Arkansas Scholarship Lottery

Official Websites

• https://www.myarkansaslottery.com
• http://www.myarkansaslottery.com

Brand Guidelines

2019

Brand Summary

Mission

• To fund college scholarships for Arkansas students and create winning people, winning futures, and winning moments through the Arkansas Scholarship Lottery [^1].

Core Values

• education
• opportunity
• optimism
• celebration
• community impact

Target Audience

• Arkansas residents, especially students and their families seeking scholarships, as well as lottery players and the broader community [^2].

Personality Traits

• fun
• playful
• modern
• approachable
• optimistic
• encouraging
• celebratory

Visual Identity Overview

• The brand uses bold, modern typography, bright and almost neon colors, posterized and energetic photography, and doodles to create a fun, graphic, and approachable style that differentiates it from traditional lottery brands [^3].

Categories

Brand Voice

• The fonts are bold and modern, adding to the fun and playful style of the brand.
• Showcasing the human face(s) of winning with the lottery stands at the forefront of the brand. The brand benefits most from showcasing real people’s Point of Views (POVs) and real expressions in interesting, powerful and compelling ways that speak directly to individual priorities and viewpoints.
• The brand graphic is a contemporary mix of retro inspired script and condensed sans serif font designed to make the lottery appear fun, modern and approachable. The letters are slightly tilted upward, providing a subtle nod to the uplifting feeling of winning-whether winning money, getting a scholarship or enjoying the benefits that tax revenue provides. The larger exclamation point at the end drives home the excitement of game play.
• The bright, almost neon colors are attention-getting and fun, reinforcing the bold, graphic style of the brand.
• The photography is engaging, playful and energetic which captures the fun and excitement of the winning experience. The one-color posterized technique adds to the bold and graphic brand style.
• The typography combined with bright colors, posterized images and doodles differentiates the Lottery’s branding from the usual glitzy and visually complicated graphic style that most lottery brands employ.
• The use of “doodles” or graphics is encouraged in campaign art that features winners, scholarship recipients, games or other relevant topics.

Brand Imagery

• The photography is engaging, playful and energetic which captures the fun and excitement of the winning experience. The one-color posterized technique adds to the bold and graphic brand style.
• The typography combined with bright colors, posterized images and doodles differentiates the Lottery’s branding from the usual glitzy and visually complicated graphic style that most lottery brands employ.
• The use of “doodles” or graphics is encouraged in campaign art that features winners, scholarship recipients, games or other relevant topics.

Color Palette

• For all color uses, the printing industry standard Pantone® Matching System (PMS) or CMYK Process colors are noted. The strictest quality-control measures should be applied when reproducing the logo colors.
• The logo is designed to be versatile and adaptable to a variety of applications. The primary colors of the logo are PMS 186 Red and PMS 2748 Blue.
• The logo may appear on a solid-color background in designated colors. The background color should be complementary to the authorized logo colors.
• When appearing on a dark, solid-color background, the wording on the logo should be reversed to white while the cap remains blue with a white star.
• When used on a light, solid­color background, the logo should be used in its approved solid application.
• The logo wording should be reversed to white while the cap remains blue with a white star.
• The logo may appear on a solid-color background as a solid red, blue or black image. On a black or dark solid-color background, the logo may be reversed to a solid white. The background color should be complementary to the authorized logo colors.
• The bright, almost neon colors are attention-getting and fun, reinforcing the bold, graphic style of the brand.
• PMS: 186 CMYK: 16/100/90/6 RGB:195/32/47 Hex:#C3202F
• PMS: 2748 CMYK: 100/94/25/25 RGB:34/43/101 Hex:#222865
• PMS: Process Blue CMYK: 100/0/0/0 RGB:0/159/218 Hex:#009FDA
• PM: 138 CMYK: 0/50/100/0 RGB:223/122/0 Hex:#DF7A00
• PMS: 116 CMYK: 0/12/100/0 RGB:254/203/0 Hex:#FECB00
• PMS: 382 CMYK: 28/0/92/0 RGB:190/214/0 Hex:#BED600
• PMS: 186 CMYK: 0/100/75/4 RGB:198/12/48 Hex:#C60C30

