Beruflich Dokumente
Kultur Dokumente
Introduction
This Manual been produced to assist you in the reproduction of the logos in the
49s portfolio. It also includes useful background details on each brand, as well
as information about 49s Ltd and its role within the betting industry.
By adhering to the guidelines contained in this manual, you help us promote a
consistent image across the industry.
Thank you for your involvement in this process.
49s Rapido
49s Ltd is the betting industry organisation responsible for supplying Fixed Odds
Numbers Betting events to over 9,000 Licensed Betting Shops (LBOs) in the
UK and Ireland.
The organisation was formed in 1996 as a direct response to the launch of the
UK National Lottery which started the previous year. The betting industry analysed
the new phenomenon of mass fascination with numbers based betting and a
strategic decision was made to introduce new products and services which
opened up a new betting market for the industry. Current products offered by
49s Ltd are 49s, Rapido, Irish Lotto Bet, Virtual Horse Racing and Virtual Greyhound
Racing.
49s Ltd is funded by LBOs who subscribe to SIS (Satellite Information Systems)
which broadcasts the daily racing programme into their shops. As a result all
marketing materials must be relevant to the whole industry.
A short chronology of 49s Ltd can be found in Appendix I.
49s Ltd Brand Manual
Brand architecture 02
49s Ltd
What is it?
49s is a draw that takes place twice daily (lunchtime
at 12:49 and teatime) on SIS. Six balls plus a Booster
Ball are drawn from balls marked 1-49.
Terminology
A common mistake is to confuse 49s Ltd (the company)
and 49s (the product). The product should NOT be
described as 49ers.
How much can I win?
Target audience
Regular betting shop customers, male 40 yrs 60 yrs+, C2DE*.
68% of customers bet on both draws and more than half of all bets
struck on 49s are for the three number draw.
*Source 49s Ltd U&A Survey 2005
Personality
Being the longest established brand, 49s is very familiar to regular
betting shop customers and with its Lotto type format, is viewed
as easy to play. It is seen as credible and offers better value than
other Lotteries. The Betting Mans Lottery.
USP
Pick 3 Match 3 Win 601*
*For a 1 stake
The elements below (logotype, strapline, colour and typography) make up the 49s brand identity. When used
together, these design elements create a strong and impactful personality. Our brand identity has been created
from specially drawn letterforms and must endorse each item of communication. The logotype and the strapline
must always be reproduced from the master artwork and must never be redrawn or modified. Inconsistent use
of the logotype will lessen the impact and recognition of the 49s product. The Booster logo only tends to be
used with on-screen presentations and on betting slips. If you wish to use this logo in any other capacity please
contact 49's Ltd (see Appendix 2).
49s Orange
Illustrated below are the permitted versions of the 49s brand identity with strapline. The same set of rules applies
to the 49s brand identity without strapline.
49s logotype with strapline on an orange 49s logotype with strapline on a white background. Black and white 49s logotype with strapline on a Black and white 49s logotype with strapline on a
background. Please note the colour of the drop Please note the drop shadow appears in greyscale greyscale background. Please note the tint value white background. Please note the tint value of the
shadow prints as a darker tint of the orange when printed on a white background. Be sure to of the drop shadow to the strapline differs to when drop shadow to the strapline differs to when printed
background, which is different to when printed use the correct version of the master artwork. printed on a white background. on a greyscale background.
on a white background. Be sure to use the
correct version of the master artwork.
The 49s logotype is always printed as special colours never out of four colour process. The logotype can only
be reproduced either on an orange or white background or if required on a photographic background and must
never be placed on top of a coloured (other than those specified) or textured background.
49s Orange
PANTONE Orange 021
#FF6600
R.255 G.102 B.000
49s Blue
PANTONE 301
#006699
R.000 G.102 B.153
Black
The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any
graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below
by the blue keyline. It is calculated using the x height of the letterform s taken from the 49s logotype.
15mm
x x
x x
x x
20mm
Minimum size
The minimum size for reproducing the
49s logotype with a strapline is 20mm.
x x
reproduction.
Never change the colour of the logo in full colour
Apart from black and white reproduction, never change
the colour of the logo to a single colour reproduction.
Never change the size of any element within the
logotype design.
Illustrated below is an example of our print communication. All the design elements of our brand identity have
been used: logotype, colour and typeface in a strong creative solution.
The 49s logo and the strapline The Twice Daily Draw
What is it?
The Irish Lotto Bet is based on the outcome of the Irish National Lotto which is drawn in Ireland every Wednesday
and Saturday and shown on RTE. There are three draws each evening, a Main, 2nd and 3rd draw. Six Balls plus
a Bonus Ball are drawn from balls marked 1-42. The draw is not broadcast on SIS but results are available from
a number of sources (see Useful contact details in Appendix 2). As it would not be appropriate to call the product
The Irish Lotto Bet in Ireland, it is known as Lucky Numbers in both Northern and Southern Ireland.
