The Birth of the Flutter Brand

Flutter is the global leader in online sports betting and gaming entertainment –

For decades, our leading brands have brought energy, innovation, and a sense of fun to the industry. Born out of the merger of PaddyPowerBetfair and The Stars Group in 2020 Flutter was the parent company for all our brands. That all changed when Flutter moved its global headquarters to New York and listed on the New York Stock Exchange.

The Flutter brand identity was literally just its logo in white on a plain grey background. That did not represent the size and scale of our global business, neither did it portray the personality of the brand either. It was clear we would have to define the brand architecture and a new visual identity for Flutter. All of this work was caried out by a small but highly talented Internal creative studio.

Research & Insights

While our lead designer was researching creative concepts, in parallel we commissioned some detailed research into both leading US companies in the gaming sector but also how large NYSE listed businesses have built their brand identities stateside.

The Journey Began

The first challenge was to create the brand architecture for the business creating structure for all our brands within our federated operating model. Simplified divisions and regions were created with consistent branding and this simplicity gave us the foundations to start building the Flutter brand.

We needed a brand that would engage audiences both externally and internally, that would resonate and be relatable in any market or country we operated in. We wanted our colleagues to feel part of Flutter alongside the brands they worked for. This would be a monumental shift as we sought to embed the Flutter DNA across the globe.

The Flutter “F”

When we started looking at the visual identity it needed to be ownable and unique to the brand and it became apparent that the solid blocks of the Flutter F in our logo were the perfect foundations to build the new brand identity from. We explored abstract cuts of the F to create our backgrounds that all our assets would live within. To give the identity a modern dynamic premium feel we created a 3D model of the F and used our core brand colours and light to create standout. This use of shapes and colour has become the heart of the brand.

Sport & Gaming

Our business is dominated by Sports and iGaming so we developed a photographic ‘moment in time’ style of six sports athletes frozen in their game play. For gaming we redefined our aesthetic creating an ownable visual style that lends itself to the future of iGaming with a luminosity and deconstructive glass style that gives it a digital edge and breaks from the norms of traditional casino visuals thus allowing it to be as dynamic as our  sporting imagery and reflect the aspirations and growth of our business.

Copy, Fonts & Colours

With the move to the USA came a new tone of voice for the Flutter brand. We needed to communicate be seen as an American business. Working closely with our US leading brand FanDuel we crafted a standalone tone of voice and language for Flutter.

Key to the new visual identity was to introduce a new headline font that would bring consistency to all the creative output. A new modern, powerful dynamic font was chosen that would complement our existing secondary body text font. Throughout this process accessibility and inclusivity was front and centre of all our design decisions.

We needed a suite of accent colours to support the visual identity. To define these colours we created a colour spectrum of all our global brands colours and chose four new unique colours for Flutter. Various gradient versions of these colours have been created to bring to life our content we publish which stands out in social media and other channels. This elevates our brand identity adding another layer of brand personality beyond the core colours of Flutter.

Summary

A vast toolkit of assets and brand guidelines has now been created used by the creative studio, agencies and teams to elevate Flutter’s visual brand identity both externally and internally. This is just the foundations and beginning of the Flutter brand, we now have a consistent identity across the globe that has been built to evolve, grow and an identity that reflects the size and scale of the world’s leading sports betting and iGaming company.