01

DraftKingsBrand GuideVersion 2.1Updated 12/9/2015

02

Sweating your lineup on a Monday Night. Talking smack with the guy you beat EVERY week. Watching the Sweat Show on DKTV. Walking inside the ropes with the pros. Yelling at the TV like a hooligan. Traveling with the team. Doing your research on the DraftKings Playbook. Throwing out the first pitch. Needing one more assist for the Triple-Double Bonus. An NHL VIP Experience. Playing in a live final for $1 Million with all your buddies pulling for you.

03

04Our MissionOur VisionDK Values

08HOW WE LOOKLogosBrand ColorsTypographyImage Usage

20 HOW WE SOUNDTone Messaging Off-Limits Words1-Day vs. Daily

23Definitions of Terms

Who We Are

Brand Guidelines

Glossary

04

Who We AreDraftKings is one of the leaders in Daily Fantasy

Sports. The sky is our limit so we’ll keep growing and

innovating to bring the most incredible experiences

and the industry’s biggest contests to our players.

We are authentic, sports-fanatics, dependable

and analytical. We consistently put our best foot

forward and are dedicated to delivering excellence.

Our players are at the heart of EVERYTHING we do!

05

Our MissionWe’re connecting fans every day to the sports they love most and introducing them to new sports they are going to love.

Our VisionTo be the number one destination globally for players to come together, interact and compete in fantasy sports: forever changing the way people experience sports worldwide.

06

DK ValuesA great company is made up of great people. We celebrate individuals who uphold our values and add to our greatness.

We’re wired to care and dedicated to delivering excellence to our customers and each other.

We have an insatiable curiosity. We’re always listening for feedback and think outside the box to evolve based on what we hear. 

We intrinsically understand our players. We get the lifestyle because we’re sports fans, too. 

We consistently go above and beyond in everything we do. Everything we touch is treated with the same devotion and attention to detail.

We make every sports experience thrilling. Sports don’t connect players to DraftKings; we connect players to sports, old favorites and new alike.

We quickly adapt and react to any new landscape to maximize the opportunities presented to us.

TRUST

INNOVATION

AUTHENTICITY

QUALITY

PASSION

FLEXIBILITY

07

We’ve got your back. Our relationships are a top priority: from our players to our work family to our neighborhoods.

We believe in teamwork, that no idea is a bad idea, that there is no such thing as a dumb question. We challenge each other and work together to create the best possible product.

Data fuels our approach – numbers, customer feedback and research all come together for balanced decision-making.

Things move fast around here so we tend to make decisions quickly! However, our analytical and collaborative approach applies the right level of rigor to ensure we’re making good ones.

We show up every day and work our hardest to ensure our players are getting the best possible experience. Our enthusiasm instills trust in both our players and each other.

COMMUNITY

COLLABORATION

ANALYTICAL THINKING

BIAS FOR ACTION

COMMITMENT

08

Brand GuidelinesIn this section you’ll find examples of how we look

and sound, and tools for you to use. Maintaining

consistency is essential to our identity and

recognition of our brand across all marketing

channels and media.

09

How We LookWe are meticulous, especially when it comes to our brand. Below you’ll find specific guidelines and helpful tips for using our logo.

LogosIn this section we’ll talk about our logo, how and where to use it. The DraftKings logos should never be modified or recreated in any way, especially positioning and/or alteration of the fixed elements within the logos.

DRAFTKINGS STACKED

This is our primary logo. We use it over any of the others whenever possible.

Exclusion ZoneTo enable the DraftKings logo to appear prominently in its primary usage of full color and without interference from other elements an exclusion zone has been created. The exclusion zone should be observed on all applications.

10

Too Heavy Too Heavy

Too Text-Heavy

Centering based on the furthest points left and right gives the illusion that the logo is too far right because the viewer is focused on the text.

Too Crown-Heavy

Centering based on the entire text, excluding the crown, gives the illusion that the logo is too far left because the crown out-weighs the right side.

Just Right

Centering between the left side of the “K” and the right edge of the “T”, placing the center mark on the top left edge of the “A” creates a visually centered appearance.

Centering the LogoThe fixed elements in our logo can be tricky to center. Below is the correct way to center the logo so it looks great and upholds consistency. Our crown and text need to be properly weighted so that neither side looks too heavy.

11

Don’t remove stroke

Don’t remove color

Don’t skew

Don’t tilt logo

Don’t remove elements

Don’t change colors

Logo Don’tsThe DraftKings logo should never be modified in any way. This includes the positioning and/or alteration of the fixed elements within the logo.

12

DRAFTKINGS STACKED

Stacked_NoTagline.eps

Stacked_Black_NoTagline.eps

Logo VersionsWe have three main logos that are used based on spatial limitations or requirements. Choose the logo that most appropriately meets your needs. The full color logo is primarily used over any other. One color logos are used in places with color restrictions. If you have need for a logo that’s different from those below please contact us.

13

DRAFTKINGS HORIZONTAL

We use this logo when there isn’t enough vertical space for the stacked,

primary logo.

Horizontal_NoTagline.eps

Horizontal_Black_NoTagline.eps

14

D CROWN

This logo mark is used mostly for merchandise. It’s otherwise used when there isn’t enough space for the stacked or the horizontal logo in external marketing material usually with the word “DraftKings” accompanying it.

D-Crown_NoTagline.eps

D-Crown_NoTagline_outline.eps

15

LOGO WITH TAGLINE

Sometimes our logo is locked up with a tagline. We use either “1-Day Fantasy Sports” or “1-Day Fantasy Sports for Cash” depending on where it’s living. We use other taglines, often sport-specific taglines, when appropriate. Contact us if you’d like additional logo and tagline lockups.

