BetAmerica Identity Design and Brand Collateral
Logotype design
Colour Specifications
BetAmerica
Identity + Brand
BetAmerica
Identity + Brand
Identity + Brand
BetAmerica
Identity + Brand: over Image
Business Cards
Event logo design
Print Ad
Tri-Fold Brochure
Project Title: BetAmerica logo and brand collateral
Project Objectives: To create an identity for an online company focused on legalized horse racing and handicapping contests. Being a US company providing a wide range handicapping services and products to US citizens their objective was to present an identity reflective of a professional, legally operated, secure, safe and trustworthy service provider.
Key Audience: Online and land-based horse racing and gaming customers. Customers who were looking for an alternative to the big 3 operators in the industry.
Design Solution(s): My solution was to create a simple, yet elegant and unique, logotype to represent a company whose industry, the sport of kings, is steeped in history. Selecting a serif font, New Aster, was the basis for the letter-forms which worked well to create a classic, trusted and nostalgic look while still appearing modern. I tweaked and modified the letter-forms and spacing to further simplify the overall look to create a cohesive logotype. Nesting a star element in America provided a needed graphic element for branding and greater connection to the US audience as America is the biggest segment of the company's market. In the two colour version, the blue and red are not only directly based on the American flag but also served to delineate the company’s conjoined two word name. The final solution was a logotype with brand-able elements that provided solid basis in which to create a wide range of promotional materials and branded content for years to come.
