Ascot is known throughout the world for attracting the finest horses and jockeys, but increasing competition in the consumer leisure market was proving challenging and commercial partners were becoming harder to attract. We were asked to help make clear the distinction between Ascot, the destination, and Royal Ascot, the event. This would raise the profile of their other racedays, and encourage greater year-round visitation. Our brief was to create a truly iconic leisure destination.

The challenge was to create two distinct identity systems with their own unique personalities, but which still shared enough key elements to make the relationship clear. They would feel part of the same family, but the profile of Royal Ascot would no longer overshadow the rest of the Ascot brand. 

Studio —
The Clearing

Role —
Design Director

Featured —
Under Consideration
Design Week
It's Nice That
Computer Arts
The Drum



We defined a new brand positioning and identity for the overall Ascot brand. At its heart lies a new promise: Raise the standard.

The new identity system creates one cohesive destination brand – Ascot – that can flex to deliver a luxury social and sporting event, Royal Ascot. The visual identity is a contemporary take on traditional racing and heritage cues, juxtaposing a classic colour palette with a graphic pattern inspired by racing silks. The new tone of voice uses storytelling to convey the history and heritage of the racecourse, to show how a day at Ascot is unlike any other.