(Est. 2009) “FanDuel is the leading daily fantasy sports provider with the sole mission of making sports more exciting. Founded in 2009, FanDuel has redefined fantasy sports; offering a multitude of one-day game options for NFL, NBA, MLB, NHL, and college football and basketball, with new public and private leagues forming daily, ranging in size from two to thousands of players. FanDuel is the Official Partner of the NBA and has multiple deals with NFL and NBA teams, driving fan engagement, hosting numerous live events and creating once-in-a-lifetime experiences for sports fans throughout the year. Based in New York City with offices in Los Angeles, Orlando, Edinburgh and Glasgow, FanDuel has raised $363 million in funding from investors including KKR, Google Capital, Time Warner/Turner Sports, Shamrock Capital, NBC Sports Ventures, Comcast Ventures, Pentech Ventures, Piton Capital and Bullpen Capital.”
We wanted our new logo to represent everywhere we’ve been and everything that lies ahead. That’s a lot to pack into one image. But after changing the face of fantasy sports, we’ve grown to enjoy a challenge. We chose the shield — an age-old athletic emblem — to pay homage to history’s strongest leagues, teams, and competitors. As we move into this next era of fantasy sports, the FanDuel Shield will lead the way.
Images (opinion after)
Designing the logo for a sports fantasy league enterprise can't be easy — as an entity it lands somewhere between Dungeons & Dragons and Bud Light (I'm not even sure what that means but that's what came to mind). The old logo sure wasn't the way to do it, that's for sure. It wasn't just generic, it was almost arbitrary. The new logo has the right idea in wanting to bring a shield into the equation, as it's a recognizable sports element. Unfortunately, the execution is wonky and trying to force an "F" and a "D" into the shield yields very poor renditions of each, especially, the "F", which looks uncomfortably truncated. The wordmark is okay and pairs decently with the shield. The "D" is a little distracting with its notch but I guess it helps break the word into two and it even looks like the old "D" and the general effect of the wordmark does lean towards a sport/fitness aesthetic. Overall, an improvement mostly because the old one was so bad but, being the leader in the category, they could have pushed more on style and execution.
Thanks to Nathan Haas for the tip.