Ascot repositions as destination brand

The Clearing has rebranded Ascot and looked to strengthen its brand impact so that it stands apart from calendar event Royal Ascot.


Ascot has been rebranded by The Clearing, which has sought to make the racecourse a destination brand in a bid to stop regular race meetings being overshadowed by flagship event Royal Ascot.

Although Ascot attracts high profile horses and jockeys it hasn’t been making inroads into the consumer leisure market, according to The Clearing.

Adaptable identity

The consultancy has responded to this challenge by making an adaptable identity.

The Clearing design director Sam Wall says: “The logos now work more cleanly and easily for digital and print. As part of this, the shared crown symbol was re-crafted in a way that still retains its regal heritage.”

Colours, fonts, image style and photography, and graphic patterns have all been updated as part of the overhaul.

“The Ascot blue is now a deeper shade, with an entirely new secondary palette to create energy and depth. Royal Ascot now uses gold as the lead colour, with a premium cream that acts as a canvas,” says Wall.

Richer and more elegant

The primary font for Ascot is a sans serif, with a serif secondary font. For Royal Ascot, the serif takes precedence, to reflect the race meeting’s heritage.

Both now share a new style of imagery that’s “altogether richer, elegant and more sophisticated,” says Wall, who adds: “This richness runs all the way through the physical collateral, from the quality of paper stock to details like foiling and spot varnishing.”

A new tone of voice has been developed around the history and heritage of the racecourse. Storytelling is used to show how a day at Ascot is unique, according to the consultancy.

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