DESPERATION
“
IS THE RAW MATERIAL OF DRASTIC CHANGE.
ONLY THOSE WHO CAN
LEAVE BEHIND
EVERYTHING THEY HAVE EVER BELIEVED IN...
CAN HOPE TO
ESCAPE. —WILLIAM S. BURROUGHS
THE GOLDEN AGE OF VEGAS IS DEAD AND GONE.
THE OLD SAHARA IS DEAD, LYING SILENT IN THE GRAVE.
USHER IN THE PLATINUM AGE OF VEGAS WITH THE NEW SAHARA. Everyone knows and reminisces about the Golden Age of Vegas, where Grace Kelly, Frank Sinatra, Dean Martin, Carey Grant and other famous Hollywood stars roamed the carefree streets of Las Vegas. But that era is dead, and has been for years. The Platinum Age of Las Vegas begins with the new Sahara. Previously a Bingo parlor turned rundown hotel and casino, we welcome the new Sahara with its subtle class, sex-appeal and limitless luxury. Sahara is the vision of the New Las Vegas. No longer a place where anyone can get in, you have to be invited in. There is protocol, structure and hierarchy within the walls of Sahara never known to the Vegas strip before. Say goodbye to the old Vegas, and move forward with us into the Platinum Age of Vegas. Everyone will want to be here, but only few get in.
WELCOME TO THE NEW SAHARA.
UNTOLD Who We Were
16
What We Did
18
Who We Are
25
Who We Want
26
Moving Forward
32
UNLOCKED Death of an Era
37
Breath of Life
38
Logo
40
Stationery
43
Anatomy of a Mark
44
Typographic Standards
46
Color Standards
47
Alternate Versions
48
Forbidden Tampering
52
Photographic Style
55
UNFORSEEN Where We’ve Been
60
Where We’re Going
61
Hotel
63
Casino
81
Travel
89
Pharmaspa
99
Rehab
109
Future
113
More
129
SAHARA
12_
“ THOSE WHO
DREAM BY DAY ARE COGNIZANT OF MANY THINGS THAT ESCAPE THOSE WHO ONLY DREAM AT NIGHT.” —EDGAR ALLAN POE
UNTOLD THE UNTOLD PORTION OF THE NEW SAHARA HAS TO DO WITH ITS TWISTED HISTORY AND DETAILS OF THE LIFE AND DEATH OF A ONCE BELOVED HOTEL AND CASINO. WITHOUT THE PAST, THERE COULD BE NO FUTURE, SO IT’S ONLY FITTING WE FILL IN THE BLANKS OF THE PAST BEFORE WE CAN TRULY MOVE FORWARD.
SAHARA, A SANTUARY FOR THE ELITE. Every story has a beginning, middle and end. For Sahara, the beginning was in the 1947, the middle and brightest years of Sahara saw some of Hollywood’s most famous faces, housed some of the world’s greatest musicians, catered to the elite and lived at the forefront of budding Vegas culture. And the end, or so the public was led to believe, came in May of 2011 with the closing of the hotel and casino’s doors. But Sahara’s story doesn’t end there. That was just the beginning as far as we’re concerned. We revelled in the past as long as we could, but we needed a fresh start. We needed a clean slate and we needed to make a clean break in order to recreate and restore our once well-known and respected name. This is the story of Sahara in all it’s shame and glory. The past is in the past and we have learned from the mistakes of time. We begin our new journey wiser and ready for anything. Our story is twisted, much like our clientelle, and we only mean that in the highest sense of flattery. We pride ourselves in our unique approach to life, luxury and escape. Taking a cue from the past, we are carrying forward the idea that the Sahara is still the “Jewel of the Desert”, but now it’s much more than a precious jewel, it is the diamond in the rough that few are able to experience. Sahara is a santuary for the elite.
14_
SAHARA
ESCAPE
_15
SAHARA WAS JUST A HOTEL IN THE DESERT
UNTOLD
SAHARA
16_
A C LO S E R LO O K
Take a long look at this page. It should take you back to the old Vegas, a place you wouldn’t want to be. That’s who we were before the rebranding. Before you turn the page, imagine what the Platinum Age of Vegas could look like. Close your eyes and envision the new era.
WHO WE WERE R U N D O W N , O U T DAT E D O L D V E G A S At it’s death in May 2011, Sahara was typical old Vegas, with smoke-filled rooms, obese clientelle vacating the slots for days on end. Shag carpet rooms, unchanged from the early days of the hotel. Little was unique about Sahara, the further from the openning it got. We tried to hold on to the clientelle, but the high rollers moved on and left the cheapskates to dominate the dollar tables.
