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De Nederlandse Staatsloterij (Dutch State Lottery) is the eldest and most well known lottery in the Netherlands. Founded in 1726, the lottery was a state-owned lottery for centuries. In 1992 the lottery was privatised. The name wasn’t changed though, which means the lottery is still associated with the reliability of a state-owned organisation. The Staatsloterij is also the only Dutch lottery which prizes are free of tax. The Staatsloterij has two lottery brands: Dayzers, a daily lottery and the regular Staatsloterij for which we designed a new logo and graphic identity. Being the largest lottery in the Netherlands, the Staatsloterij uses a lot of different carriers to communicate externally. In spite of this, the lottery didn’t really have a graphic identity to design these carriers with. This was a danger to their visibility in market with an increased amount of competitors, partly caused by the fact that the European lottery market will probably soon be opened. The initial assignment for QuA was to explore the possibilities of a graphic identity based on the logo the lottery had then. After this exploration phase, the lottery decided to have QuA first design a new logo. Based on this logo, a new graphic identity or language was developed by us as well. The logo and graphic language are now both being used in a large variety of carriers, for instance point-of-sale materials but also for television and print campaigns. The carriers were mostly designed by several advertising agencies, but always based on our designs and the manual we developed as well. However, we also designed some of the carriers ourselves. The biggest and nicest challenge was to design the lottery tickets, from which almost 3 million are sold in the Netherlands each month. |
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