Preakness

Name: Character
Price range: $

Play Preakness Case Study 2:48

Second to none.

Modernizing tradition

The Preakness is one of the most pivotal moments in all of sports. The second jewel of the coveted Triple Crown, it’s the race that determines whether or not a horse still has a shot at becoming one of the unforgettable greats to have won all three. With all eyes on the 144th running of the Preakness, it was time to bring this epic event into the modern era and beyond.

Brand Positioning
Go-To-Market Strategy
Verbal Identity System
Tagline
Visual Identity System
Photography
Iillustration
Video & Production
Motion Design
Brand System Guidelines
Environmental Design
Campaign
Print Collateral

Striding forward

Rich with heritage and full of energy, the new Preakness brand marks a new era of one of the most epic and prestigious races in the world. Inspired by the bold, legacy-celebrating clarity of the 1/ST brand, we brought an uncompromising, “second to none” mentality to every decision we made.

The two jewels in the mark, one for our super athlete—the horse—and one to symbolize chasing the coveted Triple Crown, celebrate the Preakness’s unparalleled significance. Visualized data depicts the continuing story of this storied competition. At every turn, legacy meets the modern day, allowing Preakness to memorialize its rich history while eyeing the many unforgettable races to come.

With all eyes on the 144th running of the Preakness, it was time to bring this epic event into the modern era and beyond.