The Connecticut Lottery Corp. (CLC) did a lot of research to come up with the winning design for its 50th Anniversary logo. It had to branch out and be open to new possibilities.
Originally, the lottery did not incorporate The Money Tree element into the logo design work.
“We started out wanting to honor our history and the people who really built the CT Lottery into what it is today, but we couldn’t quite articulate how we wanted that represented, graphically,” explained Pete Donahue, Senior Director, Sales & Marketing, CLC. “Our team did a lot of research on different logos and styles, and landed on the classic gold and black color treatment. From there, we had our two, very talented, in-house graphic designers mock up several different versions of a 50th Anniversary logo, giving them latitude to let their creativity flow.”
After multiple iterations, CLC realized the versions were missing the throwback feel. “The group had a light bulb moment, and asked the designers to try using the The Money Tree —our first logo that is an image of an oak tree with dollar signs as leaves,” said Donahue.
Once CLC knew it wanted to use elements of that first logo, along with some of the newer elements from its current logo and marks, it started to come together. “I think the end product is a really elegant, beautiful logo that became the cornerstone for the rest of our 50th Anniversary creative,” said Donahue.
CLC also opted to design its 50th Anniversary instant family of games (FOG) in-house. From the aesthetic to the prize structures, it is special.
“Plus, it’s the first game we will incorporate into our new 2nd Chance program. We started with our logo, and from there worked with our in-house graphic designers to create a very classy, sleek-looking ticket that will provide our players with multiple opportunities to win,” ended Donahue.