ESCAPE
_17
UNTOLD
SAHARA
18_
47
51 52
Milton Prell opens
Sahara files for
Prell opens the doors to
Sahara as a Bingo Parlor
Bankruptcy
Sahara Hotel & Casino on October 7, 1952
WHAT WE DID IN THE BEGINNING Sahara has a rich, long history in Las Vegas, but what
The financial woes were over for Prell as he inherited a
the public doesn’t know is the dark side of Sahara. The
new set of investors with Webb. Webb had been
new Sahara exposes the beauty of the dark side to
involved with the Genovese family in New York, one of
those who are invited in.
the five families that dominated organized crime activi-
Opening as a Bingo Parlor by Milton Prell in 1947, the money and regular patrons started pouring in. Unfortunately after a few short years, due to poor financial planning, the Bingo Parlor filed for bankruptcy. In order to address the shortcomings, Prell proposed to build a hotel and casino in the place of the parlor. He teamed up with New York Yankees owner, Del Webb, offering him a trade of construction for 20% ownership of the future hotel and casino. Webb accepted and they officially opened the two-story, 240-room hotel and casino on October 7, 1952. It was the sixth hotel and casino on the Las Vegas strip.
ties (known to most as the Mafia, but known as Cosa Nostra by those on the inside) in New York. Webb brought in with him, his hit men, his guards, his backers, his players, associates and boss. In 1959, a 14-story addition was built onto the hotel, staking prime real estate on the Vegas strip for Webb and his cronies, the 13th floor. What came to be known as “Unlucky 13”, was in fact the headquarters for the Mafia in Las Vegas, a sanctuary for the organized crime, family, suspects and witnesses. Shortly after the addition, Prell was slowly moved out of the circle of trust, finally forced to sell the remainder of the company to Webb in 1961.
ESCAPE
59
61
63
14-story addition.
Del Webb purchases
24-story addition
Start of the “13th Floor�
Sahara Hotel & Casino
Webb and the Genovese family ran Las Vegas, had hands in all casino openings, counting rooms and underground circles. Their power was unrivaled and undetected by any government agency. In 1974, Webb passed away, leaving Sahara to be run by his company. After a few years of excessive success for Sahara, suspicions were raised and the FBI moved into Vegas to investigate. Moving all dealings to the 13th floor of Sahara, the FBI moved past them and in 1980, declared Vegas free of all organized crime. The Mafia activities laid low for a few years until Paul Lowden purchased the hotel and casino in 1982. Paul was a musician and unsuspicious man. He was, however, engaged to New Jersey native and Genovese family heir, Sue Pluskoski. Sue was the puppet master of the hotel and casino, using Paul as her marionette, and safe cover. The power
UNTOLD
CONT_
_19
SAHARA
20_
CONT_
64/ 66 / 67
82
88
Fire burns undiscoled
Paul & Sue Lowden
26-story addition
room of the Hotel
purchase Sahara Hotel & Casino
Fire burns financial documents causing property damage Jack Jennedy plants bomb at Sahara causing temporary closure
couple brought back the power of the Genovese family, allowing the rise of the family to infiltrate, yet again, every aspect of Las Vegas. The Lowdens added another 26-story tower, in addition to Webb’s 24-story (1963) in 1988, allowing the Genovese family to obtain the 13th floor of all three towers, creating a triangle of impenetrable security. Once again, “Unlucky 13” ruled Las Vegas. Skimming hundreds of millions of dollars off of company winnings, the Genovese family was very well off and silent partners in Sahara. When the Casino exchanged hands to Bill Bennet in 1995, and again to Sam Nazarian in 2007, the Genovese family still ran the hotel and casino, creating an empire of unstoppable power. In order to cover up
ESCAPE
_21
95
07
11
Bill Bennet purchases
Sam Nazariam
Sahara Hotel & Casino
Sahara Hotel & Casino
purchases Sahara Hotel
closed its doors to the
& Casino
public on May 16, 2011. Rebranding Begins.
a misstep by of the Genovese associates, the December 2010 heist was moved to the Bellagio to keep suspicions under control. The damage had been done and the Genovese family had to move out in order stay off the FBI’s radar. The small loss of $1.5 million dollars was a small price to pay for the security and power of Sahara. To cover the trail, Sahara feigned financial worries in the early months of 2011, leading the Feds off track. The closing of the hotel and casino on May 16, 2011 was a thought to be permanent by Las Vegas government, but as Sam Nazarian said as they locked the front doors that last day of service, “Obviously, this is a sad day. But this is the day that will mark the ultimate rebirth of the north end of the Strip.” He already had plans in motion to reopen and replace the Sahara Sanctuary for the all-powerful Genovese family.
UNTOLD
22_
SAHARA
ESCAPE
_23
SAHARA IS A SANCTUARY FOR THE ELITE
UNTOLD
24_
SAHARA
ESCAPE
_25
WHO WE ARE P L AT I N U M A G E O F V E G A S We’re bringing a new life to Vegas, a breath of fresh air, a breath of life, a new outlook on what Vegas could and should be. We are the elite. We are the most wealthy, exclusive, luxurious company in Vegas and we offer things that other hotels and casinos haven’t even dreamed of yet. We’re so far ahead of the game, that no one could ever catch up to us. We’ve smarter, we’re well-equipped, we’re selt-sufficient, we’re high-powered, sleek and the best of the best. Not just anyone can be a part of Sahara, they have to be the best. No longer obsessed with the trends of the glitz and glam of Vegas, we are the sleek sheen of the new Vegas. We are class, luxury and exclusivity to the extreme. Everyone wants to be a part of Sahara, but only few are invited in. If you’re lucky you could be one of the elite.
