LeTROT launches the PARIS SUMMER RACES programme
After rebranding the Prix d’Amérique Races in November 2020, LeTROT entrusted the agency with creating the visual identity, brand territory and communications campaign for two new competitions:
- ÉTRIER SUMMER RACES, for Mounted trotting
- SULKY SUMMER RACES, for Harness racing
These two competitions, brought together under the PARIS SUMMER RACES programme, draw on the excellence of the French TROTTER with the aim of developing the horse show industry. The ÉTRIER and SULKY SUMMER RACES offer 6 months of summer meets and 32 races at the Paris-Vincennes racecourse.
The goal of this original competition: attract and involve the public in a new sports adventure, from the qualifiers to the finals.
The strategy: Establish the codes of a high-level sports competition to attract betters while adding an artistic flavor to the Parisian events in the height of summer.
With the aim of making the new brand architecture and the relationship between the PARIS SUMMER RACES programme and the two related competitions perfectly clear, we designed and developed a precise and impactful identity concept:
- A feature to identify the sport using the silhouette drawing that places the trotter in the centre of action as part of the programme logo and establishes the connection with the logos of both competitions.
- The pairing of blue (representing the summer sky) and coral red (highlighting the sporting dimension) promotes the horse show industry and the excellence of French trotting racing.
- The word PARIS was designed specifically, and is formed with pieces of the letters to give the programme an elegant and creative style.
- The narrow, italic lettering used for the words “SUMMER RACES” emphasises the sporting component.
The graphic and dynamic brand territory was created by assembling letters that were deliberately sliced and arranged unevenly to symbolise the speed and movement of the horses on the track. As it offers great flexibility in the ways it can be used and composed, it works across all the applications: TV and digital graphic branding, field signage and hospitality branding).
To emphasise the programme’s sporting dimension, the winners of the finals will receive a trophy in each age category. To distinguish between the two disciplines, our teams designed radically different trophies. While the trophy for the Sulky Summer Races features the style of the Prix d’Amérique Races, particularly in the shape used, the trophy for the Etrier Summer races stands out as it elevates the silhouette of the trotter and its jockey making it appear as if it is suspended in the air.
Finally, at LAFOURMI, we created and designed a campaign to promote Paris Summer Races. Both informational and aspirational, the concept puts both disciplines in the spotlight with finesse, placing the emphasis on the heroes of the races, the horses. The graphic environment consistently reflects the identity of the new brand, with a sporting, summer atmosphere.
Thank you to the LEROY TREMBLOT & LAFOURMI teams, who, once again, worked in perfect synergy on a joint project to produce the identity and campaign materials, which were designed to be completely consistent for maximum impact. Well done everyone !
And thank you to the LETROT teams for trusting us with such an interesting project.
CAMPAIGN CREDIT “SUMMER RACES”
Responsables annonceur : Valérie François, Cédric Grundler & Olivier Novel
LEROY TREMBLOT & LAFOURMI
Responsables de compte : Hugo Le Tennier & Hortense de Torquat
Directeurs de création : Martin Iselt & Julien Hablainville
Directeurs artistiques : Louise Welinski, Michel Moreau & Pierre Rhodes
Motion designers : Khammy Vilaysing
Direction générale Leroy Tremblot : Dominique Jubert
Direction agence La Fourmi : Céline Jobert & Thibaut Cornet