49’s Ltd Brand Manual Brand Guidelines - HandelGothic

8/9/2019 49s Ltd Brand Manual Brand Guidelines - HandelGothic

1/48

49s Ltd Brand Manual


2/48

Introduction

This Manual been produced to assist you in the reproduction of the logos in the49s 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.

If you have any queries, please do not hesitate to contact us:

49s Ltd

Regency House 1-4 Warwick Street London W1B 5LT

T 020 7734 4901

W www.49s.co.uk

F 020 7734 4994

E [email protected]



3/48

49s LtdBrand Manual

Contents

Section 1

49s Ltd

49s

Irish Lotto Bet

Rapido

Virtual Racing

01

02

Who we are

Brand architecture

Section 2Our brands

03

04

05

0607

08

09

10

Our product

Our audience and personality

How we look:

At a glance

Our logoColour reproduction

Exclusion zone and minimum size

What not to do

Campaign material

19

20

21

2223

24

25

26

27

Rapido: our product

Heads or Tails: our product


How we look:

At a glanceOur logo

Colour reproduction


What not to do

Campaign material

11

12

13

14

15

16

17

18

Our product


How we look:

At a glance

Our logo

Colour reproduction


What not to do

Campaign material

28

29

30

31

32

33

34

35

36

Our product


How we look:

At a glance

Our logo

Colour reproduction


What not to do VHR and VGR

Campaign material:

Virtual Horse and Greyhound RacingCampaign material: combined material

Section 3

Appendices

37

38

Appendix 1: 49s Ltd chronology

Appendix 2: useful contact details


4/48

Section 149s Ltd


5/48

49s Ltd is the betting industry organisation responsible for supplying Fixed OddsNumbers 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 allmarketing materials must be relevant to the whole industry.

A short chronology of 49s Ltd can be found in Appendix I.

49s LtdBrand Manual

Who we are 01


6/48

49s LtdBrand Manual

Brand architecture 02

49s Ltd

Numbers betting Virtual racing


7/48

Section 2Our brands


8/48


49s


9/48

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.

TerminologyA common mistake is to confuse 49s Ltd (the company)

and 49s (the product). The product should NOT bedescribed as 49ers.

How much can I win?

49s LtdBrand Manual

49s: our product 03

Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on 49s can be promoted nationally. This is becausereturns on the four and five number bets exceed the payout levels of some bookmakers.

Numbers selected

and matched

1

2

3

45

6 number draw

7

54

601

7,200125,000

7 number draw

(including Booster Ball)

6

39

330

3,80040,000


10/48

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 betsstruck on 49s are for the three number draw.

*Source 49s Ltd U&A Survey 2005

PersonalityBeing the longest established brand, 49s is very familiar to regularbetting shop customers and with its Lotto type format, is viewed

as easy to play. It is seen as credible and offers better value thanother Lotteries. The Betting Mans Lottery.

USP

Pick 3 Match 3 Win 601*

*For a 1 stake

49s LtdBrand Manual

49s: our audience and personality 04


11/48

49s LtdBrand Manual

How we look: at a glance 05

Helvetica Extra CompressedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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 createdfrom specially drawn letterforms and must endorse each item of communication. The logotype and the straplinemust always be reproduced from the master artwork and must never be redrawn or modified. Inconsistent useof the logotype will lessen the impact and recognition of the 49s product. The Booster logo only tends to beused with on-screen presentations and on betting slips. If you wish to use this logo in any other capacity pleasecontact 49's Ltd (see Appendix 2).

49s Orange

PANTONE Orange 021

#FF6600

R.255 G.102 B.000

49s Blue

PANTONE 301

#006699

R.000 G.102 B.153

Black

TypographyThe primary corporate font is Helvetica Extra Compressed. It has beenchosen for its simple and contemporary style. Helvetica Extra Compressedshould be used for all our print communication.

ColoursThe colours illustrated opposite are used to create our brand identity:49s Orange, 49s Blue and black. This colour palette can also be usedto colour headlines and body copy within our print communication.TheCMYK percentages for 49s Orange and 49s Blue are the preferredpercentages and do not match the percentages for the PANTONEcolours quoted.

PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system. PANTONE is a registered

trademark of Pantone, Inc.


12/48

49s LtdBrand Manual

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.

