If you’ve visited Cloudbet recently, you may have noticed things look a bit different around here. After a decade as the leading crypto casino and sportsbook, we decided it was time to take good long look in the mirror, and dramatically redefine how we showcase Cloudbet to the world. But this redesign is about much more than just looks – it represents a brand new chapter in our mission to offer the best crypto betting experience on the planet.
The new Cloudbet brand identity is bold, unapologetic, and inspired by the tension and rush of betting with crypto. It’s reflected in our new logo, color palette, font, and visual elements across our platform.
So how do you capture the energy and possibility of crypto betting in a brand redesign?
We sat down with Cloudbet’s Head of Brand and Content, and Head of Design, to learn more about the journey behind Cloudbet’s new look.
Contents
- 1 This rebrand is our way of showing the world that under the hood, Cloudbet is hands down the fastest, most modern, most reliable gambling engine anywhere.
- 2 The logo is a visual representation of that moment when everything hangs in the balance.
- 3 The consensus was: Don’t force the new brand elements into places they’re not needed. Let the classic gambling imagery do its job.
This is the most significant design overhaul in Cloudbet’s history. What inspired such a bold change?
The simple, honest answer is we’ve been so focused on building the best possible product that it’s been a while since we looked at the brand.
Cloudbet has been around since 2013. That’s two full years before Ethereum launched, and ages before half the other crypto projects people know and love today. We were the first ever crypto casino and sportsbook online, and among the first to offer horse racing, virtual sports, live dealers, and on and on.
Over these past ten years, we endlessly updated Cloudbet from an engineering and usability perspective, because our entire team was obsessed with making it the fastest, most reliable crypto casino and sportsbook online. It’s been a healthy obsession, and we’re not going to stop optimizing page load times or adding cutting-edge rewards features any time soon.
But it was a bit like souping up the engine on an old car without changing the body to match. So this rebrand is our way of showing the world that under the hood, Cloudbet is hands down the fastest, most modern, most reliable gambling engine anywhere.
And on top of that, we’re going to be doing big things this year and beyond, and we — and our users — wanted to look and feel fresh when the spotlight hits.
This rebrand is our way of showing the world that under the hood, Cloudbet is hands down the fastest, most modern, most reliable gambling engine anywhere.
What were some of the key design elements and considerations that influenced the new visual identity?
The concept of tension and community was a key driving force behind the new visual identity. We wanted to capture that sense of anticipation and suspense — the “good sweat”, that’s so integral to the betting experience — and the logo does that beautifully with its converging shapes that never quite touch. The ability to expand and contract through motion and animation — it’s a visual representation of that moment when everything hangs in the balance.
We also wanted the logo to feel dynamic and adaptable, able to morph and evolve across different contexts. The simplicity of the shapes allows for this versatility — all while maintaining a strong, recognizable identity.
The logo is a visual representation of that moment when everything hangs in the balance.
Can you walk us through the creative process behind developing the new logo?
The creative process was all about distilling the essence of crypto betting into a single, powerful visual — one that can be expressive and animated. We explored countless iterations, each trying to capture that sense of tension, of potential energy waiting to be unleashed.
The final logo emerged as a perfect balance of simplicity and meaning. The curved shapes create a sense of motion and magnetism, while the negative space between them is charged with anticipation. It’s a device that expresses the excitement and hopes we relish as bettors.
How did you make sure that the new brand identity would resonate with your audience?
We talked to them a lot. This new identity is very much in keeping with our “by bettors, for bettors” ethos. We’ve got users we lean on regularly for advice, that have become almost a braintrust for us, and we also popped up surveys and asks at random to get a sense of what anyone and everyone on site was thinking. The payoff in terms of insights was phenomenal.
One example: A lot of people when they think about gambling, think everyone only wants to talk about the wins. Not true. Our users love to win, obviously, but they love the whole emotional spectrum of betting, from hope, to tension, to win, and even sometimes getting so close but not quite there. They told us to lean into not just the hope, but also the tension, which became a big part of this project.
And beyond conducting surveys and focus groups, and engaging with DesignStudio, who have done a fabulous job with countless other world-renowned brands, we also relied on people on our own teams.
As bettors ourselves, we know that feeling —the rush of taking that risk, and the rollercoaster of emotions that comes with each bet. We designed the brand identity to resonate with that experience.\
The tension in the logo, the vibrancy of the colors, the dramatic, exaggerated perspective of our suite of hand-crafted illustrations — these are all designed to strike a chord with anyone who’s ever placed a bet and felt that surge of adrenaline.
How did you collaborate with other departments and stakeholders throughout the rebranding process?
This was very much an all-hands-on-deck project. Design was obviously spearheading the advancement of the visual language, but there is so much nuance in the product that it required a ton of input from all departments.
Betting, in both casinos and sports, has a very specific set of symbols and actions that need to be at the forefront. The consensus in the end was: Don’t force the new brand elements into places they’re not needed. If the icon for blackjack is a spade, we don’t need to force our brand onto that spade. Let the classic gambling imagery do its job, and show how the brand enhances the experience. The brand is a compliment to the world we know and love.
The consensus was: Don’t force the new brand elements into places they’re not needed. Let the classic gambling imagery do its job.
How do you believe the rebrand aligns with and strengthens the company’s core values and mission?
One thing we really leaned in on was this bold, unapologetic feeling about what we do. Gambling can catch negative feelings from some people, but as bettors ourselves, we wanted this brand to say: This is what we love, and we’re proud of it.
We believe in the freedom of crypto and the joy of betting with it. We want to shout it from the rooftops and show everyone the great site we’ve built with our users.
What challenges did you face during the rebranding journey, and how did you overcome them?
Translating all these abstract concepts into a tangible brand identity was definitely a design challenge. How do you visually represent tension, hope, and community? This is where we had to be painstakingly thoughtful and deliberate about the shapes, elements, typography, colors, illustrations, and so on.
Very simply, we leaned into dynamic shapes, negative space, and dramatic perspective to create a sense of tension. We opted for colors that could work well in both casino and sports contexts without being cliché, while also eliciting a range of emotions. We chose typography that conveyed bold energy and had the potential to inspire hope. Finally, we developed a visual language that felt inclusive and welcoming to foster a sense of community.
What we’ve arrived at is a visual embodiment of who we are – and a glimpse into where we’re going.
Like the new look? Let us know your thoughts on X with #NewCloudbet.
