Postcode Lottery Group has revealed a new brand identity for its successful Postcode Lottery format.

The new logo and brand, designed by in-house creatives, capture the spirit, purpose and ambition of the Postcode Lottery today and for the future. It is a modern and distinct brand created for continued international growth and built for a mobile-first, app-driven and digital environment.

Almost 15 milllon players
With almost 15 million players across the Netherlands, Sweden, the United Kingdom, Germany and Norway, the Postcode Lottery raises over €1 billion each year for charity. Since 1989, the Postcode Lottery has harnessed the Power of Postcodes – streets, neighbours and communities coming together, winning together and at the same time, raising funds to make life better for everyone.

It is this purpose that forms the core of the Lottery’s new brand identity. At the heart of the logo are two shapes, representing people and planet – a reflection of winning together, sharing and spreading joy and creating lasting positive change and impact.

'One strong, distinctive brand'
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.”

From new typeface to logos, this new identity is a modern expression and is designed to carry the Postcode Lottery format into new markets and successfully meet the needs of the millions of people who play, in an increasingly digital-first landscape.

The new brand is already in use in the Netherlands and Sweden and will be phased in across the other Postcode Lottery markets in the coming months.