How we look: our logo 06

49s logotype with strapline on an orangebackground. Please note the colour of the dropshadow prints as a darker tint of the orangebackground, which is different to when printedon a white background. Be sure to use thecorrect version of the master artwork.

49s logotype with strapline on a white background.Please note the drop shadow appears in greyscalewhen printed on a white background. Be sure touse the correct version of the master artwork.

Black and white 49s logotype with strapline on agreyscale background. Please note the tint valueof the drop shadow to the strapline differs to whenprinted on a white background.

Black and white 49s logotype with strapline on awhite background. Please note the tint value of thedrop shadow to the strapline differs to when printedon a greyscale background.


13/48

49s LtdBrand Manual

How we look: colour reproduction 07

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 mustnever 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

When printing on a photographic background thelogotype should be placed on a clear sympatheticarea of the image.


14/48

49s LtdBrand Manual

How we look: exclusion zone and minimum size 08

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 belowby the blue keyline. It is calculated using the x height of the letterform s taken from the 49s logotype.

Minimum size

The minimum size for reproducing the 49s

logotype without a strapline is 15mm.

15mmx x

x x

xx is equal to the heightof the letterform s

x x

x x

xx is equal to the heightof the letterform s

Minimum size

The minimum size for reproducing the49s logotype with a strapline is 20mm.

20mm


15/48


16/48


Campaign material 10

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.

All campaign materials should include the following:

Our URL: www.49s.co.uk

The USP Pick 3 Match 3 Win 601*

The 49s Logo should be accompanied by the R symbol

indicating that it is a protected trademark.

The 49s logo and the strapline The Twice Daily Draw

Telephone results line 08718 778899

PANTONE Orange 021 should be a predominant colour


17/48


Irish Lotto Bet


18/48


What is it?

The Irish Lotto Bet is based on the outcome of the Irish National Lotto which is drawn in Ireland every Wednesdayand Saturday and shown on RTE. There are three draws each evening, a Main, 2nd and 3rd draw. Six Balls plusa 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 productThe 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 whenthe product is described more than once in certain marketing material e.g. staff communications.

How much can I win?

Irish Lotto B et: our produ ct 11

Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on the Irish Lotto Bet can be promoted nationally. Thisis because returns on the four and five number bets exceed the payout levels of some bookmakers.

Numbers selected

and matched

1

2

3

4

5

6 number draw

6

42

501

4,096

44,371

7 number draw

(including Bonus Ball)

5

30

216

1,785

16,807


19/48


Target audience

National Lottery players, non-regular betting shop customers, bias towards the older customer 53% are over55. The product has the highest proportion of female customers of all the 49s brands (22%)*.


PersonalityThe 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.

USPPick 3 Match 3 Win 501*

*For a 1 stake

Irish Lotto B et: our audi ence and p ersonality 12


20/48


How we look: at a gl ance 13

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 fromspecially drawn letterforms and must endorse each item of communication. The logotype must always bereproduced 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.

AG Old Face BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Irish Lotto Bet Green

PANTONE 355

C.100 M.0 Y.91 K.6

#009966 R.000 G.153 B.102

Irish Lotto Bet Purple

PANTONE 2685

C.100 M.94 Y.0 K.0

#660099 R.102 G.000 B.153

Irish Lotto Bet Yellow

PANTONE 116

C.0 M.15 Y.94 K.0

#FFCC00 R.255 G.204 B.0

Irish Lotto Bet Orange

PANTONE 165

C.0 M.60 Y.100 K.0

#FF6600 R.255 G.102 B.0

ColoursThe colours illustrated opposite are used to create our brandidentity: Irish Lotto Bet Green and Purple. This colour palettecan also be used to colour headlines and body copy within ourprint communication. Irish Lotto Yellow and Orange are to beused as highlight colours within a design layout.The CMYKpercentages for Irish Lotto Green, Purple, Yellow and Orangeare the preferred percentages and do not match the percentagesfor the PANTONE colours quoted.

Typography

The primary corporate font is AG Old Face Bold. It has beenchosen for its simple and contemporary style. AG Old FaceBold should be used for all our print communication.

PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system.

PANTONE is a registered trademark of Pantone, Inc.


21/48



Illustrated below are the permitted versions of the Irish Lotto Bet brand identity.