UNTOLD
SAHARA
26_
WHO WE
SHANE ETERNAL BACHELOR _AGE 36 DREAMS OF_SEX, YOUTH & BUSINESS Shane is a successful business man who travels the world. He can’t remember the last time he spent more than two weeks in the same city and thrives the energy of cities. He is a smoozer who knows what he wants and goes after it. He enjoys the finer things in life, willing to pay the premium for the best because he deserves it.
ESCAPE
_27
WANT...
SETH IVY LEAGUE BOY _AGE 28 FINANCE, TRAVEL & FOREIGN WOMEN_DREAMS OF Seth is an entrepreneur who runs a successful business as well as a non-profit on the side. He is intelligent and well-informed on all fronts, reading both the Economist and People. He rarely takes time to travel, but when he does, it’s luxury all the way. He owns real estate all over the world, has politics in his blood and wants to be President.
UNTOLD
SAHARA
28_
SKYE SOCIALITE _AGE 24 DREAMS OF_DIAMONDS, YACHTS & ITALIAN MEN Skye is an infamous socialite known for her lavish parties and over the top style. She would never be seen in last week’s labels and never leaves the house without her Christian Louboutins. She knows how to manipulate a man to get what she wants. She stays only in the most luxurious places, and is on the guestlist to any A-list party.
ESCAPE
_29
SAWYER ADRENALINE JUNKIE _AGE 32 CLIFF JUMPING & DRAG RACING, THE FIRST SNOWFALL_DREAMS OF Sawyer is a manly man who loves a challenge. Heir to an international finance company, he works on the side, but play is his primary vocation. He travels to lands no one has ever heard of and wants to see everything before he dies with the means to be able to do it. He believes in quality of life and lives every moment to the fullest.
UNTOLD
SAHARA
30_
STEPHAN PROFESSIONAL ATHLETE _AGE 30 DREAMS OF_WINNING, WHISKEY & CUBAN CIGARS Stephan plays professional basketball. He is powerful both on the court and off, with a sharp mind and physical prowess like a Greek God. He is a high-roller, and rolls with an entourage of his buddies. He’s not looking to settle down anytime soon and can’t wait to get to the next city for the women, booze and city lights.
ESCAPE
_31
SEAN PLAYBOY _AGE 28 WOMEN, WINNING & CASH_DREAMS OF Sean started multi-billion dollar solar energy company. He has a strong work hard, play hard work ethic that influences his every decision. He is a ladies man, sweeping his lady of the month on trips to far away places. He gambles with the big boys in private rooms and unlimited bets. He has never lost a game where he’s gone all in.
UNTOLD
SAHARA
32_
M I S S I O N S TAT E M E N T
SAHARA INVITES YOU TO LIMITLESS ESCAPE
M O V I N G F O R WA R D We have always had escape at the heart of our business, itially it was the “jewel of the desert” escape that we offered. Unfortunatlye, our diamond in the rough got lost, left behind by the glitz and glam of Vegas. Moving forward, our vision is to revive our passion for escape and take it to the next level. We don’t just want to give you a hotel and casino, just like any other on the strip, we want to bring something entirely new. In our new mission statement, we say that we offer “limitless escape”. We chose the words for our Mission very carefully. Our studies showed that when you said the word “unlimited”, the first thing that came to people’s minds was a limit, the exact opposite meaning of the word. By using the word “limitless”, we move away
ESCAPE
_33
from the cell phone add (think limitless data plans), and into a realm of possibilities. When you think of limitless, you think of the sky is the limit and there isn’t anything you couldn’t do. That’s exactly what we want and what we mean. By offering services to members that no other hotel or casino has even dreamed up yet, we have separated ourselves from the pack. By offering escape, we extend possibilities ranging from escape from the mundane daily life, to escape to far away lands. Escape can mean something different to each person, and with our wide range of services, products, environments and methods, we can offer any kind of escape to anyone. Whatever you might need, we have something for you. It may not be what you thought, but it will be what you truly need.
UNTOLD
SAHARA
34_
“ WHEN
YOU LOSE YOURSELF, YOU FIND THE KEY TO PARADISE.”
—Z A C H B R O W N B A N D
UNLOCKED THE UNVEILING OF THE NEW VISION OF SAHARA. A VISUAL STANDARDS GUIDE FOR THE REFINED VISION OF THE NEW AND ENHANCED SAHARA RESORT. YO U N E E D A K E Y TO G E T I N & A N I N V I T E TO G E T A K E Y Sahara isn’t for everyone. We are a different kind of resort with a different mission. We don’t aim to please everyone, we only aim to please those we invite in. We select only the best of clientelle to enter our doors. And once they’re in, they’ll never want to leave. We hook them with our unique and forward-thinking services and they stay because there’s no other place they can escape to like Sahara. It’s quite difficult for the common man to get into the Sahara, near impossible actually. But there are parts of the hotel and casino that are open to those who pass a rigorous screening. The resort is meant to be for members and clientelle only. Sahara decides who it invites in, should you get an invitation, you should feel very lucky. We are so exclusive that even when you get your invitation, it’s not until you’ve passed our testing that you are allowed to the inner circle. Sahara as a brand has a new look and feel to go with the new essence of the company. We are luxe but not over the top. We are austere without being cold. We are unique without being cliché. We are the beginning of a new Vegas, expect others to follow suit, but no one can match our exclusivity, our luxury and our services. More on this in the next chapter. For now, we unveil to you the new look of Sahara. It comes from thousands of years of development in the language, years of refinement for the concept and years for the design. We have highly trained professionals who have put together a book of standards for the new brand and how it should be portrayed to the world.
