Familiarise yourself with the principles that make us Sky Bet.
Brand Positioning
For the Fans
Make sport better by getting fans closer to the action.
The fan-first brand that enhances the fan experience through betting and beyond.
Who we are
We’re for the fans
We exist to give our customers the best seat in the house.
We immerse them in the action, and dial up the drama and excitement at the biggest sporting events.
From League Two to the Premier League, Cheltenham to the darts, we celebrate the moments, emotions and communities that make sport special.
Whether it’s our partnership with The Overlap or our association with Sky Sports pundits, we’re always entertaining for the modern football fan, without ever needing to try too hard.
Just because we’re not silly, irreverent or downright controversial, doesn’t mean we don’t have bags of personality.
We get sport like no one else, our association with the master brand means we’re in a league of our own.
We associate ourselves with authentic and credible talent, and fuel conversation amongst fans.
Everything that comes from Sky Bet is done proper. From ads, to products, to sponsorships to associated talent – it’s naturally premium.
We speak and act with genuine authority and respect.
We’re passionate about sport and football is our bread and butter (Our 13-year EFL partnership is living proof…)
We share the same dismay, joy, pain, pride and frustration as fans.
Our people take pride in being passionate about sport, and that’s what drives us to deliver for fans.
We display the energy and enthusiasm of a real sports fan.
So, we can’t help but be playful and animated when we’re excited. We aren’t afraid to express our opinions either.
In fact, we’re the original innovators in betting (RequestABet, Acca Freeze, Prize Drop, Super Spins). We create and look to set the pace. It’s in our DNA.
We always aim high and go the extra mile for fans, because we’re fans too.
We’re conversational in how we show up because we’re customers ourselves. We use the app and our products, and have a clear point of view. And bags of personality to go with it.
We’re not scripted or overly corporate. We’re real and that’s how we became the UK’s no.1 betting app.
Tone of Voice
How we speak to fans
These three words should guide our key messaging, copywriting and manners
across all touch-points.
Entertaining
Entertaining
Sport should be enjoyable. So should we. We make fans smile. We make them laugh. We spark debate. We tell stories worth sharing. Whether it’s a TV ad, social content or a CRM message, we make fandom more entertaining – not just transactional.
Acid test: Would a fan send this to a mate?
Passionate
Passionate
We care as much as fans do. We celebrate. We debate. We feel the tension. We never sound detached. We don’t report football. We live it.
Acid test: Does this capture what fans are feeling?
Human
Human
Sport is built on real people, real opinions and real emotion. So are we. Natural. Conversational. Observational. Never scripted. Never corporate. Always human.
Acid test: Does this sound like a real fan?
Visual Identity
Learn how to create consistent and iconic Sky Bet communications.
Logo
Colour
These are our primary logos.
Sky_Bet_ON_DARK
Sky_Bet_ON_LIGHT
Logo
Clearspace
Use the height of the ‘S’ in the logo to identify the
clearspace.
Do’s
Our logo embodies our confidence and premium nature. Featuring the Sky
Bet logo in our communications reinforces the trust our customers
place in us.
As our most valuable asset, it deserves the utmost care and respect.
Here are some ways we can ensure that confidence and premium quality
is consistent.
The logo must always be in a prominent position and clearly legible.
The logo can be used to qualify a campaign or product lock-up, before or after it.
For brand communications, the logo can be placed where it makes sense according to your message.
The logo can be justified to suit the appropriate flow of copy.
Don’ts
Inconsistent or improper use of our logo can weaken our brand
identity. Avoid misusing, distorting, or disregarding usage
principles, ensuring every execution remains considered and
recognisably Sky Bet. Always observe the clearspace and minimum size
guidance.
Do not add any effects to the logo.
Do not change the scale of any parts of the logo.
Do not skew the logo.
Do not change the colour of the Bet box.
Colour
Core Colours
Maintaining brand equity with a strong foundation of core colors.
Primary Blue
HEX
RGB
CMYK
Only use this Secondary Blue when print requirements or production
considerations make it the more appropriate choice.
Secondary Blue
HEX
RGB
CMYK
PMS
Sky Bet Red
HEX
RGB
CMYK
PMS
Sky Bet Yellow
HEX
RGB
CMYK
PMS
White
HEX
RGB
CMYK
Colour
Brand Gradient
Inspired by our brand blue, introducing our brand gradient.
