National Lottery launches next stage of 'Life Changing' journey with new brand identity

Camelot today announced a new brand identity for The National Lottery and its portfolio of games.

The refresh is the next stage of the strategy the company has adopted over the last 18 months to further underline its ‘Life Changing’ purpose and is a natural evolution of the ‘Play Makes It Possible’ campaign, which has been running since last summer.

The new identity has been developed with international brand consultants, Wolff Olins, and puts the iconic National Lottery ‘crossed fingers’ – recognised by 95% of the UK adult population – at the heart of every game logo. This is designed to help raise consumer awareness of the full range of games offered by The National Lottery, as well as reinforce the life-changing role each of them plays in creating millionaires and delivering over £33 million every week to Good Causes across the UK.

As part of this, The National Lottery’s online Instant Win Games and Scratchcards will be brought together under the umbrella brand ‘GameStore’ across both digital and retail channels. GameStore will make it much easier for players to identify and play their favourite instant win games wherever they are – and will again reinforce awareness that these games belong to The National Lottery.

Sally Cowdry, Camelot’s Marketing & Consumer Director, explained:“We already operate four of the biggest brands in the UK. But, like any major brand, we need to evolve and innovate to ensure we stay relevant and engaging in an increasingly complex and competitive marketplace.

“While most people know that Lotto is part of The National Lottery – largely because it is the flagship game, launched in 1994 – many aren’t aware that EuroMillions and Instants are also National Lottery games and play a big role in raising massive sums of money for National Lottery-funded projects.

“This is important because our research clearly shows that, when people – particularly younger consumers – understand that these games contribute to National Lottery funding, they are more positive about our brand. That’s why we developed our recent ‘Play Makes It Possible’ campaign, which has been hugely successful in starting to link all the games together and showing how The National Lottery changes lives – both through creating winners and contributing to Good Causes. This new look and feel is only one part of our overarching ‘Life Changing’ brand communications strategy, but it signals our continued commitment to constantly adapt so that The National Lottery and its games remain fresh, relevant and appealing in the years ahead.”

The rollout of the new brand identity will begin in mid-July across all channels.

Notes to Editors:

  • Camelot UK Lotteries Limited is the licensed operator of The National Lottery® and is committed to raising money for National Lottery Good Causes designated by Parliament. Camelot is not responsible for distributing or awarding these funds.
  • Each week, Camelot generates, on average, around £33 million for National Lottery-funded projects. In total, £33 billion has now been raised and more than 450,000 individual grants have been made across the UK – an average of 144 lottery grants for every postcode district. The National Lottery has so far given away over £54 billion in prizes and created more than 3,800 millionaires or multi-millionaires since its launch in 1994.
  • For further information on Camelot, The National Lottery and its games, please visit: and
  • Players of all National Lottery games must be aged 16 or over.

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