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Since the National Lottery’s first draw took place in November 1994, players have raised more than £40 billion for good causes.

After 25 years in the game, it was time for the National Lottery to reclaim its role in national life. What better way to do so than with a fresh brand identity?

Created in partnership with the National Lottery, the new digital-first identity is equal parts joyful and purposeful. By shining a light on the positive impact of playing, it will help the brand make extraordinary happen for everyone... for many more decades to come.