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Rusu+Borțun has executed the rebranding The Romanian Lottery

2 October 2023

RUSU+BORȚUN

The 117th anniversary of activity and tradition brought a rebranding for Loteria Română, carried out by the Rusu+Borțun agency. Thus, the brand marks its entry into a new stage of modernization and digitization, with a new visual identity specifically designed to highlight the brand values and the evolution of the brand.

This is the first collaboration between Rusu+Borțun and Loteria Română, with the agency being contracted through a public procurement process.

“We selected Rusu+Borțun based on a rigorous process that considered eligibility from the perspective of expertise in the gambling industry, the agency’s turnover, their branding portfolio, and written recommendations from the agency’s top three clients in the last five years.

Furthermore, we were impressed by the way they approached the brief, the strategic direction chosen, and the creative proposal they offered. It is not easy to find an agency that embodies all these qualities and with which we fit so well. We thank Rusu+Borțun for their professionalism and dedication!” said Ionuț-Valeriu Andrei, General Director of C.N. “Loteria Română” S.A.

The working process began with Loteria Română’s desire to refresh its image in order to increase relevance among a younger target audience and in the digital environment on the Romanian market, as well as at the European level, in the business-to-business sector, in relation to other lotteries, being one of the oldest national lotteries in Europe.”

RUSU+BORȚUN

The aim of the new identity was to redefine the brand visually and positionally, with a secondary objective of preserving and leveraging the heritage already accumulated. Thus, the Rusu+Borțun agency chose to reposition the brand as a national asset from which all Romanians stand to benefit, with the new slogan easily derived from this idea: “Luck for all Romanians.”

More precisely, Loteria Română is a collective asset whose positive impact is felt both individually through lottery winnings and nationally, through the redirection of profits towards social projects, taxes to the state, and contributions to the Ministries of Education, Culture, and Sports.

“We were honored to have the opportunity to collaborate with Loteria Română, a company with a history of 117 years. Each of us who worked on this identity project grew up with the lottery and sports betting, and we all have happy memories and stories related to Loteria Română. Many Romanians have had their lives changed with the help of Loteria Română, and many others have enjoyed playing. The new promise, ‘Luck for all Romanians,’ speaks about the impact of the Lottery on people’s lives: players’ money returns to society, while the visual identity evokes the institution’s digitalization.

We are delighted that, through this historic rebranding, Rusu+Borțun strengthens its expertise in the entertainment market. We have helped grow category-leading brands, and now we had the chance to redefine the brand authority of the market, the state institution for gambling,” said Miruna Macsoda, Head of Strategy Rusu+Borțun.

The key values of the brand are: honesty & integrity, empathy and consumer orientation, diversity & inclusion, evolution, accessibility, joy, and optimism. Based on these qualities, the new logo of Loteria Română takes into account 3 essential elements: the four-leaf clover, a symbol of luck long associated with the image of Loteria Română, the balls from the lottery draws (the most anticipated moment for Romanians), and a dose of optimism.

From a color perspective, the new logo consists of blue, yellow, and red, the colors of the Romanian flag, and green, the defining color of Loteria Română, symbolizing optimism and a sense of well-being.

Before & After
Before & After
Work process
Work process
Rebranding
Rebranding
Rebranding
Rebranding