Kindred Group unveils new Unibet logo
Operator’s creative design team reveal a new image to maximise growth in a mobile-first environment
Kindred Group has revealed a new logo for its flagship Unibet sportsbook to help the brand stand out in a mobile-first environment.
The new logo was designed and developed by Kindred’s in-house creative team, which was tasked with modernising the original logo while “staying true to Unibet’s heritage”.
Kindred said the design process included detailed research, engaging internal stakeholders, testing and validating ideas and ensuring the brand values of “By Players, For Players” remained evident.
New Unibet logo
The operator’s design team said the new image has “high legibility in small digital spaces” and the capability to maximise growth in a “mobile-first environment across multiple markets”.
Kindred Group CMO Elen Barber said: “It has been very important for us to safeguard the unique heritage of the Unibet brand during this process.
“The creative criteria that we set up included a maintained familiarity with a more up to date look and feel.
“I am really pleased with the result and truly believe that our in-house creative team has succeeded in meeting that criteria,” she added.
Stockholm-listed Kindred Group was previously known as Unibet Group before rebranding in December 2016 to amplify the operator’s multi-brand strategy.
Old Unibet logo
“One of the main differences regarding the change is that we will have one logo for consistent use globally,” said Barber.
“We are convinced that this change will be the right mark for the progressive Unibet brand and we are all very excited about what it will bring going forward.”
The logo will be changed in all markets by the 17 June 2019.
Kindred Group HR chief Gavin Hayward spoke to EGR Intel in May after the operator’s Wimbledon office was named the 30th best place to work in the UK.