GRAND NATIONAL

Watched by 600 million people across 140 countries, The Grand National is the world’s greatest steeplechase. Following a strategic decision by The Jockey Club to brand its marquee events, the race required an identity that feels as bold and iconic as the occasion itself. 

It’s The Grand National’s excitement and unpredictability that makes it a joy to watch. Any horse can win on the day which is what captivates global viewers from all walks of life. Where other events take pride in their exclusivity, this race revels in its inclusivity. Our brand idea of 'Anyone's Race' perfectly captures the event’s mass appeal and accessibility whilst also celebrating its famous unpredictability.

Visually, we aimed to put the 'Grand' back in The Grand National. Big, bold typography reflects the grand scale of the course and its legendary fences, whilst a bright pastel colour palette complimented by a rich racing green communicates the vibrant, populist nature of the event.

To reflect the endurance, grit and bravery of the race, we developed a range of textures. From mud splats to fir tree debris, the effects work across type and image to create a raw, immersive feel.

The identity was developed with flexibility in mind. Whilst the overall tone of the event is everyman, things like hospitality require a more premium approach. For this we led with the dark green and gold as well as taking further inspiration from the race’s unique fir tree fences.