Caixa Econômica Federal, Brazil's state-owned bank and the operator of the country's federal lotteries, unveiled an update to its visual identity, the first in almost 30 years.
The project keeps the name and the bank's X symbol but redraws the logotype and updates the typography, which now mixes upper and lower case. The blue and orange palette becomes more vibrant, especially for digital channels.
The tagline "Vem realizar" ("Come make it happen") accompanies the change, and communication will use more direct language, with illustrations from artists across Brazil's regions.
Before the decision, The Brazilian National Association of Lottery Retailers had submitted a proposal suggesting the Federal Lottery migrate to a digital operating model.
The company says the redesign covers more than 50 projects under one integrated brand system led by the parent brand. "We want this story to keep making sense for the next generations, keeping its relevance and transforming without losing its essence."
Caixa President Carlos Vieira tied the rebrand to wider changes at the 165-year-old bank, including adding artificial intelligence to its processes, evolving its digital channels and modernizing its branch network.
"Innovation occurs throughout Caixa. The new brand is part of that movement and reflects the bank we are building for the future," he said.
The lotteries are a central part of that public role. In 2025, Caixa's federal lotteries channeled BR12.2bn to social areas, according to its annual lottery report, including renegotiated BR820m in debts.
Social security, culture, health and education also received funds, including unclaimed prizes, which go to the national student financing fund.
Caixa postponed the launch of its own fixed-odds betting platform, a lucky delay as it coincided with the Federal Government's ban on the activity
