Our Brand.
Your Experience.
It all starts with our brand, where company culture and customer experience come together. Cashman Photo Enterprises has established itself as a staple of the Las Vegas experience. This guide will provide a top-level overview how to present those experiences.
Cashman is there to capture each experience, the luxury of Las Vegas and all it has to offer.
Nevada’s only full-service multimedia company, we believe in the power of photos and experiences to connect people and communities. We strive to lead by innovation while honoring our history to maintain the core elements of our brand and provide quality experiences to our customers worldwide.
By consistent utilization of our logos, colors, and fonts, we bring purpose and cohesion to every experience customers have with our brand and thoughtfully incorporate experiences that are recognizably Cashman.
How the experience shows up in creative
Logos
The Cashman Icon and Wordmark
The preferred representation is to use the Icon or Wordmark by itself. This allows flexibility to present Cashman with greater prominence and maintain universal market awareness.

Icon
Wordmark


Logo colors
The Icon should appear in our brand standard Purple, except when limited by production.
The Wordmark should appear in Black or White depending on the background.
- Rose Garnet
hex#8F0047
rgb(143 0 71)
hsl(330deg 100% 28%) - Black
hex#000000
rgb(0 0 0)
hsl(0deg 0% 0%) - White
hex#ffffff
rgb(255 255 255)
hsl(0deg 0% 100%)

- Black
hex#000000
rgb(0 0 0)
hsl(0deg 0% 0%) - White
hex#ffffff
rgb(255 255 255)
hsl(0deg 0% 100%)
Wordmark Typography




Things to remember
- All Cashman Logos must be reproduced in their original format, with no substitution, adaptation, or distortion
- Use your branding for all projects. Under no circumstances should the Cashman font be used anywhere other than in our Logos as supplied
- The Logo should appear in the standard version or brand colors
- Always give the logo clear space for visibility and to stand out
- Background placement contrast ratio of 2:1 or higher to ensure readability
- When limited by production, use the standard black or white version
- Offers must be used as supplied, with clear terms and conditions featured
- Partner co-branding representation, ensure the Cashman logo appears first, with parity of size, placement, and province in materials, appropriate spacing, and parity of Logo, Icon, or Wordmark usage
- Brand integrity must be protected at all times when presented
- Intellectual property, content, platforms, and accounts require prior approval and must not contain Cashman trademarked terms or give the appearance of being Cashman
- There’s always something new happening at Cashman Photo Enterprises; ensure you keep up to date with communication and content.
Things to Avoid
- Don’t alter: stretch, compress, crop, flip, rotate, or effects
- Don’t fill, pattern, texture, or outline the logo
- Don’t write words in the style of the logo
- Don’t use to replace any letterform
- Don’t place over busy backgrounds
- Don’t use in a sentence
- Don’t repeat the logo
- Don’t use a past version
Legacy Logo Versions





Color
Purple is our signature color,
with complimentary brand colors for our identifiable creatives.
We’re moving away from our iconic red and utilizing our brand purple to leverage brand recognition. Luxury and artistic, our palette subtly honors our history and focuses us on the innovative future.

Brand Colors
The CP Icon is our most identifiable asset, while our Cashman Wordmark remains an essential identifier of our brand. Our complimentary brand colors may be used to accent assets and our brand Purple within the composition.
- #FFFFFF
- #000000
-
PRIMARY 1 (Rose Garnet)
hex#8F0047
rgb(143, 0, 71)
hsl(330deg 100% 28%)
PANTONE 221 C
cmyk (0%, 100%, 50%, 44%) -
Secondary 1 (Water)
HEX#CFEFED
rgb(207, 239, 237)
hsl(176.25deg 50% 87.45%) -
Secondary 2 (Blue Munsell)
HEX#078AB3
rgb(7, 138, 179)
hsl(194.3deg 92.47% 36.47%)
- Rose Garnet
hex#8F0047
rgb(143, 0, 71)
hsl(330deg 100% 28%) - Eggplant
hex#410020 - Licorice
hex#200010
Rose Garnet
Rose Garnet is Cashman's primary color. It's main usage is in the logo icon, but can be used anywhere in graphics as long as it does not get lost in backgrounds.
Eggplant
Eggplant is approximately a 50% shade on Rose Garnet and is used for backgrounds on website and can be used in graphics.
Licorice
Licorice is an 85% shade on Rose Garnet and is used in the circles in backgrounds of this branding guide. Use this color as a shadow on Eggplant backgrounds.
Rose Garnet Tints of 80% or more are acceptable in graphics or on the website.
-
Water
HEX#CFEFED
rgb(207, 239, 237)
hsl(176.25deg 50% 87.45%)
- Blue Munsell
HEX#078AB3
rgb(7, 138, 179)
hsl(194.3deg 92.47% 36.47%)
Voice
The Cashman voice is evolving to unify our brand and satisfy the needs of our customers.
We are confidently simplifying the messaging to enhance the experience and remove obstacles when finding what they are looking for at Cashman. Our voice creates elevated brand recognition, connection, and luxury experience.

