Unicorn is the “since 1937” darts name (Eclipse boards, “Play With The Best”) still controlled by the Lowy family — which in 2025 restructured it under a new holding company and trust rather than selling it.

Unicorn follows Winmau as the round’s family-still-in-control node — a heritage British darts name that, unlike the Nodor group, restructured in 2025 without selling to an outside buyer. Its answer to a round about who owns darts is the family one: a brand still with its family.

Its identity is the Lowy-family British heritage brand. The 1937 heritage, the Lowy family control and the 2025 restructuring are the story here. Family, still. The Lowy-family British heritage brand.

(Honest notes, so the founding, the ownership, a distinction and the products are framed accurately. Unicorn sells dartboards and player darts as its heroes; we report its language as the brand’s own. On founding: Unicorn is a British darts brand “since 1937,” with Unicorn Products Ltd registered in 1941, and we do not name an individual founder we could not confirm. On ownership: it has long been controlled by the Lowy family and is still Lowy-family-controlled, with a 2025 internal restructuring placing it under a new holding company, Unicorn Products Holdings Ltd, and a family trust. On a distinction: that 2025 change was a restructuring, not a third-party sale, which we phrase carefully. On the products: the “Play With The Best” line, Eclipse dartboards and tungsten player darts, with the wider Unicorn Group historically also owning the cricket brand Gunn and Moore. Its designs and the Unicorn name are IP we describe but do not reproduce; there is no official brand hex; these tones are an unofficial interpretation.)

Unicorn lives in a Unicorn green. Click a swatch to copy the hex.

Unicorn’s identity is heritage, family-controlled and enduring — a Unicorn green, an ink, a pale green, a deep forest, and a paper. The palette leans Unicorn green and deep forest: a classic, heritage register that stands in for a “since 1937” darts name rather than a loud logo colour. It signals the Lowy-family British heritage brand — heritage, family-controlled and enduring. The honest caveat: with no official brand hex, these values are a heritage, unofficial interpretation, not first-party colours.

The lesson is a Unicorn green signals a heritage, family identity. Unicorn’s world is the classic British darts kit. For designers, it is a reminder that a classic green and a pale green can carry a heritage, family brand — a heritage tone held as an accent, not a product shot. Because a mid hue can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: date the heritage to 1937 and leave the founder unnamed; name the Lowy family control; frame the 2025 change as a restructuring not a sale; and note the Gunn and Moore link.

The register is a heritage sans — heritage, family-controlled, enduring.

Unicorn’s identity carries a heritage, family-controlled spirit — a brand still with its founding family. A heritage sans captures the mood: classic, orderly and established, the register of a heritage darts name. Set in a Unicorn-green palette, the heritage sans feels dependable and storied — exactly the personality Unicorn carries. It behaves like a made, worn thing rather than a loud logo, mirroring a segment-line and a wire-dot. (Unicorn’s real products and the name are things we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a heritage-sans brand,” shown here in a stand-in. The type behaves like the brand: heritage, family-controlled and enduring.

Unicorn stands for the Lowy-family British heritage brand.

Unicorn sits third in the round as its family-still-in-control node. A Unicorn-green palette, a heritage sans and a 1937 heritage make one thing — the Lowy-family British heritage brand — the whole identity: heritage, family-controlled and enduring. The 1937 heritage is the pitch, the Lowy family control is the frame, and the 2025 restructuring is the nuance. The point is a brand still with its family, in a round about who owns darts.

Put to work, the identity is the brand told straight, the family named and the 2025 change framed carefully. A brand in this spirit would date the heritage to 1937 and leave the founder unnamed, name the Lowy family control, frame the 2025 change as a restructuring not a sale, and note the Gunn and Moore link. A reader in this spirit would keep the facts right: Unicorn makes Eclipse boards and player darts; it is a “since 1937” British brand; it is Lowy-family-controlled; and its 2025 change was a restructuring, not a sale. Unicorn sits after Winmau and before Target. The honest editorial moves are to date the heritage, to name the family, to frame the restructuring, and to note the link.

For designers and brand-builders, Unicorn carries the dartboard node: distinguish a restructuring from a sale — a family that stayed. The lessons: a heritage brand can restructure without selling, here Unicorn under the Lowy family; a heritage is dated to 1937, with Unicorn Products Ltd registered in 1941 and the individual founder unconfirmed; an ownership is named, that Unicorn has long been and is still controlled by the Lowy family; a 2025 change is framed carefully, that an internal restructuring placed it under a new holding company, Unicorn Products Holdings Ltd, and a family trust, which is a restructuring and not a third-party sale; and a link is noted, that the wider Unicorn Group historically also owned the cricket brand Gunn and Moore. It is also a reminder to stay precise: Unicorn is the Lowy-family-controlled heritage brand of the darts aisle — with the palette here an unofficial interpretation, and the contrast with the Nodor group’s outright sale kept clear. The hook is that continuity: Unicorn is the Lowy-family British heritage brand, the “since 1937” darts name behind the Eclipse boards and “Play With The Best,” still controlled by the Lowy family, which in 2025 restructured it under a new holding company and trust rather than selling it. Read that way, Unicorn is less a single board than the Lowy-family British heritage brand: heritage, family-controlled, enduring. The lesson for a brand is that distinguishing a restructuring from a sale reinforces the honesty, and dating the heritage keeps it earned. Unicorn made the-Lowy-family-British-heritage-brand the identity — proof that a family that stayed can anchor a node.

Keep Unicorn’s identity on hand — save it to a board in the Made Good inspiration library.