Ascot racecourse has undergone a rebrand to better communicate it's year-long events programme that typically becomes over shadowed by flagship event Royal Ascot.
The new identity, designed by The Clearing, aims to over come the fact that the brand was struggling to make inroads into the consumer leisure market, and attract new commercial partners, encourage more frequent visitation, and create a leisure destination.
According to the agency, the new brand is centred on a new promise called 'Raise the Standard' and juxtaposes a classic colour palette with a graphic pattern inspired by racing silks. Meanwhile, a new tone of voice uses storytelling to convey the history and heritage of the racecourse.
Juliet Slot, commercial director of Ascot said: "We are looking forward to introducing our new brand. The Clearing worked with our unique group of stakeholders, including our guests, to help us define a new brand hierarchy. One where our lead brand, Ascot, and flagship event, Royal Ascot, share aspirational values and elegant design assets. We now have a strong foundation on which to build an elegant and exciting year-round customer experience.”