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Visual Identity BRAND MANUAL - VISUAL IDENTITY July 2019 Fresh new logo. Fresh new identity. The document was created knowing that while consistency is important, we acknowledge a global brand that serves multiple markets needs fl exibility. This style-guide serves to provide you with the inspiration to be distinct within your market. To achieve commercial viability by standing out from the competition. Use these elements in ways that you fi nd suitable. Use this document as a stepping stone to go out and be dynamic and different. Every element, every colour, and every composition is purposely designed to inspire new ways to communicate our brand. We can’t wait to see what you create. Contents 01 Brand Story 02 Brand Identity 03 Fonts 04 Icons 05 Colours 06 Graphic Elements 07 Localised Creative 01 BRAND STORY The Unibet brand identity was in need of a refresh without alienating our players with a new logo that they wouldn’t recognise. The simple, subtle updates modernise and give it a fresh feel, allowing a gradual update of existing marketing materials without the older identity looking totally out of place. This is an evolution, not a revolution. 01 / Brand/ BRAND at a Glance STORY - BRAND AT A GLANCE BRAND Manual we understand our players’ passion for the game, because we have it too. PRODUCT SPLIT (Gross win) ACTIVE MARKETS EUROPE AMERICAS Sweden France Romania Canada 48% 2% SPORTSBOOK POKER Norway Germany Italy USA (NJ & PA) Denmark Estonia UK Rest of world Finland Hungary Ireland Australia 31% 17% 2% Belgium Poland .com CASINO live CASINO BINGO (English International) Produced January 2020. All stats based on active customers between 1st April 2019 - 28th October 2019. 0102 / /BrandBRAND at a Glance STORY - BRAND AT A GLANCE BRAND Manual For any bettor that is passionate about gaming, Unibet is a full-service gambling brand that are experts in understanding what Players really need to make informed bets and enhance their passion for the game. We are by players, for players. We speak expertly, passionately and like a friend. we attract sporting fans and avid bettors who want to up their game. Target audience differs slightly by market based on localization and market requirements. Unibet AVerage AGE 85% 32 Male feMale kindred AVerage AGE 15% 33 0103 / /A BriefBRAND History STORY - BRIEF HISTORY BRAND Manual it all began in the early 1990s, in a student dorm in karlstad... It was the early 1990’s, and This soon turned into a Anders - who was studying newsletter to gamblers that mathematics, statistics and was distributed by fax to 40 Mid 2019 saw In November 2017 economics at the time - was customers under the name Unibet change it’s logo – the Unibet enters esports trying to figure out how to of Travtjänsten (“Trotting first drastic change this betting market with earn more money from Service”), later extended with century. Later on in the year dedicated esports lobby. horse racing. Sporttjänsten “Sport Service”). they reached 1 Billion stakes By the time Anders sold the Unibet’s humble “I used to create my own In November 2018 Unibet company in 1997, it was beginnings can be analysis and rankings based on opens its new office in generating a profit of over traced back to Anders computer modelling to improve New York. Our 13th office SEK 3 million on sales of SEK Ström’s student days at my game. That’s how it all globally and the first 15 million. This became the Karlstad. began”, Anders Ström says. in the USA foundation for Unibet 0104 // TYPICALBRAND CUSTOMER STORY - TYPICAL CUSTOMER BRAND Manual Our Typical Customer Unibet’s core audience is the Player that day in, day out is passionately ‘thinking and talking about’ either their betting, their sport or how can they can beat the odds the next time they play. They constantly consume content from various sources to be informed to understand each game better. We call them aspiring wise guys. For them, betting is a ritual that is an important part of the experience. Either big or small, it is part of their routine and delivers more excitement to each game. 0105 / /TYPICALBRAND CUSTOMER STORY - TYPICAL CUSTOMER BRAND Manual Our Typical Customer These players want to bet with a brand that will constantly give them more choices and opportunities to make bets to add fresh excitement to the game. We’re not for the experts, we’re for the players who want to be a little more informed than the rest, or at least to feel as though they have the edge – over the odds and outcome or their friends and fellow players. Unibet isn’t an exclusive brand but it is for players who don’t want to bet on blind instinct alone or once a year on the Champions League Final. 