BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway...

77
BRAND MANUAL - VISUAL IDENTITY July 2019

Transcript of BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway...

Page 1: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

BRAND MANUAL -VISUAL IDENTITY

July 2019

Page 2: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

The document was created knowing that while consistency is important, we acknowledge a global brand that serves multiplemarkets needs fl exibility.

This style-guide serves to provide you with the inspiration tobe distinct within your market. To achieve commercial viabilityby 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 bedynamic 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.

Fresh new logo.Fresh new identity.

Page 3: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland
Page 4: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland
Page 5: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland
Page 6: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland
Page 7: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

Contents01 Brand Story

02 Brand Identity

03 Fonts

04 Icons

05 Colours

06 Graphic Elements

07 Localised Creative

Page 8: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

BRAND STORY01The 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 andgive it a fresh feel, allowing a gradual update of existing marketing materials without the older identity lookingtotally out of place.

This is an evolution, not a revolution.

Page 9: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

01 / Brand at a Glance

Produced January 2020. All stats based on active customers between 1st April 2019 - 28th October 2019.

PRODUCT SPLIT (Gross win)

48%SPORTSBOOK

2%POKER

2%BINGO

31%CASINO

17%live CASINO

ACTIVE MARKETS

EUROPE

Sweden

Norway

Denmark

Finland

Belgium

France

Germany

Estonia

Hungary

Poland

Romania

Italy

UK

Ireland

AMERICAS

Canada

USA (NJ & PA)

Rest of world

Australia

.com(English International)

we understandour players’ passion for the game,

because we have it too.

01 / BRAND STORY - BRAND AT A GLANCEBRAND Manual

Page 10: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / Brand at a Glance

32Unibet

AVerage AGE

33kindred

AVerage AGE15%

85%

Male

feMale

For any bettor that is passionateabout gaming, Unibet is a full-service gambling brand that are experts in understanding what Players reallyneed to make informed bets andenhance their passion for the game.

We are by players, for players.We speak expertly, passionatelyand like a friend.

we attract sporting fans andavid bettors who want to uptheir game.

Target audience differs slightly by market based onlocalization and market requirements.

01 / BRAND STORY - BRAND AT A GLANCEBRAND Manual

Page 11: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

03 / A Brief History

it all began in the early 1990s, in astudent dorm in karlstad...

Unibet’s humble beginnings can be

traced back to Anders Ström’s student days at

Karlstad.

It was the early 1990’s, and Anders - who was studying mathematics, statistics and economics at the time - was

trying to figure out how to earn more money from

horse racing.

“I used to create my own analysis and rankings based on computer modelling to improve

my game. That’s how it all began”, Anders Ström says.

This soon turned into a newsletter to gamblers that was distributed by fax to 40 customers under the nameof Travtjänsten (“Trotting

Service”), later extended with Sporttjänsten “Sport Service”).

In November 2017Unibet enters esports betting market with

dedicated esports lobby.

Mid 2019 sawUnibet change it’s logo – the

first drastic change this century. Later on in the year they reached 1 Billion stakes

By the time Anders sold the company in 1997, it was

generating a profit of over SEK 3 million on sales of SEK 15 million. This became the

foundation for Unibet

In November 2018 Unibet opens its new office in

New York. Our 13th office globally and the first

in the USA

01 / BRAND STORY - BRIEF HISTORYBRAND Manual

Page 12: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

04 / 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.

Our TypicalCustomer

01 / BRAND STORY - TYPICAL CUSTOMERBRAND Manual

Page 13: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

05 / TYPICAL CUSTOMER

Our Typical CustomerThese 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 theedge – over the odds and outcome or theirfriends 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.

01 / BRAND STORY - TYPICAL CUSTOMERBRAND Manual

Page 14: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / TYPICAL CUSTOMER

Customerprofile of the

Multi-product player

The modern bettor who plays for recreationand the thrill of the win. They know the betsthey want and they want to place their bets

as quickly and easily as possible.

The multi-product player is someone whosplits their time between sports and casino

and doesn’t have a particular preference.Any game is their game.

Geoffrey Haeyen

33

name:

age:

01 / BRAND STORY - TYPICAL CUSTOMERBRAND Manual

Page 15: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

07 / positioning and statement

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'.

01 / BRAND STORY - POSITIONING AND STATEMENTBRAND Manual

Page 16: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

08 / tone of voice

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.