The full colour brand identity can either be reproduced on a whitebackground or reversed out of a purple background when awhite keyline is used around the logotype.

The greyscale brand identity can either be reproduced on a whitebackground or reversed out of a black background when a whitekeyline is used around the logotype.

A single colour brand identity can either be reproduced on a whitebackground or reversed out of a green background when a whitekeyline is used around the logotype. Green is the only permittedcolourway for a single version.


22/48


How we look: colour reprod uction 15

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 printingis not available our logotype can be printed as a single colour green version. The logotype must never be placedon top of a coloured (other than those specified) or textured background.

When printing on a photographic background the logotype shouldbe placed on a clear sympathetic area of the image.

Irish Lotto Bet Green

PANTONE 355

C.100 M.0 Y.91 K.6

#009966 R.000 G.153 B.102

Irish Lotto Bet Purple

PANTONE 2685C.100 M.94 Y.0 K.0

#660099 R.102 G.000 B.153

Irish Lotto Bet Yellow

PANTONE 116

C.0 M.15 Y.94 K.0

#FFCC00 R.255 G.204 B.0

Irish Lotto Bet Orange

PANTONE 165

C.0 M.60 Y.100 K.0

#FF6600 R.255 G.102 B.0


23/48


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.


How we look: exclusion zone and minim um size 16

Minimum size

The minimum size for reproducing the Irish

Lotto Bet logotype is 20mm.

x is equal to the height

of the letterform I

20mmx

x

x

x

x


24/48


How we look: what not to do 17

Never change the colours of the logo in full colourreproduction.

Never change the colour of the logo to a single colourreproduction other than Irish Lotto Bet Green or Black.

Never change the size of any element within thelogotype design.

Never place typography across the logotype. Never place the logo on a confusing or contrastingbackground.

Never distort or redraw the logo in any way.


25/48


Campaign materials 18

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.


Please note, the Lucky Numbers logo is used in

exactly the same way as the Irish Lotto Bet logo with

the same guidelines applying throughout.

The Irish Lotto Bet logo(include R symbol or TM if using the lucky Numbers logo)

Purple and Green should be predominant colours


26/48


Rapido


27/48


What is it?

Rapido is a fast action numbers draw based on an internationally known game formatcalled 'Keno' in which 20 numbers are drawn from 80. The number of draws broadcaston 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 matchedeg a customer betting on 5 numbers and matching 4 of them still wins 20.* Bookmakers payouts vary

How much can I win?

Rapi do: our product 19

Above returns are for a 1 stake and are inclusive of this stake. The shaded area indicates the extent to which the payouts on Rapido can be promoted nationally.This is because returns on some of the higher selections exceed the payout levels of some bookmakers.

Numbers correct

0

1

2

3

4

5

6

7

8

9

10

Numbers selected

1

3.25

2

13

3

1

45

4

1

8

64

5

2

20

540

6

1

7

80

1,250

7

2

20

400

6,400

8

1

1

6

50

1,600

24,000

9

1

4

25

250

6,400

64,000

10

1

4

20

80

400

8,000

80,000


28/48


29/48


Target audience

Regular betting shop customers, daily race by race customers. Male (90%*)*Source 49s Ltd U&A Survey 2005

PersonalityRapido is a spontaneous fast and frequent numbers event. It is seen asoffering good value for money as more numbers are involved.

USP

The Rapido USP is essentially the Heads or Tails bet.

Our audience and pe rsonality 21


30/48



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. Ourbrand 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.

Rapido Blue

PANTONE 2945

C.100 M.72 Y.0 K.20

Rapido Red

PANTONE 032

C.100 M.100 Y.0 K.0

Rapido Yellow

PANTONE 604

C.8 M.100 Y.0 K.0

Black

#006699

R.0 G.102 B.153

#FF3333

R.255 G.51 B.51

#FFFF33

R.255 G.255 B.51

TypographyThe primary corporate font for both Rapido and Heads or Tails is Handel Gothic. It has been chosen for itssimple and contemporary style. Handel Gothic should be used for all our print communication.

ColoursThe colours illustrated above are used to create our brand identity: Rapido Red, Blue, Yellow andBlack. This colour palette can also be used to colour headlines and body copy within our printcommunication. The CMYK percentages for Rapido Red, Blue and Yellow are the preferredpercentages 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.


