It has been announced that a jurisdictional lottery corporation has decided to unveil a new official logo for its brand, and that logo happens to prominently display a horse bred for racing.

The Kentucky Lottery has announced that with its 30th anniversary occurring in 2019, a new logo that better represents its roots in the Bluegrass has been unveiled.

“The lottery is a different organization than we were ten years ago when the last logo was rolled out, and I felt it was time for a redo,” said Lottery President and CEO Tom Delacenserie. He stated that players and the public should see a gradual rollout of the logo over the course of the next year.

The new art, developed by Louisville advertising agency Bandy Carroll Hellige (BCH), was specifically designed to connect the Kentucky Lottery and Kentucky itself.

“We want consumers to think about the fun of the games and feel good about the lottery’s dedication to the state,” said Gary Sloboda, BCH partner and executive creative director. “This new logo effectively reinforces that Kentucky is the focus of the lottery’s mission. The horse represents pride in Kentucky history, and the depiction of ‘fast motion’ captures the lottery’s commitment to innovation and forward thinking. We played around with a variation of designs and colours, but nothing spoke to us quite like the Thoroughbred.”

Modern lottery sales began in Kentucky on April 4, 1989. Delacenserie said a number of events are planned around the date in 2019, including the launch of what he called “a ticket unlike anything ever offered in Kentucky” closer to the anniversary date.

(With files from Kentucky Lottery)