Lotto-Retail Brand (BCLC) Rebrand 100 Merit Award 2012, Lotus Merit Award 2013 Complete Identity Program
Identity, Visual Language, Brand Guidelines, Retail, Environmental Design, Signage
Lotto is the retail channel for British Columbia Lottery Corporation (BCLC). Faced with a changing target focus and diversifying product offering, unsurprisingly, it was felt that there was a need to update the 30-year-old identity to create a brand that connected to today’s consumer, and re-engage the retail partners.
The name Lotto! was created as a friendlier, more conversational presence. The new logo, rooted in the equity built on the previous hexagonal shape, embraced the new brand essence of “Vivid Moments” along with a full visual language including a vivid colour palette , bold typography, playful tone of voice and a whole cast of characters to tell the new Lotto! story. The adaptable elements within the visual language could be dialed up or down to take the back seat when the product brands needed to be front and centre.