borders added that “an ace signifies that you’re the best, you’re at the top of the game of whatever you’re trying to do.” [9]
The diamond motif in the logo references the ace of diamonds playing card, tying the identity to Las Vegas’ casino culture. [3] The court design followed the same theme, alternating card suits in a diamond pattern inside the three-point arc. [3]
Typography and Design
RARE Design developed a custom typeface for the Aces called “Light Oasis,” which took inspiration from geometric forms and mid-century type styles. [5] A custom name and number system was designed to complement the logos, with the aim of a type system that felt “elegant but not delicate, and luxurious but not too showy,” cut in two widths as an all-caps typeface. [10]
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