New branding for Aussie betting group

The top Australian online and land betting group Tatts has unveiled its new corporate identity in collaboration with the Hulderbosch agency.

Agency creative chief Hans Hulderbosch told the publication Campaign Brief Wednesday: “The new identity for Tatts is a key contributor to the Group’s business evolution and sets a strong framework for the future.

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

Primary brand executions will include website/digital and corporate/marketing material, Hulderbosch revealed.

The new brand positioning aims to clearly communicate the Tatts Group brand as a leading global lottery, wagering and gaming conglomerate. Research conducted by Hulderbosch revealed that “a new level of disruption in the brand’s narrative was required to increase the awareness levels.”

Robbie Cooke, CEO, Tatts Group 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 new brand identity was implemented this week, with new national wagering and lottery identities’ to follow.