The Lotto logo history: Passion and quality in sneakers and sports
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The Lotto logo history: Passion and quality in sneakers and sports

Lotto Logo History

Are you familiar with Lotto logo history? If you’re a fan of the sports and sneaker landscape, then you can probably recognize the famous Lotto emblem, with its unique typeface and innovative geometric design. But where exactly did this memorable symbol come from?

Lotto’s visual identity follows in the footsteps of many well-known sneaker brands, conveying concepts of power, strength, and vivacity, crucial in the athletic landscape. Though the combination mark hasn’t changed much over the years, it has been refined to suit the modern world. 

Today, the Lotto logo instantly draws attention to the company’s focus on innovation, as well as its enduring presence in the sporting space. 

Below, we’re going to take a closer look at the origins of the Lotto brand, the evolution of its visual identity, and the meaning behind the iconic Lotto symbol. 

The Lotto Sports logo: Introducing the Lotto brand

Before we dive into Lotto logo history, let’s discuss the Lotto company, and its origins. Otherwise known as “Lotto Sport Italia”, Lotto is an Italian company, specializing in sporting equipment and apparel. The company manufacturers footwear, clothing, and a range of accessories. 

Initially, the company was established in 1939, by the Caberlotto family, who also owned the F.C. Treviso football team in Northern Italy. The name of the family inspired the moniker for the business. 

Lotto debuted as a sports footwear manufacturer in 1973, producing Tennis shoes initially, followed by options intended for volleyball, athletics, basketball, and football. 

In the following years, Lotto continued to expand its product portfolio, producing clothing for athletes. During its first decade, the corporate strategy focused primarily on footwear and clothing for tennis, with sponsorships from well-known athletes. 

It wasn’t until the 1980s that Lotto began to broaden its customer base by competing in the football industry. It also earned some major collaboration agreements with renowned teams and players. 

Today, Lotto distributes products in more than 110 countries through specialized chain stores, large stores, and sports article stores. It’s also pushing the development of various corner and flagship stores, which are widespread across Italy and some other countries. 

Lotto logo history: The iconic Lotto symbol

As mentioned above, Lotto hasn’t made many significant changes to its visual identity over the decades. Though the company initially launched in 1939, it didn’t create a specific logo for its products until the early 70s. 

The first logo produced by the brand is very similar to the emblem most people are familiar with today. It composed of a wordmark and emblem, enclosed in a rectangular frame. Let’s take a closer look at Lotto logo history. 

Lotto Logo History


The initial Lotto logo has a lot in common with the emblem most people know today. It featured a geometric shape, made up of two arrow shapes, joining together to form a diamond in the white-space between the two red components. 

According to the company, this shape was intended to symbolize two sporting fields layered over each other. Alongside the geometric image, we see the Lotto logo inscription, depicted in a script-style font, with some connections between certain letters. 

The font style is sleek and sophisticated, depicted in a dark blue shade, which perfectly contrasts with the white rectangular background, and the red icon. 

The nameplate used only lowercase letters with rounded angles on the bottom sections, and straight lines along the top. 

Lotto Logo History


In the year 2000, Lotto made a very subtle change to its logo design. The image still consisted of two components, the diamond-shaped icon, and the Lotto wordmark. 

However, in this variation of the logo, the rectangular background is more evident. It’s depicted in black on the right, with a red square surrounding the Lotto icon on the left. The inscription and the geometric image have also changed in color, switching to white. 

Though the typeface used in the new design was very similar to the font in the old image, there are some slight changes. The characters are slightly squarer in style, giving the company a more angular and modern image. 

What does the Lotto logo mean?

The Lotto logo is simple, but powerful. Everything from the color palette, to the shapes and typography in the image are intended to send an important message about the brand. 

The geometric shape, representative of two sporting fields, highlights the company’s commitment to the athletic industry. It also looks a little like two arrows, symbolizing movement, as well as a diamond, which is a shape often associated with quality and luxury. 

The Lotto wordmark is bold and confident, symbolizing the strength of the brand. It also slants slightly to the right, symbolizing forward motion and ambition. Italicized font is common in the sporting world, as it helps to give logos a sense of dynamism. 

The new color palette for the most recent Lotto logo also says something about the company. White is a color often associated with purity and excellence. Black symbolizes strength and power, while red is a shade we frequently connect with passion and energy. 

The Lotto logo: Fonts and colors

The Lotto logo might seem simple, but it’s a strong and powerful image. The design is brimming with energy, movement, and passion. It helps to draw attention to the company’s values, and commitment to creating quality, robust, and reliable sportswear. 

The Lotto emblem is also designed to be extremely versatile. Both the symbol and the wordmark can be separated for various marketing and branding purposes, and depicted in different colors. The symbol, in particular, is an extremely dynamic solution for the company’s branding needs. 

It works well in a variety of sizes, and can be printed easily onto a range of products, from Lotto’s sportswear equipment and apparel, to its famous footwear. 

You can take a closer look at the Lotto logo using the resources here:

Initially, the Lotto logo colors were red, white, and blue. This patriotic color palette aimed to convey ideas of passion, excellence, and reliability. When the company chose to update its logo in recent years, it switched to a slightly more simplistic color palette of red, black, and white. 

The Lotto logo color palette today symbolizes the company’s strength and stability in the apparel landscape, as well as its passionate focus on its customers, and commitment to excellence. 

What font does the Lotto logo use?

The Lotto logo font hasn’t changed much over the years, although there were some slight alterations to the letters between the two designs. In the previous logo, the characters were more rounded at the bottom, and seemed to connect in some places. 

In the updated logo, Lotto switched to a more geometric typeface, which balances well with the company’s memorable icon. The lettering consists of a custom font, unique to the brand, which has been condensed and italicized. 

The nameplate uses only lowercase letters, to convey a friendly and approachable personality, while the bold weight adds to the strength of the overall image. 

The memorable Lotto brand mark 

Looking through Lotto logo history, we can see the company has only made relatively subtle changes to its visual identity over the years. By choosing a versatile and powerful logo from day one, Lotto has eliminated the need to invest heavily in any rebranding strategies. 

The only significant change to the Lotto logo involved altering the color palette slightly, and adjusting the typeface to be more squared and geometrical. 

Today, the Lotto logo stands as a symbol of strength for the brand. It appeals to athletic customers with a focus on dynamism and movement, shown through the italicized lettering and the bold color choices. Lotto’s logo is eye-catching and memorable.

It’s an excellent symbol, perfectly positioned to set Lotto apart from the competitors in its field, and connect with a broad range of customers. 

Fabrik: A branding agency for our times.

Stephen Peate
Creative director
Stephen Peate
Creative director
As Fabrik’s creative director, Stephen oversees complex branding programmes. He advises our clients on their tone of voice, creates logos and visual identities and crafts names for companies, products and services. Writing for Brand Fabrik Stephen reflects his love for logo design and visual identity.

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