Core brand asset
A distinctive visual asset that plays a key role in expressing our
brand. Inspired by our primary brand blue, it adds depth, energy and
recognition across all communications, helping create an
unmistakable presence.
Flexible application
It can be cropped, scaled and repositioned to suit different creative
layouts while maintaining its visual impact. Use it as a foundational
background element to bring cohesion and personality to designs.
Production & motion
High-resolution versions are available in both RGB and CMYK, ensuring
optimal reproduction across digital/print applications. The gradient
should also be used as the brand end frame within AV content.
Colour
Typography Pairings
When combining colour with typography, it is important to maintain
legibility. Follow these pairings to ensure maximum distinction.
Typography
Primary Headline Font
Sky Sports Bold is our Primary Headline font.
Large Headlines / Huge Type Treatment — Sky Sports, Bold
All bets on football are automatically settled on the basis of 90
minutes play unless otherwise stated for that particular market. 90
minutes play includes time added on by referee for stoppages. The only
exceptions are for matches that are played for a lesser duration (e.g.
60, 70 or 80) as agreed by the laws of the competition in which they
are competing or agreed by both sides prior to kick-off.
Always follow the typography guidance outlined in this document. For
up-to-date templates, please reach out to Flutter Creative.
Only use our two Sky Sports fonts within the Action Box. Use Sky
Sports Bold for larger headings, and Sky Sports Light for smaller
headings.
Some offers have key words highlighted in red. Only mirror this from
approved Sky Bet templates.
Only use Acumin Variable Concept Condensed for Terms and Conditions.
Spacing
The corner radius of the CTA should
be set to the same radius as the
red section of the Sky Bet logo.
These two spacers are used to ensure accurate and consistent
spacing between elements within the Action Box. They are included
as ready-to-use components within the master Action Box templates.
The spacers must not be resized independently and should always
remain at the dimensions provided in the template to maintain
consistency across assets.
You can set the large spacer size by taking the
‘b’ from the Sky Bet logo and setting the spacer to
the same height. The small spacer is then 50% of the large
spacer. These should stack vertically and be the same size as
the headline copy.
In cases where available space is extremely limited, such as
within Sky Bet mobile footers or 240x1000px digital banners, the
small spacer may be used as external padding. This approach should
only be applied when space constraints would otherwise negatively
impact the size and visibility of the offer.
Huge Type
Huge Type Treatment
Huge Type is a Sky Bet visual device used to inject scale, energy and
brand presence into imagery. Rather than sitting on top of the image as
a graphic overlay, the typography should feel embedded within the
environment itself, occupying the same physical space as the subject,
surface or arena. The treatment creates the impression that the words
exist in the world of the image, transforming backgrounds into branded
environments.
The typography should follow the perspective, depth and angle of the
scene. Letters can extend beyond the frame, sit behind subjects, and
interact with environmental effects such as motion blur, debris and
shadows.
This treatment may be used for any creative which requires a unique
aesthetic outside of our BAU Motion Energy treatment, such as Sky Bet
products or elevated offers.
Motion Energy
Core Principle
This is our new default treatment for BAU imagery.
Motion Energy visualises the force behind the moment, translating
movement into a tangible visual layer that enhances the image.
It introduces flow, intensity and direction, but always in service of the
subject. The treatment should feel like a natural extension of the action
already taking place.
At its best, Motion Energy amplifies what is already present in the
image, making moments feel more dynamic, more immediate and more
impactful without ever distracting from the core narrative.
Imagery
Our Creative Principles
Magnetic
The work demands attention. It stops people scrolling, gets them talking
and pulls fans into the moment. Fans are bombarded with content. If we
don’t capture attention immediately, nothing else matters.
Epic
We make sport feel as big as fans know it is. Every match matters to
someone. Every rivalry has history. Every moment has emotion. We elevate
those moments rather than simply reporting them. Fans don’t
remember statistics. They remember feelings. Our work should capture the
scale, anticipation and emotion that makes sport unforgettable.
Grid System
Overview
Inspired by the shape of the Bet Box, we have a grid system that allows
us to present as a unified and consistent brand across any touchpoint.
We achieve this by first defining our grid and the container corners.
1. Grid
2. Container Corners
6 column layouts
Layout Reference - A 6 column layout for smaller digital placements
12 column layouts
Layout Reference - A 12 column layout for larger formats
Downloads
Get your hands on everything from logos to PowerPoint templates.
