A new corporate brand!
When two organizations merge, a new corporate identity must be created. The Dutch ‘Staatsloterij’ and ‘De Lotto’ will join forces and proceed as 'Dutch Lottery' (Nederlandse Loterij). From the beginning Millford has been involved in the process of creating a brand identity for this new organization.
After taking different strategic routes, a visual identity and corporate story were developed. Both contribute to the new brand on an internal and external level. The new logo is a strong and powerful symbol, which allows the new brand to build on the values of the The Dutch ‘Staatsloterij’ and ‘De Lotto’.