• Loto 6/Mini Loto/Scratch1
  • Loto 6/Mini Loto/Scratch2
  • Loto 6/Mini Loto/Scratch3
  • Loto 6/Mini Loto/Scratch4
Loto 6/Mini Loto/Scratch1 Loto 6/Mini Loto/Scratch2 Loto 6/Mini Loto/Scratch3 Loto 6/Mini Loto/Scratch4

Loto 6/Mini Loto/Scratch

Japan Lottery

A Brace of Winning Brands
More than 55 million Japanese people (from a total population of around 120 million) buy one or more lottery tickets a year. The reason for this extraordinarily high level of participation lies in Loto 6 and Mini Loto, both lotteries based on selecting numbers. Tickets cost only 200 yen and a draw is made once a week. Scratch delivers even faster gratification, with payouts being made on the spot to those whose scratch card comes up a winner.

Creative Response
Bravis was asked to create a visual identity for these three brands that would achieve high and lasting levels of awareness in the public consciousness. A combination of visual impact and commercial appeal was needed for the logos that decorate the lottery sales booths throughout the length and breadth of Japan.

Bravis created a series of simple, powerful and distinctive marks. The main lottery logo uses red, the traditional color of the lottery, with blue, the color of the old numbers-based lottery, but adds a yellow background to create a striking contrast. Loto 6 and Mini Loto were conceived as subsets of this brand family. They use playful and dynamic elements like 3D numerals and a white star to express the excitement of winning. Scratch uses a handwritten logotype to communicate the idea of impulsive fun based on scratching away at the card by hand.

The three new logos were launched at the same time throughout Japan and now rank among the most visible brands in the whole country.

Services
- Brand Identity
- Design System & Application
- Brand Identity Manual
Japan Lottery Other Project
- Loto 6/Mini Loto/Scratch

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