BOOKMAKERS DON'T
WANT PUNTERS TO WIN.
WE DO.
For the last 20 years, we've stood with punters,
not against them.
We are the world’s largest
betting exchange,
AND THE ONLY ONE
IN AUSTRALIA
HERE IT’S
PUNTER v PUNTER
NOT
PUNTER v BOOKMAKER.
We don’t set the odds. Customers do.
NO HIDDEN MARGINS.
NO RESTRICTIONS
ON WINNERS.
Betfair isn’t just a different
betting experience.
IT's A BETTER ONE.
We're not a bookmaker.
We're the Exchange.
And
BETFAIR BUILT SOMETHING
DIFFERENT, WITH ONE GOAL:
TO GIVE PUNTERS A FAIR GO
Desktop Only
Personas
Betfair has a blended persona,
driven by internal and
external
influence over time derived from three categories.
INDEPENDANT
UNAPOLOGETIC
BOLD, YET MEASURED
CALCULATED WHEN CONTROVERSIAL
CONTROVERSIAL
CAUTIONARY REVOLUTIONIST
DOES NOT CARE TO APPEAL
TO THE MASSES
CONFIDENT NOT COCKY
UNDERDOG ROOTS
SHARP WITH & HUMOUR
WORLD CLASS MINDSET
Tom Hardy
P!nk
The Maverick
Betfair burst onto the scene as a revolutionary brand. Changing the rules in the wagering scene. On the side of punters, shaking things up with a sophisticated swagger. Increasing industry regulation has dampened this spirit, yet when applied with care, this rebellious side can still fuel growth.
Oprah Winfrey
Steve Jobs
The Visionary
Fueled by a passion to provide punters with a better and fairer way to bet. Betfair created punter v punter betting, en mass and took the advantage away from the bookie. Empowering customers with unique ways to bet and apply their skills in ways previously not possible.
IMAGINATIVE
EMOTIONAL
MAGNETIC
TRANSFORMATIVE & FLUID
ADAPTABLE & AGILE
ADVENTEROUS
MORE THAN MEETS THE EYE
ENTERTAINING
CURIOUSLY FUNNY
ANALYTICAL
Neil Degrasse Tyson
Bruce McAvaney
The Sage
While other persona traits endure, with maturity came wisdom and expertise. Betfair is now a font of trusted knowledge, to drive better punting and tools to support safer gambling.
KNOWLEDGABLE
TRANSPARENT
ARTICULATE
EMPOWERED
STRATEGIST
ALTERNATIVE VIEWS
WISE & ETHICAL
FACTUAL & ENGAGING
SHARER OF KNOWLEDGE
EXPOSED UNDER PRESSURE
Tone & Voice Attributes
Voice & Tone Application
Brand voice needs to be agile
and fluid,
based on the message we are
communicating and the channel being used.
These are example applications of brand voice and tone application only. Please reach out to Greg and Emil to discuss creating guidelines
for your team’s messaging needs.
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Examples of our broad application
Channel
Level of Archetype
Level of Archetype
Facebook Ads
VISIONARY
50%
+
MAVERICK
50%
Stop-scroll copy with boldness & intrigue;
lead with uniqueness
Website
Content
SAGE
50%
+
VISIONARY
50%
Explain, educate, empower Explain, educate, empower while showcasing product differences in a consistent manner.
Radio Ads
(punter banter)
MAVERICK
50%
+
SAGE
50%
Conversational, credible, a bit cheeky;
always sharp.
Government /
Industry comms
SAGE
100%
Authorative, polished, informed;
value-led information.
In-App
Onboarding
VISIONARY
50%
+
MAV...
25%
+
SAGE
25%
Empowering, clear, expert-driven approach
enticing the user to level up their betting.
Style Guide
Main Identity
Betfair’s distinctive mark features an ascending and descending arrow, paired
with a custom-modified
version of the Tahoma typeface—a bold symbol of
innovation and sophistication.
Brand Elements
Full Logo
Icon
Alt Logo / Media Bug
App Icon
OYS Bubble
Alt OYS Bubble
Colour Breakdown
Colour is one of the first things people notice and the one they remember. For us, it’s our bold, unapologetic yellow. It leads with confidence, leaves a lasting impression, and appears across almost everything we do. Our brand is flexible. Even in monochrome, it stays strong and recognisable. This isn’t just a colour choice
—it’s part of who we are.
