Stanley Racing brand under starter’s orders

One of the UK’s largest betting shop chains, Stanley Racing, is reviewing its entire brand identity, including its high street look.

The company, which is part of Stanley Leisure and has a 650-strong estate, is looking at its store interiors and exteriors. It may be about to drop “Racing” from its name, as well as introducing a new logo.

NDI Momentum has been working with Stanley Racing for “three or four months” on a review of the store interiors and exteriors, according to NDI business development manager Jonathan Bibby.

At least one other design consultancy will be appointed within two months if rebranding plans go ahead, says Stanley Racing marketing manager Vip Bhatt.

Bhatt adds, “At the moment we are using a flag in-store and may introduce it as a logo. It is an S that takes the shape of a jockey. We are reviewing our options on rebranding the shops and looking at our in-store design and signs.”

Bibby confirms, “We are working on a range of ideas for the redesign of the store interiors and exteriors. It [Stanley Racing] is trying to come up with solutions for relaunching its name on to the high street. Stanley does need to address its look,” he adds.