Principles

It doesn’t take much to make something look like Paddy Power, below are the key tactics we use to stay on brand.

We can’t teach you how to pull off outrageous, witty creative — that still has to come from you. But these principles should help you referee those daily design dilemmas.

The Perfect Hat-Trick

It's just not Paddy without these three things.

1 Logo

Masterbrand Logo

Our logo, in our typeface, and our home colours. It's how our audience know it's us.

Sub-brand Logos

Sub-brands. A little bit of colour under our main logo, not re-inventing the wheel.

2 Colours

When we’re wearing our home colours, you can spot us from row Z. Hover over the boxes below for more info.

When we’re wearing our home colours, you can spot us from row Z.

Core Brand Colours

Tap each colour to see how they’re used.

Product Colours

Tap each colour to see how they’re used.

3 Typefaces

Penumbra: Our Hero Headline Typeface

Used for talking smack, creating craic, and generally
being ‘paddy’.

Barlow Semi-condensed*

This is what we use when we need to give ‘more sensible’ information.

*A typeface named after longstanding Coronation Street star, Ken.

Build a layout

Offer-Led Comms

Build your own short, sharp Paddy creative.
Start by adding a background.

Starting with a background build your own short, sharp Paddy creative.

Add background

Add logo

Add lockup

Add headline

Add emphasis

Add secondary text

Add classification

Add another message in another typestyle!

Say one thing only,
say it quick,
and say it big

Add background

Add logo and copy

Add more!

Non-Offer-Led Comms

Punters talk about interesting content not interesting layouts. Just a few bits arranged simply should tell the story. Start by adding a background.

Starting with a background build your own campaign-worthy creative.

Add background

Green background

Photo background

Add typefaces

Add logo

Add great idea

Add background

Add logo and copy

Add great idea

Imagery

Bobbleheads

Bobbleheads are one of our star players
so use them wisely.

Epic Text

In the world of gaming we steer clear of bling. Keep it natural and keep it snappy.

Campaign

Make sure to use campaign creative in relevant promotions and assets only. Bingo players don’t have a scooby about Ruby.

Specs

When you just need the details – look no further than the info below.

Logos & lock-ups

Masterbrand Logo

Download all logos

In white or in green, this is our star player. Most of the time it’s the only logo you’ll need. (You don’t have to measure the clearance zone every time, we trust you.)

PP Initials

A handy shorthand for our brand (it stands for “Paddy Power” the name of the company). Use it within our own products and shops to avoid repetition of the Masterbrand logo.

Product Logos

App Tiles

Make it Pop

Red Card Offence

Typographic lock-ups

Using the lockup

Typefaces

Also known as fonts, but that doesn’t sound as fancy.

Penumbra Sans

big, bold,
brilliant

Use Penumbra for logos, headlines, lock-ups and category headings.

Barlow Semi-condensed

Less big, less bold,
no less brilliant

Use Bold for subheadings in creative.

Use Semi-Bold for emphasis in body copy only. Never use it in headlines.

Use Regular for body copy and T&C text.

Colours

Paddy’s Home Strip

#004833

RGB 0 72 51
CMYK 80 0 63 75
Pantone 3305C

#31953E

RGB 49 149 62
CMYK 76 3 100 18
Pantone 7738C

#FFFFFF

RGB 255 255 2555
CMYK 0 0 0 0
No Pantone here!

Dark Green Gradient

#004833

RGB 0 72 51
CMYK 80 0 63 75

#006858

RGB 0 104 88
CMYK 85 0 54 52

Light Green Gradient

#31953E

RGB 49 149 62
CMYK 76 3 100 18

#62BB46

RGB 98 187 70
CMYK 65 0 100 0

Offers Yellow

#FFFF00

RGB 255 255 0
CMYK 0 0 100 0
Pantone Process Yellow C

Product Accent Colours

Games

#FF7700

RGB 255 119 0
CMYK 0 49 96 0
Pantone 1495C

Poker

#FF3333

RGB 255 51 51
CMYK 0 83 81 0
Warm Red C

Vegas

#CC33FF

RGB 204 51 255
CMYK 54 67 0 0
Pantone 265C

Bingo

#FF6699

RGB 255 102 153
CMYK 0 65 11 0
Pantone 190C

Live Casino

#FFB70D

RGB 255 183 13
CMYK 0 28 95 0
-

Using the product colours

Green Tints — Digital Interfaces only

Tint 1
#669185

Tint 2
#336D5C

Shade 1
#003626

Shade 2
#002C1C

50 Shades of Grey

100%

80%

60%

40%

Layout

Sample Layouts

The ‘ready salted’ layout — simple but effective. You can add to this recipe to suit your taste, but the basics are all here.

The Slash

Like the Great Wall of China, the Slash keeps undesirables on one side to protect our brand.

Backgrounds

OK, not the most exciting subject. But whatever one you create, make sure there’s plenty of green in there – like these.

Bobbleheads

Read our full
Bobblehead guidelines

Download

Responsible Gambling

Using the responsible gambling strips

We only shout once

We make it easy for punters to understand our offers by using a consistent typographic hierarchy. Our posters have one clear key message, expressed in no more than three type sizes*. Usually that means a headline size, a subhead size and then any extra information like category labels or disclaimers (e.g. “offer applies to betting machines only”).

If an offer is so complex that it requires extra type sizes or highlights then it’s too complex for a window poster, where we have three seconds to catch the attention of passers by.

