SBC News Voice of the Sports Betting Industry
Spanish legacy gambling operator Grupo Codere SA has rebranded its entire corporate identity, seeking to reflect the firm’s ongoing transition as a global gambling enterprise.
Last week, Group Chief Executive Vicente Di Loreto presented Codere’s new corporate logo and tagline ‘Contigo Cambiamos el Juego’ – ‘We Change the Game with You’.
Updating stakeholders and the media, Di Loreto detailed that an identity refresh was needed to convey Codere as a unified global brand and modern digital entity.
“This new identity is another step towards the globalization of our group and reflects a deeper ongoing transformation of our organization” Di Loreto detailed.
“We want to transmit both internally and externally the values that define us as a company, which differentiate our offer and collaborate with the improvement of the social perception of the activity of the game.”
Di Loreto and corporate governance highlighted the significance of the corporate rebrand, marking 40-years of Codere history.
The legacy operator redesigns its logo: simplifying it with a uniformed typology, and further abandons the background use of a ‘clover trefoil symbol’.
Codere Group Marketing Director Angel Fernández added: “Our new brand is more recognizable, younger, using green and grey tones. We have eliminated the clover because it is associated as an old component that does not correspond to new games. The idea is that this renewed brand is gradually the only one under which our group operates.”
