At 25, the Florida lottery has dumped its old, static flamingo logo for one with more energy and enthusiasm.

A year in the making, at a cost the secretary described as a “fraction” of sales, the Florida lottery unveiled a new, livelier Flamingo logo for the quarter-century-old state gaming agency.

The $1 million rebrand will give the state a “competitive edge” for what is already one of the popular consumer brands in the state, said Florida lottery Secretary Cynthia O'Connell.

“It’s a transition from an older, more static logo to one that is more engaging, enthusiastic, with a lot of energy,” O’Connell said. “That reflects the Florida lottery today and the Florida lottery for tomorrow.”

O’Connell said the familiar flamingo and sunset logo has served the lottery well, instantly recognizable for players, but a modern, 21st century design is warranted.

The lottery was overwhelmingly approved by Florida voters in 1986 with the first games offered Jan. 12, 1988.  Since then, the lottery, which has paid more than $37.7 billion in prizes to winners, has generated more than $24 billion for education.

O'Connell defended the costs spent on the redesign.

“If you look at our annual revenue of $4.45 billion, it was two-one hundredths of a percent," O'Connell said. "That’s not a lot of money. That’s a fraction of our revenue.”

As part of the reveal, Secretary of State Ken Detzner announced a new scratch-off game, $3 per Florida Treasure Hunt ticket, to coincide and help promote the Viva Florida 500 celebration.

“The new game will help us reach millions of Floridians and visitors alike and teach them something about Florida’s history and culture,” Detzner said.




Reach Jim Turner at jturner@sunshinestatenews.com or at (772) 215-9889.