The year 2017 marked the beginning of a new era in Finland. The three gambling monopolies united to form a unique company to create a more powerful effect on our society and the lives of all finnish people. Our task begun by uniting them under a single brand strategy and followed by setting the new direction for the visual identity.
The idea was to create a strong, accessible and distinct identity that allows the brand to evoke the concept of positive impact, whether in the field of professional sport or youth support programs, from charity to gambling this brand direction has room to evolve and gather momentum.
The identity core is a deliberate mix of familiar and new: The V mark as an adaptable yet self-confident primary identifier representing positive action, the logotype as a more formal and familiar secondary identifier, a color palette derived from the visual capital of the three former companies as well as a more sharp and active typeface.