36_
“THERE WAS THE CONGO ROOM SUPPER CLUB, CASBAR LOUNGE AND THE CARAVAN ROOM COFFEE SHOP, HOLLYWOOD POOL, TIKI-THEMED DON THE BEACHCOMBER RESTAURANT, NASCAR CAFE, 6LB BURRITO-EATING CONTEST AND ROLLERCOASTER.”
SAHARA
ESCAPE
_37
D E AT H O F A N E R A The original Sahara logo had a Moroccan influence, symbolized by the minaretes and slanted typeface. Oddly enough, the original style of Sahara was not Morrocan until Bill Bennet added the Moroccan themed entrance after the purchase in 1995. Originally, the hotel and casino had an African theme, portrayed more in the naming of areas than the actual aesthetics. There was the Congo Room supper club, Casbar Lounge and the Caravan Room coffee shop. The theme of the hotel and casino became muddled over the years, introcuding a Hollywood Pool, Don the Beachcomber restaurant (tikithemed), Nascar Cafe, 6lb burrito-eating contest and rollercoaster to name a few. When Sahara went under in May 2011, a new identity and branding system was already under way. Without the complete annihilation of the previous look and feel, the Genovese family and Sahara owners felt that they couldn’t get away from the dated look. We went back to the root of the word, “Sahara”, which literally means “desert”. Not so ironically, Sahara is a desert, spanning the top third of Africa, making it an arid desert where little can survive. We focused in even further on a specific culture within the Sahara dessert, selecting one for its deep and rich history. We selected Egypt as our inspriation. Egypt has a rich history, culture and language, informing much of the redesign of the logo. Inspired by hieroglyphics the new identity of Sahara looks and feels cryptic, with an ancient, modern twist.
UNLOCKED
SAHARA
38_
B R E AT H O F L I F E Sahara has always been the safehouse or sanctuary for the Genovese Mafia family, and in order to keep the look and feel of the hotel nondescript, the design team decided to use the cryptic nature of the hierogrlyphics to inform their design decisions. By creating a mysterious lock and key, “s” symbol to be used with the wordmark, they are able to communicate to other Mafia ally families (Gambino, Lucchese, Bonanno and Colombo) with symbols rather than out in the open language. Sahara is an exclusive hotel and casino, only for the elite. Only those who are wealthy, powerful and knowledgable may enter the hotel. The security is tight and the house always wins. The 13th floor is still used as a sanctuary for the Genovese family, going unnoticed with secret elevators, passage ways and underground tunnels. There are those on the outside that want to be a part of something bigger, and that’s where the Sahara and Genovese family steps in. Unlike past Mafia runnings, with a new boss, the Genoveses are letting in outsiders who are willing to work up the ladder. They use Sahara as a recruitment center for new Mafia Associates, complete with testing and training facilities. These people get the ultimate escape from their old life, and are welcomed into the family with open arms, where everyone knows your name. Only thing is, if you cross the Mafia, you won’t live to tell about it.
ESCAPE
_39
UNLOCKED
40_
SAHARA
ESCAPE
_41
UNLOCKED
42_
SAHARA
ESCAPE
_43
UNLOCKED
SAHARA
44_
A N AT O M Y O F A M A R K Sahara has always been the safehouse or sanctuary for the Genovese Mafia family, and in order to keep the look and feel of the hotel nondescript, the design team decided to use the cryptic nature of the hierogrlyphics to inform their design decisions. By creating a mysterious lock and key, “s� symbol to be used with the wordmark, they are able to communicate to other Mafia ally families (Gambino, Lucchese, Bonanno and Colombo) with symbols rather than out in the open language. Sahara is an exclusive hotel and casino, only for the elite. Only those who are wealthy, powerful and knowledgable may enter the hotel. The security is tight and the house always wins. The 13th floor is still used as a sanctuary for the Genovese family, going unnoticed with secret elevators, passage ways and underground tunnels.