functional V. expressive
Functional
Functional is a word that means useful. It organizes things in a systematic manner and anticipates the needs of our customers and ensures that they have an enjoyable, easy shopping experience in-store and online. It is used primarily to guide customers and make purchases of the product, this design is so effortlessly integrated that it draws the attention of the product and not to itself. Functional doesn’t necessarily mean sterile, it’s about transparency.
Expressive
The expressive copy section is where our brand’s character is infused with day-to-day thoughts. We make use of the expressive qualities of specific products to communicate the product’s truth in a fresh, pertinent engaging way. If we have the space, we can tell a compelling coffee story. Even with only a few words our content can be uplifting, considering the way our readers interact with us and making each word be memorable.
Examples
Website

Social

Print Ad

Merch

Typography
Poppins and Montserrat: Our two fonts with creative possibilities
It will be recognizably Cashman with custom modifications where an artistic touch is needed.

Poppins
Poppins is our more impactful font, frequently used for headlines
C a s h m a n
Photos
Videos
that perfectly preserves your special moments
Montserrat
Montserrat is used for paragraph and title text across all Cashman Photo Enterprise brands. The old signs and posters in the Montserrat district in Buenos Aires inspired the creator to create a typeface that preserves the beauty of urban typography dating from the first part of the twentieth century. The idea is to save Montserrat’s beauty and make it freely available under a non-exclusive open source.
Heading 1 font-family: Montserrat; font-weight: 800; font-size: 55px;
Heading 2 font-family: Montserrat; font-weight: 600; font-size: 40px;
Heading 3 font-family: Montserrat; font-weight: 600; font-size: 34px;
Heading 4 font-family: Montserrat; font-weight: 600; font-size: 28px;
Heading 5 font-family: Montserrat; font-weight: 600; font-size: 24px;
Heading 6 font-family: Montserrat; font-weight: 600; font-size: 20px;
Paragraph text example using Montserrat. The old signs and posters in the Montserrat district in Buenos Aires inspired the creator to create a typeface that preserves the beauty of urban typography dating from the first part of the twentieth century. The idea is to save Montserrat’s beauty and make it freely available under a non-exclusive open source.
The old signs and posters in the Montserrat district in Buenos Aires inspired the creator to create a typeface that preserves the beauty of urban typography dating from the first part of the twentieth century. The idea is to save Montserrat’s beauty and make it freely available under a non-exclusive open source.
font-family: Montserrat; font-weight: 400; font-size: 18px; letter-spacing: 0.5px;
Montserrat is our more versatile font, frquently used for body copy
C a s h m a n
Media, Photography, community that pairs perfectly with culture
Illustration
Illustration--layered and storied with evidence from the artist's hand--has brought our photos to life for decades.
Our method of illustration is grounded in our history and brand and is evolving in line with the latest trends. The content must be connected to our coffee culture or our history in some way, and the texture, collage of photos, graphic details and composition could be utilized to create an individual look. While our greens in the house aren’t required to be included in every illustration, their appearance in the surroundings must be taken into consideration.

Range of Experiences
Where each piece lands on this scale depends on where we’re meeting our customer along their journey. Where each piece lands on this scale depends on where we’re meeting our customer along their journey.
illustration in Use
Photography
Our photography is simple,
We do photos.
Product is full service multimedia.
People are authentic and experts.
Our photography constantly evolves, leading the industry in innovation to capture and deliver unparalleled imagery and services.
Our goal is that every photo and video is identifiably Cashman. Our photographs tell a story and reflect our brand as the staple of the Las Vegas experience.

PHOTOGRAPHY
Photography where experiences can be easily accessed and shared.






