You’re gonna like this rebrand, but not a Lotto

So the National Lottery’s main prize draw has rebranded as Lotto. Forget Landor’s logo involvement, Camelot must have been talking to the real naming experts on this one.

People like ‘Big Ron’ Atkinson, the poet laureate of football punditry. After Keano, Robbo, Psycho and Del Piero, Lotto’s all in a day’s work. Hey, doesn’t he play for Feyenoord? Forty-nine countries around the world already use Lotto as the name of their game. Good piece of differentiation eh?

Perhaps the formula could be applied to other brands currently looking 2-0 down at half time – Consignio, Avivo, mmmmmO anyone?

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