To The Point brands Olympic Lottery body

The OLD, an independent body set up by Parliament which will distribute National Lottery money to help fund infrastructure for the 2012 games and legacy, appointed the London design consultancy following a competitive pitch about six month ago.

To The Point was recommended to the OLD board after pitching for a lottery project, the Big Lottery Fund at the end of last year. It subsequently presented a creative pitch to the OLD and won the business.

The group was then briefed to help develop an identity, which would raise the OLD’s profile as well as help the organisation to show public transparency.

To The Point has developed brand guidelines, including letter templates and literature guidelines, starting with a logo.

The logo uses sans serif type to look modern and forward-thinking, coupled with a ribbon to represent success, says To The Point managing director Simon Hutton.

To The Point also had to consider other brands underpinned by the OLD brand, while the guidelines had to be cleared by The Olympic Delivery Authority and The National Lottery fund, says Hutton.