ESCAPE
_45
Clearspace: 2X on all sides
1/2 X: Make up the circular area of letterforms
X: Height of letterforms Height of Symbol Space between Symbol and Wordmark
1/4 X: Space between each letterform
X: Height of letterforms Height of Symbol Space between Symbol and Wordmark 1/2 X: Make up the circular area of letterforms 1/4 X: Space between each letterform
Symbol is 1X above the center of the Wordmark Clearspace: 2X on all sides
UNLOCKED
SAHARA
46_
B O DY C O P Y A N D S U B H E A D S WHITNEY LIGHT (HTF) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 678 9 <>?:";'!@#$%^&*()_-+={}[]|\/ WHITNEY BOLD (HTF) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0 1 2 3 4 5 678 9 <>?:";'!@#$%^&*()_-+={}[]|\/
H E A D E R S , C A L LO U TS A N D S I D E BA R VITESSE SANS LIGHT (HTF) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 <>?:";'!@#$%&*()_-+={}[]|\/ VITESSE SANS BOLD (HTF) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 <>?:";'!@#$%&*()_-+={}[]|\/
T Y P O G R A P H I C S TA N D A R D S These are the acceptable typefaces that have been identitifed and certified to best represent the subtlety, class and luxurious feel of the Sahara brand. Without the use of a serif typeface (Mrs Eaves), it is important to create visual hierarchy by use of scale and color. These typefaces have variation in weight and essence. They are mechanical yet organic, gaining a sense of intrigue about their origins. Each face reflects a bit of the hieroglyphics used to reignite the Sahara brand and therefore represent the brand well.
ESCAPE
_47
P R I M A RY CO LO R S ERASER BLACK PA N T O N E B L A C K U R // 0 G // 0 B // 0 C // 6 0 M // 6 0 Y// 6 0 K // 1 0 0
C L E A N S L AT E G R AY PA N T O N E 1 1 0 U R // 2 0 3 G // 1 6 1 B // 4 0 C // 0 M // 1 4 Y// 1 0 0 K // 2 7
C L O U D E D G R AY PA N T O N E 3 1 0 5 U R // 8 8 G // 2 0 8 B // 2 2 1 C // 7 0 M // 0 Y// 1 2 K // 0
PURE WHITE PA N T O N E W H I T E R // 2 5 5 G // 2 5 5 B // 2 5 5 C // 0 M // 0 Y// 0 K // 0
S ECO N DA RY CO LO R S OASIS BLUE PA N T O N E 3 2 5 U R // 2 4 8 G // 2 2 9 B // 2 0 2 C // 0 M // 1 0 Y// 2 0 K // 0
PRICELESS GOLD PA N T O N E 1 1 0 U R // 2 0 3 G // 1 6 1 B // 4 0 C // 0 M // 1 4 Y// 1 0 0 K // 2 7
C O L O R S TA N D A R D S The colors that best represent the Sahara brand are subtle, the opposite of what you would expect from Las Vegas. The primary colors to be used are black and white with an allowable variation in gray within the limited color palette. The secondary colors represent the oasis of escape that Sahara aims to create through the experience and extensions of the brand. These colors should generally be paired with a primary color to create the sense of continuity in color and essence of the brand.
UNLOCKED
SAHARA
48_
A LT E R N AT E V E R S I O N S O F M A R K BLACK ON WHITE These are the acceptable variations of Saharaâ&#x20AC;&#x2122;s mark and symbol. The system is to be used in accordance with these rules. Departure from these rules will result in expulsion from the agency. The logo was set in motion and is not to be tampered with.
ESCAPE
_49
A LT E R N AT E V E R S I O N S O F M A R K WHITE ON BLACK These are the acceptable variations of Saharaâ&#x20AC;&#x2122;s mark and symbol. The system is to be used in accordance with these rules. Departure from these rules will result in expulsion from the agency. The logo was set in motion and is not to be tampered with.
UNLOCKED
SAHARA
50_
A LT E R N AT E V E R S I O N S O F M A R K S M A L L A D A P TAT I O N These are the acceptable variations of Saharaâ&#x20AC;&#x2122;s mark and symbol. The system is to be used in accordance with these rules. Departure from these rules will result in expulsion from the agency. The logo was set in motion and is not to be tampered with.
ESCAPE
_51
S E PA R AT E S : W O R D M A R K
IF X IS SMALLER THAN 0.25 inches: The Wordmark can be used alone, clearspace must be observed.
IF X IS LARGER THAN 0.25 inches: The original version is to be used.
S E PA R AT E S : S Y M B O L
IF X IS LARGER THAN 0.25 inches: The original version is to be used. The stroke creates a intricate, puzzle element and desired cryptic feel.
IF X IS SMALLER THAN 0.25 inches: The alternate version of the logo where the Symbol is encased in within a circle and the logo is reversed out must be used
UNLOCKED
SAHARA
52_
F O R B I D D E N TA M P E R I N G A STRICT LIST OF DONâ&#x20AC;&#x2122;TS These are just a small glimpse of what not to do with the logo mark. Tampering is unaccessible and will not be tolerated. Any form of altering the logo is unacceptable. No stretcheing, skewing, drop shadows, fake bevel or emboss, altering proportions, rotation of whole or part of the mark. The logo color is unnegotiable.
ESCAPE
_53
N E V E R C H A N G E L AYO U T INCLUDING BUT NOT LIMITED TO STACKING & SPLICING
N E V E R A LT E R D I M E N S I O N S
INCLUDING BUT NOT LIMITED TO STRETCHING & SKEWING
N E V E R U S E CO LO R I N M A R K
ENOUGH SAID. DO NOT APPLY COLOR. EVER.
N E V E R A P P LY S P E C I A L E F F E C T S INCLUDING BUT NOT LIMITED TO DROP SHADOWS, FILTERS, FAUX BEVEL AND EMBOSSING.