31/48



Illustrated below are the permitted versions of the Rapido and Heads or Tails brand identitiy.

The full colour Heads or Tails brand identity caneither be printed on a white or yellow background.

The full colour Rapido brand identity can eitherbe printed on a white background or its ownproperty background.

The full colour Rapido brand identity can either beprinted on its own property background oralternatively a white background.

The greyscale Heads or Tails brand identity caneither be printed on a white or greyscale background.

The greyscale Rapido brand identity can either beprinted on a white background or its own propertybackground.

The greyscale Rapido brand identity can either beprinted on its own property background oralternatively a white background.

The full colour Heads or Tails brand identity caneither be printed on a white or yellow background.

The greyscale Heads or Tails brand identity caneither be printed on a white or greyscale background.


32/48


How we look: colour reprod uction 24

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 photographicbackground. The Heads or Tails logotype can be printed on a yellow or white background or if required aphotographic background. The logotypes must never be placed on top of a coloured (other than those specified)or textured background.

Rapido Blue

PANTONE 2945

C.100 M.72 Y.0 K.20

Rapido Red

PANTONE 032C.100 M.100 Y.0 K.0

Rapido Yellow

PANTONE 604

C.8 M.100 Y.0 K.0

Black

When printing either Heads or Tails and Rapido ona photographic background the logotypes shouldbe placed on a clear sympathetic area of the image.

#006699

R.0 G.102 B.153

#FF3333

R.255 G.51 B.51

#FFFF33

R.255 G.255 B.51


33/48

x x


graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown belowby 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 is equal to the heightof the central elipsex

x

x

x

x

x is equal to one third

of the overall heightx

x x

Minimum size

The minimum size for reproducing

the Head or Tails logotype is 15mm

15mm

Minimum size

The minimum size for reproducing

the Rapido logotype with a strapline

is 25mm and without is 15mm.

15mm25mm


34/48


How we look: what not to do 26

Never place the logo on a confusing or contrastingbackground.


Never change the colour of the logo to a single colourreproduction.


Never place typography across the logotype. Never distort or redraw the logo in any way.

THE BOOKMAKERS

CHOICE


35/48


Campaign material 27

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.

All Rapido campaign materials

should include the following:Heads or tails specific promotion

should include the following:

The Rapido logo with the straplineMore Wins More Often(including the R symbol)

The Heads or Tails logo. The Rapido logoshould not be used in this instance

Reference to Heads or Tails including logo

Use of property where possible

The colour palette of red/black/yellowshould be used

Our URL: www.49s.co.uk

The strapline Double your Money


36/48


Virtual Racing


37/48


Virtual Raci ng: our product 28

Product

Virtual Racing is a computer generated presentation of a randomnumber draw in which each number is represented by a differenthorse or greyhound. The first number generated decides which

runner wins the race, followed by which ones are placed and therest of the finishing order. All runners have fixed odds which reflecttheir chance of winning. The races are broadcast daily on SIS in realtime and with live commentary. There are 3 Virtual Horse Racingtracks 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 andBrushwood (hurdles) also broadcast on alternate days.

Betting

The runners are printed in the Betting Shop Display Sheet versionof the Racing Post which is displayed in betting shops and customerscan bet on each race as they do on real horse racing or real greyhound

racing.

Terminology

Virtual Horse Racing and Virtual Greyhound Racing are occasionallyshortened to VHR and VGR respectively in certain marketing materiale.g. staff communications.


38/48


Virtual Ra cing: our audienc e 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*.


PersonalityAn 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.


39/48

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 createdfrom 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.



Theres nothing virtual about a winner

Akidenz Grotesk Bold Italic

ABCDEFGHIJKLMNOPQRSTUabcdefghijklmnopqrstuvwxyz1234567890

TypographyThe primary corporate font is Akidenz Grotesk Bold Italic. It has

been chosen for its simple and contemporary style. AkidenzGrotesk Bold Italic should be used for all our print communication.

ColoursThe colours illustrated opposite and their respective tints illustratedbelow are used to create our brand identity: Virtual Racing Green,Red and Brown. This colour palette can also be used to colourheadlines and body copy within our print communication.TheCMYK percentages for Virtual Racing Green and Red are thepreferred percentages and do not match the percentages forthe PANTONE colours quoted.

