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