ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Typefaces / Font Systems
Annual ID
ADC101_TYP036M
About the Work
Bally’s Corporation was reborn in 2021 as a global casino-entertainment brand with a growing presence of land-based casinos, sports betting and iGaming offerings.
The brand has been synonymous with gaming for decades, having pioneered pinball machines, slot machines and arcade games. We drew inspiration from this history to develop our concept, "the Ballyverse".
We designed a new font family that nods to the classic visual language of gaming and welcomes you into a world that is unapologetic, electric, and fun.
Our font family is designed to show off Bally’s eclectic sensory thrill.
Drawing on the icons of gaming, we reimagined reverse contrast for the modern age. The typeface’s variable aspects provide versatility for a multichannel business, and the inversion of traditional contrast symbolizes how Bally is upending the world of gaming— fitting for an entertainment powerhouse with a legacy of breaking the norm.
The font family is designed to balance functionality and expression, creating vibrancy across diverse media. Headlines can be flexed with dimensional and graphic distortion, allowing the words to pop to create a visceral feeling.
These traits combine to make the brand feel unapologetic, electric, and fun, indulging in maximalist expression that welcomes everyone to join in.
The font family is always legible, always engaging—it says, “Jump into the Thrill.”
The brand has been synonymous with gaming for decades, having pioneered pinball machines, slot machines and arcade games. We drew inspiration from this history to develop our concept, "the Ballyverse".
We designed a new font family that nods to the classic visual language of gaming and welcomes you into a world that is unapologetic, electric, and fun.
Our font family is designed to show off Bally’s eclectic sensory thrill.
Drawing on the icons of gaming, we reimagined reverse contrast for the modern age. The typeface’s variable aspects provide versatility for a multichannel business, and the inversion of traditional contrast symbolizes how Bally is upending the world of gaming— fitting for an entertainment powerhouse with a legacy of breaking the norm.
The font family is designed to balance functionality and expression, creating vibrancy across diverse media. Headlines can be flexed with dimensional and graphic distortion, allowing the words to pop to create a visceral feeling.
These traits combine to make the brand feel unapologetic, electric, and fun, indulging in maximalist expression that welcomes everyone to join in.
The font family is always legible, always engaging—it says, “Jump into the Thrill.”
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Interbrand / New York
Dalton Maag / London
Type Foundry
Dalton Maag / London
Creative Director
Daniel Irizarry
Designer
Tut Pinto
Damini Agrawal
Steve Haslip
Executive Creative Director
Chris Campbell
Senior Account Director
Lindsey Maino
Associate Director, Strategy
Naeiri Zargarian
Associate Verbal Director
Katherine Pissaro-Grant
Executive Director, Strategy
Daniella Bianchi
Logotype designer
Jesse Ragan
Production
Miguel Rivera
Robert Rosenberg
Senior Director, Strategy
Aneesh Sharma
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