Playful, Precise, Global
Greentube, A brand built to last!
Since its conception, Greentube has stood for much more than gaming and entertainment: it is a symbol of reliable innovation, refined design, and responsible global impact. As the NOVOMATIC Digital Gaming & Entertainment division, the Greentube brand not only delivers safe and secure casino entertainment to players around the world but does so with a visual and strategic identity that remains as fresh and relevant today as when it was shaped.
The Greentube rebranding was developed in 2019, by a small, nimble team of four people whose ambition was clear: to reflect the innovation, sophistication, and trustworthiness of a modern entertainment technology company. Even as markets evolve rapidly, the brand was built to endure and with a delicate design approach in mind that balances playfulness, precision energy and elegance.
The Key Pillars of the Greentube Brand
Trust & Security: From legal compliance to secure gaming, everything communicates safety. The brand must inspire confidence for both B2B partners and end-users across multiple regulated jurisdictions. Greentube
Innovation & Quality: New game mechanic development, seamless online / social casino experiences, server-based gaming platforms, SDK capabilities—all crafted with high technical and creative standards. Greentube
Global & Local: Though Greentube serves a worldwide audience and has many international locations, its identity remains approachable, legible, and consistent. Local nuances may vary in markets, but the core visual cues are coherent globally. Greentube
Design Clarity & Elegance: The brand aesthetic is minimalist but with character: clean typography, restrained color palettes, thoughtful layouts. The “delicate design approach” means details matter—spacing, proportion, visual rhythm—balancing function and form.
To the images below: Some of them exist, some of them not. The intention is to show how versitile the brand is and how the product visuals, brand visuals and brand identity can live together.
Visual & Verbal Style
Logo & Symbolism: The name Greentube already suggests growth indicated by the color green and a channel or flow which the word tube can be identified. Visual treatments are following to echo this: clean lines, a modular forms, minimal embellishment but careful attention to shape and negative space.
Color & Palette: While specifics depend on internal style guides, the brand tends toward a palette that communicates reliability with cool tones and a neutral base and accent shades that bring vitality. The green in Greentube is more than decorative, it is its identity.
Typography & Layout: Clean, sans-serif typefaces that balance readability and modernity. Layouts often emphasize hierarchy, clarity, and breathing space. Visual weight is managed so content is legible, navigation intuitive and the experience is smooth.
Tone of Voice: Professional but approachable. Authoritative and trustworthy but yet human. The messaging emphasizes security, entertainment and excitement. It conveys: "We take our games seriously, so you can enjoy them with confidence."
A personal Note
Working on Greentube’s rebranding remains one of the most epic projects of my career. Shaping the identity of a global player in the iGaming industry is a unique experience, and seeing the brand still resonating and growing today makes it even more rewarding. With the company now expanding still toward 1,100 people, from over 50 different countries, it’s incredible to see how something we created as a small team of four continues to make an impact and it feels even more special to have been a leading part of this journey.
You can also check out the website here: Greentube - Home of Games
Last images are from a never released Greentube Image Video where unfortunate events occured so that we were never really able to release it propperly.
