Smith & Milton Original is developing the identity for the new Pronto! rapid-draw lottery, being set up as a direct challenge to the National Lottery.
The consultancy is in the final stages of creating a marque which it expects to unveil at the November launch of Pronto!.
It won the job three weeks ago after a credentials pitch against unnamed consultancies. SMO client services director Lawrence Barnett says the final identity will be radically different from the famous crossed fingers logo used by the National Lottery, which was created by Saatchi & Saatchi Design.
“Pronto! will have much more personality and the identity will reflect the excitement and the fun,” Barnett says. SMO is also believed to be designing Pronto! scratchcards, although Barnett could not comment.
The new lottery game will offer jackpots of up to 100 000 and will go on sale in pubs, clubs and airport lounges.
Barnett adds that the identity, which has yet to be approved, will have to work across all areas, including point-of-sale and merchandising material.