Betsson Sans

Betsson has long been a key player in Europe’s online betting and gaming scene. Its previous visual identity leaned heavily on masculine cues: deep blue, volume effects, drop shadows–functional but not particularly subtle or modern. To refresh its visual language, Betsson worked with Blaze Type to create Betsson Sans, a custom typeface designed to give the brand a clearer, more versatile voice.

The typeface started from a geometric sans-serif skeleton inspired by German typefaces of the 1920s. Blaze Type explored multiple directions, each with its own approach, testing a range from neutral and functional to more expressive and experimental. From this shared skeleton, Blaze Type built a palette of possibilities: Concept 01 embodied stability, Concept 02 added humanist warmth, Concept 03 strengthened technical character, and Concept 04 ventured into bold experimentation. In the end, Betsson chose Concept 03, complemented by the softer edges from Concept 02, giving the typeface a balanced mix of readability and personality. For a detailed look at all the different concepts, see the full making-of here.

Betsson Sans was developed as a complete family: five weights from Regular to Black, each with a 12° slanted version. It was extended internationally with Extended Latin, Cyrillic, Greek, and Georgian–the latter in collaboration with Georgian type designer Ana Sanikidze. The final set includes ten finely tuned fonts, harmonized and flexible.

The final presentation emphasizes clarity and strength, supported by a restrained color palette of off-white, vivid orange, and deep black. Betsson Sans works equally well for body text or for expressive headlines and digital environments–a complete toolbox for designers.

As Fred Wiltshire of Blaze Type puts it: "Creating a spectrum of personalities, from the most classic to the most expressive, allowed Betsson to identify exactly how much graphic identity they wanted."

More than just a typeface, Betsson Sans is a full typographic system: industrial yet warm, international, and built to last. It’s a reminder that typography is at the heart of contemporary branding.

Betsson Sans by Blaze Type
Foundry: Blaze Type
Weights: Regular, Medium, SemiBold, Bold, Black + Slanted Versions
Scripts: Extended Latin, Cyrillic, Greek, Georgian
Release: 2025