Tone of voiceis reinforcingthe approachof "we are who we say we are".

01 / BRAND STORY - TONE OF VOICEBRAND Manual

Page 17: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

09 / tone of voice

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.

FRIENDLY

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.

EXPERT

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.

PASSIONATE

01 / BRAND STORY - TONE OF VOICEBRAND Manual

Page 18: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

10 / TOV Best Practice

Toneof voiceBEST PRACTICE

01 / BRAND STORY - TOV BEST PRACTICEBRAND Manual

Page 19: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

BRAND IDENTITY02The 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 andgive it a fresh feel, allowing a gradual update of existing marketing materials without the older identity lookingtotally out of place.

This is an evolution, not a revolution.

Page 20: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

BRAND IDENTITY -OVERVIEW

We want people to see our Unibet brand identity clearly across allour communications, both digital and print. To make sure it’s visible to everyone, we have created a suite of logos / assets to suitthese different formats.

MAIN IDENTITY ASSETS USED TO CONVEY THE UNIBET BRAND

A. PRIMARY LOGO

B. SHIRT SPONSORSHIP LOGO

C. U ICON

D. TAGLINE

A.

B.

C. D.

02 / BRAND IDENTITY - OVERVIEWBRAND Manual

Page 21: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - Primary logoBRAND 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 KITR255 / G255 / B255C0 / M0 / Y0 / K0Pantone N/AHex #FFFFFF

BLACK - AWAY KITR0 / G0 / B0C0 / M0 / Y0 / K100Pantone Black CHex #000000

UNIBET BALLS

UNIBET GREENR58 / G170 / B53C75 / M0 / Y99 / K0Pantone 361 CHex #3eab37

95%75%55% 100%85%65%95%75%55% 100%85%65%

Page 22: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - Primary logo - GreyscaleBrand 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.

WHITER255 / G255 / B255C0 / M0 / Y0 / K0Pantone N/AHex #FFFFFF

BLACKR0 / G0 / B0C0 / M0 / Y0 / K100Pantone Black CHex #000000

95%75%55% 100%85%65%95%75%55% 100%85%65%

Page 23: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - PRIMARY LOGO - Safety Zones - printBrand 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 THESAFETY ZONE:

Use the height of the “U” to measure the safety zone aroundthe logo.

DO NOT ADJUST OR RE-ARRANGE ANY OF THE LOGO ELEMENTS.

x

Page 24: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - PRIMARY LOGO - Safety Zones - digitalBrand 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.

CALCULATING THESAFETY ZONE:

Use the x height of the “ball” to measure the safety zone aroundthe logo.

DO NOT ADJUST OR RE-ARRANGE ANY OF THE LOGO ELEMENTS.

x

Page 25: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - PRIMARY LOGO - minimum sizeBrand Manual

Minimum size (w)49 px / 15 mm

PRIMARY LOGO -MINIMUM SIZE

We want people to see our logo clearly across all our comms. To make sure it’s visible to everyone, we have calculated a minimum size for both print and digital formats. There will be occasional exceptions, such as merchandise and stationery, but please stick to the minimum sizes wherever possible.

DIGITAL:Minimum width 49 px

PRINT:Minimum width 15 mm

DO NOT ADJUST OR RE-ARRANGE ANY OF THE LOGO ELEMENTS.

Page 26: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - Primary logo - IMAGE OVERLAYBrand Manual

95%75%55% 100%85%65%

PRIMARY LOGO -IMAGE OVERLAY

The primary logo appears in black or white dependent on the colour kit used, with the balls in green with transparency as illustrated.

Page 27: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - SPONSORSHIP logo - solid ballsBrand Manual

100%100%100% 100%100%100%

SHIRT SPONSORSHIP LOGO - EXAMPLE ONE - FULL COLOUR

Unibet and balls are printed infull colour, without transparencyand can only appear on black orwhite shirts.

UNIBET WORDMARK

WHITE - HOME KITR255 / G255 / B255C0 / M0 / Y0 / K0Pantone N/AHex #FFFFFF

BLACK - AWAY KITR0 / G0 / B0C0 / M0 / Y0 / K100Pantone Black CHex #000000

UNIBET BALLS

UNIBET GREENR58 / G170 / B53C75 / M0 / Y99 / K0Pantone 361 CHex #3eab37

Page 28: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - SPONSORSHIP logo - ALL WHITEBrand Manual

100%100%100% 100%100%100%

SHIRT SPONSORSHIP LOGO - EXAMPLE TWO

When the kits are not black,white or stripey, the logo is treated in a single colour. Unibet and balls are printed without transparencyin white. The logo can be printedin club colours, subject tobrand approval.

