The Jockey Club is the largest commercial horse-racing organization in the United Kingdom. It owns 15 of Britain’s most famous race courses. Unfortunately for the Club, interest in horse racing is flagging. Designers at Thisaway were asked to rebrand the group in a way that makes it more relevant and attractive to new audiences.
The designers’ solution takes the diamond—a shape long-associated with racing silks in general and overused in the previous identity of The Jockey Club specifically—and turns it into an ownable graphic as part of a J monogram. The new brand typeface, a modified form of Océane Moulot, is dazzly. It stimulates the eye in the same way as the precarious, balanced-on-one-point diamond does.