The National Lottery launches a revamped marque this week, created by Camelot’s in-house design team, to celebrate the organisation’s tenth birthday.
The logo will incorporate a firework motif above the crossed fingers symbol and a tag-line – ‘the National Lottery thanks you for ten years’.
It will be applied across a wide range of communication and point-of-sale material and signage, and an animated version has also been created for use on TV and on-line executions. Camelot creative services manager Ben Hovanessian says that a ‘more sombre and corporate tone of voice’ was used to ‘thank the people who play and work with National Lottery’, adding: ‘We wanted to avoid it being self-congratulatory.’
Hovanessian, previously head of creative operations at The Body Shop, heads a six-strong internal design team set up in September last year. The team, which pitches against external groups, comprises senior designers across disciplines ranging from corporate identity to point-of- sale and packaging.
Its next project is a ‘branded point-of-sale campaign’ starting in September, says Hovanessian.