Rusu+Borțun created Loteria Romana’s rebranding

The anniversary of 117 years of activity and tradition brought for the Romanian Lottery a spectacular rebranding carried out by the Rusu+Borțun agency. Thus, the brand marks the entry into a new stage of modernization and digitization, with a new visual identity specially tailored to highlight the brand values ​​and the evolution of the brand.

It is the first Rusu+Borțun collaboration with the Romanian Lottery, the agency being contracted through a public procurement process.

“We selected Rusu+Borțun based on a rigorous approach that assumed eligibility from the perspective of expertise in the gambling category, the agency’s turnover, the branding portfolio and of the recommendations written by the agency’s top 3 clients of the last 5 years.

More than that, we were delighted with the way they approached the brief, the strategic direction chosen and the creative proposition provided. It is not easy to find an agency that encompasses all these qualities and with whom we fit in so easily. We thank Rusu+Borțun for their professionalism and dedication,” said Ionuț-Valeriu Andrei, General Director of Loteria Romana (C.N. “Romanian Lottery”) S.A.

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The work process started from the desire of the Romanian Lottery to achieve an image refresh in order to increase the relevance among the younger target and in the digital environment on the Romanian market, as well as at the European level, at the business-to-business level, in relation to the other lotteries, being one of the oldest national lotteries in Europe.

The stake of the new identity consisted in redefining the brand from a visual and positioning point of view, with the secondary objective of preserving and exploiting the already accumulated heritage. Thus, the Rusu+Borțun agency chose to reposition the brand as a national good from which all Romanians can benefit, the new slogan, deriving very easily from this idea: “Luck for all Romanians”.

More precisely, the Romanian Lottery is a collective good whose positive impact is realized both at the individual level by winning the lotto, and at the national level, by redirecting the profit to social projects, state taxes 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 117-year history. Each of us, those who worked on this identity project, grew up with lotto and pronosport and have happy experiences and stories related to the Romanian Lottery. Many Romanians had the chance to change their lives with the help of the Romanian Lottery and many had fun playing. The new promise “Luck for all Romanians” talks about the impact of the Lottery in people’s lives: the players’ money goes back into society, and the visual identity evokes the digitization of the institution.

We are glad that through this historical rebranding, Rusu+Bortun is consolidating its expertise related to the entertainment market. We have grown leading brands in the category and now we had the opportunity to redefine the authoritative brand of the market, the state institution of gambling,” said Miruna Macsoda, Managing Director & Head of Strategy Rusu+Borțun.

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

From a chromatic point of view, the new logo is composed of blue, yellow and red, the colors of the Romanian flag, and green, the defining color of the Romanian Lottery, which denotes optimism and a state of well-being.

The Rusu+Borțun team that carried out the rebranding consists of: Miruna Macsoda – strategy; Cătălin Rusu – creative direction; Alex Macsoda – design.

Rusu+Borțun is a strategy and creative brand manifestation agency. According to the Art Directors Club, Rusu+Borțun is among the most creative agencies in Romania in 2022. Since 2008, Rusu+Borțun integrates advertising, branding (through Brand Growers) and digital (through Cyber ​​Growers) services to support the entrepreneurial and intrapreneurial spirit. In 2021, the advertising and identity businesses of Rusu+Borțun exceeded 20 million lei in turnover.