Staatsloterij Corporate Identity
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Staatsloterij De Nederlandse Staatsloterij (Dutch State Lottery) is the 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 Queensday on 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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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 of the lottery tickets, of which almost 3 million are sold in the Netherlands each month.
Initiate
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The former Staatsloterij logo.
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Moodboard 1 : Holland
Moodboard 3 : Magic Research
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Moodboard 2 : Freedom
Moodboard 4 : Youth Culture Exploring the possibilities for a new graphic language for the Staatsloterij started with developing 4 directions and visualising them through moodboads.
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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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Key Values Dutch Dignified Optimism Honest Trust Freedom Striking Recognisable Surprising Premium-ness
Concept
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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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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 items combining 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 tickets at 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 usage of 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 Associates Grasweg 61 1031 HX Amsterdam The Netherlands P: +31(0)20 494 6565 F: +31(0)20 494 6500 E: info@qua.nl www.qua.nl
(Back of the lottery ticket)