Somewhere outside (maybe far, far outside) the jurisdiction of corporate and brand identity lies the realm of lottery identity — a less glamorous parallel to Las Vegas identity if you will — where design rules are not what we are used to, a bizarro world if you will. Starbursts, three-dimensional typography, glitter, swooshes, rainbows, and exclamation points the size of Texas are the standard. And the context of lottery are waterfalls of tickets at convenience stores, gas stations and newsstands where only a real connoisseur can quickly spot their preferred mode of testing their luck. So, it’s under these circumstances that the new California State Lottery logo has to be critiqued. Is it kind of cheesy? Yes. Good. Is it starbursty? Yes. Good. Do the colors verge on inducing seizures? Yes. Good. Is it three-dimensional? Yes. Good. Does it have the potential to be rendered in glitter? You betcha. Great. Is the typography garish? No. Wow, okay, not good. You get the point, the logo is appropriate for its context even if we might not like it.
Thanks to Glenn Sakamoto for most recent tip and to Adam Levermore-Rich for first tip back in August when the logo was only available for viewing on the streets.
Jump to Most Recent Comment
Eli’s comment is:
I see your points, but I think you're cutting it a little too much slack. The texture of the sun changes from above the L to below it, and the typography has nothing at all to do with mark. I think it works at a glance, and as a concept, but the execution just isn't there. Not enough spit, not enough polish.
On Dec.10.2008 at 07:13 AM
czanderna’s comment is:
Honestly, I like it!
On Dec.10.2008 at 07:57 AM
Jeff’s comment is:
People are gonna wanna eat their lotto tickets. Gummi powerball.
I think this works. I mean, it's at least 500 times better than the old one. I question the lowercase "ca" though ...
On Dec.10.2008 at 07:57 AM
L.Vazquez’s comment is:
Looks like it can be a bouncy icon in my doc, and it bounces to remind me when the jackpot has changed.
On Dec.10.2008 at 08:04 AM
dmagy’s comment is:
Cheesy yes, but the old one was down-right drab. Did they sell any tickets? I do wonder what is bright enough to cast a shadow on the sun.
On Dec.10.2008 at 08:08 AM
stefano picco’s comment is:
It works, I like it :)
On Dec.10.2008 at 08:16 AM
What’s comment is:
It's like I threw a boomerang at the sun!
On Dec.10.2008 at 08:45 AM
John Mindiola III’s comment is:
that old calottery logo reminds me of the original Lifetime channel logo, with the big, blocky L. the new one is better, yes, but Jeff's and dmagy's comments are right on. the only question i have is, how does this look in tiny print on those crummy lottery tickets? well, it probably looks decent on tv anyway.
On Dec.10.2008 at 08:49 AM
vectr’s comment is:
Would sit nicely next to Font Explorer in my dock.
Michael Tyznik’s comment is:
I think the Ohio Lottery went under a better rebranding:
Mark’s comment is:
Well it doesn't look horrible, at least it retained some of the previous structure of the old one, both are cleverly disguised "C" and "L", glad they got rid of the 1986-esque strips in the background, and updated the colors. I like type face, not too Times New Roman. It's a serif typeface that's not atrocious and is acceptable. Glad they got rid of the italics, made it look cheap and old.
On Dec.10.2008 at 09:57 AM
Darrel’s comment is:
In the realm of 3-d glossy shiny starburst logos, this one is pretty damn good.
On Dec.10.2008 at 10:00 AM
Glenn Sakamoto’s comment is:
This is your brain on drugs. Any questions?
On Dec.10.2008 at 10:03 AM
Anonymous’s comment is:
The new one is very good !!
On Dec.10.2008 at 10:06 AM
Marc’s comment is:
It looks like a Tetris piece...
You're right though - in context, it's great.
Without context...it's OK I guess...but either way it's a vast improvement over the original, which looks like a couple of default shapes in photoshop with an emboss filter. It doesn't even look like effort.
John’s comment is:
Calottery. What's up with that logotype?
On Dec.10.2008 at 10:25 AM
Dale Campbell’s comment is:
If the opportunity actually existed, I would have like to have seen something a little different in comparison to the older identity.
I do like the text treatment very much, though.
I just think that something more clever could have been though of.
Keep well,
Dale
jRod’s comment is:
the first one reminds me of Saved by the Bell.
the second one reminds me of Howard the Duck.
i'm pretty sure that the next version will remind me of The Power Rangers.
thehappyhuskie’s comment is:
Hey the new one ain't have bad! It is right on target in a happy, excited way.
