Cultivating brand potential


Cross your fingers

Posted by: Jo Briton

Categories: Branding,

Thu, 07 May 2015

The National Lottery has had a refresh which sees the “crossed fingers” logo redesigned and updated and used as much as possible.

The crossed fingers logo has been in use since The National Lottery was introduced by Camelot in 1994 and was initially created by Saatch & Saatchi Design.

Wolff Olins has created a new identity for The National Lottery, which sees the brand’s “crossed fingers” identity updated and a new “Gamestore” brand introduced for Scratch cards and Instant Win Games.

The logo was updated by Landor in 2002, when it was reworked to look like a 3D image. The National Lottery says the crossed fingers identity is recognsied by 95 per cent of the UK adult population, and that the Wolff Olins rebrand will see it put “at the heart of every game logo”.

Camelot says the rebrand is the “next stage” of the strategy it has adopted over the last 18 months “to further underline our ‘Life Changing’ purpose”. It also says the new identity is “a natural evolution of the ‘Play Makes It Possible’ campaign”, which has been running since last summer. As part of rebrand, The National Lottery’s online Instant Win Games and Scratch cards will be brought together under the umbrella brand “GameStore” across both digital and retail channels.

I really like the people focused campaign materials and the colour scheme.  The new identity will start to roll out in mid-July so I will be looking out for it then.

Source: Design Week