London-based studio The Clearing creates new identity for Ascot racecourse

The Clearing has created a new visual identity for British racecourse Ascot. The new system aims to create one cohesive brand to celebrate the luxury Royal Ascot event in the summer, as well as its regular race meetings throughout the year.

Sam Wall, design director at The Clearing says: “We started by making the logos feel more considered; they 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.”

Using the history of the racecourse in its storytelling, The Clearing has also redefined colours, fonts, image style and introduced a new graphic pattern. “The new complementary system continues through the rest of the identity,” says Sam. The traditional Ascot blue is now a deeper shade and secondary palettes of gold and cream have been introduced. The primary font for Ascot is a more contemporary sans serif, with a serif secondary font.

The new elements of the identity are set to be rolled out over the next 18 months.