The old one...wtf is that? What was the justification for that design? A circle, some lines and a san serif "L"? I can only imagine what the pitch meeting went like when that puppy was unveiled.
Can anyone provide some more background on the previous logo?
On Dec.10.2008 at 10:38 AM
Josh’s comment is:
At least it is a brand now, rather than a piece of clip art...
I kinda like it.
On Dec.10.2008 at 10:46 AM
Not Required’s comment is:
Old or new, all I see in that logo is this:
Probably not the association a lottery should be shooting for . . .
On Dec.10.2008 at 10:48 AM
Bruce’s comment is:
A vast improvement, and indeed appropriate for it's purpose. Brighter colors, nice type. Still, I like the Ohio lottery one above even better. I tend to like simpler, bolder, quicker-to-read marks.
Also, you have to hand it to the designer(s)--it could have had lens flare, the calottery type could've been 3d, beveled and had a dropshadow, etc. Maybe that's what strikes me most about this mark, in the context of today's overblown marks--the restraint shown in designing it.
On Dec.10.2008 at 11:05 AM
John McCollum’s comment is:
Agree about the Ohio Lottery. I've seen it in use around the state -- in liquor store windows and such -- and it works quite well.
On Dec.10.2008 at 11:15 AM
Chad K’s comment is:
Although nothing works better than presenting a state symbol as a stack of cash.
Awesome’s comment is:
Looks like a kids' show. Already tempting the underage with glossy, bouncy, candy-esque logos
:-D
Dylan Hafertepen’s comment is:
I meant to send this in ages ago--as a California native, I absolutely love this new look for the lottery.
While the 3D text and glossy texture are cheesy, they're very on-trend right now. The logo also uses one of our state symbols (the sun). It's a wonderful re-design of the stuck-in-the-80's faded lottery logo.
On Dec.10.2008 at 11:43 AM
Micah’s comment is:
I'm rather partial to Washington's lottery logo.
On Dec.10.2008 at 11:55 AM
mojomagmajo’s comment is:
FIREFOX!
was my first thought
better than the old one. sun stands for california. L stands for loser? .. oh .. lottery , okay.
Yeison Agudelo’s comment is:
i like it the old one is gross i would never think its a lottery it looks sad and depressing, anywho the new one is kind of childish but i like it better
On Dec.10.2008 at 12:06 PM
Lauren ’s comment is:
As a former Californian with Lotto-scratching and circling experience, I just don't "get it."
Okay the California sunshine I "get," but there is nothing about it that makes me think I could win any money. The Lotto logos posted on this page so far are also pretty lame (exception being the new Ohio), and so I'm assuming there must be something else they are trying to represent. Something other than winning.
Because I am seeing "California is sunny" rather than "Buy a ticket! Win money!"
On Dec.10.2008 at 12:10 PM
abu’s comment is:
It's amusing all this California Lottery branding has a weird IT software product feel.
"Before" brand could feature on the box of a mid '90 System 7 productivity app. Then the product faded, but ten years after they resurrected it as a cloud web 2.0 app.
Justin’s comment is:
The Oregon Lottery logo is pretty alright.
Matt L.’s comment is:
The Illinois lottery symbol has been so ingrained in the urban fabric of life here for decades (gas stations/convenience stores/supermarkets), that it would weird NOT to see it.
Matt’s comment is:
it does look like a bouncing dock icon, thats awesome hahahha.
and what about the florida lottery logo? no love for the flamingo about to get paid???
Hibryd’s comment is:
Thanks for everyone posting the different state lotto logos. I've gotta say, California was in dire need of an update, and they did a great job. Now can we do something about the other states' clip-art inspired marks?
On Dec.10.2008 at 01:23 PM
Andrew’s comment is:
The ghost of Saul Bass just vomited all over this post.
On Dec.10.2008 at 01:28 PM
George - LogoDesign.org’s comment is:
Hey, it's obnoxious but I still like it!
On Dec.10.2008 at 01:29 PM
Adam’s comment is:
Simple, eye-catching and memorable. Nice logo.
On Dec.10.2008 at 01:38 PM
jrov’s comment is:
UGH! Instantly it reminded me of Sophia Patrillo's sunny Florida hideaway, Shady Pines! The old logo reminds me of Michael Vanderbyl or Paul Rand the new one... I don't know but the "L" just screams loser. Sorry I have nothing constructive to say about this one... next!
On Dec.10.2008 at 02:03 PM
Mark’s comment is:
hey show and tell of Lottery logos!
cool.
