The idea of brand identity comes from the balance between building expectations and delivering on them. Pre-usage of what a brand is selling comes from the image that it projects, while the post-usage ones are for the level that the brand has accustomed its customers to. Delivering on these expectations and bringing improvements is what maintains and beats those expectations. 

Given that online casinos, along with similar gambling platforms, provide pretty similar things to a growing audience, building brand identity has become a matter of margins. BetBrain has identified stark similarities across sportsbooks, especially when it comes to their offering of odds and betting amenities, which is actual proof of the level they operate at. 

Another highly important thing to note is the idea of belonging to a certain community that a brand claims to build. Naturally, it’s a matter of customers enjoying the same product, but interaction and the sense of community are something that brings out the social dimension of online gambling. 

However, such an identity needs a posterized element, something evocative enough to remind consumers what the brand represents and where exactly it gains its value from. We will make use of this article to discuss the strength of logo development for online casinos, what constitutes their identity, and why some of the most popular ones have very defined design elements that work in their favor. 

The marketing prowess of proper design language 

Design language has plenty of applications, all of which come from the ideas of design. Given how powerful they are from a significance standpoint, it’s clearly interesting to note that the gambling field has a lot of strength in how it presents itself. It’s no wonder that brand identity has had a very powerful note when it comes to legitimization. 

There is quite a bit of statistical data about the yearly growth of online gambling. From the liberalization of the mass perception on this field to the openings that regulations have brought, there is a lot of value that comes from providing this kind of opportunity to an industry that aims to provide a sought-after product. 

Once things opened up, it became quite clear that some names had the advantage due to having long, lasting, and ongoing legacies in the gambling industry. Others had to pick up the pace and enter the market with something valuable and distinctive.  

The result is that plenty of brands have carved out a niche or established themselves as viable competitors. Not only did they create a serious competitive edge from how they operate, but they also gave themselves an image that has attracted would-be users.  

This comes from factors like generosity, product exclusivity as a sign of quality, and other elements that contribute to this brand image. Naturally, we are in an article about design, which should tell you that this factor is both essential and complementary in the overall structure of this field. 

Traditional elements of logo creation in gambling 

Logo creation is a matter that comes from the psychology of visual marketing. It’s nothing new, especially to those who have been in this industry for long enough. Visual cues contribute to the evocative sense of a company, especially during rebrands. Moreover, it’s a matter of using that logo for other marketing endeavors, not just recognition within the product itself. 

Does it look good on a shirt, or on a hoodie? Does it look good on a banner or a billboard created for advertising purposes? Is the logo unique in any way, making it instantly recognizable? These are the questions that designers, along with market researchers for aspects like focus groups, operate with. 

When it comes to general online gambling logo design, there are certain directions that we see: 

• The usage of red and black, which denote both elegance and a sense of belonging to the traditional colors of card suites and roulette number slots. 
• Plenty of gold cues, bringing the idea of the gold standard and value. 
• The employment of traditionally ‘royal’ colors, such as imperial purple and royal blue. They are markers of importance that bring about that lush aesthetic. 
• Striking usage of neon, including bright colors, most notably pink, blue, and purple. 
• The ever-popular usage of money-green. 
• Quite a lot of minimalism and pixelated designs due to the transition to a very tech-savvy posturing of many crypto-first brands. 
• A legacy level of usage when it comes to italic fonts due to its ties with the idea of elegance, opulence, and high-society money-spending. 

Case-by-case analysis 

There are a few names that have made their status known in the industry for multiple reasons and across different markets. They may feel somewhat different in how they go about their business, but they are united in how they try to present themselves.  

However, logos are points of divergence, which is really nice if we’re to look at them as unique brands. We’ve selected a quarter that you’ve probably heard of, and we will provide a bit of analysis of the logo that they employ. 

FanDuel 

One of the big names that has come from the sports fantasy landscapes and has started to dominate the American market is FanDuel. It initially came with a cursive font that was quite simple, but somewhat American-styled. It went through a couple of iterations: white font on a black background, and then the reverse. 

However, 2016 was a turning point, when the design implemented a shield made of an F and a D, along with a much simpler design. The current iteration is an evolution of the rebranding of 2016, boasting a higher focus on its signature blue and an even more minimalistic font. 

Overall, FanDuel showcases the increasing level of minimalism and digitalization that has influenced the logo design of many internet-based products and services! 

Paddy Power 

Paddy Power has always been a proponent of minimalist design. The green-coded iterations of the design bring out the typical Irish colors that have given it the brand identity that has been such a hit across the UK market. As a result, it has enough of an identity to prove itself viable on the market. 

There are two interesting design choices. The tilted positioning of the logo, pointing upwards, does it in a subtle enough way to indicate a level of positivity and upbeat tempo. The dot (period) at the end of the logo is a powerful statement that gives gravitas to this brand, making it even more reputable. 

BetMGM 

Given that the Metro Goldwyn Mayer legacy transcends the world of betting and goes back to early Hollywood, we can honestly say that its impact is more than apparent: it’s factual. The iconic lion of MGM’s empire is what gives it a level of recognition from a branding standpoint, something that the gambling side of this name has adopted very smartly. 

The premise of this logo is simple: bring out the golden-circled and roaring lion that has been in the back of the mind of generations of people around the world. Combine with a simple font design, and it works wonders. The fact that MGM is also in bold is yet another ode to the branding strength of this casino, including its online sphere. 

DraftKings 

DraftKings is among the most recognizable ones in the American market as well. Initially, it came with the reflection-heavy bling of another era, with a font known for sharp edges and a very stylized element. The round of minimalism came to it by eliminating the background, shadows, and reflection. 

The signature parts are the green color of the ‘Draft’ part of the name, with the 3-pointed crown sitting tilted on a very stylized D. In the micro-lore of the DraftKings logo design, the almighty dollar is the king. 

Conclusion 

To conclude, logo design in gambling will always send a message that has something to do with the nature of gambling. As things stand, their success says something about the role that they’ve had. If you’re willing to use such gambling services yourself, remember to play responsibly!