Breeders' Cup reveals logo for 2016 event at Santa Anita

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TwinSpires Staff

September 22nd, 2015

The Breeders’ Cup on Tuesday revealed the stunning new logo for the 2016 Breeders’ Cup World Championships. Following an exciting and historic 2015 horseracing season, the Breeders’ Cup World Championships will return for the ninth time to Santa Anita Park in Arcadia, California. The sophisticated and sleek new logo illustrates Breeders’ Cup’s evolution as a brand and emergence as one of the world’s preeminent lifestyle and entertainment experiences.

The logo for the 2016 Breeders’ Cup World Championships at Santa Anita, which will be held November 4-5 next year, is inspired by the Hollywood culture and lifestyle. With an oval outline that mimics the shape of the track, a single palm tree and the lone star of California, the 2016 logo offers a distinct sense of place. The yellow light beams reinforce the close proximity to and influence of Hollywood on the 2016 event and the iconic purple of the Breeders’ Cup completes the signature design.

The Breeders’ Cup has partnered with Epiphany Inc., a luxury marketing and branding agency whose clients include Montage Hotels & Resorts, among other luxury hospitality brands, to create the new design. An unprecedented move by Breeders’ Cup, the partnership marks the first time that Epiphany has worked with a horseracing brand and the new logos are emblematic of Breeders’ Cup’s growth as a leading racing and lifestyle event.

“The logo for the 2016 Breeders’ Cup World Championships is the perfect combination of both tradition and modernity,” said Craig Fravel, President and CEO of the Breeders’ Cup. “With Santa Anita being one of the country’s most iconic tracks and the site of some of Breeders’ Cup’s most memorable moments, we couldn’t have asked for a logo that better reflects our brand and our host sites.”

The Breeders’ Cup has also tapped Epiphany Inc. to create the logo for the 2017 World Championships, which will take place at Del Mar Thoroughbred Club.