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StaatsloterijCorporate Identity

Staatsloterij

De Nederlandse Staatsloterij (Dutch State Lottery) isthe oldest and best known lottery in the Netherlands. The

lottery was founded in 1726 and was state-owned until 1992, when it was privatised. The name wasn’t changed though,

which means the lottery is still associated with the quality and reliability of a state-owned organisation. The Staatsloterij is also the only Dutch lottery for which prizes are free of tax.

The Staatsloterij has two lottery brands: the regular Staatsloterij and Dayzers, which is a daily lottery. The project

shown here was for the regular lottery.

The Staatsloterij organises 12 regular lotteries per year,always on the tenth of the month. Besides these lotteries,

two special lotteries are organised: one for Queensdayon April 30th and one on New Year’s Eve.

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Brand Environment Design

Brand Environment Design ensures that all brand items originate from the core values of the organisation. Every item

produced is an outcome of this process.

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Initiate

WHY ?

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 an overall graphic identity for these carriers. This was a danger for their visibility

in the market, with an increasing amount of competitors, partly caused by the fact that the European lottery market will

soon be opened-up.

The initial assignment for QuA was to explore the possibilities of a graphic identity based on the existing logo.

After this exploration phase, the lottery decided to have QuA design a new logo. Following on from this, a new graphic

identity or language would be developed.

The logo and graphic language were both used in a large variety of carriers, for instance P.O.S. materials,

but also television and print campaigns. These carriers were often to be designed by advertising agencies (Doom & Dickson, Ogilvy Amsterdam) based on our guidelines.

Included in the project eas the re-design ofthe lottery tickets, of which almost 3 million are sold in

the Netherlands each month.

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The former Staatsloterij logo.

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Research

Moodboard 1 : Holland

Moodboard 3 : Magic

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Exploring the possibilities for a new graphic language for the Staatsloterij started with developing 4 directions and

visualising them through moodboads.

Moodboard 1 : Holland

Moodboard 3 : Magic

Moodboard 2 : Freedom

Moodboard 4 : Youth Culture

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Research

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Exploration into the “Holland” direction.

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Research

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Exploration into the “Freedom” direction.

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Research

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Exploration into the “Magic” direction.

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Concept

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Key Values

Dutch

Dignified

Optimism

Honest

Trust

Freedom

Striking

Recognisable

Surprising

Premium-ness

After the research phase, the project was continued with the development of a new logo and a graphic language. The

designs would have to fit the 10 key values.

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Key Values

Dutch

Dignified

Optimism

Honest

Trust

Freedom

Striking

Recognisable

Surprising

Premium-ness

Phase 1

Explore

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Phase 2

Initially the exploration phase focused on finding a form for the new logo. We decided to take the fish and the

colour orange into the new designs.

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Phase 1

Explore

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Phase 2

Continued development of the graphic elements.

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Explore

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The design of the lottery tickets is a tribute to Dutch historical heroes and to the Guilder bank notes - The heroes were all

hand drawn and embedded within the new designs.

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Explore

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Ideas for animations based on the designs for the lottery tickets and extra ideas to promote the new Staatsloterij both

to an external and internal audience.

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Finalise

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Finalising the designs for the lottery tickets and the website.

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Finalise

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Finalising the graphic language

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Finalise

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Presentation of ideas for in-store communication itemscombining the new designs and the “Dutch Heroes” theme.

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Finalise

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Printing proofs to test the quality of the Staatsloterij ticketsat a special printing company in Turnhout, Belgium.

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Production

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The final Staatsloterij logo has two alternatives: with and without the pay-off “Alles kan”,

which means “Everything is possible”.

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Production

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The five final lottery ticket designs.

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Production

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The Staatsloterij website as it is visible online:www.staatsloterij.nl

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Production

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Two seperate manuals describe guidelines for the usageof the logo, and the rest of the graphic language.

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Production

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Several items for a campaign. These items were designed by various advertising agencies based on our guidelines.

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Production

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Campaign items for the “Queensday Lottery”.

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Production

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In May 2008 the campaign focused on Euro 2008, a continuation of the Dutch Heroes theme.

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Production

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The graphic language is also used for in-store graphics as shown here in a few different Amsterdam tobacco shops.

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For more information please contact:

QuA AssociatesGrasweg 61

1031 HX AmsterdamThe Netherlands

P: +31(0)20 494 6565F: +31(0)20 494 6500

E: [email protected]

(Back of the lottery ticket)

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