FanDuel is an American sports betting, daily fantasy sports and online gaming company. The brand’s visual identity centers on a shield-shaped emblem introduced in a 2016 rebrand, which remains the foundation of its current logo system.
Design and History
FanDuel launched its current logo in August 2016 as part of a company-wide rebrand that included a redesigned website, mobile app and a new blue color scheme. The company described the new mark as the “emblematic FanDuel Shield,” stating that it represents strength and, given the long history of shields in sports, reflects FanDuel as a premier sports and entertainment brand.[1]
The 2016 rebrand came after a turbulent year for the daily fantasy sports industry, which faced legal scrutiny in several states. FanDuel CEO Nigel Eccles said the company “took a long hard look at our brand, and knew that we needed to change how we presented ourselves in order to reflect our corporate identity, speak to sports fans and pave the way for future success.”[2]
The redesigned logo was described by observers as reminiscent of the old FanDuel wordmark while looking much more modern, with the shield incorporated into the design.[3] The rebrand also introduced a “Players Bill of Rights” and a marketing campaign built around the term “Sportsrich,” which FanDuel used to describe the enhanced experience of using its platform.[4]
Meaning and Symbolism
According to FanDuel CEO Nigel Eccles, the logo’s three pieces that form the shield are intended to represent the three pillars of the company: a level playing field, fun and excitement, and supporting and protecting players.[2]
The shield motif draws on its long association with sports branding, which FanDuel cited as inspiration for the emblem’s design.[1]
Typography and Design
The 2016 redesign introduced a refreshed blue color scheme across FanDuel’s platforms, including the website, mobile app and social media channels.[5] Brand asset databases list FanDuel’s primary brand colors as a bright blue (hex #1493FF) and a dark navy (hex #1F375B), though these values are not confirmed by official brand guidelines.[6]
In 2024, FanDuel’s identity was extended to regional sports television when Diamond Sports Group rebranded its Bally Sports networks as FanDuel Sports Network under a naming-rights deal. The rebrand replaced Bally’s red graphics with FanDuel’s blue across the 16 regional networks.[7] Los Angeles-based design studio Design Dept developed the brand identity system for FanDuel Sports Network, collaborating with the Bally Sports marketing team to create a cohesive visual and motion language across the networks.[8]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
