Paddy Power unveils new brand visual identity with Landor Associates

Paddy Power has announced the launch of a new visual brand identity, which will be rolled out from the beginning of next year, as the betting company aims to build on its reputation as a ‘mischief-maker’.

Developed by Landor Associates, the new identity will be used across online, retail and marketing after a staggered launch.

Alex Phelan, head of brand DNA at Paddy Power, said: “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. Our new BVI embodies this mischievous spirit, differentiating us from our competitors and giving us a forward-looking but authentic identity across all of our channels.”

The new brand identity will see the roll out of a new brand mark; a new suite of brand colours as well as sub-brand marks; and a new Paddy Power icon created as a shorthand graphic.

Charlotte Morrison, executive director at Landor, added: “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.”

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