ALL WHITER255 / G255 / B255C0 / M0 / Y0 / K0Pantone N/AHex #FFFFFF

CLUB COLOURSUBJECT TO BRAND APPROVAL

Page 29: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - MERCHANDISE logo - FULL COLOURBrand Manual

100%100%100% 100%100%100%

MERCHANDISE LOGO -EXAMPLE ONE - FULL COLOUR

Unibet and balls are printed infull colour without transparencyand can only appear on black orwhite shirts.

UNIBET WORDMARK

WHITE - HOME KITR255 / G255 / B255C0 / M0 / Y0 / K0Pantone N/AHex #FFFFFF

BLACK - AWAY KITR0 / G0 / B0C0 / M0 / Y0 / K100Pantone Black CHex #000000

UNIBET BALLS

UNIBET GREENR58 / G170 / B53C75 / M0 / Y99 / K0Pantone 361 CHex #3eab37

Page 30: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - MERCHANDISE logo - SINGLE COLOURBrand Manual

100%100%100% 100%100%100%

MERCHANDISE LOGO -EXAMPLE TWO - SINGLE COLOUR

Unibet and balls are printed inblack or white.

UNIBET LOGO

WHITE - HOME KITR255 / G255 / B255C0 / M0 / Y0 / K0Pantone N/AHex #FFFFFF

BLACK - AWAY KITR0 / G0 / B0C0 / M0 / Y0 / K100Pantone Black CHex #000000

Page 31: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - U iconBrand Manual

U ICON - APPEARANCE

U appears in either black or white with solid green ball.

Due to the icon not being globally recognisable as Unibet, the icon is to be used in conjunction with the primary or secondary logo.

UNIBET U

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

UNIBET BALL

UNIBET GREEN R58 / G170 / B53 C75 / M0 / Y99 / K0 Pantone 361 C Hex #3eab37

Page 32: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - U ICON - GreyscaleBrand Manual

U ICON - GREYSCALE

When the media dictates a Monotone logo, the logo appears in white or black dependent on the background used.

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

Page 33: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

U ICON - SAFETY ZONES

Use 1/2 the height of the “BALL” to measure the safety zone around the logo.

DO NOT ADJUST OR RE-ARRANGE ANY OF THE LOGO ELEMENTS.

02 / BRAND IDENTITY - U ICON - Safety ZonesBrand Manual

Page 34: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - U ICON - MINIMUM SIZESPONSORSHIP GUIDELINES

Minimum size (w) 8 px / 3 mm

U ICON - MINIMUM SIZE

We want people to see our logo clearly across all our communications. To make sure it’s visible to everyone, we have a minimum size for print and digital formats.

DIGITAL:Minimum width 8 px

PRINT:

Minimum width 3 mm

Page 35: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - TAGLINEBrand Manual

TAGLINE -APPEARANCE

Our tagline ‘By players, for players’communicates Unibet’s point of difference in the simplest and quickest way possible.

It should be used where feasible but is no longer required tolock-up with the logo. The tagline only appears in black or white.

UNIBET TAGLINE

WHITE - HOME KITR255 / G255 / B255C0 / M0 / Y0 / K0Pantone N/AHex #FFFFFF

BLACK - AWAY KITR0 / G0 / B0C0 / M0 / Y0 / K100Pantone Black CHex #000000

Page 36: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - TAGLINE - FONTBrand Manual

Meta Pro - Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

TAGLINE - FONT

META PRO – BOLD

This is the tagline specific font and should be used whenever articulating the tagline.

KERNING:Metrics

TRACKING:Apply -30 tracking

When using the tagline make sure to the fix the ‘y’ terminal and descender as illustrated.

BEFORE AFTER

Kerning: Metric Tracking: -30

Page 37: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

02 / BRAND IDENTITY - TAGLINE - SIZING - VERTICALBrand Manual

TAGLINE -SIZING

We have created a guide on the relationship of the tagline size to the logo for both landscape and vertical formats. It should be used where feasible but is no longer required in every lock-up. When using the tagline, the logo is the main focal point, with thetagline second.

