Raymond Loewy redesigned the Lucky Strike cigarette packaging and logo in 1940 on a $50,000 bet that he could increase sales simply through redesign. He focused on simplicity, changing the background to white and placing the logo on both sides of the packaging to reduce costs and increase brand exposure. The new minimalist design proved highly memorable and successful, winning Loewy the bet and significantly boosting Lucky Strike's profits. Famous logos tend to be both distinctive and simple, using limited colors and fonts to achieve maximum recognizability.