Spencer Landor has created an identity to be used as a funding marque by all recipients of National Lottery funding.
The logo, which launches this week, has been created to improve the public’s understanding of how Lottery money is being spent on good causes. It will be used predominantly alongside logos of the recipients of funding. The work was commissioned by the Department for Culture, Media and Sport.
Brand guidelines went out last week to all funding distributors. There are 16 Lottery distributors in the UK, including four arts and sports councils and organisations like the Community Fund set up solely to distribute Lottery funds.
The consultancy was tasked with designing an identity that had a visual link with the National Lottery, will sit easily with the logos of the 16 distributors and that can be used in a wide variety of applications, says Spencer Landor creative partner John Spencer.
‘We needed to create something distinct in its own right, but that wouldn’t fight with the other logos it sits with,’ Spencer says. ‘The logo had to relate to the National Lottery logo without using the cross-fingers. Where the logo appears on its own the Lottery colours are used and when it is positioned with a distributor’s logo it appears in the distributor’s own corporate colours.’
There are five language versions of the logo: English, Welsh, Irish, Ulster Scots and Scottish Gaelic.
The consultancy is on the DCMS roster and won the work via a written proposal.
Meanwhile, Spencer Landor has created the brand identity for London law firm RadcliffesLeBrasseur, which is unveiled on 1 December. The company was created out of the merger between Radcliffes and LeBrasseur J Tickle.