International edition
September 27, 2021

To be used across all aspects of its business

Paddy Power unveils new brand visual identity

(UK).- Online and land-based sportsbetting operator Paddy Power has unveiled a new brand visual identity due to be deployed from next month that has been designed to reflect the company’s ‘mischief-maker’ personality.


eveloped in partnership with London-based agency Landor Associates, Paddy Power declared that the fresh design delivers ‘a distinctive identity’ for the operator and its family of brands and is to be used across all aspects of its business including online, retail and marketing.

“Mischief is at the heart of the Paddy Power brand and has been a core value in the business from the outset, right from when we introduced novelty odds with a market on whether the Pope would join Glasgow Rangers in the 1980s,” said Alex Phelan, Head of Brand DNA for Paddy Power.

“Our new brand visual identity embodies this mischievous spirit [and differentiates] us from our competitors and [gives] us a forward-looking but authentic identity across all of our channels.”

Paddy Power revealed that each of its sub-brands will now be given their own identity through the use of different colours and designed yet stay true to its ‘distinctive parent brand look and feel’.

“The new visual identity is designed to communicate the ‘mischief’ at the heart of the brand’s equity and create a strong [and] consistent look and feel across Paddy Power’s multiple channels including sportsbetting and iGaming channels such as poker, casino and bingo,” read a statement from the Dublin-based operator.

Finally, Paddy Power said that it will be complementing its new-look design by increasing the sense of fun available through its domains and introducing what it called ‘agitators’ online.

“Not only is the redesign intended to capture what the brand wants to stand for in the hearts and minds of its target consumers, it sets out to define the brand hierarchy using a strong visual system that reflects the overall equity, character and building blocks of the parent brand,” said Charlotte Morrison, Executive Director for Landor Associates.

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