Typography

• The fonts are bold and modern, adding to the fun and playful style of the brand.
• Headline Aa Franklin Gothic Heavy
• Subheadline Aa Franklin Gothic Demi
• Text Aa Franklin Gothic Medium Condensed

Logo Usage

• The logo consists of two elements: the graphic mark and the word mark. The graphic mark features a graduation cap, reminiscent of the diamond in the Arkansas flag, with a star in the middle. The colors of the logo are the same as those in the Arkansas state flag. No part of either the graphic mark or word mark should ever be recreated or altered in any way.
• When a horizontal logo is necessary, either of the two examples below may be used.
• The logo typeface is a custom piece of art, as opposed to a particular font. No attempt to alter or recreate it should be made.
• The logo, in its entirety, should appear no smaller than 1.75 inches in width when the word mark (Arkansas Scholarship Lottery) is used OR no smaller than 5.625 inches in width without the word mark.
• The logo should always appear with ample white space surrounding it. The minimum space required is equivalent to the height of the lowercase letters as it appears in the word mark.
• The following are unacceptable uses of the logo and its various elements. Positively no alterations of the logo are allowed. If you have questions or difficulty regarding proper use of the logo, contact the Marketing Department at 501-683-2000.
• For all color uses, the printing industry standard Pantone® Matching System (PMS) or CMYK Process colors are noted. The strictest quality-control measures should be applied when reproducing the logo colors.
• The logo is designed to be versatile and adaptable to a variety of applications. The primary colors of the logo are PMS 186 Red and PMS 2748 Blue.
• The logo may appear on a solid-color background in designated colors. The background color should be complementary to the authorized logo colors.
• When appearing on a dark, solid-color background, the wording on the logo should be reversed to white while the cap remains blue with a white star.
• When used on a light, solid­color background, the logo should be used in its approved solid application.
• The logo wording should be reversed to white while the cap remains blue with a white star.
• The logo may appear on a solid-color background as a solid red, blue or black image. On a black or dark solid-color background, the logo may be reversed to a solid white. The background color should be complementary to the authorized logo colors.

Tone And Messaging

• The fonts are bold and modern, adding to the fun and playful style of the brand.
• Winning means different things to different people. For some, winning is $50 on a scratch-off ticket. To others, winning is a life-changing million-dollar jackpot in a draw game. And for thousands more, winning is a scholarship that allows an individual to be the first in the family to attend college and pursue his or her dreams. It’s also the millions of dollars in tax collections that help improve and sustain the quality of life for all Arkansans.
• The Arkansas Scholarship Lottery helps create winning people, winning futures and winning moments. The “This is Winning” brand platform seeks to showcase the many different ways Arkansans can win with the Lottery.
• Showcasing the human face(s) of winning with the lottery stands at the forefront of the brand. The brand benefits most from showcasing real people’s Point of Views (POVs) and real expressions in interesting, powerful and compelling ways that speak directly to individual priorities and viewpoints.
• The brand graphic is a contemporary mix of retro inspired script and condensed sans serif font designed to make the lottery appear fun, modern and approachable. The letters are slightly tilted upward, providing a subtle nod to the uplifting feeling of winning-whether winning money, getting a scholarship or enjoying the benefits that tax revenue provides. The larger exclamation point at the end drives home the excitement of game play.
• The bright, almost neon colors are attention-getting and fun, reinforcing the bold, graphic style of the brand.
• The photography is engaging, playful and energetic which captures the fun and excitement of the winning experience. The one-color posterized technique adds to the bold and graphic brand style.
• The typography combined with bright colors, posterized images and doodles differentiates the Lottery’s branding from the usual glitzy and visually complicated graphic style that most lottery brands employ.
• The use of “doodles” or graphics is encouraged in campaign art that features winners, scholarship recipients, games or other relevant topics.
• Excited, Optimistic, Encouraging, Celebratory, Urgent
• Arkansas, Proud, Optimistic, Encouraging, Excited
• Optimistic, Encouraging, Excited, Lucky
• Optimistic, Encouraging, Excited, Fast, Urgent
• Conversational, Excited, Optimistic, Encouraging, Celebratory

