First Rebranding for Paddy Power in 25 Years

In 2013, Irish-based bookmaker Paddy Power will finally reveal its rebranding, the first in its 25-year-long history; according to the company, this move will lead to the modernization of the brand and reflect its "mischief-maker" personality. It was also specified that Landor Associates is responsible for the visual side of the rebranding process, including retail and online as well as bingo, casino and poker sub-brands. The distinctive green coloring will remain and keep the brand in touch with its Irish background. "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," asserted Alex Phelan, Paddy Power's head of brand DNA.