ATG is more than a betting company. It also plays a big role in the trotting society and is heavily involved in everything from horse owners to races and events on tracks all over Sweden. ATG is one of Sweden’s most recognised brands, as the ATG sign is featured on over 2000 local shops across the country.

Bold was asked to create a new visual identity that reflects the pace and strength that ATG stands for today – the combination of live sport and live gaming. The identity should keep together the broad world of ATG, including tracks, resellers, websites, digital betting stations, communication, new identities for all events, TV-productions etc. Recognition was important, because of the history of the logotype as well as the gradual pace of implementation. The aim was also to lift forward and clarify the main products – games such as V75, V86 and V65. The entire new identity is built around pace and movement. The new logotype has kept the colours but more pace and modernity has been added through the new horse icon and updated shape. The new pattern was created inspired by the pace of horses in a race, while the typography gives a sporty look with its leaning shape and the combination of sharp and rounded forms. The main products – V75, V86, V65 and V4 – have become their own strong brands, with their own logotypes and colours.