0106 / /TYPICALBRAND CUSTOMER STORY - TYPICAL CUSTOMER BRAND Manual Customer profile of the Multi-product player The modern bettor who plays for recreation and the thrill of the win. They know the bets they want and they want to place their bets as quickly and easily as possible. name: Geoffrey Haeyen The multi-product player is someone who splits their time between sports and casino age: and doesn’t have a particular preference. 33 Any game is their game. 0107 / /positioningBRAND and STORY statement - POSITIONING AND STATEMENT BRAND Manual We’re experts in understanding what Players need to make informed bets, enhancing their passion for the game. This is because we’re players ourselves and want to deliver the things that we’d want most from a brand we trust. This is whywe’re proud to say we’re 'By players, for players'. 0108 / /toneBRAND of voice STORY - TONE OF VOICE BRAND Manual Tone of voice is reinforcing the approach of "we are who we say we are". Understanding is the foundation of our brand since we were founded. This understanding is best expressed by the tagline we've been using for over 20 years, 'By players, for players'. Our brand essence is supported by the three brand values which set a very clear direction for the tone of voice. 0109 / /toneBRAND of voice STORY - TONE OF VOICE BRAND Manual FRIENDLY We’re players talking to players, like two friends talking about betting, impatiently waiting for games, anticipating outcomes, celebrating wins, post-rationalising near misses, bragging, fist pumping, reliving those insane blackjack hands, talking about one poker board for hours. Like friends do. Friend to friend, player to player. EXPERT We know what we’re talking about and we’re not afraid of using language only players would understand. We’re experts in gambling, and we sound like experts. Be it in email, site content, social media or when players chat to us via help centre. We think betting is a skill and we’re always sharing our knowledge and insights with other players. PASSIONATE We’re as passionate about sports and gambling as our players. We passionately talk about it day in, day out. To us, no two sports are the same, any event is not the same without a bet on, and we love the thrill of casino and the skill it takes to be good at poker. 0110 / TOV/ BRAND Best Practice STORY - TOV BEST PRACTICE BRAND Manual Tone of voice BEST PRACTICE 02 BRAND IDENTITY The Unibet brand identity was in need of a refresh without alienating our players with a new logo that they wouldn’t recognise. The simple, subtle updates modernise and give it a fresh feel, allowing a gradual update of existing marketing materials without the older identity looking totally out of place. This is an evolution, not a revolution. 02 / BRAND IDENTITY - OVERVIEW BRAND Manual BRAND IDENTITY - OVERVIEW We want people to see our Unibet brand identity clearly across all our communications, both digital and print. To make sure it’s visible B. to everyone, we have created a suite of logos / assets to suit these different formats. MAIN IDENTITY ASSETS USED TO CONVEY THE UNIBET BRAND A. PRIMARY LOGO B. SHIRT SPONSORSHIP LOGO A. C. U ICON D. TAGLINE C. D. 02 / BRAND IDENTITY - Primary logo BRAND Manual PRIMARY LOGO - APPEARANCE The primary logo is made up of two elements: The Unibet wordmark and Unibet balls. The wordmark appears in black or white dependent on the colour kit used, with the balls in green with transparency as illustrated. UNIBET WORDMARK WHITE - HOME KIT R255 / G255 / B255 C0 / M0 / Y0 / K0 Pantone N/A Hex #FFFFFF BLACK - AWAY KIT R0 / G0 / B0 C0 / M0 / Y0 / K100 Pantone Black C Hex #000000 55% 65% 75% 85% 95% 100% 55% 65% 75% 85% 95% 100% UNIBET BALLS UNIBET GREEN R58 / G170 / B53 C75 / M0 / Y99 / K0 Pantone 361 C Hex #3eab37 02 / BRAND IDENTITY - Primary logo - Greyscale Brand Manual PRIMARY LOGO - GREYSCALE When the media dictates a Monotone logo, the logo appears in white or black dependent on the background used, with the balls transparency as illustrated. WHITE R255 / G255 / B255 C0 / M0 / Y0 / K0 Pantone N/A Hex #FFFFFF BLACK R0 / G0 / B0 C0 / M0 / Y0 / K100 Pantone Black C Hex #000000 55% 65% 75% 85% 95% 100% 55% 65% 75% 85% 95% 100% 02 / BRAND IDENTITY - PRIMARY LOGO - Safety Zones - print Brand Manual SAFETY ZONE - PRINT When placing in print artwork, please make sure the primary logo has at least the minimum safety zone around the logo. CALCULATING THE SAFETY ZONE: Use the height of the “U” to measure the safety zone around the logo. DO NOT ADJUST OR RE-ARRANGE ANY OF THE LOGO ELEMENTS. x 02 / BRAND IDENTITY - PRIMARY LOGO - Safety Zones - digital Brand Manual SAFETY ZONE - DIGITAL When placing in digital artwork, please make sure the primary logo has at least the minimum safety zone around the logo.
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