DraftKings is an American daily fantasy sports and sports betting company founded in 2012. Its visual identity centers on a crown motif that appears both as a standalone icon and integrated into the company’s wordmark.
Design and History
The DraftKings logo has featured a crown over the letter “D” since the company’s early years. A trademark application filed July 31, 2012, describes the mark as “an orange crown with the lettering ‘DRAFT’ in green and black and the lettering ‘KINGS’ centered directly below a blue lined curve,” with the colors green, black and blue specified.[1]
A later trademark filing from December 2015 describes the mark as “the wording ‘DRAFT KINGS’ with a depiction of a crown over the letter ‘D’ in the word ‘DRAFT’ and the word ‘DRAFT’ over the word ‘KINGS’.”[2]
In August 2023, DraftKings introduced a new tagline, “The crown is yours,” alongside a commercial starring comedian Kevin Hart and retired NFL quarterback Ryan Fitzpatrick. The campaign also added a crown on the “D” in the brand’s wordmark, part of DraftKings’ effort to “put the customer at the center of everything [it does].”[3] The tagline and campaign were developed by DraftKings’ in-house creative team.[4]
DraftKings’ chief marketing officer, Stephanie Sherman, said the company adopted “the crown is yours” to create more consumer-centric messaging while still working to “leverage the equity” of its existing brand assets.[4]
Meaning and Symbolism
The crown motif ties directly to the company’s name, “DraftKings,” and its royalty-themed branding. The 2023 tagline “The crown is yours” makes reference to the brand’s name while shifting the focus to the customer.[5]
DraftKings has described its crown as a “signature” brand element. In 2023, the company launched a co-branded NBA apparel collection that merged its crown logo with NBA licensed team logos, with DraftKings noting “a strong affinity toward DraftKings’ signature crown logo.”[6]
Typography and Design
A 2025 trademark registration for the current mark describes it as “the wording ‘DRAFT KINGS’ presented in stylized letters with the word ‘DRAFT’ in green, with an image of an orange crown over the letter ‘D’, and the word ‘KINGS’ in black,” specifying the colors orange, black and green.[7]
Brand asset databases list DraftKings’ primary brand colors as a bright green (hex #61B50E) and an orange (hex #F6770E), alongside white and black.[8]
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