Primary full logo
Use this on most brand-led surfaces where there is enough space for the full Betplay wordmark to stay crisp and dominant.
Use only approved Betplay logo assets
Use only these approved logo assets. Use them exactly as supplied. Do not redraw, stylise, or approximate them.
Short B mark
Use this for tighter placements, astronaut patching, compact UI moments, and layouts where the full logo would become too small.
What good Betplay work should do fast
Use this as the default filter
- Show one clear action, not multiple competing asks.
- Make the brand feel premium before it feels loud.
- Keep trust and proof specific, real, and visible.
- Bias toward slots and live casino unless the traffic source clearly needs sportsbook.
- Use the astronaut as a Betplay asset, not a generic space decoration.
Avoid these default mistakes
- Overbuilding pages that should share one reusable lower-page system.
- Copy that sounds like a generic bonus site or affiliate spam.
- Too many accents, too many claims, or too many CTA moments.
- Creative that could belong to any other casino brand.
- Sports or trust cues that create trademark or credibility risk.
How this guide is structured
Brand foundation
- Brand position
- Audience and product priorities
- Channel and campaign fit
Visual system
- Canonical astronaut
- Core logo assets
- Approved palette and colour application
Application rules
- Landing-page system
- Voice by product and surface
- Proof, trust, safety, and review checks
Use one recurring Betplay astronaut only
Use this astronaut as the master brand reference. Do not create multiple astronaut characters across campaigns. Reuse this one design language so Betplay keeps a recognizable recurring hero asset.
Master black Betplay astronaut
Match this silhouette, helmet treatment, suit finish, posture language, and visible Betplay branding. Future campaign art can vary the scene, but not the character identity.
Keep the astronaut unmistakably Betplay: same core suit identity, same premium black finish, and approved Betplay logo usage only.
01 Brand Position
What Betplay should feel like
Betplay is acquisition-first. The brand should move players into action quickly without looking cheap, random, or disposable.
Do
- Premium, sharp, modern, crypto-native
- Trustworthy and fast to enter
- Built for slots and live casino first, sportsbook second
- Energy without chaos, confidence without fluff
Don't
- Mass-market generic casino styling
- Spammy hype, fake urgency, weak claims
- Overloaded surfaces with too many messages
- Loud visuals that reduce trust instead of increasing action
02 Visual System
The look
Use high contrast, one crafted focal scene, and clear brand structure. The black astronaut is a required Betplay hero asset across headers, landing pages, affiliate banners, and media-buy banners, and it should carry visible Betplay branding such as a clear Betplay patch or equivalent brand marker.
Do
- Dark premium base with controlled pink and cyan contrast
- One main focal point and one dominant CTA
- Glow, depth, shards, motion, and atmosphere used with restraint
- Brand integrated into the image rather than pasted on top
- Astronaut reads as specifically Betplay, not as a generic space character
Don't
- Rainbow clutter or extra accent colours without a reason
- Generic casino stock styling
- Astronaut used as an afterthought sticker
- Astronaut with no visible Betplay patch or brand marker
- Messy scenes with no hierarchy
03 Surface Rules
How the team should apply it
Betplay should stay consistent across surfaces, but the emphasis changes by format.
Do
- Landing pages: keep one reusable base page and swap the top hero most
- Affiliate banners: short message, clear logo, obvious CTA
- CRM / onsite: informative first, entertaining second
- Slots: highest energy lane, still premium and controlled
Don't
- Rebuilding entire landing pages unnecessarily
- Too many messages on small banners
- Using the same generic copy across all player states
- Letting sportsbook read like a cheap slots promo
04 Team Checklist
Before anything ships
Each asset should read as Betplay immediately: premium, astronaut-led, crypto-native, clean, and conversion-built.
Do
- Audience and product focus are clear
- Astronaut is present where required and visibly branded as Betplay
- There is only one main CTA
- The page still reads cleanly on mobile
Don't
- Trust or proof claims are vague or undefendable
- Trademark-risk sports visuals are used
- Creative feels cheap rather than premium
- The lower page loses its reusable scaffold
Priority player and product direction
Default audience
- Slots players
- Live-casino players
- Crypto-first or crypto-comfortable players
Secondary audience
- Sportsbook only where the campaign, page, or placement genuinely fits
Default product emphasis
- Slots
- Live casino
- Sportsbook
Colour palette for Betplay creative
Use this palette as the default system for Betplay campaigns, landing pages, banners, and CRM-related visual work.
Night
#060912
Main page background and deep base surfaces
Graphite Panel
#0f1829
Panels, cards, and darker content sections
Frost Text
#f5f7fb
Primary headlines and key foreground copy
Steel Mist
#a8b4c7
Secondary copy, explanatory text, and softer UI labels
Betplay Pink
#ff2f93
Primary accent, highlights, and attention points
Betplay Cyan
#22c7ff
Secondary accent, product separation, and supporting contrast
Signal Green
#46d29e
Positive states, approved markers, and do/check indicators
Signal Red
#ff6d86
Warnings, don't markers, and negative states
Logo, astronaut, type, and CTA rules
Logo
- Use the Betplay logo clearly and without distortion.
- Keep enough clear space around it so it does not feel crowded by offer copy or shards.
- Do not stack it into noisy clusters with extra badges unless they are essential and real.
