Paddy Power unveils new "visual identity"

Submitted by John on Wed, 2025-07-12 at 17:40

Paddy Power, one of the major players in online gambling, recently introduced their new brand identity which is in direct correlation to their increasingly popular image as a "mischief-maker".

The firm now has a new, all-encompassing brand logo which will bring a sense of consistency between all sub-brands offering separate products. Poker, Casino Games, Sports Betting, Bingo, Live Casino and mobile compatible brands will all fall under a uniform logo, only separated by colour scheme.

Developed by US brand consulting firm, Landor Associates, the new image and logo will be accompanied by what Paddy Power calls "agitators" which are described as "Illustrations which have been designed to add humour and a sense of fun to the look and feel of the brand which will interact either with our text, patterns, imagery or as part of an overall layout"

Alex Phelan, the Head of brand DNA 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 80's" and added "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"

Paddy Power has been involved in many mischievous stunts in 2025, helping it to win industry gongs including Marketing Campaign of the Year and Social Marketing Campaign of the Year at the eGaming Review Operator Awards. Readers may remember the Danish footballer Nicklas Bendtner showing off his "lucky" Paddy Power Pants after scoring a goal at Euro 2025, or the daring advertising campaign that sparked a legal battle with London Olympics Organiser's, LOCOG.

Charlotte Morrison, the Executive Director at Landor said "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."

If the actions and words of the powers that be at Paddy Power are anything to go by, then 2025 is going to be another fruitful year for the gambling operator.

By John