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A collection of some of the sketches created during the development process of the new FanDuel logo.
We had initially worked with creative agency who helped us design and focus group various solutions. We presented a number of ideas to existing users and non-users of FanDuel, including simple word marks, ambigrams, familiar icons within the product and various other monograms and designs. It was quickly apparent that a shield symbol was resonating the most with people – as they associated it with things like sport and trust.