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N.C. Lottery’s New Brand Signals New Era


More than a decade since the first ticket was sold, the N.C. Lottery is rolling out fresh branding including a modern update to its logo.

But it’s about more than a make-over. The brand evolution coincides with upgrades to state-of-the-industry technology that delivers enhanced consumer experiences in stores and online.

Frank Suarez, the lottery’s deputy executive director of brand management and communications, says the rebranding is key to developing new products, delivering customer service and fueling long-term performance.

“Successful organizations have a strong brand that is relevant to its consumers and constituents,” Suarez said. “The refreshed branding and new look is based on more than 12 months of research working with players and non-players across the state to ensure it resonates with North Carolinians.”

The new logo still nods to the state’s iconic mountains and coastline and features the familiar lucky star, but with vibrant colors in a contemporary style.

Along with the new logo, other changes customers can expect to see in the coming months include:

  • New lottery terminals at each of 6,900 locations statewide for stores to provide faster service
  • A self-service scanner or vending machine at every store where players can check their own tickets
  • Digital touchscreen vending machines with play options and game information
  • Redesigned website to launch this fall with experience optimized for mobile devices
  • Retooled mobile app with new scanning feature that allows players to check if a ticket has won a prize

“We’ve grown into a $2.3 billion a year business,” said executive director Alice Garland. “Staying current as a consumer brand is essential for the lottery to meet its mission to maximize earnings for education. We’re excited about the possibilities our games bring to life for players and our state’s future.”

To discover how half a billion dollars a year make a difference for education in every county, visit nclottery.com and click on the “For Education” page.