A BRAND TO MATCH GENIUS’ FUTURE AMBITION
Genius Sports powers the global sports data ecosystem connecting sports, betting and media. It builds software that captures, manages and distributes sports’ official live data and video, develops backend/outsourced software and services used by sports betting companies to run their products, and delivers digital content and marketing services used by sports, media and betting companies to help engage sports fans.
Genius Sports works with over 500 sports organisations, including many of the world’s largest leagues and federations such as the NFL, NBA, English Premier League, MLB, FIBA, NCAA and PGA Tour.
NYSE LISTING AND THE NEXT PHASE OF GROWTH
Following impressive year-on-year growth, Genius Sports announced plans in Q4 2020 to list on the New York Stock Exchange. The business recognised the importance of addressing key brand questions ahead of listing – including positioning its strategy, restructuring its brand architecture, and bringing this to life through a refreshed and reinvigorated identity.
CHAMPIONING THE DISRUPTIVE MENTALITY
The new brand purpose – ‘Driven by difference’ – is positioned on championing the disruptive mentality as a leader that benefits the whole industry, and is driven to deliver the difference for partners and customers.
The decision was made to move to a monolithic brand architecture as Genius Sports, and this meant it was able to retain existing brand equity and build greater understanding of its services as a single integrated brand that can gather, organise, optimise and enrich experiences for sports, betting and media organisations.
LEADER AND INNOVATOR
Building on this strategy, the vibrant new Genius Sports brand identity reinforces the company’s position as a leader and innovator in sports technology and data, and really stands apart from others in the industry.
A FLEXIBLE AND AGILE IDENTITY
The new identity combines ideas of precision, integration and energy. It explores where detailed, data driven organisation and optimisation meets the action and boldness of experiences in the sporting world.
The logotype and monogram can be used together or as individual assets in their own right, a flexibility and agility that is an important aspect across the brand expression.
The flexible graphic device represents the full spectrum from precision to bold energy and is used throughout the design system. It is both integrated into imagery and operates as an independent, dynamic feature in animation, video content and digital applications.
Vibrant colours and a distinctive new hero typeface have been introduced to create an optimistic and assertive look and feel throughout. All assets are designed with motion principles in mind, and digital channel emphasis.
What really drove the success of this project was Dragon Rouge’s ability to understand both our multi-faced business and our ambitions for the future, in record time. This allowed us to move fast and make confident, long-term decisions. We love the fresh and unified brand identity, and as we enter a new era as a public company, it will help strengthen our value proposition, better serve our partners’ needs and articulate our vision of a connected sports, betting and media ecosystem. Tom Washington Marketing Director, Genius Sports