Grand National Is Given A Brand Makeover
The Randox Grand National, has been given a brand makeover for 2022 in a new partnership between The Jockey Club and Thisaway.
The Grand National has previously been branded and promoted using The Jockey Club’s own visual identity. However, this year the iconic horserace will take on a presence of its own to help boost its profile as one of the biggest sporting events of the year.
Bath-based agency Thisaway was tasked with giving the race an identity of its own, coining a bold typographic feel with the aim of reflecting its stature within the world of sport. In addition, the race will carry a bright pastel colour palette complimented by a rich racing green – with the intention that the brighter approach will capture the energy of being at the event and the vibrancy of its host city, Liverpool.
The Jockey Club’s Head of Brand and Marketing, Laura Marchant, said, “Our biggest challenge when creating a standalone brand for The Grand National was balancing the gravitas and epic nature of the race with its populist appeal.
“Thisaway managed to achieve that and more. The brand has got an iconic feel that stills feels warm and welcoming. They have created something that stands out not just in horse racing, but the wider sporting world.”
This year’s race will see 40 runners and riders take part, with the race being shown by 30 different broadcasters in 140 countries around the world. It will even made available in-flight on selected airlines and also on cruise-liners, with 20,000 British troops and personnel serving overseas watching as well.