NEVER USE INCOMPLETE MARK INCLUDING BUT NOT LIMITED TO SPLICING, SPLITTING, CUTTING, COLLAGE OR ANY OTHER DERIVATION.
UNLOCKED
54_
SAHARA
ESCAPE
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IN ORDER TO OBTAIN THE ESSENCE OF THE ULTRA EXCLUSIVITY, WE HAVE TO FEEL DIFFERENT, LOOK DIFFERENT, EXUDE LUXURY WITHOUT SHOVING IT IN THEIR FACES.
PHOTOGRAPHIC STYLE U S AG E W I T H P H OTO G R A P H Y Photos used to represent the Sahara brand should be high contrast with specific coloring. Desaturated, high contrast images with tones of blues, brown leathers and desert sand and sky colors. The color blue is used as a color to allow for emotional surrender as well as to foster a sense of health and well being.
UNLOCKED
SAHARA
56_
“ TO BECOME
A SPECTATOR OF ONE’S OWN LIFE IS TO ESCAPE THE SUFFERING OF LIFE.” —OSCAR WILDE
UNFORSEEN HERE IS WHERE SAHARA GETS REALLY INTERESTING. THIS IS WHAT SEPARATES US FROM THE REST. OUR TEAM OF PROFESSIONALS RANGE FROM CHEFS TO YOGIS TO PHARMACISTS AND WE OFFER THE MOST EXCLUSIVE AND INTRIGUING SERVICES KNOWN TO MAN.
H OT E L , C A S I N O , E S C A P E C O N S U LTA N C Y & P H A R M A S PA Every resort has their thing. Sahara has many, so many in fact, we need this book to explain each in further detail. On the surface, we may seem like any other resort; we have a casino and hotel equipped with a 3 Michelin star restaurant, personal celebrity chefs, comfort and luxury at the push of a button, transportation services, personal attendants, meditation centers, pools and spas, personal trainers, fitness center complete with full-sized basketball court, tennis courts, olympic-sized swimming pools, multiple rooftop and pool bars and hundreds of other products services. Oh wait, that doesn’t sound like any resort you’ve ever heard of? We’re not surprised. We are the one and only resort in the world complete with it’s own pharmacuetical company. We offer elite transportation allowing for the ease of escape, whether it’s to Vegas, going from Vegas elsewhere, or if you require our services to take you to escape. Our transportation services, partnering with companies like Boeing, Azimut and Dom Perignon offer the ease of travel in style and comfort like you’ve never experienced before. These are the things you never saw coming. You know you want to see it for yourself. We just have to want you first.
58_
SAHARA
ESCAPE
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SAHARA OFFERS WHAT OTHERS HAVEN’T EVEN DREAMED UP YET
UNFORSEEN
SAHARA
60_
WHERE WE’VE BEEN
CASINO HOTEL
ESCAPE I N A D E S E R T FA R , FA R AWAY Sahara, at its core has been one of escape. This characteristic dominated the high points of the hotel and casino, highlighting exotic far away lands and cultures, providing a place for people to escape and be whoever they wanted to be. Known as “the jewel of the desert”, the hotel and casino aimed high to differentiate itself from every other hotel and casino in Las Vegas. Unfortunately, it also determined the lowest points of Sahara. They opened their doors to anyone longing for a cheap escape from their lives. These days Las Vegas offers up gambling, glitz and glam on a silver platter, practically throwing it at anyone willing to step inside their doors.
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Psychological Escape
Physical Escape
WHERE WE’RE GOING
CA S I N O
YO G A & P I L AT E S
H OT E L
M E D I TAT I O N
S M O K E S & A LCO H O L
R E AWA K E N T H E R A PY
P H A R M A S PA
B O DY C L E A N S E
REHAB
S P I R I T UA L G U I D E S
Las Vegas
Natural
ESCAPE Anywhere
still in a desert
Induced
E SCA P E CO N S U LTA N CY
P H A R M AC E U T I CA L S
LUXU RY T R AV E L
M E N TA L CO N D I T I O N I N G
W I T N E SS P ROT ECT I O N
P E R SO N A L P O DS
I N T E R N AT I O N A L LO CAT I O N S
permanent
Psychological Escape
E M BA L M I N G
Physical Escape
far away lands
temporary
ESCAPED SAHARA, THE AFTERLIFE Sahara has set themselves apart from their competition by creating a different, exciting, mysterious and unique form of escape. Sahara isn’t just selling you their poker tables and a room to crash in when the sun comes up, or a poolside margarita and sunburn—builing upon their initial intentions of offering up a different form of escape for their clients, Sahara offers wholistic escape, ranging from rest to pushing the limits near and far, both by temporary means, inteterminable timeframes, all the way to permanent. escape
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WELCOME TO THE NEW SAHARA HOTEL J U S T W H AT YO U A LWAY S N E E D E D Welcome to the new and improved Sahara Hotel, the face of Sahara Resort. The Sahara hotel and sanctuary are located in Las Vegas, but the international resorts associated with Sahara are underground resorts that only members are able to explore. Sahara offers unprecedented luxury accomodations, services beyond expectaitions and an excess of servers at your beck and call.
