New York Lottery+

Drawing on our love of the Russian doll nesting model of logo lock-ups, we picked out a winner for the NY Lottery’s new “second chance to win” program identity. Combining the 3D ball used in the draw with a nod to the original brand’s circular logo, the system features a plus sign (placed in the NE), and contains ever-smaller versions to broadcast the brand, whatever the media size and space, keeping people’s eyes firmly on the prize.