Sons & Daughters ID show us how to brand contemporary gambling in their identity for Let’s Casino

Looking to streamline the aesthetic tropes of online casinos, Lithuanian creative studio Sons & Daughters ID have embraced a colourful, calm visual language across their brand for Let’s Casino, using structure, system and transparency to rid the expectation of shady promotions and dodgy deals. “We sought inspiration from traditional casinos and looked after classy and elegant styles,” Creative Director Adomas Jazdauskas tells us, “which is uncommon for online casinos,” turning towards Pangram Pangram’s sharp serif Cirka as the hero typeface to achieve said tone. “We chose Cirka because its refined and subtly elegant forms resemble the golden Monte Carlo casino age,” Jazdauskas adds, “and it works excellently set large on posters and titles or small as body text,” capturing a refined and rational balance. Let’s Casino’s dedication to transparency was taken one step further through a thoughtful transformation of the asterisk, with the studio reimagining the symbol of small print into a star that leads the brand, sitting front and centre of the visual output. Moreover, Let’s Casino’s symbolic championing is ever more emboldened by the brand’s supportive use of electric colour and illustration, depicting sober science fiction-like scenes that remove the company from the typical cheesiness of existing online gambling platforms. “We went for a four-colour palette where every colour can work with each other,” Jazdauskas remarks, discussing the use of the distinctive hues. “This way, we can be distinctive yet have many colour variations each time,” he adds, applying the palette thoughtfully across the illustrative scenes – designed in-house by Viktorija Matakaitė. “The space-themed illustrations and a galaxy-like universe could embody the new age of online casinos, yet be elegant and classy,” he adds, noting the inspiration of retro, space-age imagery. “It is common for all online casinos to have an illustration style full of 3D elements, gradients, and a whole spectrum of colours,” Jazdauskas concludes. “Instead of using all spectrum of colours, we went for a more monochromatic and flat look,” breaking the industry’s visual patterns through Let’s Casino’s fresh take on the genre.