Inspire players to let their imaginations run wild.

Core principles

To bring the EuroMillions identity to life, there are a few simple principles to follow.

All TNL imagery must...

01

Capture moments of joy that feel candid and fully in the moment, never staged. And always feature a mixture of sexes, ethnicities and ages over 25.

02

All imagery should feel bright, colourful and full of optimism – using
natural light whenever possible.

03

Less is more, so keep imagery simple with an obvious focal point

All EuroMillions imagery must...

04

Use game yellow throughout – from pops of colour in clothing and props, to full-bleed backgrounds – to aid navigation and bring Euromillions to life.

05

Imagery should evoke out-of-this-world excitement and possibilities. We do this in a few ways. Aspirational places. Abundant objects. People with larger-than-life reactions. And low-camera angles that make anything feel epic.

06

The people we feature are experiencing extreme emotions and glamorous, larger-than-life environments. But despite this, the actual people themselves should still feel real and relatable. We want people to be able to imagine themselves in their shoes - no matter how glitzy the shoes.

What to photograph

Imagery that feels escapist, highly aspirational and larger-than-life – just like our jackpots. For instance, we freely use global locations, evocative of the lifestyles our winners have. But whilst we’re not afraid to show off and be a little flashy, Euromillions should never feel snooty or elitist.

The visuals below are intended to be inspirational, rather than instructive. Images shown are not for external publication.