Paddy Power get new logo design to reflect the brand’s ‘mischief’

Well known for their cheeky promotions and news bites on their website, online betting site Paddy Power will undergo a branding change.

Branding firm Landor were brought in by the Irish bookmaker to try and reflect the very nature of the Paddy Power brand in a new logo. The idea behind the new concepts by Landor was to  ‘communicate the “mischief” at the heart of the brand’s equity’.

The new logo has not seen a dramatic change from the well known face that has carried online betting site Paddy Power successfully. The new logo will see the betting sites name all as one word, all in capital letters. The name will now run diagonally from the bottom left hand corner upwards. This new design from Landor has been done to reflect the brand’s ‘leftfield’ approach. The familiar colouring of green and white is still retained. There has been a subtle branding change though, with new tones also being introduced into new Paddy Power graphic icon.

Alex Phelan, head of brand DNA at Paddy Power, stated, ‘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.’