Landor Associates has revamped The National Lottery’s crossed fingers logo, which was relaunched on Wednesday 10 April.
The logo, which has been in use since July 1994, has been reworked to look like a three-dimensional image with a Cocon typeface appearing in a curved format underneath the icon.
‘As we’ve started a new licence period and plan to relaunch the Lottery in May, it was appropriate to re-visit the image to enhance its appeal and distinct personality, which conveys the values of fun and playfulness while being human and inclusive,’ says Camelot commercial director Phil Smith.
‘The crossed fingers enjoy almost universal recognition across the UK and we want to build on that recognition and the investment that has already taken place,’ he adds.
The original logo was by Saatchi & Saatchi Design.
The redesigned logo makes its debut with the launch of Lottery owner Camelot’s £3.2m advertising campaign, which aims to boost public awareness of the impact of National Lottery funding.
Landor Associates was appointed to the project in June last year (DW 14 June 2001). It is also redesigning the in-store environments of National Lottery retailers (DW 7 June 2001).