Branding

“In everything we do, Genius Sports aims to be fearless, dynamic, thoughtful, and human.”

Driven by a need to evolve, I saw an opportunity to rethink Genius Sports brand’s visual identity.

Logo

A logo is the face of a company. It’s a symbol that provides our customers with instant and lasting brand recognition and affects their experience with a business. It tells a story about the company’s culture and vision. It an ambassador for the company’s values and goals.

I made some subtle yet powerful changes to our logo. Take a look at the difference by moving the bar from left to right.

The typeface in the combination mark has changed. We updated the font to better align with our new, fresh and modern brand.
We refined the curves and symmetry of the overall swash shapes.
We updated the colors and lighting effect to make the globe more inviting and lively.

Introducing Genius Blue

The color blue stands for strength, integrity, and trust. But plain old blue is boring. Genius Blue refines our brand without sacrificing our customers’ core perception of who we are. Blue is in the business of people and one-on-one communication—a value that has built so many of our amazing partner relationships.

We pepper warmer, secondary palette colors throughout to soften the experience and to impart confidence and optimism.

These secondary colors will be used for more than just marketing and consumer-facing materials. We created a highly scalable and comprehensive palette that’s perfect for product use and UI implementations. As a UX-centric design team, we’re committed to complying with AA standard contrast ratios. We’ve done this by selecting colors that support usability and accessibility for all.

Genius Blue

#1565C0
RGB: 21,101,192
CMYK: 100,62,0,0

Santa Monica

#2196F3
RGB: 33,150,243
CMYK: 80,42,0,0

Black

#000A12
RGB: 0,10,18
CMYK: 74,68,65,81

Sophia 800

#3a3d40
RGB: 58,61,64
CMYK: 9,0,0,90

Ocean Light

#BBDEFB
RGB: 187,222,251
CMYK: 30,7,0,0

Dover

#FCFCFC
RGB: 252,252,252
CMKY: Not Available

Fog

#f6fafd
RGB: 246,250,253
CMYK: 1,1,1,2

Sophia 500

#95989b
RGB: 149,152,155
CMYK: 6,0,0,64

Santa Monica

#2196F3
33,150,243
80,42,0,0

Belmontas

#7db82f
125,184,47
65,0,100,0

Poppy

#efb820
239,184,32
0,30,100,0

Citrus

#f2760c
242,118,12
0,66,100,0

Sunset

#ec4239
236,66,57
0,87,85,0

Cadbury

#8c68cb
140,104,203
52,66,0,0