Stacked_Light_Large_One-Day.eps

Horizontal_Light_Large_One-Day.eps

16

COMPOSITE LOGO

When our logo is locked up with an official partner’s logo we take care to properly represent both brands. Often our partners have logos that are specific to the background type (light or dark) whereas our full color logo is used regardless of the background. Below is an example of this.

The Official 1-Day Fantasy Sports Partnerof the Boston Celtics®

17

Color PaletteBRAND COLORS

Our primary colors, Pylon Orange and Outfield Green, are used as background colors for our logo and should be used before any other color is considered.

SUPPORTING COLORS

The gold and both greys are used as complimentary and highlighting colors.

*Colors shown here may appear different than their prescribed values Please contact us if Pantone color values are needed

Pylon Orange

#FF6C00

RGB: 242, 108, 33

CMYK: 0, 71, 100, 0

#FFD20D

RGB: 254, 209, 13

CMYK: 1, 16, 98, 0

#C5C3C5

RGB: 197, 195, 197

CMYK: 22, 18, 17, 0

#474648

RGB: 71, 70, 72

CMYK: 67, 61, 57, 41

Outfield Green

#5EA600

RGB: 93, 166, 68

CMYK: 68, 12, 100, 1

18

TypographyWe have carefully chosen typefaces that work dynamically together to emphasize communication. Oswald Bold is typically used for headlines while the Open Sans family is often used for our body copy.

Headline - Oswald Bold

Body Copy Default - Open Sans Semibold

Open Sans Bold

Open Sans Regular

WIN AN EXCLUSIVE VIP EXPERIENCEPlaying Daily Fantasy Baseball

Image UsageRefrain from using images (e.g. athletes, stadiums/arenas, etc.) that we do not have explicit rights to. If you’re unsure or have questions regarding image-usage, please contact us.

Oswald Bold

Open Sans Semibold

19

How We SoundChoosing the right words and tone are important when communicating our brand. Our players know us as candid, friendly, helpful and enthusiastic. We’re not corporate, boring, pompous, or canned. Ever.

ToneOur voice is casual, peer-to-peer, infused with the excitement of your favorite sports event.

MessagingTHE BASICS:

We follow the AP style guide

We don’t use Oxford commas

Bullets don’t get punctuation, except exclamation points! and question marks?

We use contractions, unless we’re speaking legal

All-caps is used sparingly for short headlines and words like: FREE, CASH, BOTH and WIN

Title Case is used for longer headlines, sub heads and short body copy

Highlight important things with exclamation points! But, don’t! make it! annoying!

You play daily fantasy sports at DraftKings not on DraftKings

“K” for thousands and “MM” for millions are always capitalized in lieu of writing out the number amounts, and ONLY for monetary amounts

EXAMPLE:

Refer a Friend and You BOTH get a FREE Shot at $5,000!

20

OUR FAVORITE PHRASES AND SAYINGS: You get a “shot” at top prizes, as in: “Get a FREE Shot at $5,000!”

You play for a “share” of a total prize amount, as in: “Play for Your Share of $25,000”

Typically, we use “Entry” instead of “Ticket”: “Get FREE Entry to a Paid Game”

You can “sweat” lineups: “Watch Dinkmeyer Sweat his Lineup Live on DKTV”

1-Day/1-Week vs. Daily/Weekly1-Day Fantasy Sports and Daily Fantasy Sports are both phrases that we use but each has its time and place! When referring to the industry we are in we say “Daily/Weekly.” When we are describing our product or referencing the duration of our contests we use “1-Day/1-Week.” If we are putting the phrase with our logo we use “Daily.”

21

Off-Limits WordsWe are not a gambling company so we don’t use gambling terms. These are our off-limits, out-of-bounds and out-of-play words:

BET

Ex: “Bet on your favorite players this season”

GAMBLE

Ex: “Gamble $27 to win $1 Million”

CHANCE

Ex: “Enter for your chance to win”

LUCK

Ex: “Try your luck in our biggest contest ever”

PRIZE POOL

Ex: “This contest pays out a $xxx,xxx top prize and $xxx,xxx guaranteed prize pool.”

If you have further questions please refer to our current site material or reach out to our team.

22

GlossarySometimes we get so excited about Daily Fantasy

Sports we forget that other people may not know

what we’re talking about.

23

50/50

A league type in which the top half of all entrants get paid and the bottom half lose their entry fee.

BEGINNER STATUS

This means a user has played fewer than 50 entries in a sport. It is sport-specific, meaning a user can have beginner status in one sport and not another.

DFS

The acronym for “daily fantasy sports.”

ENTRY

The amount of money needed to enter a particular league.

FADE

To avoid a particular player or game, i.e. “I’m fading the Patriots game because there are 30 MPH winds.”

FPPS

Frequent Player Points are points earned upon the start of every paid contest entered on DraftKings, whether a player wins or loses. They are awarded based on contest type–Free games are not eligible. The more contests joined, the moreFPPs earned.

GUARANTEED

A league that will run regardless of the number of entrants.

HEAD TO HEAD

A one-on-one daily fantasy league.

MULTIPLIER

A league in which you can multiply your entry fee by a certain factor based on the payouts. In a 5x multiplier, for example, the winners get paid out five times their entry fee.

Talk the Talk

24

25

Contact UsIf you have questions, concerns or need more information please contact us.MEDIA@DRAFTKINGS.COM