The Postcode Lottery Group, one of the largest non-state lottery operators in Europe, has adopted a new brand logo to fall in line with its increasing digital focus.
Announced on New Year’s Day, the new logo and brand was designed by the firm’s in-house creative team with the goal of capturing its ‘spirit, purpose and ambition’.
The company has aligned the new brand with its focus on international growth and an app-driven, mobile-first approach to operating within an increasingly digital environment.
The new brand will be rolled out across the company’s five key markets – its founding nation of the Netherlands, plus Sweden, Germany, Norway and the UK.
Imme Rog, Executive Board Member and CMO, said: “This is a natural evolution of the Postcode Lottery brand, with many players and charity partners already referring to us as Postcode Lottery when talking about winning, our work and our impact.
“The new identity simplifies and modernises who we are – bringing all markets together under one strong, distinctive brand. It is a contemporary take while staying true to the purpose and warmth that has driven the Postcode Lottery for over three decades.”
Founded in 1989 as a non-profit social enterprise, the Postcode Lottery kicked off in the Netherlands, where it continues to operate the Nationale Postcode Loterij.
It would later expand to the other nations listed above, and has grown to particular prominence in the UK, where it is by far the biggest of the many ‘charity lotteries’ that operate in the country.
The firm is not active across the whole of the UK, however, as it is yet to launch in Northern Ireland due to legislative reasons. A bill proposed earlier this year may remove this barrier, though, and the legislation has even received the backing of former US First Lady and presidential candidate Hillary Clinton.