New-look Paddy Power site goes live
Irish operator re-skins main website to bring it in line with new corporate identity
Paddy Power’s core sports betting site has undergone a visual overhaul bringing it in line with the operator’s new corporate identity.
The Irish operator unveiled plans to roll out a new logo and branding across the whole company in December last year, which it said would better reflect its image as a “mischief-maker”.
To date, retail outlets and standalone mobile gaming apps including Roller and Vegas have been rebranded in a staggered approach, with the dot.com site given the update this week.
As well as a new overriding brand logo, Paddy Power said it was keen to develop consistency around its sub-brands for different product verticals.
The new image and shorthand logo were developed with US-headquartered brand consulting business Landor Associates and are accompanied by what Paddy Power describes as “agitators”, which are illustrations designed to add humour and a sense of fun to the brand.
Meanwhile Paddy Power has laid down the PR gauntlet once more by projecting a huge image of England cricket captain Alistair Cook onto the pitch at the Oval stadium ahead of today’s second test.
The projection depicts the batsmen as Captain Cook, the English explorer whose journey to Australia led to Botany Bay, now Sydney, being turned into a penal colony.
It reads “Captain Cook: Civilising Aussies since 1770″ next to the Twitter hashtag #AussieBashing.