Brand identity
Safer Gambling Strategies
Navigating the maze of responsible gaming
- Year
- 2025
- Target Audience
- Gaming operators, tribal & state governments, sports leagues, academic institutions, and NGOs
- Engagement type
- Brand Identity
- Sector
- Public Health, Regulatory Policy & Responsible Gaming Consulting
Project Overview
Safer Gambling Strategies (SGS) is a premier strategic advisory firm founded by Keith Whyte, an industry leader with over 30 years of experience shaping responsible gaming frameworks globally. Tasked with translating the founder's stature into an enduring brand identity, this project delivered a brand system built for executive-level engagement across commercial operators, regulatory bodies, professional sports leagues, and public institutions.
The Challenge
While the commercial gaming landscape often defaults to neon, high-energy palettes or defensive regulatory tropes, SGS needed to occupy the space of authoritative navigation. The brand required a balance between unyielding institutional integrity and pragmatic, strategic counsel.
The Concept: Navigating the Maze
The final logomark draws from the concept of clarity within complexity. Gambling addiction and policy landscapes represent a convoluted labyrinth; SGS serves as the steady, structured guide leading stakeholders through it.
Logomark Geometry: Constructed on an exact 11 x 11 grid, the emblem embeds the letterform "S" into an architectural labyrinth. The geometric precision conveys stability, structural logic, and strategic pathway generation.
The brand
Logo hierarchy
The mark functions across three responsive configurations: Full Wordmark, Short Abbreviation (SGS), and Standalone Emblem. This approach ensures legibility from 15px digital icons up to large-scale keynote signage.
Color hierarchy
Primary colors form the foundation of the brand's visual identity, establishing executive gravitas and clear contrast.
Secondary colors are used for complementary structural elements.
Accent color is reserved for small details, such as CTA buttons on the website.
Marian Blue — Primary color
HEX #263987 · CMYK 100:92:10:5
Seasalt — Primary color
HEX #FAFAFD · CMYK 1:1:0:0
Alice Blue — Secondary color
HEX #E2EDF3 · CMYK 10:2:2:0
Blue Grey — Secondary color
HEX #699AC5 · CMYK 60:30:8:0
Old Gold — Accent color
HEX #C7A941 · CMYK 25:30:90:0
Typography
Plus Jakarta Sans — headlines
Clean, confident geometric headers (SemiBold to ExtraBold) signaling forward movement and decisive counsel.
Strategic solutions for safer gambling
Inter — body text
A highly legible neutral grotesque, optimized for complex white papers, policy decks, and screen presentations.
Our evidence-based approach helps organizations implement effective responsible-gaming measures while maintaining operational efficiency.
I just finished a full brand design and website build project with Nadiia and I couldn't be happier! Not just great results but a smooth process from start to finish. Indeed, she generated so many great design concepts the hardest part was choosing one. I will continue to use Nadiia for all my design needs and would strongly recommend her for yours as well.
Keith Scott Whyte
President, Safer Gambling Strategies