Since January 1, Nederlandse Loterij has rolled out a new graphic identity for six of its lottery brands, including the famous Staatsloterij and Lotto. This standardization aims to strengthen the link between the games and the parent company, ahead of a historic year of celebrations for the group.
The year 2026 promises to be full of change for Nederlandse Loterij (NLO), the Dutch national lottery. In a post on LinkedIn, Arno de Jong, CCO of NLO, unveiled the new logos for the Lottery’s flagship games. He also announced the future redesign of the lottery website and the arrival of a mobile app.
A brand architecture focused on transparency
In the iGaming industry, where trust is paramount, brand anonymity is no longer an option. This is the clear message sent by Arno de Jong. The goal of this redesign is not purely aesthetic; it is a fully-fledged strategy.
By systematically integrating the Nederlandse Loterij emblem into its product logos, the operator reminds players of a fundamental truth: these games belong to a public structure committed to responsible gaming and the financing of civil society.
“From now on, all lottery brands will become a clear and visible part of the Dutch lottery family. After all, all our brands promote responsible gaming and contribute to our role as a major financier of sports and physical activity in the Netherlands.”
This visual stamp serves as a guarantee. It allows consumers to instantly identify that they are playing through a regulated channel, the profits of which go back to the community, as opposed to private or illegal operators.
Rebranding details: Nuances and continuity
Entrusted to the renowned Studio Dumbar/DEPT agency (based in Rotterdam), the redesign was applied with surgical precision, varying according to the identity of each game.
The six brands involved are:
- Staatsloterij
- Lotto
- Eurojackpot
- Miljoenenspel
- Lucky Day
- Krasloten (Scratch cards)
For brands such as Eurojackpot, Krasloten, and Miljoenenspel, the change is subtle: the visual identity remains virtually intact, simply enhanced with the parent company’s badge. On the other hand, for Staatsloterij, Lotto, and Lucky Day, the design work was more extensive in order to merge the identities.
It should be noted that TOTO and Winnitt are keeping their current logos. Their very specific marketing positioning (particularly TOTO’s “street” and humorous image) probably justifies this visual independence.
Staatsloterij: 300 years of history in April 2026
The other major piece of news accompanying this rebranding is the imminent arrival of a historic event. The Staatsloterij, founded on April 4, 1726, is preparing to celebrate its 300th anniversary.
To mark this tricentennial, a special anniversary logo will be rolled out in 2026. Few companies in the world, and even fewer in the gaming sector, can boast such longevity. This “limited edition” logo will also incorporate the visual codes of the parent company, symbolizing the link between three centuries of tradition and the modernity of the current group.
Towards a complete digital overhaul
This tweak to the logos is just the tip of the iceberg. Arno de Jong took advantage of this announcement to tease the next steps in the group’s digital transformation.
Nederlandse Loterij plans to launch a new website and mobile app in the near future.