The brand is 65-years-old and is undergoing a rebrand for the first time since it was founded as a bookmaker in 1958. The company says it is ‘looking to the future of the global market,’ while also ‘balancing tradition and innovation, with enthusiasm and dynamism.’
Giovanni Garrisi, CEO of the Group, said: "Since we first considered the rebranding, the goal has been to continue to embody the Group's core values – Strength, Dynamism and Balance – while responding to the changes in the industry and, more generally, to new styles and trends used to convey a message".
Meanwhile, Ivan Fantasia, Head of Brand, Marketing & Communications for the Stanleybet Group, added: "My team and I evaluated various options, ranging from more cautious choices to more audacious ones.
"We ultimately decided to carefully restyle the brand that was already in use, with a final outcome that less accustomed eyes might not even detect initially. The token will stand in for the actual change.”
The diagonal 'cut' that divides the token symbolises the balance between tradition and innovation. The slope of that cut has now been set at 18 degrees, along with the slope of the Stanleybet trademark letters.
