LOGO DESIGN • BRAND DIRECTION
Jackpot 247 wanted to freshen their brand for their online portal and late night TV show and felt a new direction was needed for their logo and branding.
Tackling the logo first, losing the .com was the first step in creating a cleaner, modern lockup and also removing the online only suggestion. Several lower case font options were explored in keeping with the previous iteration whilst also retaining that nod to the gaming element by incorporating key gaming symbols within the logo.
ORIGINAL LOGO
LOGO EXPLORATION
Ultimately, in creating a cleaner logo lockup, an uppercase font was chosen with tweaked individual character sizes to create a level of differentiation between the elements of the logo whilst simplifying the silhouette. A Poker chip was chosen as the symbolic reference and created as a 3D object to punch out from the flat characters.
A bold but carefully limited colour palette was chosen for the logo and also the key surrounding architecture on the website and on screen. The application of the flat colourways on screen ensured the Jackpot247 branding wasn't lost among the myriad of brightly coloured and visually arresting game tabs and buttons.
FINAL LOGO
