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.