New Logo and Identity for Cheltenham Festival by Thisaway

Dating back to sometime in the 1800s — I found conflicting timelines so was not able to pinpoint an exact year — the Cheltenham Festival is a horse racing event that takes place in Cheltenham in Gloucestershire, England, and is widely considered the pinnacle of the jump racing season. Part of The Jockey Club (Reviewed last month) since 1964, the festival takes place over four days with 28 races total, including 14 Grade One races, with each day featuring a championship race and culminating on the Cheltenham Gold Cup. The average attendance over the four days is 65,000 and is considered one of the most effusive racing events for its atmosphere — notable is the “Cheltenham roar”, a cry made by the thousands of racing betting fans in the grandstands when the starter raises the tape for the fi