I'll show you my states logo.
the old logo can be seen here in this ad from 1997
it was a tree made out of lottery tickets.
Jacob’s comment is:
The other states' logos are hilarious. I admit to having an enormous soft spot for the PA Lottery symbol--it comes from growing up watching the 7:00 drawings on WGAL-8, with the cheesy theme and background music, and that stupid Keystone Kash stack. And the Ohio Lottery symbol--gotta love the old one. A bad outline of the state, the "neon," the tag line--nothing's more fun than scratching a ticket to reveal a losing number! Ah, the kitsch. I love it.
On Dec.10.2008 at 02:08 PM
Lank Thompson’s comment is:
virginia's is very similar to oregon.
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As for califor-ni-a? It is happy.
On Dec.10.2008 at 02:12 PM
Lank Thompson’s comment is:
Like texas everything is bigger in Virginia. Sorry.
On Dec.10.2008 at 02:13 PM
Mark’s comment is:
here's a better picture of the previous logo the tree was made out of dollar signs NOT lotto tickets.
Jeff’s comment is:
Hearts for Oregon.
On Dec.10.2008 at 02:33 PM
jrov’s comment is:
I think my states logo is pretty decent. Festive and fun!?
Greg’s comment is:
My guess is an icon-designer got some work. Good for them. Vast improvement from the old logo.
On Dec.10.2008 at 02:59 PM
Mike Kaye’s comment is:
Fun discussion! I just wanted to comment on the Oregon and Virginia lottery symbols - not sure which one came first, but it seems like the "crossed fingers" are better incorporated in the Virginia logo, as they mirror the "V" in the background. Oh, and apparently England has a similar logo, but it is somewhat creepily anthropomorphized:
At any rate, the California mark is a huge upgrade, but nevertheless feels very web two-point-ugh and will likely seem dated in the not too distant future.
On Dec.10.2008 at 03:11 PM
Ryan’s comment is:
Washington's Lottery looks like Boston.
On Dec.10.2008 at 04:15 PM
Jeremy’s comment is:
I prefer Bob Dinetz's design, it's fun without being...crap.
Derek’s comment is:
"calottery" sure does remind me of "colostomy". But maybe that's just me.
On Dec.10.2008 at 05:38 PM
Leslie’s comment is:
I alternately read "calottery" (pronounced "ka-lot-ery") and "culottes" (those horrible knee-length skirt-pants I was forced to wear to Christian summer camp many, many years ago).
The "L" looks just weird--like a refrigerator magnet letter plopped atop a sunny-side-up egg, sizzlin' hot on the griddle.
On Dec.10.2008 at 06:36 PM
Lindsay’s comment is:
This is the New Zealand lottery (Lotto) logo, thought I'd show how, glossy 3d cheesiness is done here, plus the website for calottery is really underwhelming considering there logo. Check the link.
On Dec.10.2008 at 07:44 PM
T-Bone’s comment is:
woah, i've never seen the NZ lotto logo so shiny… it works better flat.
as for the California lottery mark, it's ok – type is pretty nice. does look like a software logo though!
On Dec.10.2008 at 07:56 PM
DG3’s comment is:
I like it MUCH more than the older version.
On Dec.10.2008 at 08:21 PM
Adam’s comment is:
matt’s comment is:
first thought: "what's 'calottery'? Oh, I mean 'ca lottery.' What's 'ca lottery'? Oh, 'california lottery.'"
Somehting - a spacer dot, some abbreviation periods, uppercased CA, so it's not all one nonsense word... because without the word, the logo tells you nothing about the product (green energy solar panels would be my guess)
On Dec.10.2008 at 08:43 PM
Sean’s comment is:
This is fun - bit like a pissing competition.
Here's how they do it in Western Australia.
Derrick’s comment is:
No lotto logo is executed better than this one:
mink’s comment is:
Is there some designer-y reason why, when you're going 3-D, you'd use the shape of a button (NZ), a Nilla wafer (old CA) or an egg yolk in a pan (new CA) instead of the shape of a ball, which would have actual lottery relevance? (And, in CA's case, would make the sun look more like ... the sun, right?)
I don't quite know what WI's logo is supposed to represent. Is that a scratch-off or paint smears? And is the smear-scratch atop some odd piece of pool furniture -- a floating hassock?
On Dec.10.2008 at 11:06 PM
Josh’s comment is:
It could make less sense, at least it's not like "racing banner, make it look like a check, but kinda like the state, put it in a ball, and name it after that awkward nickname you call yourselves":
Aaron T.’s comment is:
I liked the Ontario, Canada lottery logo. It's not as garish as some others on this thread.
