Dream11 is an Indian fantasy sports platform founded in 2008 by Harsh Jain and Bhavit Sheth in Mumbai, and it operates as part of the Dream Sports ecosystem.[1] The brand’s visual identity was comprehensively redesigned in March 2018 by the creative agency Happy mcgarrybowen, part of the Dentsu Aegis Network.[2]
Design and History
In March 2018, Dream11 appointed Happy mcgarrybowen to redesign the brand’s logo and create a comprehensive visual identity guidebook for implementation across all product touch points and communication.[3] The rebranding was driven by a stated goal to prepare the brand for its next growth phase, moving from a user base of 2 crore to 10 crore by 2020.[2]
The agency led the exercise from scratch, creating visual imagery, iconography, and logo animation, with a primary focus on ensuring consistent user experience across digital touch points.[4] The design brief called for a logo that was simple, clear, functional, modern, and sporty, with aspirational value that would appeal to digitally savvy, sports-crazy users aged 18 to 35.[4]
In 2025, Dream Sports announced the launch of “the new Dream11” as part of a broader expansion of its ecosystem, which also included Dream Money, Dream Horizon, Dream Play, and DreamStreet.[1]
Meaning and Symbolism
The Dream11 logo depicts a trophy, an icon described by the company as resonating with trust and integrity, values highly celebrated in sports.[2] A trophy primarily depicts victory in sports and is a prized possession that belongs to champions.[4]
Coupled with a bold “D” in the centre, the logo makes a statement about the brand’s origins, Dream11.[3] The overall rebranding concept was to create a holistic visual identity that cuts across sports while keeping the brand’s leadership position in mind, with users at the centre of everything.[2]
Typography and Design
Following the 2018 rebrand, Dream11’s engineering team developed “Turf,” an internal design system intended to standardise design practices and components across the platform. The system was created to ensure that all users experience the same brand value regardless of platform, with consistent use of colours, shapes, and patterns leading to brand identification.[5] The design system adopted Brad Frost’s Atomic Design Pattern, treating attribute values such as colour, dimension, and font as the smallest units of the design language.[5]
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.
