TAB launches new brand identity

The NSW logo will be on its traditional green background while Victoria will stay with its heritage blue. On a national front the brand itself will be simply known as tab.com.au.

The new branding will be positioned in the marketplace with a series of TAB advertisements across all forms of media, highlighting TAB’s unique ability to create ‘magic moments’.

“The new logo unifies our brands, reflects our continued innovation and aims to create a closer and more emotional connection with our customers,” Tabcorp’s CEO, David Attenborough said.

“We’ve embraced the opportunity to present a fresh and innovative face to the wagering marketplace for what is one of Australia’s truly iconic brands.”

The changes will see many of Tabcorp’s approximately 2800 retail outlets and 260 racing venues across both states progressively rebadged.

The new branding was launched at the North Melbourne TAB agency, attended by
Victorian Racing Minister Denis Napthine and will also be unveiled at the King & George
TAB agency in Sydney on Friday, at which NSW Racing Minister George Souris will be in attendance.

Tabcorp is Australia’s leading wagering, Keno and racing media operator and manages a portfolio of brands including tab.com.au, TAB, Keno, Luxbet and Sky Racing.