Landor has designed a new visual identity for Paddy Power bookmakers, aiming to ‘communicate the “mischief” at the heart of the brand’s equity’, according to Paddy Power.
Paddy Power will now be shown as Paddypower, with a capitalised brand name and diagonally positioned lettering to reflect the brand’s ‘leftfield’ approach, says the bookmaker.
Landor, which was appointed in February this year, has created a new brand mark, Paddy Power graphic icon and has introduced a new suite of brand colours and patterns.
Alex Phelan, head of brand DNA at Paddy Power, says, ‘At the beginning of the year we were doing some strategy work around brand equity, and looked at the DNA of the brand. We’re about entertainment and we’re quite a mischievous brand, but visually we didn’t communicate any of that. We realized we hadn’t redesigned since we started 25 years ago.’
It was decided that the brand would continue to use green as its primary brand colour, though the shade has been modified and other tones have been introduced.
The identity will be shown across all touch points including the website, retail spaces and marketing materials.
Charlotte Morrison, executive director at Landor, says, ‘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.’
The new look and feel will be used across all the brand’s channels, including sports betting and e-gaming channels such as Poker, Casino and Bingo, and aims to create consistency across the various offers. Each sub-brand will now be identified through a unique colour palette, with each using a distinct new graphic icon.
Phelan says, ‘We wanted to bring the brand equity to life though the visual identity and look at the architecture to create one singular voice across all the sub-brands. The new greens gives us a lot more scope.’
She adds, ‘Our new brand visual identity embodies [our] mischievous spirit, differentiating us from our competitors and giving us a forward-looking but authentic identity across all of our channels.’
The new branding will begin to roll out gradually over six months from 1 January 2013.