12/04/2012 :  PADDY POWER RE-BRAND TO ROLL OUT 2013
 
First re-brand in 25 years
 
Irish-based bookmaker Paddy Power is set to reveal its first re-brand since its launch twenty-five years ago.
 
The re-brand modernises the look of the brand and reflects the betting firm's "mischief-maker" personality reports Marketing Magazine.
 
Landor Associates is responsible for the brand's visual overhaul which will cover retail and online along with sub-brands bingo, casino and poker.
 
The brand retains its distinctive green colouring, an ode to its Irish heritage, but introduces shades of the colour and a modernised take on the Paddy Power name.
 
"Our new brand visual identity embodies our commitment to entertaining our audiences, differentiates us from our competitors and gives us a contemporary but authentic identity across all our channels," said Alex Phelan, Paddy Power’s head of brand DNA.
 
The Company expects the complete re-brand to be rolled out by the end of the second quarter of 2013.
 
Paddy Power's marketing division was strengthened with the appointment of Danny Russel former-SKY marketing strategy director and ex-Domino's marketer Robin Auld in October.