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

Principles

Becoming a paddy-class
decision maker.

Specs

Colour values. Point sizes.
A full tactical breakdown.

Retail

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Downloads

You know what you’re after.
You’ll find it here.


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.

When you think of Liverpool, do you think of their old orange and purple kit with the patterned sleeves? Exactly. When we’re not in our classic colours we’re not ourselves either.
Even in our sub-brands, our home colours get top billing.
Our core colours always get top billing. Use light green to brighten things up.
White’s part of the arsenal, but if it takes over we risk looking vanilla.
The yellow is just for the offer bit. It should only make an appearance in promo lock-ups or to shout “value!”

Product Colours

Tap each colour to see how they’re used.

In sub-brands like Games the product uses a nice little flash of a different colour.
Or in sub-brands like Vegas the purple might show up in a game thumbnail or in Epic Text.
When using pink for Bingo, it might only appear in the logo or as part of a comms image.
In sub-brands like Poker, a little bit of red in the app or promos can let the punter know where they are.
In sub-brands, the product uses a nice little flash of a different colour.
In sub-brands, the product uses a nice little flash of a different colour.
In sub-brands, the product uses a nice little flash of a different colour.
In sub-brands, the product uses a nice little flash of a different colour.

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!
Happy now?

In the normal run of events, you’ll only need one logo at a time, even for sub-brands. Those other occasions should be as rare as a San Marino victory.
We only shout once. That's the headline's job.

Headlines are left-aligned and set in Penumbra.
Go easy on the yellow. We usually just use it here to shout about “value!”

There’s nothing wrong with not using it at all.
Body copy is left aligned and set in Barlow Semi-condensed.

Barlow is also used for T&Cs and button text.
If you’re talking about an event or an offer, say so here. If you’re not, don’t.
Contrary to popular belief, these aren’t logos. The colour yellow and angle should make them jump out more than enough.

More detail can be found in the Logos & lock-ups section in SPECS.
Say one thing only,
say it quick,
and say it big
Let the punters know it’s Paddy with a background that uses our core green or an image that lets our colour palette sing.
The logo safe area is based on the size of the ‘O’ in ‘Power’. Are you actually going to measure that every time? No.

Try not to crowd out key areas on the field. But don’t worry if you’re slightly over the lines: there’s no VAR in use here.
Actually, don’t even think about it.

The logo is there to identify the brand, leave it alone and let it get on with its job.
Don’t say we didn’t warn you

We’re not flogging diet pills and our uncle isn’t a director in the Nigerian National Petroleum Corporation. We just want to speak loud and clear to punters. So go easy on the typefaces. If you shout all the time, they soon stop listening - just think of Roy Keane’s management career.
Our work is best when it's straight to the point.
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 great idea

If only it was that easy...

Building a layout is simple and quick, so you can spend your time channelling your inner Don Draper. Without, the, y’know, rampant alcoholism and womanising.
Let the punters know it‘s Paddy with a background that uses our core green or an image that lets our colour palette sing.
The logo safe area is based on the size of the ‘O’ in ‘Power’. Are you actually going to measure that every time? No.
Sadly, this one’s still up to you
Add background
Add logo and copy
Add great idea

Imagery

Bobbleheads

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

100%

200%

Slide to adjust headsize
We’ve had our best on the case and apparently:

The human head 200% bigger = COMEDY GOLD.

The human head less than / more than 200% bigger = NOT AS FUNNY COMEDY GOLD (comedy bronze?).

Epic Text

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

Understated

Epic

Slide to adjust text lighting and shadow

Campaign

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

Makes sense

Doesn’t make sense

Slide to change the context
Much too much too much!

Specs

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


Logos & lock-ups

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

Use these logos instead of the Masterbrand logo when talking specifically about a product.

App Tiles

These stacked versions of the product logos are designed for use in App Tiles only.

Make it Pop

Sometimes the logo needs help to stand out against an image. Use a transparent gradient and make it look as natural as possible. The colour and intensity of the gradient will depend on the image.

Red Card Offence

Paddy is open-minded, but he’s got limits. Don’t put the logo in a box. Don’t use multiple logos. Don’t fiddle with the design.

Typographic lock-ups

Them’s the rules
Typographic lock-ups emphasise recurring promotions and themes, eg: Rewards Club; Justice Payout; Power Price etc.
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.

Using the typefaces
TL;DR... You’ve got 2 seconds to grab someone’s attention, so keep headlines to around 7-9 words. A clear visual hierarchy helps get the message across quickly.

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

Product colours always play support to the home strip. Sometimes just the product logo is enough.

Green Tints — Digital Interfaces only

Tint 1
#669185

Tint 2
#336D5C

Shade 1
#003626

Shade 2
#002C1C

Shades of green are used in digital interface applications to enhance clarity — do not use in comms!

50 Shades of Grey

100%

80%

60%

40%

Grey isn’t a core brand colour but it’s always handy to have a few neutral shades up your sleeve.

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

The Slash is optional, not mandatory. Just a handy tool. Use it to divide different types of content: text/image; brand/third-party. Whenever it has a clear role to play, slash away.
Using the slash
The slash should always be anchored at the top and bottom of the layout. It doesn’t work in any format taller than a square.
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

Silly but structured
Use three Bobbleheads together (legal stuff). They must be over 25 (more legal stuff). Choose faces with animated expressions (that’s not legal stuff, it just looks better).
Remove team crests, sleeve affiliations and any sponsors that relate to alcohol or gambling.
Read our full
Bobblehead guidelines

Responsible Gambling

Happy punters = happy Paddy. Responsible gambling messages are mandatory in many cases, and this should be considered from the start of the design process.
Using the responsible gambling strips
Using the responsible gambling strips
Both strips sit at the bottom of the layout, above the T&Cs. Details vary for different formats and ad types, so consult the full guidelines.

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

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