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49's Ltd Brand Manual

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Introduction

This Manual been produced to assist you in the reproduction of the logos in the 49's portfolio. It also includes useful background details on each brand, as well as information about 49's 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: 49's Ltd Regency House 1-4 Warwick Street London W1B 5LT T 020 7734 4901 F 020 7734 4994 E [email protected] W www.49s.co.uk

49's Ltd Brand Manual

Contents

Section 1 49's Ltd 01 Who we are 02 Brand architecture Irish Lotto Bet 11 Our product 12 Our audience and personality How we look: 13 At a glance 14 Our logo 15 Colour reproduction 16 Exclusion zone and minimum size 17 What not to do 18 Campaign material Virtual Racing 28 Our product 29 Our audience and personality How we look: 30 At a glance 31 Our logo 32 Colour reproduction 33 Exclusion zone and minimum size 34 What not to do VHR and VGR 35 Campaign material: Virtual Horse and Greyhound Racing 36 Campaign material: combined material

Section 2 Our brands 49's 03 Our product 04 Our audience and personality How we look: 05 At a glance 06 Our logo 07 Colour reproduction 08 Exclusion zone and minimum size 09 What not to do 10 Campaign material Rapido 19 Rapido: our product 20 Heads or Tails: our product 21 Our audience and personality How we look: 22 At a glance 23 Our logo 24 Colour reproduction 25 Exclusion zone and minimum size 26 What not to do 27 Campaign material

Section 3 Appendices 37 Appendix 1: 49's Ltd chronology 38 Appendix 2: useful contact details

49's Ltd Brand Manual

Section 1

49's Ltd

Who we are

01

49's Ltd is the betting industry organisation responsible for supplying Fixed Odds `Numbers' Betting events to over 9,000 Licensed Betting Shops (LBO's) 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 49's Ltd are 49's, Rapido, Irish Lotto Bet, Virtual Horse Racing and Virtual Greyhound Racing. 49's Ltd is funded by LBO's 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 49's Ltd can be found in Appendix I.

49's Ltd Brand Manual

Brand architecture

02

49's Ltd

Numbers betting Virtual racing

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49's Ltd Brand Manual

Our brands

Section 2

49's

49's Ltd Brand Manual

49's: our product

What is it? 49's 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 49's Ltd (the company) and 49's (the product). The product should NOT be described as 49'ers. How much can I win?

Numbers selected and matched 1 2 3 4 5 6 number draw £7 £54 £601 £7,200 £125,000 7 number draw (including Booster Ball) £6 £39 £330 £3,800 £40,000

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 49's can be promoted nationally. This is because returns on the four and five number bets exceed the payout levels of some bookmakers.

49's Ltd Brand Manual

49's: our audience and personality

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 49's are for the three number draw.

*Source 49's Ltd U&A Survey 2005

04

Personality Being the longest established brand, 49's 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 Man's Lottery'. USP Pick 3 ­ Match 3 ­ Win £601*

*For a £1 stake

49's Ltd Brand Manual

How we look: at a glance

05

The elements below (logotype, strapline, colour and typography) make up the 49's 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 49's 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).

49's Orange PANTONE® Orange 021 #FF6600 R.255 G.102 B.000 49's Blue PANTONE® 301 #006699 R.000 G.102 B.153 Black

Colours The colours illustrated opposite are used to create our brand identity: 49's Orange, 49's Blue and black. This colour palette can also be used to colour headlines and body copy within our print communication.The CMYK percentages for 49's Orange and 49's Blue 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.

Helvetica Extra Compressed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Typography The primary corporate font is Helvetica Extra Compressed. It has been chosen for its simple and contemporary style. Helvetica Extra Compressed should be used for all our print communication.

49's Ltd Brand Manual

How we look: our logo

06

Illustrated below are the permitted versions of the 49's brand identity with strapline. The same set of rules applies to the 49's brand identity without strapline.

49's logotype with strapline on an orange background. Please note the colour of the drop shadow prints as a darker tint of the orange background, which is different to when printed on a white background. Be sure to use the correct version of the master artwork.

49's logotype with strapline on a white background. Please note the drop shadow appears in greyscale when printed on a white background. Be sure to use the correct version of the master artwork.

Black and white 49's logotype with strapline on a greyscale background. Please note the tint value of the drop shadow to the strapline differs to when printed on a white background.