PANTONE MATCHING SYSTEM is a worldwide, recognised colour selection system.PANTONE is a registered trademark of Pantone, Inc.

Virtual Racing Green

PANTONE 363C.76 M.0 Y.100 K.23 #339933R.51 G.153 B.51

Virtual Racing Red

PANTONE 1805

C.0 M.91 Y.100 K.23

#CC3333

R.204 G.51 B.51

Virtual Racing Brown

PANTONE 478

C: 70 M 90 Y 100 K 0

#663333

R.102 G.51 B.51

20%

20%

40%


40/48



Illustrated below are the permitted versions of the Virtual Racing brand identities.

Virtual Horse Racing logotype is always reproducedin full colour and appears on a white background.

Virtual Greyhound Racing logotype is always reproducedin full colour and appears on a white background.

A greyscale version of the Virtual Horse Racing logotype ispermitted and is always to appear on a white background.

A greyscale version of the Virtual Greyhound Racing logotypeis permitted and is always to appear on a white background.


41/48


How we look: colour re production 32

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

Virtual Racing Brown

PANTONE 478

C: 70 M 90 Y 100 K 0

#663333

R.102 G.51 B.51

Virtual Racing Red

PANTONE 1805

C.0 M.91 Y.100 K.23

#CC3333

R.204 G.51 B.51

Virtual Racing Green

PANTONE 363

C.76 M.0 Y.100 K.23

#339933

R.51 G.153 B.51


42/48



graphical elements or images to encroach into this area. The minimum logotype exclusion area is shown belowby the blue keyline. It is calculated using the x height of the letterform V taken from the Virtual GreyhoundRacing logotype.

x is equal to half the length of the HORSE RACING

Minimum size

The minimum size for reproducing theVirtual Horse Racing logotype is 16mm.

Minimum size

The minimum size for reproducing theVirtual Greyhound Racing logotype is 16mm.

49s Ltd Br a nd Ma nua l

x is equal to half the length of the GREYHOUND RACING

16mm 16mm

x x

xx

x x

xx


43/48


How we look: what not to do VHR and VGR 34


Never change the colour of the logo to a singlecolour reproduction.


Never place typography across the logotype. Never place the logo on a coloured background unlessit is one of the specified tints.

Never distort or redraw the logo in any way.

THE BOOKMAKERS CHOICE


44/48


Cam paign m aterials: Virtual Horse and Greyhound R acing 35


been used: logotype, colour and typeface in a strong creative solution. See overleaf on page 40 formandatories to be included on Virtual Racing combined material.

Virtual Greyhound Racing logo


Virtual Horse Racing logo

The straplineTheres Nothing Virtual About a Winner

The strapline

Theres Nothing Virtual About a Winner


45/48


Cam paign materials: combined m aterial 36


been used: logotype, colour and typeface in a strong creative solution.


Virtual Greyhound Racing &

Virtual Horse Racing logos

The strapline

Theres Nothing Virtual About a Winner


46/48


47/48


December 1996

June 1998August 1999

September 1999

April 2000

May 2001

September 2001

May 2002

June 2002

November 2002

May 2003

December 2003

Appendix 1: 49s Ltd chronology 37

49s Ltd formed. 49s Bet Launched

Introduction of new numbers bet Magic NumbersRapido replaces Magic Numbers Bet

Prevented from taking bets on the UK National Lottery, agreement was reached for all

UK Bookmakers to promote a generic Irish Lottery Bet brand

Commencement of the first 1m Irish Lottery Bet Campaign across the industry

Introduction of Hatrick

Betting Tax abolished (some new odds on 49s and Rapido introduced as a result)

Withdrawal of Hatrick and launch of firstVirtual Horse Racing track Portman Park

Irish Lottery Bet becomes Irish Lotto Bet

Steepledowns Virtual Horse Racing jumps track launched

Virtual Greyhound Racing launched Millersfield

Second VGR hurdles track launched Brushwood

February 2005

April 2005

January 2006

New graphics launched for virtual Horse Racing

Sprint Valley - New virtual Horse Racing track landed.

Industry standard change in payouts on 49s (from 560 to 601) and on Irish Lotto

December 2006 49s is 10 years oldBet (from 460 to 501)


48/48

Documents

49’s Ltd Brand Manual Brand Guidelines - HandelGothic