The Florida Lottery has a new look after going through a $1.1 million rebranding. The new logo will immediately start going into stores and lottery outlets around the state.
At a convenience store that sells lottery tickets in Leesburg, people such as Polly and Jim lampooned the idea of spending 1.1 million dollars on the rebranding effort.
"I think it's a total waste of money in this economy," Polly said.
"I think it's a bit excessive, but with the way things are being charged nowadays, it doesn't surprise me at all."
Here is what Shelly Gerteisen from the Florida Lottery told us in an email about the rebranding effort, and the decision to spend $1.1 million to do it:
"This is a once in a quarter century event for the Florida Lottery. Every decision we make and everything we do is to advance our mission to fund education. We strongly believe that this new brand will generate even more excitement about the games we offer, which results in even more revenue for education. So, we look at this rebranding as an investment. We spent $1.1 million over the course of a year preparing the new brand as part of the 25th anniversary celebration. This included extensive research on our current and potential players, a thorough review of the way we talk about the Lottery to the public and the tools we use to communicate to players and stakeholders, an audit of all our communications materials, a redesign of our outdated website, a plan for increasing social media efforts, a complete rethink of our visual and graphic systems and of course the redesign of the logo, including testing and review of the new logo. We undertook this project with cost efficiency in mind. We strategically did not purchase promotional items with the retired logo. We held off on making purchases knowing the new logo would soon be in place. The Florida Lottery is a $4.45 billion business and we spent 0.02 percent of those revenues on rebranding."