Paddy Power, known for its controversial advertising campaigns, has unveiled a new visual identity that reflects the bookie’s bad-boy reputation.
"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 80s," explained Alex Phelan, the company's Head of Brand DNA.
"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."
The rebranding was designed and developed by consulting agency Landor Associates, and will be rolled out early next year. It includes a new brand mark and colors for sub-brands, and will be used across online, retail and marketing channels.
Each of Paddy Power’s sub-brands (casino or poker, for example) will have its own identity via a color scheme, but will still retain the look and feel of the parent company.
Charlotte Morrison, Executive Director at Landor, commented: "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."