Gala

A bold identity refresh designed to engage a younger audience while honouring a familiar brand.

Gala is one of the UK’s most recognisable online entertainment brands, with strong awareness and a loyal player base. Traditionally rooted in physical venues, the brand needed an identity that felt more current, flexible and distinctive, while keeping the warmth and familiarity people already associated with it.

The refreshed system gave Gala a more energetic and contemporary expression, helping the brand appeal to a broader audience without losing its existing recognition.

Role

Design Lead

Agency

Antidote

Scope

Brand Identity, Brand Strategy,
Creative Direction, Motion

Familiar, but more flexible

The challenge was to move Gala on from a visual world shaped by its venue-led past, without stripping away the character that made it trusted and recognisable.

The brand needed to feel social, expressive and full of energy rather than cold or overly polished. It also needed enough range to shift between playful, high-energy moments and calmer, more familiar applications for existing players.

The challenge was to move Gala on from a visual world shaped by its venue-led past, without stripping away the character that made it trusted and recognisable.

A more flexible brand system

The refreshed identity built on the legacy of Gala’s historic logos, keeping enough of the original character to feel familiar while introducing a cleaner, more contemporary expression.

A vivid colour palette, bold typography, playful imagery and motion gave the brand more standout and personality. More restrained colour and type combinations added flexibility, allowing the system to work across different messages, audiences and levels of energy.

The result was an identity that could flex from lively campaign moments to simpler brand applications, while staying clear, immediate and recognisable.

The refreshed identity built on the legacy of Gala’s historic logos, keeping enough of the original character to feel familiar while introducing a cleaner, more contemporary expression.

The result was an identity that could flex from lively campaign moments to simpler brand applications, while staying clear, immediate and recognisable.

Moving the brand forward

The work gave Gala a more flexible identity that felt current, playful and distinctive without losing the familiarity people already knew.

It helped create a system that could speak to both existing players and a younger audience, moving Gala into a more contemporary brand world while retaining its recognition.

The work gave Gala a more flexible identity that felt current, playful and distinctive without losing the familiarity people already knew.

It helped create a system that could speak to both existing players and a younger audience, moving Gala into a more contemporary brand world while retaining its recognition.