Playtika, the Israel-based mobile gaming company behind titles such as Slotomania and Bingo Blitz, uses a logo built around a cheetah icon enclosed in an ellipse, paired with a wordmark. The current identity dates from a 2020 rebrand led by the brand consultancy Styles+Partners, with strategy support from PeopleMade and activation by Awesome Deloitte.
Design and History
The cheetah has been central to Playtika’s identity since the company’s early days. According to Styles+Partners, the original cheetah symbol and logotype were drawn by one of the company’s first employees, who remained part of the organization through the rebranding process [1].
In 2020, Playtika underwent a comprehensive rebrand. The company removed its signature cheetah from its social media and website before reintroducing it as part of the new logo [2]. The new mark featured a simplified cheetah and typography, with the previously circular enclosure now slanted into an ellipse [2].
Styles+Partners described the task as evolving the symbol sensitively, giving it “more confidence and presence” while allowing it to work better with game content. The logotype was redrawn from scratch to match the new symbol’s form [1].
The rebrand was driven by Playtika’s growth through expansion and acquisition. The company had listed on the Nasdaq and operated globally with over 2,000 employees across 18 locations, and needed a strong master brand to bring its various game studios together [1]. The brand proposition developed for the rebrand was “infinite ways to play” [1].
Meaning and Symbolism
The cheetah was retained because it was “a very familiar and beloved icon within the Playtika culture,” according to the Deloitte Digital team involved in the project [3]. The redesign aimed to convey movement, in contrast to the previous version, which was described as “a very static cheetah” [3].
The decision to use an ellipse rather than a circle came from experimentation with the cheetah’s spots, which “felt very natural in their motion” and were used to portray the story of the dynamic new cheetah [3]. The slanted ellipse was also described as demonstrating that the firm is moving forward [2].
The rebrand introduced a new brand belief, “LIFE NEEDS PLAY,” which was carried through both design and messaging [3].
Typography and Design
Playtika’s official brand book identifies the logo as being formed of two parts: the cheetah icon in an ellipse and the logotype. The logo can be used in vertical or horizontal formats, and can also be used without the cheetah icon where necessary [4].
As part of the rebrand, the color palette was expanded beyond the red and black previously associated with the brand, giving the company more tools to work with [3]. The identity system also encouraged individual game studios to create their own cheetah texture using the new color palette, allowing them to maintain their own creative spirit while becoming part of the larger group [1].
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