The Ontario Lottery Corporation (OLG) was founded in February 1975 under the Ontario Lottery Corporation Act. Wintario was the first lottery game offered and launched on April 3, 1975 with its premier draw taking place on May 15, 1975. By 1982, and after continued growth and success the Interprovincial Lottery Corporation (formed in 1976) launched a national lottery game in Canada known as Lotto 6/49 (Ontario Lottery Corporation being a member organization). With this raising of profile and exposure OLG approached Gottschalk+Ash Toronto to undertake a comprehensive visual audit of the organization, including the different kinds of retail outlets selling lottery tickets, yielding a total point-of-purchasing marketing program that consolidated the different lottery games under one identifier.
The logo created out of this process featured a red triangle with a series of gold dots — like coins — spelling out a capital ‘L’. The bright colours and bold shapes gave the logo strong street presence — important since lottery tickets would be sold at thousands of locations all over the province.
As part of the implementation of the new visual identity, this ‘Retailers Badge’ was produced and worn by official retailers of OLG lottery tickets and services on the highstreet. Displayed alongside the new logo features an engaging copyline, set in Helvetica, stating ‘I’m a proud Ontario Lottery Retailer’.