// Racing.com

A new look for the home of Victorian thoroughbred racing.

Control room with multiple screens and a switcher panel, featuring Racing.com branding.

In 2015 Racing.com became the broadcast destination of thoroughbred racing in Victoria after acquiring the rights off Sky Racing. At launch, Racing.com created a basic graphic solution but over time the design become one dimensional and a lack of organisation created inconsistencies within the graphic package.

Now with many years behind them, additional data streams become available and the channel is attracting a larger viewership count. This has lead Racing.com to an extensive broadcast rebrand which would give the channel a greater presence and the ability to add more in-depth information screens to help viewers find a winner.

A big thank you to the other contributors on this project - Champion Data & Northey and Northey.

The Project

Logos for Racing.com events: Midweek Racing, Twilight Racing, Thursday Night Racing, Friday Night Racing, Saturday Racing, Sunday Racing, International Racing.

The Brand

Previously Racing.com carried the same look and feel throughout its race day broadcast creating no segregation between day, twilight, night and international racing. This led to having no broadcast creativity and a bland graphic package that had the same hierarchy across all meetings. Having this structure also limited the sponsorship opportunities as only one package was ever used.

With this in mind, Racing.com looked to restructure its broadcast and create 5 new power brands - Midweek Racing, Twilight Racing, Night Racing (Thursday & Friday), Weekend Racing (Saturday & Sunday) and International Racing.

The new brand needed to match the tone of the sport (bold, energetic, fun, fast) whilst referencing key aspects of thoroughbred racing. We came up with a solution using a library of race silks which were constructed over a fast-paced animation, and this carried across all power brands. To separate the brands we used alternative colours to highlight the time of day/week and created a logo for each identity.

Control room with multiple screens showing horse racing, studio interview, graphics, and color bars.
Graphic promoting Racing.com's Twilight Racing, featuring a purple and orange background with stars and checkered patterns.
Racing.com International Racing logo with globe and shield design, surrounded by star and checkerboard patterns.
Promotional graphic for 'Friday Night Racing' by Racing.com featuring a red and blue diagonal split background with an illuminated canopy structure.

Graphics Package

With a new data partnership, Racing.com updated their broadcast graphics package offering viewers a superior experience with enhanced information. The new graphics suite added in-depth information from the form analyst team which was one data point that needed to be considered in design. This consisted of speedmaps, settling positions, horse form indicators, tips and position vs speed.

The other data related to horse racing was historical (form lines, distances, last 5, breeding etc.) which need to be represented in a clean, simplistic way so it can be digested by the viewer.

The broadcast suite consists of 144 screens which are all catalogued in a design style guide to keep the brand consistent and align it to other media assets such as the app and the website.

A horse in a blue racing saddlecloth with the number 4, led by a handler in a blue vest, is walking on a racetrack. The image shows details of an upcoming race at Flemington in 12 minutes, including betting odds and jockey information. The horse's name is Parousiaarousiaw, weighing 55.5 kg, with J. B. McDougall as the jockey.
Horse racing gate positions for the Inglis Melbourne Premier Sale Handicap at Flemington, 2200m, showing various horses and their strategies such as backmarker, midfield, leader, and on pace.
Horse racing betting odds at Flemington for Inglis Melbourne Premier Sale Handicap. Horses listed: Parousiaarousiaw ($3.40), Short ($22), Smart Frank ($10), Loopey ($2.00). Form analyst: Brent Zerafa. Race delayed notification.
Horse racing at Flemington with jockeys and crew near starting gate, odds displayed on screen.
Horse race at Flemington Racecourse with several horses and jockeys in colorful attire competing. The display shows race stats including distances and times, with top horses and odds listed at the bottom.
Horse racing at Flemington Racecourse with jockeys in colored silks riding horses. A betting odds table is visible on the left, showing horses' names and odds for race 10, a 2200m event.
A horse racing results board displaying the Inglis Melbourne Premiersale Handicap at Flemington. The interim winner is Happy Sam, ridden by J. Stackhouse, with odds entries across SP, S-TAB, NSW, and UBET. Other horses include Parousiaarousaw, Shy Frank, and Lucky Paddy. Quinella and Exacta bet results are listed, along with Trifecta, First 4, and Running Double outcomes.
Horse race at Flemington with multiple horses and jockeys on a grassy track. Graph overlay showing position vs speed for a horse named Verry Elleegant. Live coverage by Racing.com.

Have an idea? Let’s work together

Whether you have an idea, a vision or simply a question to ask, feel free to get in contact with us. We're enthusiastic about collaborating with you, regardless of the scale of the project.