TAGLINE - VERTICAL

Use the width of the Unibet balls to calculate the size of the tagline. If the size of the tagline becomes too small, do not use it.

Page 38: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

FONTS03Unibet Pro is an iconic typeface that already distinguishes us from our competitors, so if it isn’t broken, don’t fi x it.

Page 39: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

03 / FontsBrand Manual

UNIBET pro

A b c d e f g h I J k l M n O p q r s t U v W x y z1 2 3 4 5 6 7 8 9 0 £ $ € &# = + [ ] \ : ‘ , . / ! ? @ % * ( )

FONT - PRIMARY

UNIBET PRO – this is the primary font and should be used for headlines and key information across all brand communication.

KERNINGMetrics

TRACKINGUse -22 when spacing out letters

LEADING Apply 80% of point size

FONT - SECONDARY

ROBOTO (regular, medium, bold, black) this is the secondary font and should be used for sub-headlines and body copy across all brand communication.

KERNINGMetrics

TRACKINGUse 0 when spacing out letters

LEADING Apply 140% of point size

Roboto

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 £ $ € &#= + [ ] \ : ‘ , . / ! ? @ % * ( )

Page 40: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

03 / Fonts - hierarchyBrand Manual

Lorem ipsum dolorLorem ipsum dolorLorem ipsum dolor

LOREM IPSUMDOLoR SIT AMETCONSECTETUER ADIPISCING ELIT,SED DIAM NONUMMY NIBH EUISM

tincidunt ut laoreetDolore magna aliquam erat volutpat. Ut wisi enim adminim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit.

molestie consequat, vel illum dolore eu feugiat nullafacilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

IN VULPUTATE VELIT ESSE

FONTS - HIERARCHY

Below is a guide to the Hierarchy of the Unibet fonts.

1. MAIN HEADING / MESSAGE Set in Unibet Pro

2. SECONDARY HEADING Set in Roboto Regular - CAPS

3. SUBHEADING 1 Set in Unibet Pro

4. BODY COPY Set in Roboto Regular

5. SUBHEADING 2 Set in Roboto Regular - CAPS

6. HIGHLIGHT AND TITLING Set in either Roboto Medium,

Bold, Black in Caps or Sentence case as required

Page 41: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

PROMO Icons04These icons are used to visually representdifferent promotional offers.

Page 42: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

04 / promo IconsBrand Manual

PROMO ICONS - OVERVIEW

These icons are used to visually represent different promo offers.

MAIN ICON ASSETS USED

1. PRICE BOOST

2. FREE SPINS

3. JACKPOT

4. TOURNAMENT

5. BONUS

6. MONEY BACK

1. 2. 3.

4. 5. 6.

Page 43: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

04 / promo icon - exampleBrand Manual

Page 44: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

COLOURS05We understand that different markets have their winning formulas when it comes to colour. So we’ve created various options, exemplifi ed as ‘home’, ‘away’ and ‘third’ kits tohelp create variation. These kits are not defi nitive, they arean example of the agility of our colour palette.

Express yourself...