Kevin Tucker’s comment is:
I have to agree that you have the right approach with your critique here... it's appropriate to its audience, mostly. But I must agree with other comments as well that the lower case "ca" just doesn't makes sense... are they trying to play off of "cal..." in a one-word "calottery"? Also, why does the sun have a reflection on it?
Regardless, at least it's better than our ridiculous lottery logo, which may be the worst ever:
Joe’s comment is:
Is it me or are all these lottery logos crap?
moeed’s comment is:
Its O.K.
A nice update from the original without taking a completely different route, but the things that bother me are:
1. The drop shadow on the orange sphere
2. 'calottery' .. i just can't read it as C.A Lottery.
That 'L' is nice though.
On Dec.11.2008 at 12:32 PM
Philip ’s comment is:
I actually like the original Trapper-Keeper look better. The new one makes me want to kick a dog.
On Dec.11.2008 at 12:38 PM
DanR’s comment is:
Big improvement on the caLottery.
On the Tennessee lottery logo... there were a couple good ideas in there, just badly executed: the "T" is supposed to be derived from a graduation cap/mortarboard (since the proceeds go for the chilluns' in-state tuition). The three stars are from the TN flag. The green, yellow and purple are from... OK, no more excuses. It just sucks.
I lived in Illinois back when they first started the lottery in the mid 70s. I can't believe they still use that original pot o' gold logo!
On Dec.11.2008 at 12:52 PM
Anonymous’s comment is:
Let's not make it personal Josh
On Dec.11.2008 at 01:02 PM
Matt Klaman’s comment is:
Ummm they could at least update their website to match their new logo. Jesus! Still uses their awful purple of the old.
It would have so much more impact had the website matched the new identity when they launched it.
On Dec.11.2008 at 01:26 PM
Taylor’s comment is:
Very interesting seeing other states' lottery logos. I've always been a fan of our Texas Lotto:
Mr Posen’s comment is:
I can't believe some of you are saying this logo is actually good, really? It is horrendous, full point. No redeeming qualities what so ever!
Look at the Bob Dinetz solution posted above, that is good design.
Raise your standards people, otherwise this site will loose its credibility.
On Dec.11.2008 at 03:18 PM
BJN’s comment is:
The CA lotto's icewater blue "L" represents your hopes and dreams melting on the sun.
I agree that this thread sets a new record for gawdawful logo links. Must...wash...display...
On Dec.11.2008 at 03:55 PM
Adam’s comment is:
"I can't believe some of you are saying this logo is actually good, really? It is horrendous, full point. No redeeming qualities what so ever! Raise your standards people, otherwise this site will loose its credibility."
Mr Posen,
Why is it credible to just tear every designers work apart? At least offer some constructive criticism about what you would change. Let's see you post some of your designs on here and watch them get ripped apart.
On Dec.11.2008 at 06:43 PM
Mr Posen’s comment is:
Adam, it's called 'having an opinion', and I always try to offer something constructive, though when the said mark is so abysmal, it's not worth the effort.
If you don't see why this logo is so poor, then I can't help you.
BTW, my work has been posted on BN before.
On Dec.11.2008 at 07:06 PM
mark’s comment is:
updated UK "lotto". i like the type :/...i think. the star's a bit cheesy. although i am partial to the logo without the "fingers crossed" emblem:
Cool Unnicorn’s comment is:
Though I think the new mark works much better, I find myself attracted in a geeky way to the old one. It reminds me of the Memphis style.
On Dec.11.2008 at 07:59 PM
Justin Hill’s comment is:
Looks like the CA Lottery logo is ripping off the Wisconsin Lottery logo. Notice how both L's are positioned.
On Dec.11.2008 at 10:57 PM
Emily Brackett’s comment is:
Had to post my state's lottery. Doesn't even look like a lottery to me. Looks like camping or something.
Amanda’s comment is:
oh my f'n gawd....jesus mary and joseph. i can't look at this anymore...
On Dec.12.2008 at 12:48 AM
Pedro’s comment is:
This is really interesting...
So let me ask y'all, is "prettiness" a criteria of good design?
I've read several post of other logos on this site and seems many of you trash it because its not attractive ( i don't like the font, I don't like the color, 3D sucks). But with this logo, most are saying good things? So a "good logo" is based on context? prettiness? able to embroider? a famous designer creates it?
To all the haters out there, just be consistent with your thoughts and post comments that are relative and not a search and destroy mission.