Colours Used
Yellow 0 (Main)
RGB 255 l84 12
HEX #FFB80C
CMYK 0 31 87 0
PANTONE 1235C
Black
RGB 0 0 0
HEX #000000
CMYK 75 68 67 90
White
RGB
255 255 255
HEX #FFFFFF
CMYK 0 0 0 0
Application
Although we are fluid and have the ability to adapt to all colour outputs. Our preference is to stay inline with our Apps native experience and colour schemes in our maketing whereever we can. Here are some examples of our colour preferences and current outputs that can guide you.
on Black
Yellow 0 (Main)
BUG is a safer application where it works on images as well as black
Clear Space
Ensuring our brand upholds it's integrity, some considerations on space in it's application must be applied. Using it's structures elements here will assist you when applying it.
BUG
determined by the height of the i without the dot.
Main Identity
determined by the height of the arrow
Things to Avoid
Some hard No's when applying any format of our main logo.
Don’t change it's arrows directions or their placement
Never use the logo in any other colour combination
Unless restricted by print / colour limitations, never apply another colour to our main logo
Don't use the logo as a keyline
Don't use the logo as a mask
Never have the logo on any orientation other than outlined
Don't apply drop shadows
Don't compromise it's structure
Don't ever cover the logo more than 20% or where it cannot be easily distinguished
Colour Breakdown
Colour is one of the first things people notice and the one they remember. For us, it’s our bold, unapologetic yellow. It leads with confidence, leaves a lasting impression, and appears across almost everything we do. Our brand is flexible. Even in monochrome, it stays strong and recognisable. This isn’t just a colour choice—it’s part of who we are.
Yellow -2
RGB 255 212 109
HEX #FFD46D
CMYK 0 l6 68 0
Yellow -1
RGB 255 l98 61
HEX #FFC63D
CMYK 0 23 86 0
Yellow 0 (Main)
RGB 255 l84 12
HEX #FFB80C
CMYK 0 31 87 0
PANTONE 1235C
Yellow +1
RGB 214 156 17
HEX #D69C11
CMYK 17 39 100 1
Yellow -2
RGB 160 120 41
HEX #A07829
CMYK 33 49 100 13
Lay Pink -2
RGB 255 224 245
HEX #FBE0EC
CMYK 0 15 0 0
Lay Pink -2
RGB 244 192 198
HEX #F4C0C6
CMYK 2 29 11 0
Lay Pink (Main)
RGB 253 148 171
HEX #FD94AB
CMYK 2 29 11 0
PANTONE 1183C
Lay Pink +1
RGB 201 119 149
HEX #C97795
CMYK 20 64 22 0
Lay Pink -2
RGB 66 119 139
HEX #985967
CMYK 37 72 46 12
Back Blue -2
RGB 212 38 48
HEX #D4EEF8
CMYK 18 0 2 0
Back Blue -1
RGB l77 231 252
HEX #B1E7FC
CMYK2 27 0 1 0
Back Blue (Main)
RGB l28 212 250
HEX #80D4FA
CMYK 44 1 0 0
PANTONE 297C
Back Blue +1
RGB 108 173 203
HEX #6CADCB
CMYK 57 18 12 0
Back Blue -2
RGB 66 119 139
HEX #42778B
CMYK 77 43 35 7
Black
RGB 0 0 0
HEX #000000
CMYK 75 68 67 90
Dark Grey
RGB 30 30 30
HEX #1E1E1E
CMYK 72 66 65 75
Grey
RGB 99 102 106
HEX #63666A
CMYK 62 52 48 19
Dark Grey
RGB 204 207 210
HEX #CCCFD2
CMYK 19 13 13 0
White
RGB 255 255 255
HEX #FFFFFF
CMYK 0 0 0 0
On Your Side
Showcases the core (good) differences that betfair delivers vs bookies. Champion why customers should choose Betfair,
in a more emotive way. On your side represents our truthful offering to customers, which no competitor can truly claim.
It establishes our brand purpose that links to our strategy, providing meaning. It can be portrayed visually, said or implied through our actions. On your side is much more than just a tagline.
Using Montserrat Extra Bold and Betfair’s existing iconography, the O is removed and replaced with the Arrows to symbolise trading on the exchange. Our tagline integrates seamlessly into the broader brand ecosystem. Allowing the tagline and variations of it to be used within copy if applicable.
Brand Elements
Word Mark
OYS Bubble
With Logo
With Alt Logo
Desktop Only
Prefered Colour Use
We recomend to stick with the mono applications, however to maximize the application across our comms, we have some assistance below to help guide you when applying them.