Page 45: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

03 / Home KIT Brand Manual05 / UNIBET COLOURSBrand Manual

GRASS GREEN#3eab37R58 / G170 / B53C75 / M0 / Y99 / K0

CHALK WHITE#FFFFFFR255 / G255 / B255C0 / M0 / Y0 / K0

TARMAC BLACK#111111R17 / G17 / B17C79 / M70 / Y62 / K89

CTA YELLOW#ffe71eR255 / G231 / B30C3/ M3 / Y88 / K0

CTA BUTTON ONLY

Page 46: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

05 / UNIBET COLOURS - KitsBrand Manual

GRASS GREEN#3eab37R58 / G170 / B53C75 / M0 / Y99 / K0

TARMAC BLACK#111111R17 / G17 / B17C79 / M70 / Y62 / K89

CTA YELLOW#ffe71eR255 / G231 / B30C3/ M3 / Y88 / K0

CHALK WHITE#FFFFFFR255 / G255 / B255C0 / M0 / Y0 / K0

Third kit

CHALK WHITE#FFFFFFR255 / G255 / B255C0 / M0 / Y0 / K0

TARMAC BLACK#111111R17 / G17 / B17C79 / M70 / Y62 / K89

CTA YELLOW#ffe71eR255 / G231 / B30C3/ M3 / Y88 / K0

GRASS GREEN#3eab37R58 / G170 / B53C75 / M0 / Y99 / K0

Home Kit

CTA BUTTON ONLY

GRASS GREEN#3eab37R58 / G170 / B53C75 / M0 / Y99 / K0

CHALK WHITE#FFFFFFR255 / G255 / B255C0 / M0 / Y0 / K0

TARMAC BLACK#111111R17 / G17 / B17C79 / M70 / Y62 / K89

CTA YELLOW#ffe71eR255 / G231 / B30C3/ M3 / Y88 / K0

away Kit

CTA BUTTON ONLY CTA BUTTON ONLY

Page 47: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

05 / UNIBET COLOURS - Home kit - examplesBrand Manual

Page 48: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

05 / UNIBET COLOURS - AWAY kit - examplesBrand Manual

Page 49: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

| Sizziling hot

05 / UNIBET COLOURS - THIRD kit - examplesBrand Manual

Page 50: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

GRAPHIC ELEMENTS06This is your library of Unibet graphic elements. These mnemonics have been considered and created to work alongside the new logo and colour palettes, to create stand out, raise awareness, and distinguish Unibet fromits competitors regardless of the market.

Page 51: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / GRAPHIC ELEMENTS - overviewBrand Manual

GRAPHIC ELEMENTS -OVERVIEW

A series of Unibet graphic elements have been created to frame and interact with photography and artwork assets across all Unibet propositions.

MAIN ICON ASSETS USED

1. UNIBET SLASH

2. UNIBET RIPPLE FRAME

3. UNIBET SPOTLIGHT

4. UNIBET RIPPLE SPOTLIGHT

5. UNIBET RIPPLE SPOTLIGHTREVERSE

6. HALFTONE BACKGROUND

1. 2. 3.

4. 5. 6.

Page 52: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

GRAPHIC ELEMENTS - UNIBET SLASH

The Unibet slash is an updated version of the previous version.

The angle of the slash is set at -200.

The distance between the slashes is 1/25 width of slash width.

06 / GRAPHIC ELEMENTS - unibet SlashBrand Manual

Slash angle set at -20º

Page 53: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

1.

3.

2.

4.

GRAPHIC ELEMENTS - UNIBET SLASH - OPTIONS

The Unibet slash has been created with 4 options.

THE FOUR SLASH OPTIONS

1. SOLID

2. MIXED SOLID AND KEYLINE

3. MULTI KEYLINE THICKNESS

4. KEYLINE

06 / GRAPHIC ELEMENTS - unibet Slash - optionsBrand Manual

Page 54: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

DoS don’tS

06 / GRAPHIC ELEMENTS - unibet Slash - Best practiceBrand Manual

GRAPHIC ELEMENTS - UNIBET SLASH - BEST PRACTICE

The comparisons featured here outline just a few examples ofbest and worst practice whenusing the Unibet slash.

DON’T:

• Rotate

• Flip

• Change shape

• Change colour

• Position graphic elements over Slash

• Crop responsibly with main image

Page 55: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / GRAPHIC ELEMENTS - unibet ripple frameBrand Manual

GRAPHIC ELEMENTS -UNIBET RIPPLE FRAME

The Unibet ripple frame has been created as a framing device to be used across all touchpointsof Unibet. To be used as analternative to the Unibet Slash, not in conjunction.

Page 56: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

GRAPHIC ELEMENTS -UNIBET RIPPLE FRAME

Only to be used as seen.

06 / GRAPHIC ELEMENTS - unibet ripple frameBrand Manual

Page 57: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

DoS don’tS

06 / GRAPHIC ELEMENTS - unibet RIPPLE FRAME - Best practiceBrand Manual

GRAPHIC ELEMENTS - UNIBET RIPPLE FRAME -BEST PRACTICE

The comparisons featured here outline just a few examples ofbest and worst practice whenusing the ripple frame.

DON’T:

• Rotate

• Flip

• Reverse gradiation

• Change shape

• Change colour

• Position on top of image

• Crop both top and bottom.(Make sure at least one edge of the slash

is visible)

• Crop responsibly with main image

Page 58: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / graphic elements - unibet spotlightBrand Manual

GRAPHIC ELEMENTS -UNIBET SPOTLIGHT

The Unibet spotlight has beencreated as a framing device as well as an additional element to be used in conjunction with the Unibet slash. When used as a standalone element we have created a textured version to be used when applicable.