Brand Services
- Events
- Wedding
- Productions
- Retail
- Resorts/Casinos
- Nightlife
- Commercial
- Green Screen
- Amusement Parks
Cashman Events
Special Events
Cashman is the industry leader in Las Vegas corporate event photography, shooting hundreds of events each year. Their list of clients is unparalleled, dotted with countless Fortune 500 companies, and regularly shooting in almost every Las Vegas hotel and meeting space. With minimal testing and no guessing, they offer photography, cinematography, and photo booths to create truly unique corporate or social event experiences. Their experts capture the energy of the room and the essence of the event to promote future programs. No event is too big, and no program is too small to deliver superior imagery with professionalism and high-level customer service. Cashman Photo is a proud member of the Las Vegas community, shooting numerous events for a variety of nonprofit groups across the valley.
Cashman Brothers
Weddings
Cashman Photo captures more than 8,000 weddings each year, being the exclusive preferred photography partner for many Las Vegas chapels and other upscale wedding venues. Their professionals master the greenery 18 around the pool at Mandalay Bay, the Gondolas at the Venetian, and every location in between, with knowledge of each property and the best locations for romantic photos in intimate settings. Experience professional consultation with a variety of complete photographic and cinematic packages to ensure personalized style and a unique wedding for the special day.
Cashman Productions
Cashman Photo Magic
Retail
At Cashman Photo Magic it’s all about fun, memories, and souvenirs. From cameras and accessories, bobbleheads and fantasy photos of Las Vegas and beyond, all done within seconds with the client, so they can watch the wizardry of Photo Magic as it happens. Photo Magic is a must-see for family heirlooms and unique gifts you cannot get anywhere else in the country.
Crystal
Retail
Cashman Crystal captures life in crystal clarity, using cutting edge laser technology to create 3D images and timeless keepsakes or heirlooms. Most pieces can be completed on the same day, sometimes within an hour.
ProPhotoLab
Retail
Cashman ProPhoto Lab provides products and services for all your printing needs, from camera and phone enthusiasts to professional photographers. With specialty metal finish and paper prints to keepsake boxes, customized novelty gifts, and professional mounting services, all conveniently online. Community engagement through facility tours, photography classes, and contests, bringing photographers together to celebrate their art and science.
Resorts and Casinos
They serve guests at most Las Vegas Strip Casinos with a staff of 130 photographers and lab managers. They service all the Cirque shows on the strip along with concert venues like the Park Theatre and the Colosseum at Caesars Palace. We work in many fine dining restaurants as well, from Prime at the Bellagio to Top of the World at the Strat. Their celebrity Meet & Greets have been an added experience for guests in the last several years.
Nightlife
Cashman Photo enhances the experience, captures important memories, and offers tangible keepsakes after the sun goes down on the Las Vegas Strip. In showrooms and finest restaurants for special occasions, anniversary, proposal, bachelor party, or a weekend with friends, photos are printed with a vignette of the location and beautifully packaged in plush albums before dessert or the encore.
Commercial
Cashman Photo understands the client’s image is their business. Their expert photographers help define their executive image either in a controlled environment of a professional photography studio or environmental portraiture, capturing during their business. Cashman Photo photographers are leaders in their area of specialty, from real estate to gourmet restaurants, golf courses, and event venues, to help set the client apart from the competition with impactful photography and videography that inspires sales.
Green Screen
Cashman Photo has the largest green screen operations in Las Vegas, with multiple locations. Las Vegas tourists and conventioneers can have the perfect souvenir photo with exciting memories of the Las Vegas Skyline, the iconic “Welcome to Fabulous Las Vegas” sign, kissing a dolphin, fighting off a T-rex, holding a white tiger cub, or bracing the attack from a great white shark. Their skilled and interactive photographers use only commercial cameras, professional lighting, and industry-leading green screen technology to ensure they are in the attraction and have perfect photos every time.
Amusement Parks
Cashman Photo is behind the lens of almost every camera of every ride in Las Vegas. You’ll find them shooting at 60 mph at the New York New York roller coaster, at a leisurely three miles per hour on the gondolas at the Venetian,
nearly a quarter mile above the ground at the Stratosphere, and under the exciting roof of the Circus Circus Adventuredome. Automated cameras are supported by photographers with handheld devices ensuring to capture every moment. They have the largest display wall of its kind at the New York New York Roller Coaster, with forty monitors to display three different locations on the train track and specially designed travel folders or 3D resin frames
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