Black and white 49's logotype with strapline on a white background. Please note the tint value of the drop shadow to the strapline differs to when printed on a greyscale background.

49's Ltd Brand Manual

How we look: colour reproduction

07

The 49's 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.

When printing on a photographic background the logotype should be placed on a clear sympathetic area of the image. 49's Orange PANTONE® Orange 021 #FF6600 R.255 G.102 B.000 49's Blue PANTONE® 301 #006699 R.000 G.102 B.153 Black

49's Ltd Brand 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 below by the blue keyline. It is calculated using the `x' height of the letterform `s' taken from the 49's logotype.

x

x x

`x' is equal to the height of the letterform `s'

15mm

Minimum size The minimum size for reproducing the 49's logotype without a strapline is 15mm.

x x

x x x

`x' is equal to the height of the letterform `s' Minimum size The minimum size for reproducing the 49's logotype with a strapline is 20mm.

20mm

x

x

49's Ltd Brand Manual

How we look: what not to do

09

Never change the colour of the logo in full colour reproduction.

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.

Never place typography across the logotype.

Never place the logo on a confusing or contrasting background.

Never distort the logo in any way.

49's Ltd B rand M anual

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:

The USP `Pick 3 ­ Match 3 ­ Win £601*

PANTONE® Orange 021 should be a predominant colour The 49's Logo should be accompanied by the `R' symbol indicating that it is a protected trademark. The 49's logo and the strapline `The Twice Daily Draw' Telephone results line 08718 778899 Our URL: www.49s.co.uk

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Irish Lotto Bet

49's Ltd B rand M anual

Irish Lotto Bet: our product

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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. How much can I win?

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

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. This is because returns on the four and five number bets exceed the payout levels of some bookmakers.

49's Ltd B rand M anual

Irish Lotto Bet: our audience and personality

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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 49's brands (22%)*.

*Source 49's 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 aren't regular betting shop customers. USP Pick 3 ­ Match 3 ­ Win £501*

*For a £1 stake

49's Ltd B rand M anual

How we look: at a glance

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 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.

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 C.0 M.15 Y.94 K.0 #FFCC00 R.255 G.204 B.0 C.0 M.60 Y.100 K.0 #FF6600 R.255 G.102 B.0 Irish Lotto Bet Yellow PANTONE® 116 Irish Lotto Bet Orange PANTONE® 165

AG Old Face Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Colours The colours illustrated opposite are used to create our brand identity: Irish Lotto Bet Green and Purple. This colour palette can also be used to colour headlines and body copy within our print communication. Irish Lotto Yellow and Orange are to be used as highlight colours within a design layout.The CMYK percentages for Irish Lotto Green, Purple, Yellow and Orange are the preferred percentages and do not match the percentages for the PANTONE® colours quoted. Typography The primary corporate font is AG Old Face Bold. It has been chosen for its simple and contemporary style. AG Old Face Bold 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.

49's Ltd B rand M anual

How we look: our logo

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

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

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

A single colour brand identity can either be reproduced on a white background or reversed out of a green background when a white keyline is used around the logotype. Green is the only permitted colourway for a single version. 49's Ltd B rand M anual

How we look: colour reproduction

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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.

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 When printing on a photographic background the logotype should be placed on a clear sympathetic area of the image. C.0 M.15 Y.94 K.0 #FFCC00 R.255 G.204 B.0 C.0 M.60 Y.100 K.0 #FF6600 R.255 G.102 B.0 Irish Lotto Bet Yellow PANTONE® 116 Irish Lotto Bet Orange PANTONE® 165

49's Ltd B rand M anual

How we look: exclusion zone and minimum size

16

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 Bet's logotype.

`x' is equal to the height of the letterform `I'

x x x

x

20mm

x

Minimum size The minimum size for reproducing the Irish Lotto Bet logotype is 20mm.

49's Ltd B rand M anual

How we look: what not to do

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Never change the colours of the logo in full colour reproduction.

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 distort or redraw the logo in any way.

Never place typography across the logotype.

Never place the logo on a confusing or contrasting background.

49's Ltd B rand M anual

Campaign materials

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:

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

18

Purple and Green should be predominant colours

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.

49's Ltd B rand M anual

Rapido

49's Ltd B rand M anual

Rapido: our product

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

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How much can I win?

