Australian lottery company Tatts lights new star

Tatts Group is a major Australian lottery and gambling company, operating many forms of significant lotteries and other gambling services and now growing internationally. Yesterday it launched a new corporate identity, developed by Hulsbosch. The new identity aims to emphasise Tatts Group's global reach with a new and more universal star symbol.

The new corporate identity launched this week and the plan is to launch new identities for lotteries and wagering services at a later date.

Previous logo.

"The new brand positioning aims to clearly communicate the Tatts Group brand as a leading global lottery, wagering and gaming conglomerate. Research conducted by Hulsbosch, revealed that a new level of disruption in the brand’s narrative was required to increase the awareness levels. In particular the need to elevate the Tatts Group corporate brand to a position that could communicate to the market they are a trusted provider of entertainment products and services.

Executive Creative Director, Hans Hulsbosch commented, “The new identity for Tatts is a key contributor to the Group’s business evolution and sets a strong framework for the future. The simple, clean, contemporary logo style is composed of two components: the top graphic known as ‘the star’ and the distinctive lettering ‘Tatts Group’. In addition the colour palette brings scale and boldness to the brand identity. I’m delighted that this transforming creative review represents the spirit of their values and is a unique recognisable symbol of their brand.“

Robbie Cooke, CEO, Tatts Group added, “Tatts is a leading Australian gambling group with a 130 year proud heritage. We are making changes across all facets of our business and our new corporate brand identity is symbolic in positioning the group for the future.”" - Press release