Time Square

A world within every moment

Sun International has long stood as Africa’s benchmark in premium tourism, hospitality and gaming. With over 30 years of experience, its expansive portfolio of luxury hotels, iconic resorts and renowned casinos has consistently set the standard for exhilarating experiences across the continent.

When the group turned its attention to developing a new flagship entertainment destination in Pretoria’s Menlyn Maine precinct, the ambition was clear: to create a space that rewrites the rules of entertainment, powered by technology and built for a new generation of guest experience.

The brief: Create a brand with timeless potential

Sun International partnered with Circle to bring their newest development to life, not just as a name, but as an identity that could grow, shift, and adapt to an ever-evolving set of experiences. The property, envisioned as a multifunctional complex of gaming, dining and entertainment, was named Time Square, a concept rich in symbolism, movement, and futurity.

Circle’s challenge was to take that idea and translate it into a bold, distinct brand identity that could speak to diverse audiences while remaining cohesive across hospitality, nightlife, and luxury service touchpoints.

Designing the identity: Every angle matters

Circle crafted a dynamic brand system for Time Square, one rooted in the essence of time, while visually echoing the architectural precision of the precinct itself. The identity centres on a custom-drawn typographic system, where each angled cut is set to 6 degrees, mimicking the movement of clock hands and conveying the measured rhythm of time.

These precise angles were inspired by the intricate architectural linework found throughout the precinct, reflecting the engineered harmony between built form and brand narrative.

Colour in motion: From hour to moment

To support the brand’s scalability and multi-channel application, Circle introduced a time-based colour vignette system. A fluid spectrum that shifts from deep, rich hues to light, energised tones, designed to adapt across dayparts and user interactions. This spectrum not only guides brand expression across signage, interiors, and digital platforms, but also imbues the brand with a sense of motion and living identity, reflecting the ever-changing rhythm of Time Square itself.

A brand built to scale, designed to evolve

From visual language to naming architecture, Circle created a brand identity system that enables modular extensions, capable of accommodating future sub-brands, venues and campaign expressions within the Time Square ecosystem.

The result is an identity that feels sleek, premium and undeniably Sun International, while also pushing the group’s visual lexicon into bold, contemporary territory.

Time Square isn’t just a name. It’s an experience.

With its striking angles, shifting palette and adaptive brand structure, Time Square reflects a new kind of property branding, one that evolves with its audience, redefines entertainment, and ensures every second counts.