The audio identity of FDJ, the French Lottery, is iconic

Hear the FDJ identity


FDJ, the French national lottery, was facing a flood of new competitors. To reinforce its leadership position, the brand needed to stand out and be understood.


The new audio identity of Française des Jeux (FDJ) is assertive, positive, and fun. The violin, guitar, rhythmic piano and percussion express the joy of life, humor and good nature of FDJ.

The unique, proprietary sound, enhanced FDJ’s leadership status and established the FDJ audio brand as one of the most recognizable in France.


According to a survey by Opinion Way (November 2016), 84% of participants remember hearing the FDJ audio logo, compared to 33% for McDonald’s. And over 70% agree that it is a dynamic, happy and optimistic audio logo.

“Our new audio logo surprised many people.

Its association with our brand makes our image stronger thanks to its personality and originality.
As soon as you hear the first notes, FDJ and its imagery come to mind. It creates impact but also enriches the brand.”

Patrick Buffard
Director General of Marketing, Commerce and Digital

Hear the FDJ audio identity


Your audio strategy starts here

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