Camelot is undergoing a complete review of the National Lottery logo, in-store environment and the brand architecture of its five National Lottery sub-brands, including Thunderball.
It is inviting 12 consultancies to pitch for the work.
A Camelot spokesman says, “The project has various aspects to it. It will include the in-store environment, the logo and the sub-brand architecture. It is about enhancing the whole environment in the marketplace.
“We have approached a number of consultancies and asked them to put some ideas forward for the second licence.”
However, he denies Camelot is changing its or the National Lottery’s name or that it is about to ditch its cross-fingered logo. “It enjoys 99 per cent public recognition but we are not excluding the logo from the review. We are working with what we’ve got to enhance our offering,” he says.
He also says there are no plans to change the names of the National Lottery sub brands, which are Thunderball, National Lottery Instants, Lottery Extra, The Big Draw 2001 and National Lottery Game.
But he concedes, “We are looking at the brand architecture of the brands and how the brands fit together underneath the National Lottery umbrella.”
The new licence to run the National Lottery is due to start in February 2002. However, the spokesman says implementation of all design work will go beyond the end of 2002.
He admits that following implementation “there could be more work”, but refused to specify what that may involve.
Camelot was awarded its new seven-year licence to run the National Lottery last December.