Terminology
It should not be called Irish Lotto but always Irish Lotto Bet. This differentiates it from the Irish Lotto Draw. Irish
Lotto Bet was known as the Irish Lottery Bet until July 2002. The abbreviation ILB is occasionally used when
the product is described more than once in certain marketing material e.g. staff communications.
Target audience
National Lottery players, non-regular betting shop customers, bias towards the older customer 53% are over
55. The product has the highest proportion of female customers of all the 49s brands (22%)*.
*Source 49s Ltd U&A Survey 2005
Personality
The Irish Lotto Bet is friendly and light-hearted, drawing heavily on its Irishness. It is simple to play and as such
accessible to those who arent regular betting shop customers.
USP
Pick 3 Match 3 Win 501*
*For a 1 stake
The elements below (logotype, colour, typography and strapline) make up the Irish Lotto Bet brand. When used
together, these design elements create a strong and impactful identity. Our brand identity has been created from
specially drawn letterforms and must endorse each item of communication. The logotype must always be
reproduced from the master artwork and must never be redrawn or modified. Inconsistent use of the logotype
will lessen the impact and recognition of the Irish Lotto Bet brand.
Illustrated below are the permitted versions of the Irish Lotto Bet brand identity.
The Irish Lotto Bet and Lucky Numbers logotypes are reproduced out of four colour process and can be either
printed on a purple or white background or if required on a photographic background. When full colour printing
is not available our logotype can be printed as a single colour green version. The logotype must never be placed
on top of a coloured (other than those specified) or textured background.
When printing on a photographic background the logotype should C.0 M.15 Y.94 K.0 Irish Lotto Bet Yellow
be placed on a clear sympathetic area of the image. #FFCC00 R.255 G.204 B.0 PANTONE 116
C.0 M.60 Y.100 K.0 Irish Lotto Bet Orange
#FF6600 R.255 G.102 B.0 PANTONE 165
The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any
graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below
by the blue keyline. It is calculated using the x height of the letterform I taken from the Irish Lotto Bets logotype.
x x 20mm
reproduction.
Never change the colours of the logo in full colour
Never change the colour of the logo to a single colour
reproduction other than Irish Lotto Bet Green or Black.
Never change the size of any element within the
logotype design.
Never place typography across the logotype. Never place the logo on a confusing or contrasting Never distort or redraw the logo in any way.
background.
Illustrated below are two examples of our print communication. All the design elements of our brand identity
have been used: logotype, colour and typeface in a strong creative solution.
All campaign materials should include the following:
What is it?
Rapido is a fast action numbers draw based on an internationally known game format
called 'Keno' in which 20 numbers are drawn from 80. The number of draws broadcast
on SIS varies depending on the daily race programme. Customers can win up to 80,000*
by matching 10 numbers. Payouts vary according to the numbers selected and matched
eg a customer betting on 5 numbers and matching 4 of them still wins 20.
* Bookmakers payouts vary
What is it?
Heads or Tails is an additional bet opportunity introduced on Rapido in March 2002. The
80 number grid of a Rapido draw is divided into 2 sections: 1-40 Heads and 41-80 Tails.
The customer predicts whether 11 or more of the 20 numbers drawn will be a Heads or a
Tails result, or whether 10 numbers will come from each section giving a Level result.
Heads Evens 10
Tails Evens 10
Level 3/1 20
* Returns include 5 stake
Target audience
Regular betting shop customers, daily race by race customers. Male (90%*)
*Source 49s Ltd U&A Survey 2005
Personality
Rapido is a spontaneous fast and frequent numbers event. It is seen as
offering good value for money as more numbers are involved.
USP
The Rapido USP is essentially the Heads or Tails bet.
The elements below (logotype, colour, typography, strapline and property) make up the Rapido (and Heads or
Tails) brand identity. When used together, these design elements create a strong and impactful identity. Our
brand identity has been created from specially drawn letterforms and must endorse each item of communication.
The logotype must always be reproduced from the master artwork and must never be redrawn or modified.
Colours Typography
The colours illustrated above are used to create our brand identity: Rapido Red, Blue, Yellow and The primary corporate font for both Rapido and Heads or Tails is Handel Gothic. It has been chosen for its
Black. This colour palette can also be used to colour headlines and body copy within our print simple and contemporary style. Handel Gothic should be used for all our print communication.
communication. The CMYK percentages for Rapido Red, Blue and Yellow are the preferred
percentages and do not match the percentages for the PANTONE colours quoted.
PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system.
PANTONE is a registered trademark of Pantone, Inc.
Illustrated below are the permitted versions of the Rapido and Heads or Tails brand identitiy.
The full colour Heads or Tails brand identity can The full colour Heads or Tails brand identity can The full colour Rapido brand identity can either The full colour Rapido brand identity can either be
either be printed on a white or yellow background. either be printed on a white or yellow background. be printed on a white background or its own printed on its own property background or
property background. alternatively a white background.