Visual Style

• The fonts are bold and modern, adding to the fun and playful style of the brand.
• Headline Aa Franklin Gothic Heavy
• Subheadline Aa Franklin Gothic Demi
• Text Aa Franklin Gothic Medium Condensed

Layout And Composition

• The logo, in its entirety, should appear no smaller than 1.75 inches in width when the word mark (Arkansas Scholarship Lottery) is used OR no smaller than 5.625 inches in width without the word mark.
• The logo should always appear with ample white space surrounding it. The minimum space required is equivalent to the height of the lowercase letters as it appears in the word mark.
• Positively no alterations of the logo are allowed.
• The logo may appear on a solid-color background in designated colors. The background color should be complementary to the authorized logo colors.
• When appearing on a dark, solid-color background, the wording on the logo should be reversed to white while the cap remains blue with a white star.
• When used on a light, solid­color background, the logo should be used in its approved solid application.
• The logo wording should be reversed to white while the cap remains blue with a white star.
• The logo may appear on a solid-color background as a solid red, blue or black image. On a black or dark solid-color background, the logo may be reversed to a solid white. The background color should be complementary to the authorized logo colors.

Games

• Instant Games are played by removing scratch-off coatings from the play area of tickets. There are various ways to win, including matching symbols, adding up to a specified total or otherwise satisfying the requirements listed on the ticket. If the player meets the specified conditions, the ticket is an instant winner. These play styles are combined with a variety of game themes and ticket prices. Instant games were the first type of games offered by the Lottery.
• Approved Instant Games logos are shown to the right; no other colors may be used.
• PMS: Process Blue
• CMYK: 100/0/0/0
• RGB:0/159/218
• Hex:#009FDA
• PMS: 123
• CMYK: 0/23/91/0
• RGB:255/197/47
• Hex:#FFC52F

Instant Games

• Instant Games are played by removing scratch-off coatings from the play area of tickets. There are various ways to win, including matching symbols, adding up to a specified total or otherwise satisfying the requirements listed on the ticket. If the player meets the specified conditions, the ticket is an instant winner. These play styles are combined with a variety of game themes and ticket prices. Instant games were the first type of games offered by the Lottery.
• Approved Instant Games logos are shown to the right; no other colors may be used.
• PMS: Process Blue
• CMYK: 100/0/0/0
• RGB:0/159/218
• Hex:#009FDA
• PMS: 123
• CMYK: 0/23/91/0
• RGB:255/197/47
• Hex:#FFC52F

Players Club Services

• The Lottery offers a players club at MyArkansasLottery.com called The Club. By registering a free account, players gain access to Lottery news, winning number emails, the Play It Again® and Points for Prizes® programs, and special second-chance drawings. There were a total of 31,578 new player registrations (and 26,543,456 tickets) entered into the program in fiscal 2017, bringing the membership total to 152,151.
• Approved The Club logo is shown to the right; no other colors may be used.
• Hashtag #TheClub
• PMS: Neutral Black
• CMYK: 0/0/0/100
• RGB:34/34/34
• Hex:#222222
• PMS: 186
• CMYK: 0/100/75/4
• RGB:198/12/48
• Hex:#C60C30

Play It Again

• The Play It Again® program allows players to submit eligible, non-winning instant tickets for entry into cash prize drawings. After the last day to redeem tickets for any eligible instant game, one entry is drawn to win a monetary prize. The same mechanism gives players both their Play It Again® entries and Points for Prizes® rewards points. There were three Play It Again® drawings held during fiscal year 2017.
• Play It Again® = Capitalized with ® trademark symbol superscripted at the end.
• Approved Play It Again® logo is shown to the right; no other colors may be used.
• #PlayltAgain #PIA
• PMS: 2748
• CMYK: 86/79/21/60
• RGB:67/75/131
• Hex:#43488
• PMS: 186
• CMYK: OC/100/75/4
• RGB:198/12/48
• Hex:#C60C30