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IMAGINE LIFE IN T DRIVER’ OF LUXU WHERE WILL YOU TAKE YOURSELF?
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E, THE ’S SEAT URY UNFORSEEN
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LIMITLESS LUXURY Saharaâ&#x20AC;&#x2122;s hotel brings to you a sense of class and charm lacking in other hotels. Our humble beginnings made such an impact on our guests because of the intimate care we provided for them. We made an effort to know everyone and know everyoneâ&#x20AC;&#x2122;s business. If you came to the Sahara hotel or casino in the 1950s, we knew your face, knew your name and made sure to make you feel at home. And we take off from there with personal attendents, personal concierge services that go far beyond the normal concierge. Anything you desire to enhance your escape, we will be happy to provide.
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SAHARA OFFERS UNPRECEDENTED PRIVACY BEYOND ANYTHING YOU HAVE EVER HOPED FOR.
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YOUR EV DESIRE ALREAD ANTICIP WHAT WILL YOU WANT NEXT?
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VERY HAS DY BEEN PATED. UNFORSEEN
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SAHARA, THE DOM PERIGNON OF INTERNATIONAL RESORTS
B L AC K B OX CO L L ECT I O N A P E R F E C T PA I R I N G . AN EXCLUSIVE MEMBERS ONLY LIMITED EDITION THREE-BOTTLE DOM PERIGNON CHAMPAGNE AND BLACK BOX COLLECTION.
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A CASINO WHERE YOU WIN, EVERY TIME B E YO N D E N T E R TA I N M E N T Sahara’a casino isn’t just a casino. There are of course the cursory poker, roulette, and craps tables along with million dollar slot machines. But our casino has so much more to offer to our members. Risk big, win big. You never let the house win if you’ve got nothing to lose. We have the most secure backrooms known to man, vaults unpenetrable, securing your money like never before. We take care of you and your money, watching it like hawks. And for those who don’t care to gamble, we have alternative entertainment options for you. We advise you that these are not for the faint of heart. Go on, spend your money and enjoy.
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A GAME IN REAL LIFE With the roll of the dice, you could be in the middle of a lap dance, or in a virtual game questioning all of life’s greatest mysteries. We bring you the Game, a virtual reality game, set in your real life. Want to find out what’s been missing in your life? Escape from the mundane daily tasks and dive into the Game. Question what’s real and what’s not, experience heights of emotions never thougth possible. Take a risk with your life and receive the greatest escape of all time. The Game services are for members only, you must be invited into the game. Once you receive the key, your game has begun.
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TRAVEL THE WAY IT WAS MEANT TO BE LIMITLESS LUXURY Why would you ever travel in less than the utmost luxury? Sahara has cutting edge technology and partnerships
offering
the
most
luxurious
travel
accommodations ever. Travel to Vegas or from Vegas to a far away land. The options are limitless, the locations top-secret and the amenities unprecedented.
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INTIMAT EXCLUS LUXURIO AND SEC THE ONLY WAY TO TRAVEL
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TE, SIVE, OUS, CURE UNFORSEEN
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E N D L E S S C L O S E T S PA C E Sahara offers the most exclusive travel accomodations known to mankind. Through partnerships with luxury companies such as Buggati, Azimut and Boeing, we can offer travel like youâ&#x20AC;&#x2122;ve never felt before. Escape without ever having to leave the confines of a car, room, or yacht. Travel in subtle style allowing you not only to travel undercover, but to enjoy the hiding more than the reveal. Everything that you could ever want is at the touch of a screen and at the power of your finger.
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WE DREAMED UP THE PHARMASPA W H E R E T H E S PA M E E T S D R E A M S Sahara is unlike any other place in the world because of this unique, exclusive part of the resort. We have a team of professional pharmaceutical specialists who have created a unique experience combining the luxury of a spa and the power of pharmaceuticals. We have a line of products as well as services that can take your mind off of your greatest fear, and replace the inevitability of aging with a product that makes you younger. We have simple little pills to help you escape from your mundane thoughts and unlock your mind. We have a spa that can help you to escape without leaving the confines of the resort. Leave a new you.
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M E N TA L E S C A P E Escape from the mundane in our top-secret, fullystocked secluded villas. Whether you want to get away for a quick cleanse, a yogi lead transcendence meditation session or you just need space to clear your head, we have the perfect place for you. Everyone needs to get away, why do you need to?
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G E T YO U N G E R B E F O R E YO U R E Y E S At Sahara’s Pharmaspa, you can reach the fountain of youth by purchasing a few small items. Who would have thought that youth was attainable at all ages? We did. Our research has shown that this little bottle of anti-aging serum has the power of 1000 botox and face-lift opperations, all you need is a little drop and you’ll literally see the 10 years fall away before your eyes. Never feel old again, escape the fear of aging with Sahara’s Pharmaspa products.
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ETERNAL BEAUTY Sahara is unlike any other place in the world because of this unique, exclusive part of the resort. We have a team of professional pharmaceutical specialists who have created a unique experience combining the luxury of a spa and the power of pharmaceuticals. We have a line of products as well as services that can take your mind off of your greatest fear, and replace the inevitability of aging with a product that makes you younger. We have simple little pills to help you escape from your mundane thoughts and unlock your mind. We have a spa that can help you to escape without leaving the confines of the resort. Leave a new you.
