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STARTING POINT
Las Piedras Racetrack is the second most important racetrack in Uruguay. Its opening was in November, 1937, and as years went by, their facilities became deteriorated. In 2010, HRU (the economic group that manages the racetrack) introduced a series of measures to upgrade the racetrack, the architectonical facilities and also its identity. We were then chosen to work on the creation of the new graphic identity of the renewed Las Piedras racetrack.
GOAL
HRU wanted for the new Las Piedras racetrack to transmit happiness and fun through its graphic identity and also look modern and attractive, to communicate well with the changes that would be made on an architectonical level.
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SOLUTION
The graphic identities of racetracks around the world could be separated into mainly two big types. The prevailing one has among its graphic elements the image of the horse represented in many different ways and with different languages. The other one takes representative icons of the city where it’s in and makes them part of its visual identity representation.
The solution for the brand was the result of the analysis of an aerial picture of the city. The particular shape of the racetrack with the importance of the obelisk as the city’s icon paved the path to a formal synthesis that became a logo with simplicity and pithiness.
Based on the jockey’s uniforms, we created different designs that became part of a “mutant” brand, in which there wasn’t just one logo, but infinite chromatic versions of it, having as many possibilities as the jockey’s silks in existence. The use of strong colors and a lot of contrast reflect the characteristic joy and fervor of the equestrian world. -
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HRU CHOSE CRUCE DESIGN GROUP TO DESIGN THE GRAPHIC IDENTITY OF THE RENEWED LAS PIEDRAS RACETRACK.
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