Academic journal article International Journal of Sports Marketing & Sponsorship

New Colours for Horserace Media-Right Consortium. (Company Round-Up)

Academic journal article International Journal of Sports Marketing & Sponsorship

New Colours for Horserace Media-Right Consortium. (Company Round-Up)

Article excerpt

Horseracing's most powerful media-right consortium, involving BskyB, Channel 4 and Arena Leisure, has unveiled its new company name and brand identity - At the Races.

Under Christopher Stoddart's instruction, a team was recruited to investigate the Go Racing brand. In April 2001, a brief was extended to various design agencies requesting a fresh brand to reflect elements of trust, excitement and contemporaryclassic. Crucially, the functionality and simplicity of the brand in the context of the end-service, which will include Web, TV, iTV, print and mobile-based, was to be integrated into the design process.

Building on a unique cross-media skill-set, Tornado Productions' strategic approach was the deciding factor in the commission, ensuring that the new At the Races identity will seamlessly migrate across all media platforms and take the sport forward.

During an intensive three-month programme, five parallel brands were developed to address the specific needs of the consortium.

Adrian Phillpott, lead designer, explained: "The concepts of contemporary and classic are poles apart. …

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