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PRESCRIPTION DRUGS Sahara’s team of expert pharmacists have created topsecret, FDA approved pills for every need. Visit our onsite pharmacy or request a personal consultation wherever you may be. It doesn’t matter if you’re in middle America, in the Middle East or in the middle of a desert, we will find you and deliver your prescription. We see it as our job to help you reach your ultimate escape mentality and our little pills will do just the trick. Need a brief mental getaway? Try our sleeping pill, you can order an intense cat nap that feels like a full night of sleep, up to a month-long deep sleep. Have an early meeting when you need to be at your best? Try our unlocking pill, unlocking 100% of your brain, to allow for maximum functionality and the clearest thinking you’ve ever experienced. Need to escape from mundane everyday life? Take our eye-opening pill that takes you to another place. Need something stronger? We have that too. Think of our pharmacy as the ultimate, legal drug store, where we don’t sell anything but drugs to help you escape whatever you need to escape from.*
HO A W
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OW FAR ARE YOU WILLING TO GO? WE CAN HELP YOU GET THERE *DISCLAIMER Sahara cannot take responsibility for the consumption of any drugs. It is up to you, the client to determine the appropriate amount and time to let go. Our services are full-circle, so should you decide you donâ&#x20AC;&#x2122;t want to let go, please continue to see our other seriveces that we can offer to you.
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REHAB YOU’LL NEVER WANT TO LEAVE W H E N G O O D G O E S T O O FA R Here at Sahara we understand that escape is essential to living ones life to the fullest. How could we opperate without knowing that there’s something better just around the corner. But sometimes, when we take the corners too fast we can spin out of control. We offer the purest pharmaceuticals, but sometimes it’s not enough to escape, and that’s when our rehab program comes in. Get away from the monotony of life to our most comprehensive and secure rehabilitaion center. Where we can take the old you and make you like new again, getting you back to the escapist life you deserve to live day in and day out.
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WHEN GOOD GOES TOO FAR, YOU CAN COUNT ON SAHARA TO TAKE YOU UNDER THEIR WINGS WHEN HEALING IS CRUCIAL. UNFORSEEN
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THE FUTURE B E YO N D I M A G I N AT I O N Beyond what you could have ever imagined, Sahara brings you the future of humanity. Be one with the gods and live forever, freeze yourself for years, stay young forever and preserve future generations. Solar powered generators, running on the Earthâ&#x20AC;&#x2122;s energy alone, hold the key to the future. We are no longer tied to the constraints of time, we transcend time and expectation, bringing you your new future.
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P R E S E R V E YO U R B E A U T Y F O R E V E R Youâ&#x20AC;&#x2122;ve had the luxury of living life as long as you want, but now you want to be remembered just as you were. Enhance your history and your story by embalming yourself. We offer the most highly effective embalming methods known to man, prescribed by our ancient Egyptian hieroglyphics. Their secrets have been translated and kept here for our knowledge alone. We can preserve you forever. Youâ&#x20AC;&#x2122;ve lived life to the fullest, why not go out with a bang, make a statement. You have escape the monotony of death.
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ARE YOU READY FOR THE FUTURE LIVE AS LONG AS YOU WISH.
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U
E E? UNFORSEEN
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WELCOME TO THE FUTURE, LIMITLESS PRESERVATION PODS WHERE YOU CAN LIVE ON FOREVER. Never want to think of your funeral? You won’t have to if you decide to freeze and preserve yourself forever.
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LIMITLESS ESCAPE IS WITHIN YOUR GRASP. DON’T LET IT GO OR YOU MAY NEVER GET IT BACK AGAIN.
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I F YO U WA N T T O K N O W M O R E You may not have access to every part of the website, but if you’re interested in learning more about Sahara in hopes that we’ll have interest in you, please feel free to find what you can. www.thesahara.org P_800.222.0000 F_800.222.2222 2535 LAS VEGAS BLVD S LAS VEGAS, NEVADA 89109
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DON’T CONTACT US. WE’LL CONTACT YOU.
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CO LO P H O N A L L I N T H E D E TA I L S DESIGNER
KATIE KING RUMFORD
SEMESTER
FALL_2011
CLASS
GR604_NATURE OF IDENTITY
PROFESSOR
HUNTER WIMMER & GASTON YAGMOURIAN
TYPEFACES
VITESSE VITESSE SANS WHITNEY
PRINTING & BINDING PAPER CUTTING
KATIE KING RUMFORD BRILLIANT SUPREME MATTE PAPER ECO COPY
KATIE KING RUMFORD ©2011
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AT T E N T I O N R E A D E R : The following pages are for privilaged eyes only. If youâ&#x20AC;&#x2122;ve managed to get your hands on this book, you must have done something right to catch our attention, or you are in violation of the law and are tresspassing on intellectual property. The following pages are in no way an invitation to you, the reader, but merely an keyhole view into the heart and soul of Sahara. This is not to be taken lightly; if you are easily offended or faint of heart, we caution you to stop now, you may not be able to handle this. Read on at your own risk.
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