The brief was to reposition the FanDuel brand to improve customer trust and promote fairness, while maintaining a sports aesthetic.
Working initially with a creative agency, we designed and focus-grouped various concepts, presenting a number of ideas to existing and potential users of FanDuel's fantasy sports product. Including simple word marks, ambigrams and monograms. It was quickly apparent that a shield symbol was creating the distinction we wanted – as the groups associated it with sport and trust.
The original FanDuel logo was a little rudimentary when considering things like sub-brands and would often be difficult to position due to its oblique shape and range of letter heights. The updated logo is designed to be much more robust and introduces spacing and usage guidelines.