Page 59: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

DoS don’tS

06 / graphic elements - unibet spotlight - best practiceBrand Manual

GRAPHIC ELEMENTS - UNIBET SPOTLIGHT -BEST PRACTICE

The comparisons featured here outline just a few examples ofbest and worst practice whenusing the spotlight.

DON’T:

• Change shape

• Change colour

• Position on top of image or graphic element

• Crop responsibly with main image

Page 60: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / graphic elements - unibet ripple spotlightBrand Manual

GRAPHIC ELEMENTS -UNIBET RIPPLE SPOTLIGHT

The Unibet ripple spotlight hasbeen created as a framing deviceto be used across all touchpointsof Unibet.

Page 61: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / graphic elements - unibet ripple spotlightBrand Manual

GRAPHIC ELEMENTS -UNIBET RIPPLE SPOTLIGHT

Only to be used as seen.

Page 62: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

DoS don’tS

06 / graphic elements - unibet ripple spotlight - BEST PRACTICEBrand Manual

GRAPHIC ELEMENTS - UNIBET RIPPLE SPOTLIGHT -BEST PRACTICE

The comparisons featured here outline just a few examples ofbest and worst practice whenusing the ripple spotlight.

DON’T:

• Change shape unless interactingwith image

• Change colour

• Position on top of image or slash

• Crop responsibly with main image

Page 63: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

GRAPHIC ELEMENTS -RIPPLE SPOTLIGHT REVERSE

The Unibet ripple spotlight reverse has been created as an alternative framing device to the ripplespotlight. To be used as analternative to the Unibet Slash, not in conjunction.

06 / GRAPHIC ELEMENTS - ripple spotlight reverseBrand Manual

Page 64: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

GRAPHIC ELEMENTS -RIPPLE SPOTLIGHT REVERSE

Only to be used as seen.

06 / GRAPHIC ELEMENTS - ripple spotlight reverseBrand Manual

Page 65: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / graphic elements - unibet ripple spotlight reverse - BEST PRACTICEBrand Manual

GRAPHIC ELEMENTS - UNIBET RIPPLE SPOTLIGHT -BEST PRACTICE

The comparisons featured here outline just a few examples ofbest and worst practice whenusing the ripple spotlight.

DON’T:

• Change colour

• Position on top of image

• Use as holding device for text

• Crop responsibly with main image

DoS don’tS

Page 66: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

GRAPHIC ELEMENTS - HALFTONE BACKGROUND

Make sure the texture in positioned on opposite ends of composition. Only 1 or 2 texture can be used on one composition.

06 / graphic elements - halftone backgroundBrand Manual

Page 67: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

06 / graphic elements - halftone backgroundBrand Manual

GRAPHIC ELEMENTS - HALFTONE BACKGROUND

Only to be used as seen.

Page 68: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

GRAPHIC ELEMENTS - HALFTONE BACKGROUND -BEST PRACTICE

The comparisons featured here outline a few examples of bestand worst practice on using the halftone background.

DON’T:

• Change shape

• Change colour

• Use when more than two graphicelements appear on composition

• Position on top of othergraphic elements

• Position under Unibet logo or text

DoS don’tS

06 / graphic elements - halftone background - BEST PRACTICEBrand Manual

Page 69: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

LOCALISED CREATIVE07

Page 70: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

07 / LOCALISED CREATIVE - Direct mailBrand Manual

Page 71: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

07 / LOCALISED CREATIVE - social postsBrand Manual

Page 72: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

07 / LOCALISED CREATIVE - value stats Brand Manual

Page 73: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

07 / LOCALISED CREATIVE - youtube channelBrand Manual

Page 74: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

07 / LOCALISED CREATIVE - landing pageBrand Manual

Page 75: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

07 / LOCALISED CREATIVE - print exampleBrand Manual

Page 76: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland

CONTACTSMAGDALENA EINARSSONHead of Brand Strategy

[email protected](+44) 078 4167 3392

OR

MICHAEL FISHERSenior Brand Executive

[email protected](+44) 077 1008 6283

Page 77: BRAND MANUAL · POKER 2% BINGO 31% CASINO 17% live CASINO ACTIVE MARKETS EUROPE Sweden Norway Denmark Finland Belgium France Germany Estonia Hungary Poland Romania Italy UK Ireland