A modern logo, vibrant “blurple” hues (a blend of blue and purple), and a refreshed corporate identity - this is more than just a graphic overhaul.
Just a few years ago, SB Software was like a well-crafted timepiece - reliable, precise, and effective. But in the dynamic world of iGaming, where technology and emotion intertwine, and innovation moves at lightning speed, technical excellence alone isn’t always enough. It takes courage to show ambition and a willingness to set trends in the industry.
This realization sparked a transformation within the company. During a pivotal board meeting, the decision was made to create something that would demonstrate to the world that SB Software is not just about technology, but also about innovation and readiness to take the next big step toward becoming a leader in modern iGaming.
A Defining Moment
The process began with ambitious projects and meticulous discussions over every detail - from colors symbolizing courage and modernity to a clear graphic emblem that would bridge the company’s future aspirations with its enduring vision. Brainstorms, dynamic debates, and a shared goal united the team: to craft an identity that would stand out and spark curiosity.
After countless hours of work, the new logo emerged on the screen. A moment of silence fell before someone finally said, “This is it!” The “blurple” color palette, merging the depth of blue with the energy of purple, perfectly captured the company’s spirit. The sleek lines and minimalist design carried a clear message: “Passion, modern technology, and expertise are in our DNA”.
What Does This Change Mean?
“This is more than a new brand identity. It marks the beginning of a new chapter for the company and reinforces our mission - to deliver solutions that not only work but also inspire, innovate, and give our clients a competitive edge” - explains Filip Sosnowski, CEO at SB Software. Every element - from the logo, new webpage to the communication style - was designed to reflect the company’s core values: commitment, energy, and the expertise that guarantees client success.
“Rebranding is a significant step forward for SB Software, emphasized by a refreshed logo that highlights our new domain while subtly nodding to our Scandinavian roots. This update reflects our vision of the industry's future, focusing on social features, player competition, gamification, and eSports betting” - adds Wiktor Garczyński, SB Software’s CPO.
“Minimalist elegance and the new sb.software domain were my main inspirations during the creative process. My goal was to design a logo that stands out and remains instantly recognizable in the crowded world of iGaming” - shares Piotr Bieńkowski, Product Designer.
A Nod to Industry Trends
The story of SB Software’s rebranding echoes similar transformations in the iGaming industry in recent years.
For example, Unibet simplified its logo and introduced a more vibrant shade of green to modernize its brand and better compete in the fast-paced betting market. In 2020, William Hill replaced its classic blue-and-yellow logo with a modern, clean font while retaining the familiar color scheme, aiming to appeal more to digital platforms. Around the same time, 888 Holdings reimagined its iconic three interlinked eights, transitioning to a dynamic gradient design.
Each of these brands demonstrated that rebranding isn’t just an expense - it’s an investment in the future, in customer trust, and in market positioning.
More Than Just Identity
For Wojciech Trzaska, CCO at SB Software, the new identity is part of a much larger project. “This transformation goes beyond visuals. We’ve rethought how we communicate, how we want to be perceived in the industry, and what we convey to our clients. We know what drives us and where we see ourselves in the future - as a group of experienced enthusiasts. This isn’t just an external change but an internal transformation that touches many aspects of our work” - he explains.
The rebranding and the new webpage of SB Software is the company’s way of saying, “we’re ready for more”. Clients can expect cutting-edge, more intuitive solutions, advanced technologies, and exceptional collaboration that sets new standards in iGaming.
About SB Software:
SB Software is a trusted B2B provider of innovative iGaming platforms, recognized for its substantial market presence in Europe, Africa and other regions. The company delivers a comprehensive turnkey solution that encompasses Players Account Management (PAM), sportsbook, casino and payment integrations, augmented by an extensive suite of tools tailored for both online and retail channels, drives growth for its B2B clients. SB Software offers local-market customization as part of the company's strategy to act as a PAM for growth for its clients, providing bespoke development and iGaming operational expertise for over a decade in the industry.