New Logo and Identity for Ascot by The Clearing

Established in 1711 by Queen Anne, Ascot is the premier racecourse in the UK, located in Ascot, Berkshire, England, about an hour’s drive from London. The racecourse is part of The Crown Estate and its administration is handled on behalf of the Crown by a representative appointed by the Monarch. It’s most celebrated event is the Royal Ascot (or crazy-hat day) and is the equivalent of the Kentucky Derby + British royalty. Despite hosting one of the highest profile and competitive races in the world, the Ascot racecourse itself hasn’t performed as well the rest of the year, with many race days struggling to fill the grandstand. To help Ascot jockey forward, they have introduced a new identity designed by London-based The Clearing. We defined a new brand positioning and iden