With a more modern and vibrant brand aligned with the competitive and entertainment-driven spirit of poker, the renewal reflects the movement of growth, internationalization, and the increasing recognition of this mind sport in Brazil.
More than a redesign, the new identity symbolizes the BSOP’s mission to elevate poker to a new level: a spectacle of competition and entertainment. The strategy was led by Agência Crama, in a process that lasted more than six months and included immersion, research, brand concepts, logo design and color palette development, preparing BSOP for its new phase of expansion.
The new visual identity also aims to support strategic objectives such as increasing perceived market value, enabling future business expansions, and boosting internationalization—positioning BSOP as a global poker destination.
BSOP CEO Rafael Moraes explains the motivation behind the renewal: “BSOP is a brand that has existed for almost 20 years, a brand that has evolved, grown, and played a crucial role in the development and consolidation of this mind sport. And we believe that after so many years of building credibility and legitimacy in Brazil, we have reached a new moment: one of expansion and growth.”
“It is a moment of complete safety, in every sense, to play poker. Now, it is time to present a new identity—a more modern one that reflects the future and where BSOP wants to go.”
According to Moraes, the central element of the new visual identity is “a fusion between poker and Brazil. The logo, a reinterpretation of our national flag, keeps our roots—the green and yellow—alive. But we also have a vibrant platform, just like poker itself. These rays, for example, illustrate the whirlwind of emotions involved in playing poker—how social, fun, and thrilling the game is.”
Another insight from Agência Crama was the idea that poker is a “roller coaster of emotions” that attracts and engages recreational players and top professionals alike. This concept is reflected in the stylized letters B, S, and O and the way they are connected.
The new brand also aims to express intensity, courage, and high-voltage emotion. Additionally, the visual identity seeks to convey the Brazilian way of welcoming and connecting people—with genuine friendliness, warmth, and attentiveness—so that players, partners, and fans feel safe, welcomed, and part of a community.
The entire journey to this new chapter of BSOP was closely followed by founder and CFO Devanir Campos. “The process with Crama was extremely interesting. First, because we were able to combine our long-standing experience in the market and our understanding of what poker and the BSOP brand represent. Then, because the expertise and technical knowledge of a specialized branding agency helped us truly shape all the ideas and concepts that led to the new brand.”
“It was very emotional, as it made us dive deeply into everything we believe in, everything we expect, and everything we have already achieved with BSOP. And now we can finally prepare the brand for the future,” he added.
For Lara Campos, COO, accompanying this new stage carried both personal and strategic meaning:
“The research and development process behind the new brand was simply fantastic to witness. It was emotional. After so many years leading the operation, watching this new chapter come to life with such honesty and depth was one of the most remarkable moments of my journey here.”
She adds: “It’s a new phase that preserves our roots but brings a more up-to-date, connected, and bold vision.”
The selected color palette reflects both the brand’s ambition and its origins: dark green conveys prosperity, growth, and luxury; golden yellow symbolizes courage, creativity, and intellect; turquoise inspires clarity, integrity, and connection; and beige represents humanity, comfort, and warmth.
The reveal during the BSOP Millions—an event welcoming thousands of players from more than 40 countries—aligns with the strategy of scaling the event and the brand even further: expanded structure, global visibility, attraction of international players, and a positioning that goes beyond the tables.
BSOP
The Brazilian Series of Poker (BSOP) is the largest poker tournament in Latin America, created in 2006. Globally recognized as the Brazilian Poker Championship, BSOP promotes this mind sport and attracts players from all over the world.
With multiple stops held across Brazil, it offers tournaments for all skill levels and is considered one of the world’s premier poker events. It has been honored at the Global Poker Awards—widely regarded as the Oscars of the poker industry—as the Best Event of the Year.
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Source: GMB