Astronaut
- The black astronaut is a signature Betplay asset for headers, landing pages, affiliate banners, and media-buy banners.
- It must read as specifically Betplay, with a visible Betplay patch or equivalent clear brand marker.
- Treat it as one canonical Betplay character design: keep the same helmet shape, visor shape, suit construction, trim language, and overall silhouette across creatives.
- Do not use a generic or weakly cropped astronaut that says nothing on its own.
Typography
- Keep headlines bold, clean, and high-contrast.
- Use a modern sans approach rather than novelty, script, or overly compressed type.
- Body copy should stay simple, readable, and secondary to the main conversion message.
CTA system
- One dominant CTA per screen or asset.
- The main CTA should be obvious from distance and from mobile.
- CTA copy should feel direct and product-led, not gimmicky or fake-urgent.
Colour application
Use these rules to keep layouts premium, controlled, and clearly Betplay instead of turning bright accents into clutter.
Use colour like this
- Use a dark or near-dark base so the astronaut, product framing, and CTA stand out cleanly.
- Use one bright Betplay accent for the main CTA, key highlights, and focal numbers.
- Use one secondary accent only when it helps product separation, not as decoration.
- Keep neutrals restrained so the page feels premium rather than crowded.
- If a layout needs too many accent colours to feel exciting, the concept is probably weak.
Colour should do three jobs
- Guide the eye
- Frame the CTA
- Make the page feel premium and intentional
Landing-page system
Default rule
- Use one reusable base page.
- Change only the top hero or header area between variants unless there is a strong reason to rebuild more.
- Keep the lower roughly three quarters of the page consistent by default.
Default page structure
- Hero
- Key value proposition
- Offer or bonus detail
- How it works
- Product reasons to join
- Trust, crypto, speed, or payment reassurance
- FAQ
- Final CTA
- Disclaimer
Channel and campaign fit
Prioritise
- Geo fit
- Crypto audience fit
- Trust and brand fit
- Clear acquisition angle
- Cost efficiency
Optimise for
- Registrations
- FTD conversion
- Early value quality
Brand voice rules
Should sound like
- A confident operator
- A clean crypto product
- A brand that knows what the player wants quickly
Should not sound like
- A mass-market bonus site
- A generic affiliate review page
- A casino screaming about jackpots with no trust layer
Line-level rules
- Keep sentences tighter than typical CRM or casino copy.
- Prefer concrete product or trust claims over vague excitement.
- Use numbers, timing, product scope, and access benefits only when they are real and verifiable.
- When in doubt, remove adjectives before removing clarity.
Voice by product and surface
Different Betplay surfaces should still feel like one brand, but they should not all sound the same.
Slots
- Fastest energy of the three product lanes
- Focus on instant access, game choice, and clean bonus framing
- Avoid childish or cheap spin-now language
Live Casino
- Slightly more premium and controlled
- Lean into quality, feel, and trust
- Avoid overhyping without showing why the experience feels better
Sportsbook
- More disciplined and utility-led
- Lead with market access, speed, ease, and event fit
- Avoid borrowing slots-style promo language
Landing Pages
- Lead with one strong conversion action
- Keep the headline specific
- Explain why the player should stay on this page and choose Betplay
- Use one proof or trust cluster above the fold when real support exists
Affiliate Banners
- Brand must read clearly at small sizes
- Keep one message per asset
- Avoid overloading the creative with terms
CRM / Onsite Promos
- Informative first, entertaining second
- Segment by product and player state where possible
- Avoid broad generic promos when a tighter product angle exists
Proof and trust rules
Proof should help the player move forward, not pad the page with generic credibility language.
Proof should answer
- Why this brand is worth trusting
- Why this page is worth staying on
- Why the signup or first action should happen now
Working proof hierarchy
- Real product benefit
- Real ease or speed benefit
- Real trust or payment reassurance
- Real audience fit or geo fit
Use proof like this
- Clear crypto or payment access
- Speed or simplicity of getting started
- Product breadth where relevant
- Support, fairness, or platform-confidence cues only if verified
Avoid this
- Fake authority language
- Unverified best or number-one claims
- Cluttered proof rows with too many badges or trust icons
- Copying proof points from other brands
Default proof-block rule
- One tight trust or proof strip above the fold
- One deeper reassurance section lower on the page
- Every proof point must be specific enough to defend if questioned
Brand safety and separation
- Do not use real team names, player names, official logos, or trademarks.
- Do not borrow names, examples, or proof from another brand just to fill a gap.
- If an exact Betplay source is not confirmed, treat the claim as not verified.
- Do not mix Betplay work with other business lanes or old removed brand context.
- If the astronaut is used, it must read as a Betplay astronaut with visible Betplay branding, not a generic unbranded character.
How this guide should be used
This document is meant to reduce weak creative decisions, speed up reviews, and keep Betplay more consistent across teams and partners.
- Use this guide as the default reference before new Betplay-facing creative is approved.
- If a request breaks these rules, that should be a deliberate exception rather than an unnoticed drift.
- Where a page or asset needs a stronger proof layer, add real proof rather than compensating with louder design.
- Where a new surface appears, adapt the existing system before inventing a disconnected new lane.
What the team should pressure-test
If a new Betplay asset could belong to any random casino brand, it is wrong. Betplay should feel premium, astronaut-led, crypto-native, conversion-built, and visually controlled even before someone reads the body copy.