Sleeper cites need for consistency in brand refresh
Daily fantasy sports firm debuts new design as it evolves beyond football, aiming to alleviate concerns over “lack of cohesion” for brand
Sleeper has unveiled its new logo as it looks to be more relatable to sports outside of football.
The redesign sees the SleeperBot ditch its football helmet and reveal its new hairstyle, which is shaped like an ‘S.’
Since its launch in 2014 as a fantasy football product, the DFS firm has been strongly tied to the National Football League (NFL).
However, as it continues to branch out into other sports, including the NBA, Sleeper has opted to go for a more well-rounded approach to its look.
Explaining the thought process behind the change, the firm noted the original logo lacked cohesion when adapted for non-football sports and limited its ability to expand into other sports.
A blog post read: “Today, we’re excited to unveil Sleeper’s new logo, marking the start of an exciting brand refresh. While we’ve cherished our old logo, it’s time to share why we decided to evolve it.
“This change isn’t just for the sake of change. A logo update is only necessary when it no longer serves its purpose effectively.
“Our original logo, crafted before Sleeper launched, was playful and unique, capturing the essence of fantasy football. However, any deviation—whether in color, angle, or context—made it look off.
“Another issue we struggled with is using the Sleeper logo with non-football sports.
“To address these inconsistencies, we created different versions of the logo for various uses. While this approach helped, it led to a lack of cohesion. Each app icon looked different, and none matched the logo perfectly.”
The rollout will take place over the next few months across the firm’s advertising and on its website.
Sleeper said the icon on players’ phones will change shortly as well but won’t interrupt their experience.
Last November saw Sleeper launch its media arm, Sleeper Media.