Personally I have not been burned on this site, but am tired of reading so much negative and harmful energy. Stop the bitch fest.
Now I need to go buy my lottery ticket. cross my fingers.
On Dec.12.2008 at 08:22 AM
Rodo’s comment is:
And here´s the logo from the Buenos Aires Lottery. Pretty clever, isn´t it?
Mr Posen’s comment is:
So can anyone explain to me how this logo is appropriate for its context.
Where does it say a lottery logo, should look like a Jeff Koons installation, or an extra from the Telly Tubbies? I see no reference to the fun and suspense of entering a lottery, I just see a weird, saccharine web button.
On Dec.12.2008 at 03:13 PM
richard’s comment is:
Way better! I'm going to go out and a lose a buck over it.
On Dec.12.2008 at 04:05 PM
Doug’s comment is:
It's not that bad, though it looks more like a random collection of weather prediction symbols than a logo.
My first thought was, "Why is the sun being attacked by a low-pressure system?"
On Dec.12.2008 at 06:32 PM
James’s comment is:
Western Australia's previous logo: 
Mongoose’s comment is:
For a lottery logo, this is, as Armin's said, spot-on. It's cheesy but bright and a huge improvement on the old drab one. I'd be totally down with scratching nine of these off my ticket looking to match three and win up to ONE THOUSAND DOLLARS!
The only thing I really dislike is the small-case 'ca'. It doesn't read as strongly as 'CA', not does it blend the notions of 'cal' and 'lottery' properly. I'd like to see actually a slight stagger to the letters, and a doubled 'l' in the yellow and blue, just overlapping.
Still, this is a clear-cut A. Garish, bright, bold, and such an amazing improvement over the old one.
On Dec.14.2008 at 04:29 PM
StevenC’s comment is:
"For a lottery logo, this is, as Armin's said, is spot-on. "
How so Mongoose?
On Dec.16.2008 at 12:06 PM
Josh’s comment is:
All i hear from the old logo is Axel F from Harold Faltermeyer on the Beverly Hills Cop soundtrack.
Fun redesign, Lottery marks always remind me of radio identities, but usually they actually invest in the process.
On Dec.16.2008 at 12:35 PM
Mongoose’s comment is:
StevenC: I'll quote Armin's relevant point.
"Is it kind of cheesy? Yes. Good. Is it starbursty? Yes. Good. Do the colors verge on inducing seizures? Yes. Good. Is it three-dimensional? Yes. Good. Does it have the potential to be rendered in glitter? You betcha. Great."
The main goal of lottery branding, as I understand it, is to catch the eye. You have to both communicate two things to your potential customer: "Oh, there's lottery here." and "I should play the lottery, that sounds good."
Especially for the former, bright to nearly garish colors are essential, to stand out amidst the intense visual clutter at the Circle K. You don't need to project business sense, trustworthiness over a competitor- you're emphasizing fun or money, ideally both.
Of some of the logos shown already, Louisiana's and Ohio's clearly echo that trend. Wisconsin's does as well, but it just barely misses the mark of 'fun' and heads into garish.
A number of these logos also, to me, echo children's products in their visual identity: Tennessee's could be a toy company logo, California's could be for Tang, Illinois.. .. could be on a Shrinky Dinks box when from I grew up. kinda dated. But it's the same appeal to fun and/or winning that the two share, and the same design sensibility coming through is unsurprising.
--Mongoose
On Dec.16.2008 at 05:44 PM
kenji’s comment is:
man, looks an awful lot like the logo from the brian wilson 'smile' album...
VisComLA’s comment is:
wow, it's so "clickable"! the designer must have just upgraded to Windows Vista.
On Dec.31.2008 at 03:30 PM
Bobby Flapjack’s comment is:
Josh, why you gotta hate on Indiana's nickname? Hoosiers man! Its classic! Remember a little film starring Gene Hackman and Dennis Hopper...? Its not "awkward." Stop trying to fit into the complaining, whining culture that is the norm here on Brand New.
Jan’s comment is:
It is better but still cheesy.
On Jan.21.2009 at 07:26 AM
Shauna ’s comment is:
THe sun works but the big L makes me think of Loser before Lottery.
I rather like the Canadian Lottery logo for lotto 649:
Alex Marchuk’s comment is:
I guess it's not that bad.
On Apr.02.2009 at 05:48 PM
eric’s comment is:
To me a BIG CAPITAL "L" means Loser.
On Apr.06.2009 at 09:41 AM
