JKR rebrands The National Lottery to restore its “sense of joyful purpose”

JKR rebrands The National Lottery to restore its “sense of joyful purpose”


Jones Knowles Ritchie (JKR) has redesigned the brand identity, website and mobile app for The National Lottery, to celebrate the organisation’s 25th birthday and “restore its sense of joyful purpose,” says JKR creative director Ivan Mato. The rebrand maintains the current logo, an iteration created by Wolff Olins in 2015, which shows a hand with crossed fingers with a hidden smiling face. JKR’s refresh ditches the blue starred backdrop, however, and animates the logo for the first time in its history.

The original National Lottery logo was designed by Saatchi & Saatchi in 1994, and updated by Landor in 2002, then again by Wolff Olins in 2015.

In JKR’s rebrand, the logo sits on a flat blue background, encircled by the strapline “Win Millions, Millions Win”. This is part of the wider concept behind the rebrand that aims to “better connect the act of buying a ticket with the life-changing good that The National Lottery makes possible” says JKR. To date, the National Lottery has raised over £40 billion for good causes.

When it first launched, the National Lottery draw on TV attracted 22 million weekly viewers, but its popularity has waned while other lotteries entered the public sphere. This rebrand, initiated by Camelot, aims to reinvigorate the brand to make its purpose “more relevant and visible,” the design agency explains, and “puts players firmly at the heart of the brand”.

As such, the new identity strips away unnecessary visual noise and puts the logo front and centre. It also injects the vibrancy of the “iconic” draw balls – the multi-coloured, numbered balls that tumble around the lottery draw machine – in animated form for digital displays, and in other still graphics.



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