Lotto Sport Italia is an Italian sports footwear and apparel manufacturer founded in 1973 in Montebelluna, a town in the province of Treviso, by the Caberlotto brothers. The company name derives from the final part of the family surname, and the brand has been identified from its founding by an iconic geometric mark known as the Losanga.[1][2]
Design and History
The original Lotto logo, created in 1973, consisted of two superimposed lozenges, a graphic synthesis of a football pitch and a tennis court, the two sports to which the company’s footwear production was initially directed. The design also highlighted the initial letter “L” of the name, shown upside down. This first brand mark was blue, rendered in lowercase with a serif font.[1]
In 1999, Lotto carried out the first restyling of its logo, handled by the agency Zanon & Partners. The update introduced a white graphic sign on a red square, paired with a more stylized white logotype set inside a black rectangle.[1]
In 2018, for the 45th anniversary of the company’s foundation, the brand underwent another change, becoming more minimal. The graphic sign was confirmed, but the logotype was now rendered in capital letters, entirely in black.[1]
The 2018 update was part of a broader rebranding process that began in late 2015 and was presented to the public in early 2018. This process involved a new brand architecture and the redesign of the logos of the various Lotto sub-brands, all built around the iconic Losanga.[3][4]
Meaning and Symbolism
The Losanga, the brand’s distinctive sign since its foundation, represents a tennis court and a football pitch superimposed, symbolizing passion and competitiveness, as well as fun and style. The company has stated that these values still reflect the spirit of Lotto, captured in the brand’s payoff: “Sportivamente.”[5][6]
The official Lotto history page similarly describes the logo as a tennis field and a football field superimposed, connected by a passion for sports and values such as respect and fair play.[2]
Typography and Design
The 2018 version of the logo uses capital letters for the Lotto wordmark, all in black, while retaining the Losanga graphic sign from earlier iterations.[1] The 1999 restyling, by contrast, featured a white logotype inside a black rectangle alongside a red square containing the white graphic sign.[1]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
