New look of Napoleon, eyes on the future

Napoleon Sports & Casino is getting a new look this autumn. The Belgian entertainment company is sticking to the iconic image of the French emperor Napoleon. From now on, however, he will look resolutely to the future instead of to the past. The visual brand identity is also being tightened up. The legendary ‘bicorne’ hat of the little general also inspired Napoleon to create dynamic style elements such as a halo. The red star will be omitted.

With this brand refresh, Napoleon is reinforcing its growth ambitions. With Responsible Gaming as a permanent core value, Napoleon wants to continue to innovate in order to expand its market leadership in casino games, both in Flanders and Wallonia. Napoleon also wants to become the first choice for sports betting for even more Belgian players. Finally, it wants to make a strong connection with a new generation of casino games and sports betting enthusiasts, among other things with an innovative offer.

All-in on thrill

“With this brand refresh, we underline our 360° offer. With us, you can experience a generous dose of thrills in a safe and responsible environment. Online, on your smartphone or in our casinos: excitement, experience and emotion are key,” explains Napoleon CEO Tim De Borle. “Our visual identity now matches this seamlessly: witty, agile, looking for a dose of healthy excitement and shared emotion.” says De Borle.

CMO Stefan Venken adds, “We are conducting this brand evolution with respect for the history of Napoleon Sports & Casino, but without being limited by it.” “Napoleon Sports & Casino was our name, but we’ve had a number of names over the years. Napoleon is clear, friendly and much easier to communicate while still being able to offer enough differentiation between Sports and Casino. It also remains the familiar Napoleon, but updated, looking to the future, grander, just like our ambition to add thrills to all elements of our day.” concludes Venken.

To avoid unnecessary waste, the transition to the new logo will be done in several stages, with the first step being Napoleon’s digital presence. In later steps, Napoleon will implement the new corporate identity at its live casino studio, arcades and headquarters. This means the new identity will appear together with the old logo for a while.