Beginning in 2013, Irish gaming giant Paddy Power will begin re-branding itself for the first time since its inception 25 years ago, bringing it a modernized look.
The marketing effort is being handled by Landor Associates, who will oversee the changes, which include switching the look of both retail and online operations. The changes will bring a more modernized look to the company, while retaining the distinctive green coloring that is synonymous with the popular gaming brand.
The company's humorous "mischief-maker" personality will also be reflected in the changes.
Commenting on the upcoming changes, Paddy Power Head of Brand DNA Alex Phelan said: "Our new brand visual identity embodies our commitment to entertaining our audiences, differentiates us from our competitors and gives us a contemporary but authentic identity across all our channels."
It is expected that the changes will be put into effect by the end of the second quarter of next year.