Unless restricted by print / colour limitations, you must adhere to the arrow rules
Example on our Back Blue (Main)
Example on our Lay Pink (Main)
Alternative Variations
Unless restricted by print / colour limitations, you must adhere to the arrow rules
Example on our Back Blue (Main)
Example on our Lay Pink (Main)
Unless restricted by print / colour limitations, you must adhere to the arrow rules
Example on on of the OYS Back Blue (Main)
on black
Example on on of the OYS Lay Pink (Main)
on black
Unless restricted by print / colour limitations, you must adhere to the arrow rules
Example on on of the OYS Back Blue (Main)
on white
Example on on of the OYS Lay Pink (Main)
on white
Our Fonts
Anton
Must be used sparingly. If used, it is only for Headings. All caps is preferred.
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % ^ & * _ = + - ~` " : ; ' < , . > /
Anton
Montserrat
The main fonts used within this family are Bold / Extra (Headings and Sub Headings) Bold and Regular (Body Copy) however we do encourage the freedom to utilise the other variations when valid.
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % ^ & * _ = + - ~` " : ; ' < , . > /
Montserrat Extra Bold
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % ^ & * _ = + - ~` " : ; ' < , . > /
Montserrat Regular
Alignments
Use left or centre alignment for text.
For right-to-left languages, align
text to the right.
Keep line lengths between 50–60 characters for optimal readability.
Lorem Isum
Mauris cursus eleifend diam vitae commodo. Duis fermentum at enim sagittis pulvinar. Aenean dignissim ligula ac aliquet
vulputate. Praesent aliquet rhoncus ligula in.
LEFT ALIGNED
Lorem Isum
Mauris cursus eleifend diam vitae commodo. Duis fermentum at enim sagittis pulvinar. Aenean dignissim ligula ac aliquet
vulputate. Praesent aliquet rhoncus ligula in.
RIGHT ALIGNED
Lorem Isum
Mauris cursus eleifend diam vitae commodo. Duis fermentum at enim sagittis pulvinar. Aenean dignissim ligula ac aliquet
vulputate. Praesent aliquet rhoncus ligula in.
CENTERED
Lorem Isum
Mauris cursus eleifend diam vitae commodo. Duis fermentum at enim sagittis pulvinar. Aenean dignissim ligula ac aliquet
vulputate. Praesent aliquet rhoncus ligula in.
THIS IS JUSTIFIED
Never justify text
Example of Good Application
We welcome the fluidity and agility that our font families bring us. Here is a good example of a combination of our fonts utulising the main sets and styles together. Consider revelant kerning and ledding to have evenly and aired spaces between the typefaces respective default settinfs
SOCCEROOS
SOAR HIGHER
EVERYTHING THEY TOUCH
TURNS TO GREEN & GOLD
It would be remiss not to pay our respects to Australia for claiming somwhat unthinkable win over Denmark - number 10 in FIFA's would rankings - sending us through to the knockout stage.
The Socceroos ended up as $8.60 underdogs at kickoff and were sluggish in the opening half. Despite the 0-0 deadlock, Australia's win odds ballooned to $13.50 in-play.
0Leave it to Leckie's heroics in the 60th minute to signal a second-half momentum shift and score a famous victory.
Things to Avoid
Some hard No's and things to
avoid when applying our fonts.
UNIQUE BETTING STRATEGIES
WELCOME TO BETFAIR
Betfair is one of the world's largest international online sports betting providers. We transformed the landscape of the sports betting industry when we pioneered the betting exchange in 2000, allowing customers to set their own odds for the first time.
UNIQUE BETTING STRATEGIES
WELCOME TO BETFAIR
Betfair is one of the world's largest international online sports betting providers. We transformed the landscape of the sports betting industry when we pioneered the BETTING EXCHANGE in 2000, allowing customers to set their own odds for the first time.
Don't overuse the Anton typeface
Don’t mix up different treatments
too close together.
Assets & Templates
Here you can download templates, fonts and
other assets that are free to use across your comms.
All Staff Assets
Asset List
-
Powerpoint
Presentation Template
-
Word Letterhead
-
Classification Logos & Icons
-
Fonts
-
Logos
Marketing Assets
Asset List
-
Logo layout & colour variations
(SVG, AI, PNG)
-
Broadcast BUG templates (PNG)
-
Social Media BUG Templates (PNG)
-
Sprites (MP4, MOV, GIF)
-
Video End Frames (MOV)
-
Social Media BUG Templates (PNG)
Please Note - This is a basic list of brand assets, for a full range of assets or anything custom,
please contact the Marketing Team.