Numbers correct 0 1 2 3 4 5 6 7 8 9 10

49's Ltd B rand M anual

Numbers selected 1 2 £3.25 £13

3

4

5

6

7

8 £1

9 £1

10 £1

£1 £45

£1 £8 £64

£2 £20 £540

£1 £7 £80 £1,250

£2 £20 £400 £6,400

£1 £6 £50 £1,600 £24,000

£4 £4 £25 £20 £250 £80 £6,400 £400 £64,000 £8,000 £80,000

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.

Heads or Tails: our product

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. How much can I win?

Bet Heads Tails Level

* Returns include £5 stake

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Odds Evens Evens 3/1

*Payout based on £5 stake £10 £10 £20

49's Ltd B rand M anual

Our audience and personality

Target audience Regular betting shop customers, daily race by race customers. Male (90%*)

*Source 49's Ltd U&A Survey 2005

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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.

49's Ltd B rand M anual

How we look: at a glance

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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.

Rapido Blue PANTONE® 2945 C.100 M.72 Y.0 K.20 Rapido Red PANTONE® 032 C.100 M.100 Y.0 K.0

#006699 R.0 G.102 B.153 #FF3333 R.255 G.51 B.51

Rapido Yellow PANTONE® 604 C.8 M.100 Y.0 K.0 Black

#FFFF33 R.255 G.255 B.51

Colours The colours illustrated above are used to create our brand identity: Rapido Red, Blue, Yellow and Black. This colour palette can also be used to colour headlines and body copy within our print 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.

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

49's Ltd B rand M anual

How we look: our logo

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

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

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

The full colour Rapido brand identity can either be printed on a white background or its own property background.

The full colour Rapido brand identity can either be printed on its own property background or alternatively a white background.

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

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

The greyscale Rapido brand identity can either be printed on a white background or its own property background.

The greyscale Rapido brand identity can either be printed on its own property background or alternatively a white background.

49's Ltd B rand M anual

How we look: colour reproduction

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The Heads or Tails, Rapido logotypes and property are reproduced out of four colour process. The Rapido logotype can be printed on it's 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 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

49's Ltd B rand M anual

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

How we look: exclusion zone and minimum size

25

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

`x' is equal to one third of the overall height

x

`x' is equal to the height of the central elipse

x

25mm

x

15mm

x

15mm

x

Minimum size The minimum size for reproducing the Rapido logotype with a strapline is 25mm and without is 15mm.

49's Ltd B rand M anual

Minimum size The minimum size for reproducing the Head or Tails logotype is 15mm

How we look: what not to do

26

Never change the colours of the logo in full colour reproduction.

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

Never change the size of any element within the logotype design.

THE BOOKMAKERS

CHOICE

Never place the logo on a confusing or contrasting background.

Never distort or redraw the logo in any way.

Never place typography across the logotype.

49's Ltd B rand M anual

Campaign material

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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:

The Rapido logo with the strapline `More Wins More Often' (including the `R' symbol) Use of property where possible

Heads or tails specific promotion should include the following:

The strapline `Double your Money'

The colour palette of red/black/yellow should be used The Heads or Tails logo. The Rapido logo should not be used in this instance

Reference to Heads or Tails including logo

Our URL: www.49s.co.uk

49's Ltd B rand M anual

Virtual Racing

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49's Ltd B rand M anual

Virtual Racing: our product

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.

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Virtual Racing: our audience and personality

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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 49's 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.

49's Ltd B rand M anual

How we look: at a glance

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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.

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There's nothing virtual about a winner

20% Virtual Racing Green PANTONE® 363 C.76 M.0 Y.100 K.23 Virtual Racing Red PANTONE® 1805 C.0 M.91 Y.100 K.23 Virtual Racing Brown PANTONE® 478 C: 70 M 90 Y 100 K 0 #339933 R.51 G.153 B.51 #CC3333 R.204 G.51 B.51 #663333 R.102 G.51 B.51 Typography The primary corporate font is Akidenz Grotesk Bold Italic. It has been chosen for its simple and contemporary style. Akidenz Grotesk Bold Italic should be used for all our print communication. Colours The colours illustrated opposite and their respective tints illustrated below are used to create our brand identity: Virtual Racing Green, Red and Brown. This colour palette can also be used to colour headlines and body copy within our print communication.The CMYK percentages for Virtual Racing Green and Red 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.

