Tuesday, July 19, 2016

Millford brands merged Dutch lottery


The two leading state-owned lottery operators in the Netherlands have recently concluded a merger process, initiated as the prepare to take on upcoming foreign competiton. As a result Nederlandse Staatsloterij and De Lotto have become Nederlandse Loterij. The new corporate identity launched last week and was created by Leiden-based agency Millford.

The new symbol is a true merger logo, combining the orange fish from the Staatsloterij logo and the arches from the De Lotto logo to create a happy, lively mark.

Previous De Lotto logo.

The previous De Lotto logo was created by VierVier, while the subdued corporate Nederlandse Staatsloterij logo was created by Teldesign.

Corporate logo for Nederlandse Stattsloterij.

Brand logo for Staatsloterij (still used).

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Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Nederlandse Loterij (archive)
Millford (archive)

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