UK Tote Group reveals new brand identity

The UK Tote Group has unveiled a new brand identity for the Tote, with the new look designed to reimagine the 91-year-old product for the modern era.

According to group CMO Rob Painter, the new identity in traditional red aims to be “bold and simple” with the plus style ‘t’s’ illustrating the added value and togetherness that customers experience with pool betting.

“A new look is important, but we are really looking forward to creating new, exciting experiences for customers of the new Tote,” Painter said.

The overhaul was announced yesterday alongside the relaunch of Tote Ten to Follow, which ask punters to select 10 horses for the National Hunt season.

Horses accumulate points throughout the year, with the stable with the most points at the end of the season winning a top prize of at least £175,000.

The relaunch is the first development announced by the UK Tote Group since the company took full ownership of the Tote last month.

The group said a new Tote website will be live before the end of the year.

Mark Kemp, UK Tote MD, said: “Last year, through the Tote Town Hall, with customers and racing enthusiasts’ feedback, we heard a clear message that people would love to see the return of Tote Ten to Follow.

“We listened and are delighted to soon bring back Tote Ten to Follow in a modern digital format with the new Tote brand.”