Name: Character
Price range: $

Reimagining the sport of kings and queens.

The track

No American sporting venue carries as much history as 1 1/4 mile ovals. For nearly as long as we’ve been a nation, horse racing has been embedded in the heart of our sporting landscape, birthing and growing a rich world of race-day culture unlike any other. But as time has passed, the 200 years of tradition that separate the sport have begun to separate people. The Stronach Group, a leading name in America’s oldest sport, partnered with us to become 1/ST—to lead the old-school legacy of horse racing into the world of today.

Brand Positioning
Naming
Nomenclature
Visual Identity
Verbal Identity
Photography Art Direction
Illustration
Motion Design
Brand System Guidelines
Website Design & Copy
Environmental Design
Print Collateral
Campaign

1/ST things first

Transparency is the future of horse racing. This conviction anchored our work, and opened the door to the name—a moniker that demands that the horse comes first, encourages a competitive spirit, and even nods to The Stronach Group heritage at the heart of sport.

“The sport of horse racing is the last great sporting legacy platform to be modernized”

Belinda Stronach
Chairman and President, 1/ST and The Stronach Group

An eye into the future

Using this belief as a guide, we took the stigmatized and turned it into accountability. Made the complex simple. Embraced the many idiosyncrasies of the track and built something cohesive with the many patterns and pieces. United the worlds of sport and entertainment. Made horse racing something for a new generation of fans. Accessible. Exciting. Transparent.

Everything rooted in racing, all with an eye on the future.

We developed a dynamic visual vocabulary inspired by the geometry of racing for four iconic venues.

Maryland
Jockey Club

Rally on red

Maryland Jockey Club is home to the legendary Preakness Stakes. It embraces the vivid color of Maryland’s local culture as well as the historic bloodlines of champions who have built our heritage and continue to push the sport forward.

“The vision was a clash of tradition with the new”

Virgilio Santos
Principal, Creative Director

No media present

Golden Gate
Fields

Gold from the gate

Golden Gate Fields represents the longevity, authentic tradition, and genuine respite in a metropolis undergoing constant modernization.

“Each venue identity is inspired by its city's culture and the geography of its surroundings”

Manuel Dilone
Principal, Creative Director

1/ST BET

“We brought the pageantry, vibrancy, and excitement of racing to our wagering experience.”

Rick White
Chief Marketing Officer, 1/ST

Santa Anita
Park

A place for passion

As a piece of Los Angeles heritage and centerpiece of Hollywood history, Santa Anita Park stands for the romance and glamour of horse racing. That passion for the races is a powerful and uniting force for us all—one as reliable at as the Southern Californian sun.

“Character modernized one of the most iconic sporting venues in the United States”

David Wilson
Senior Vice President, Marketing, 1/ST

Gulfstream
Park

For the frontrunners

Gulfstream Park hosts the renowned Pegasus World Cup in Miami, a city known for being a vibrant melting pot of art, culture, and sport. The identity design is inspired by Pegasus as well as the colors of the sky and ocean - reflecting the fluidity and dynamism of Miami.