(Launching 2019) “For anyone who loves the drama and entertainment of sport, Championship Horse Racing’s innovative team-based format makes for compelling and involving viewing. Despite racing’s global appeal, sponsorship participation is not at the same level as in other sports. Which is where we come in. The Series will lead to an evolution in horse racing. We will distance this incredible sport from the public perception that it’s a complicated, elitist recreation inextricably linked to gambling. We will provide a simple, accessible format that’s gripping, thrilling and unmissable. We will let betting take a back seat and incorporate innovative technology and data which will enhance the experience and provide opportunities to interact with fans. We will present horse racing to an entirely new global audience and re-affirm its status as the high profile, much-loved sport it has always been.”
Red Bee (London, UK)
Alongside the distinctive colour palette of black, white and aqua, we created two ownable brand assets: the circle in the logo multiplied by 12 to represent the teams in the competition and the “racing lines”. These devices work together to allow the brand to translate seamlessly across platforms.
Images (opinion after)
Although it’s not spelled out, I am assuming the dot in the logo, when paired with the “r”, is meant to form the head of a horse (with the dot being the eye). If I am assuming correctly, the effect is close to being convincing but also very far — meaning, I get the idea right away but once I try to rationalize it and how it plays in execution it doesn’t quite make sense. If, on the other hand, I am assuming incorrectly and I’m not supposed to be seeing a horse’s head, then I don’t get the purpose of the dot or of the all lowercase approach. Either way, it’s not exactly a pleasing logo. The shapes are clunky, the italic-ness is too emphasized, and the color highlight in the “c” is confusing. The identity expands the one dot into multiple dots and ranges from looking cheesy (as in the stationery) to somewhat convincing (as in the brochure) to almost bad-ass (as in the kit) but overall it’s all a little inconsistent and sort of trying too hard to look exciting. It’s all nearly there but falls short at the stretch.