Bringing all of these assets together is the British-American fantasy media branding umbrella The Wizarding World (opens in new tab) (originally known as J.K. And somehow she also found the time to oversee the Fantastic Beasts spin-off movies.Īll of this means that Harry Potter is more than just a series of books, it's a bonafide brand. As well as writing some of the best-selling books in history, she's also responsible for getting a whole generation of children into reading. It's been a busy couple of decades for J.K. Remember, you've got to be in it to win it. The dotted eyes and simple, smiling mouth of the palm take on an almost emoji-like quality. An update by Landor (opens in new tab) a few years later turned the shape of the fingernails into a more expressive and excited pair of eyes.Īnd with the latest version created by Wolff Olins (opens in new tab) in 2015 (above) the motif has been made more obvious than ever. Originally designed by Saatch & Saatchi (opens in new tab), the 'fingers crossed' logo subtly suggested a pair of eyes and a mouth, although you could argue that this was more by coincidence than design. The logo has been doing this since The National Lottery began over two decades ago, but newer versions have made the hidden imagery a bit more obvious. It does this by turning the fingers and curve of the palm into a smiley face. However, if you look a little closer it also suggests the happiness that comes with winning a sack full of cash, or even just a tenner. Summing up all the hope that comes with entering, the 'crossed fingers' logo has been used in various iterations since The National Lottery was introduced by Camelot in 1994. The logo for The National Lottery has one of those Easter eggs where, once you've seen it, you can't un-see it. Who wouldn't be happy to win the lottery?
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