Points For Prizes

• The Points for Prizes® program gives players loyalty rewards points for eligible instant and terminal-generated tickets entered into their accounts. A player’s points accumulate and may be redeemed for merchandise in the Points for Prizes® online store. Merchandise ranges from music downloads to electronics. Points may also be used for special drawing prizes.
• Points for Prizes® = Capital “P"s with lowercase “f” and® registered trademark symbol superscripted at the end.
• Points for Drawings” = Capitalized “P” and “D” with lowercase “f” and TM trademark symbol superscripted at the end.
• Approved Points for Prizes® logo is shown to the right; no other colors may be used.
• #PointsForPrizes
• PMS: 2748 CMYK: 86/79/21/60 RGB:67/75/131 Hex:#43488
• PMS: 186 CMYK: 0/100/75/4 RGB:198/12/48 Hex:#C60C30

Disclaimers

• In accordance with Arkansas Code Annotated § 20-27-2601, the Arkansas Scholarship Lottery includes the following Problem Gambling Helpline disclaimer in most forms of advertising:
• For more information on games or odds, visit any lottery retailer, MyArkansasLottery.com, or call 501-683-2000. Call 1-800-522-4700 for Problem Gambling Helpline. Please play responsibly.
• Visit MyArkansasLottery.com for game odds and details.
• Please play responsibly. For help, call the National Council on Problem Gambling Helpline at 1-800-522-4700, visit www.ncpgambling.org, or contact Gamblers Anonymous at www.gamblersanonymous.org.
• Call 1-800-522-4700 for Problem Gambling Helpline.
• • For more information on odds, drawings, winning numbers, remaining or unclaimed prizes, and more, visit MyArkansasLottery.com or call 501-683-IWON (4966) (8-point font or larger).
• • Full Play Responsibly Disclaimer (at least 8-point font).
• • Include top prize odds when featuring one game. Do not include top prize odds if featuring more than one game.
• • Short Play Responsibly Disclaimer (at least 8-point font).
• • Short Play Responsibly Disclaimer if the item is large enough to display with at least 8-point font.
• • Include top prize odds.
• • For more information visit any lottery retailer, MyArkansasLottery.com, or call 501-683-2000.
• • Short Play Responsibly Disclaimer.
• • Short Play Responsibly Disclaimer (36-point – 49-point font).
• • Vinyl Powerball®/Mega Millions® Jackpot
• • Short Play Responsibly Disclaimer (at least 30-point).
• • Short Play Responsibly Disclaimer (36-point – 49-point font) (186-point minimum required for LED).
• :30 or longer Spot • Short Play Responsibly Disclaimer must be stated in a manner that is clear and understandable.
• :15 or shorter Spot • No disclaimer required for radio advertisements of 15 seconds or less.
• • Short Play Responsibly Disclaimer must remain on screen at least 3 seconds and be clearly and conspicuously displayed (at least 8-point font).
• • The ASL makes every effort to ensure the accuracy of information provided on MyArkansasLottery.com. However, the ASL is not liable for any actions taken or omissions made from reliance on any information contained on or linked to the ASL website from any source. This website is not the final authority on games, winning numbers, or other information. All winning tickets must be validated by the Arkansas Scholarship Lottery before prizes will be paid. Players must be 18 years of age or older. This site is continuously updated with new information. Please check back often.
• • The Arkansas Scholarship Lottery (ASL) makes every effort to ensure the accuracy of information provided on the ASL iPhone app. However, the ASL is not liable for any actions taken or omissions made from reliance on any information contained on the ASL iPhone app. The ASL iPhone app is not the final authority on games, winning numbers, or other information. All ASL games are governed by the Arkansas Scholarship Lottery Act and the rules of the Arkansas Scholarship Lottery. For more information please visit our website at www.MyArkansasLottery.com. All winning tickets must be validated by the Arkansas Scholarship Lottery before prizes will be paid. Players must be 18 years of age or older. The ASL iPhone app is continuously updated with new information. Please check back often.
• • Full Play Responsibly Disclaimer should be included in “About” sections if the platforms allow enough text space.
• • A link to MyArkansasLottery.com should be included in profile information if the platform allows the space.
• The Problem Gambling Helpline phone number must be in no less than 8-point type for all social assets.

Additional Properties