20%

Akidenz Grotesk Bold Italic ABCDEFGHIJKLMNOPQRSTU abcdefghijklmnopqrstuvwxyz 1234567890

40%

49's Ltd B rand M anual

How we look: our logo

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

®

®

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

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

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

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

49's Ltd B rand M anual

How we look: colour reproduction

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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 Racing Green PANTONE® 363 C.76 M.0 Y.100 K.23 Virtual Racing Red PANTONE® 1805 C.0 M.91 Y.100 K.23

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

#339933 R.51 G.153 B.51

#CC3333 R.204 G.51 B.51

#663333 R.102 G.51 B.51

49's Ltd B rand M anual

How we look: exclusion zone and minimum size

33

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' 16mm

®

`x' is equal to half the length of the `GREYHOUND RACING' 16mm

®

Minimum size The minimum size for reproducing the Virtual Horse Racing logotype is 16mm.

49's Ltd B rand M anual

Minimum size The minimum size for reproducing the Virtual Greyhound Racing logotype is 16mm.

How we look: what not to do VHR and VGR

34

®

® ®

Never change the colours of the logo in full colour reproduction.

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

Never change the size of any element within the logotype design.

THE BOOKMAKERS CHOICE

®

®

®

Never place typography across the logotype.

49's Ltd B rand M anual

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.

Campaign materials: Virtual Horse and Greyhound Racing

35

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:

Virtual Greyhound Racing logo

Virtual Horse Racing logo

The strapline `There's Nothing Virtual About a Winner'

The strapline `There's Nothing Virtual About a Winner'

49's Ltd B rand M anual

Campaign materials: combined material

36

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:

The strapline `There's Nothing Virtual About a Winner

Virtual Greyhound Racing & Virtual Horse Racing logos

49's Ltd B rand M anual

Section 3

Appendices

Appendix 1: 49's Ltd chronology

December 1996 June 1998 August 1999 September 1999 April 2000 May 2001 September 2001 May 2002 June 2002 November 2002 May 2003 December 2003 February 2005 April 2005 January 2006 December 2006

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49's Ltd formed. 49's Bet Launched Introduction of new numbers bet Magic Numbers Rapido 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 49's and Rapido introduced as a result) Withdrawal of Hatrick and launch of first Virtual 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 New graphics launched for virtual Horse Racing Sprint Valley - New virtual Horse Racing track landed. Industry standard change in payouts on 49's (from £560 to £601) and on Irish Lotto Bet (from £460 to £501) 49's is 10 years old

49's Ltd B rand M anual

Appendix 2: useful contact details

49's Ltd Regency House 1-4 Warwick Street London W1B 5LT T 020 7734 4901 F 020 7734 4994 E [email protected] W www.49s.co.uk SIS SIS (Satellite Information Systems) Ltd is responsible for providing data, information and television coverage on horse racing and greyhound racing for the betting shop industry, as well as the broadcast of Fixed Odds Numbers Betting events. It also provides information and interview/previews for the top sporting action around the world, enabling betting shop customers to view a comprehensive daily programme of betting events and opportunities while providing betting shop staff with all relevant results and data. Satellite House 17 Corsham Street London N1 6DR T 020 7253 2232 www.satelliteinfo.co.uk Independent Bookmakers Requiring Display Material If you are an SIS subscriber and require display material to promote any of the 49's products, please call 020 8476 5401. If you have any address changes or additions to your betting shops, please contact 49's Ltd as detailed above. Multiple Bookmakers should obtain 49's Ltd display material from their usual channels.

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Slips 49's Ltd are responsible for maintaining communication to the industry including slip printers requiring odds changes etc. If you require a supply of slips to promote 49's, Irish Lotto Bet or Rapido, these can be obtained from the following printers: Alice Graphics Martin Press Ritchie UK Rosehill Press Super Soccer/Walpoles Tate Consumables Ward Knowles Wheelden Print 0116 277 1808 01708 522 104 01563 528711 01709 377 430 0121 666 4500 01582 586 710 01254 383 335 01274 393 956

Results Results for 49's Ltd product portfolio are available as follows: · At your local Betting Shop · Teletext Channel 4 Page 649* analogue and digital. · Telephone Results Line 08718 778899* (UK only ­ calls cost 10p per minute) · www.49s.co.uk, our website includes details of each of the products · including `How to Play', `Rules' and archive results going back since launch

* Not Rapido

49's Ltd B rand M anual

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