* This doesn’t include T&C text

Headlines that bleed off the page give a dynamic quality to our posters. This effect should only be used with relatively short words (less than 8 letters as a general rule). Headings can be scaled up to any size as long as there’s room for the rest of the copy.

type is a brand tool

Strong typography is a distinctive visual approach. Our posters stand out because they are direct and punchy. The more bits we add to a poster the more it looks like what everyone else is doing. If there’s a good reason to include an image then go for it, but don’t feel that a poster needs a picture to be complete.

We use subtle gradient backgrounds in our offer posters. Alternating between our dark and light green backgrounds is the simplest way to introduce variety to a set of offer posters. It lets the punter know that each poster contains a distinct message.

As a rule, text on all posters should be white. Yellow is used to call out value messages and prices. If yellow appears in the headline then it should be used sparingly (if at all) elsewhere. It’s intended as a highlight colour, and we can’t highlight everything at once.

keep it simple

Bobbleheads live in Paddy World. Use them directly on brand colours, not on pitches, tracks or other environments.

Most of the time they fit best in the bottom right third of the poster. It suits the 5° angle of the text and allows the message to take the lead. It’s fine for them to slightly overlap the text, as long as they don’t overpower it.

not all formats are created equal

Background colour is consistently dark green with a gradient. We don't use light green on screens in store, it makes for a cleaner and more consistent gantry.
Typography follows the same principles of hierarchy and colour as posters.
No angled text — a combination of format and technical limitations mean that it looks pretty weird on screen. Keep it on the level.
Bobblehead/horse imagery stays in a designated area, slightly larger proportion to text than in posters.
Terms always appear at the bottom in white, spanning the full length of the screen.

so that’s the dogma, but we all sin sometimes...

It’s helpful to have rules and parameters, but Paddy doesn’t always abide by them. There will be times when we bend or break our own rules – whether out of necessity, boredom or sheer mischief. Here are some examples of worthwhile exceptions.

Big numbers are fun. And that’s still only 3 type sizes, so is this even a sin?

Avoid the double yellow lines. You probably won’t get clamped, but this treatment should only be used for complex offers that include a high value secondary message as well as a value headline.

Make sure your hierarchy is clear when using this approach – when we try to emphasise everything we often end up emphasising nothing.

Downloads

Get the files you’re looking for, all in one place.

Logos
Imagery

Learn how to brand it like Paddy. Be brave. Be ballsy. Just stay within these White Lines.

Principles

It doesn’t take much to make something look like Paddy Power, below are the key tactics we use to stay on brand. We can’t teach you how to pull off outrageous, witty creative — that still has to come from you. But these principles should help you referee those daily design dilemmas.

The Perfect Hat-Trick

It's just not Paddy without these three things.

1 Logo

Masterbrand Logo

Our logo, in our typeface, and our home colours. It's how our audience know it's us.

Sub-brand Logos

Sub-brands. A little bit of colour under our main logo, not re-inventing the wheel.

2 Colours

When we’re wearing our home colours, you can spot us from row Z. Hover over the boxes below for more info.

When we’re wearing our home colours, you can spot us from row Z.

Core Brand Colours

Product Colours

3 Typefaces

Penumbra: Our Hero Headline Typeface

Used for talking smack, creating craic, and generallybeing ‘paddy’.

Barlow Semi-condensed*

This is what we use when we need to give ‘more sensible’ information.

Build a layout

Offer-Led Comms

Build your own short, sharp Paddy creative. Start by adding a background.

Starting with a background build your own short, sharp Paddy creative.

Non-Offer-Led Comms

Punters talk about interesting content not interesting layouts. Just a few bits arranged simply should tell the story. Start by adding a background.

Starting with a background build your own campaign-worthy creative.

If only it was that easy...

Imagery

Bobbleheads

Bobbleheads are one of our star players so use them wisely.

Epic Text

In the world of gaming we steer clear of bling. Keep it natural and keep it snappy.

Campaign

Make sure to use campaign creative in relevant promotions and assets only. Bingo players don’t have a scooby about Ruby.

Specs

When you just need the details – look no further than the info below.

Logos & lock-ups

Masterbrand Logo

PP Initials

Product Logos

App Tiles

Make it Pop

Red Card Offence

Typographic lock-ups

Typefaces

Also known as fonts, but that doesn’t sound as fancy.

big, bold,brilliant

Colours

Paddy’s Home Strip

#004833

#31953E

#FFFFFF

Dark Green Gradient

#004833

#006858

Light Green Gradient

#31953E

#62BB46

Offers Yellow

#FFFF00

Product Accent Colours

#FF7700

#FF3333

#CC33FF

#FF6699

#FFB70D

Using the product colours

Green Tints — Digital Interfaces only

Tint 1#669185

Tint 2#336D5C

Shade 1#003626

Shade 2#002C1C

50 Shades of Grey

100%

80%

60%

40%

Layout

Sample Layouts

It doesn’t take much to make something look like Paddy Power, below are the key tactics we use to stay on brand.

We can’t teach you how to pull off outrageous, witty creative — that still has to come from you. But these principles should help you referee those daily design dilemmas.

Used for talking smack, creating craic, and generally
being ‘paddy’.

Build your own short, sharp Paddy creative.
Start by adding a background.

Bobbleheads are one of our star players
so use them wisely.

big, bold,
brilliant

Tint 1
#669185

Tint 2
#336D5C

Shade 1
#003626

Shade 2
#002C1C