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Betting on a new masterbrand


Visual Identity

The Challenge

Image Now began working with Paddy Power Betfair in early 2019, to help them create a visual identity for ‘Flutter’, a new masterbrand for Paddy Power Betfair PLC. The group had undergone significant changes since its merger in 2016, and the reality of a large, internationally renowned entertainment group bearing a hybrid and cumbersome name that didn’t resonate within the industry meant it was clearly time for change. Image Now were tasked with visualising an identity and graphic language that spoke to the key principles that the PPB brand stood for.

The Solution

Image Now began a process of extensive competitive set research, looking at parent company identities across a range of industries, including gambling/entertainment and digital industries. This benchmarking process informed a rich process of design research and the creation of a mark and design language that was informed by the territory of ‘raising expectations’. By creating a combined logomark and wordmark and devising a bright colour palette we captured a sense of excitement and dynamism, combined with a sense of refinement and trust.


The internal team tasked with leading on the Flutter identity development were given a commendation for the perceived success of the identity development by the executive committee. Flutter has grown considerably in the past few years operating over 14 sports, gaming and betting brands and boasting over 18 million customers worldwide.