The greyscale Heads or Tails brand identity can The greyscale Heads or Tails brand identity can The greyscale Rapido brand identity can either be The greyscale Rapido brand identity can either be
either be printed on a white or greyscale background. either be printed on a white or greyscale background. printed on a white background or its own property printed on its own property background or
background. alternatively a white background.
The Heads or Tails, Rapido logotypes and property are reproduced out of four colour process. The Rapido
logotype can be printed on its property, a yellow background, white background or if required a photographic
background. The Heads or Tails logotype can be printed on a yellow or white background or if required a
photographic background. The logotypes must never be placed on top of a coloured (other than those specified)
or textured background.
Rapido Blue
PANTONE 2945 #006699
C.100 M.72 Y.0 K.20 R.0 G.102 B.153
Rapido Red
PANTONE 032 #FF3333
C.100 M.100 Y.0 K.0 R.255 G.51 B.51
Rapido Yellow
PANTONE 604 #FFFF33
C.8 M.100 Y.0 K.0 R.255 G.255 B.51
Black
The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any
graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below
by the blue keyline. It is calculated using the x height of the central eliptical shape taken from the Rapido
logotype and in the case of Heads or Tails, one-third of the overall height.
x x x x
x is equal to one third
x of the overall height
x is equal to the height
x of the central elipse
x x x x
25mm 15mm
15mm
Never change the colours of the logo in full colour
Never change the colour of the logo to a single colour
Never change the size of any element within the
reproduction. reproduction. logotype design.
THE BOOKMAKERS
CHOICE
Illustrated below are two examples of our print communication. All the design elements of our brand identity have
been used: logotype, colour, typeface and strapline in a strong creative solution.
Product
Virtual Racing is a computer generated presentation of a random
number draw in which each number is represented by a different
horse or greyhound. The first number generated decides which
runner wins the race, followed by which ones are placed and the
rest of the finishing order. All runners have fixed odds which reflect
their chance of winning. The races are broadcast daily on SIS in real
time and with live commentary. There are 3 Virtual Horse Racing
tracks Portman Park (flat) and Steepledowns (hurdles) which are
broadcast on alternate days and Sprint Valley broadcast everyday.
There are also two Virtual Greyhound Racing tracks Millersfield and
Brushwood (hurdles) also broadcast on alternate days.
Betting
The runners are printed in the Betting Shop Display Sheet version
of the Racing Post which is displayed in betting shops and customers
can bet on each race as they do on real horse racing or real greyhound
racing.
Terminology
Virtual Horse Racing and Virtual Greyhound Racing are occasionally
shortened to VHR and VGR respectively in certain marketing material
e.g. staff communications.
49s Ltd B rand M anual
Virtual Racing: our audience and personality 29
Target audience
Regular betting shop customers, strong male bias (93%) less old profile vs others Numbers Betting players,
(39%) in 35 54 age group*.
*Source 49s Ltd U&A Survey 2005
Personality
An innovative and easy way to bet between races. Computer generated fun close to reality.
USP
All the drama and excitement of the real thing without the form.
The elements below (logotype, colour, typography and strapline) make up the Virtual Racing brand identity. When
used together, these design elements create a strong and impactful identity. Our brand identity has been created
from specially drawn letterforms and must endorse each item of communication. The logotype must always be
reproduced from the master artwork and must never be redrawn or modified.
Illustrated below are the permitted versions of the Virtual Racing brand identities.
Virtual Horse Racing logotype is always reproduced Virtual Greyhound Racing logotype is always reproduced
in full colour and appears on a white background. in full colour and appears on a white background.
A greyscale version of the Virtual Horse Racing logotype is A greyscale version of the Virtual Greyhound Racing logotype
permitted and is always to appear on a white background. is permitted and is always to appear on a white background.
The Virtual Racing logotypes are reproduced out of four colour process. The logotypes must never be placed
on top of a coloured (other than those specified), textured or photographic background.
Virtual Greyhound Racing logotype shown on a 20% background tint of Virtual Racing Green Virtual Greyhound Racing logotype shown on a 40% background tint of Virtual Racing Brown
The exclusion zone has been created to ensure that the logotype has maximum impact. Do not allow any
graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown below
by the blue keyline. It is calculated using the x height of the letterform V taken from the Virtual Greyhound
Racing logotype.
x x x x
x x x x
x is equal to half the length of the HORSE RACING x is equal to half the length of the GREYHOUND RACING
16mm 16mm
reproduction.
Never change the colours of the logo in full colour
Never change the colour of the logo to a single
colour reproduction.
Never change the size of any element within the
logotype design.
Never place typography across the logotype.
Never place the logo on a coloured background unless
it is one of the specified tints.
Never distort or redraw the logo in any way.
Illustrated below is an example of our print communication. All the design elements of our brand identity have
been used: logotype, colour and typeface in a strong creative solution. See overleaf on page 40 for
mandatories to be included on Virtual Racing combined material.
All campaign materials should include the following:
Illustrated below is an example of our print communication. All the design elements of our brand identity have
been used: logotype, colour and typeface in a strong creative solution.
The strapline
Theres Nothing Virtual About a Winner