Tatts Group rebrands to increase awareness and secure trust

Gaming, wagering and lottery company Tatts Group has announced a new brand positioning and corporate identity including a new logo, website and marketing collateral.


The new brand identity aims to disrupt the brand’s narrative to increase awareness and communicate it as a “trusted provider of entertainment products and services”.

Hans Hulsbosch, executive creative director of Hulsbosch, the design firm behind the work, said the new identity would set a strong framework for the business’ evolution into the future.

“The simple, clean, contemporary logo style is composed of two components: the top graphic known as ‘the star’ and the distinctive lettering ‘Tatts Group’. In addition the colour palette brings scale and boldness to the brand identity.

“I’m delighted that this transforming creative review represents the spirit of their values and is a unique recognisable symbol of their brand.”

Hulsbosch has previously developed the branding for Rebel Sports, Virgin Australia, Woolworths and Masters, among others.

Tatts Group chief executive officer Robbie Cooke said: “Tatts is a leading Australian gambling group with a 130 year proud heritage. We are making changes across all facets of our business and our new corporate brand identity is symbolic in positioning the group for the future.”

The company will next release new national wagering and lottery brand identities.

Tatts Group new brand identity case study video: 

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Michelle Herbison
BY Michelle Herbison ON 21 August 2014
Assistant editor, Marketing Magazine.