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12Case study / Brand

4Cx

A refreshed logo for 4C, ahead of the launch of 4Cx: foresight, symbolism, and sleek usability in one mark.

Role
Freelance logo designer
Year
2025
Status
Delivered and live
Services
Branding, Graphic Design, Logo Design
Value
Reimaging a logo that sees the future of sports betting
The 4C mark: a stylized eye inside the C
01

Overview

A logo that sees the future of sports betting.

4C is a sports betting platform focused on prediction, forecasting, and next-gen betting experiences. With the launch of its new product, 4Cx, coming up, 4C approached me for a refreshed logo: one that could communicate foresight, intuition, and clarity, and feel sleek, modern, and optimized for digital-first audiences across web, mobile, and social.

The client was particularly interested in symbolism tied to vision and perception, referencing the idea of the “third eye,” and wanted to explore clean ways to potentially include an “X” for the sub-brand. The direction leaned sharp, elite, and future-facing, with deep navy tones and subtle mysticism.

The logo was delivered, and it’s live today.

02

The Brief

The previous 4C logo: a black isometric line mark on white

Where it started

The previous 4C logo, the starting point for the refresh.

Four goals came out of discovery:

Vision
Align the brand with vision, clarity, and predictive insight, core to the betting experience.
The eye
Eye-inspired symbolism, without becoming too literal or esoteric.
The X
Explore an optional “X” for the 4Cx sub-brand.
Digital-native
A minimalist feel, aligned with leading sports betting and crypto-adjacent brands.
03

Sketches

Four hand-drawn logo explorations in navy, labeled Example 3, 3.0, 4.0, and 5.1: an eye above 4CX, an eye inside the C of 4C, a 4C with a magnifying-glass eye and a small x, and a 4CX whose magnifying glass holds a small x

16 concepts, by hand

I began by exploring a wide range of directions in Procreate, hand-sketching 16 distinct logo concepts: eye motifs from anatomical to abstract, the 4C lettering worked into geometric shapes, and symmetry, asymmetry, and a mystical visual language.

Sketching first left room for freeform exploration, before narrowing in on a digital execution style.

04

Iterations

After narrowing the direction with the client, we moved through several vector iterations in Figma: a primary logo combining 4C with a symbolic eye, variants with the optional X for 4Cx, light and dark versions for clarity across use cases, and adjustments to the pupil and shape, to balance mystery and clarity.

  1. Logo iteration: a light gray 4C on navy with a small ring after the C
    01The ringA ring beside the C.
  2. Logo iteration: a light gray 4C on navy with a blue eye inside the C and blue shading inside the 4
    02The eyeAn eye inside the C, and blue shading in the 4.
  3. Logo iteration: a light gray 4C on navy with an open eye, iris, and highlight inside the C
    03The open eyeAn open eye, with an iris and a highlight.
05

The Final Mark

The final mark blends bold minimalism with subtle mysticism.

The final 4C mark: a light gray 4C on navy with a half-closed, droopy eye inside the C

Read the mark

  1. Built into the lettersA stylized eye, integrated with the 4C letterforms.
  2. A droopy eyeIts arc hints at relaxed, visionary awareness.
01

The palette

  • #262D58
  • #E0E0E0

Monochrome and navy, pulled from the existing brand.

02

The lockups

  • Wordmark
  • Icon
  • Stacked

Flexible lockups, for use as a wordmark, icon, and stacked variant.

06

Conclusion

The new 4C logo positions the brand as a bold, intelligent presence in sports betting, blending foresight, symbolism, and sleek usability. With scalable design elements and a clear visual signature, the identity was ready to support the launch of 4Cx and beyond.

Rebecca was a pleasure to work with very dependable and a great eye for design.
Zack PanosFounder, 4Cx