For the first time in nearly 20 years, Laurel Park is sporting a horse of a different color.
The Maryland Jockey Club Wednesday unveiled its new logo for the 101-year old track, which features “Laurel Park” in bold orange and red typeface and a sleek dark blue horse. Elevation Ltd., an advertising company based in Washington, D.C., worked with officials from the MJC to create the design.
Laurel’s new logo comes after Pimlico Race Course, also owned by the jockey club, underwent a similar rebranding process by Elevation in February.
“Our position is to always treat these historic parks with the respect they deserve,” said Jim Learned, president and managing director at Elevation. “We followed the same suit with Laurel.”
Maryland Jockey Club officials did not return phone calls requesting comment.
The jockey club has collaborated with the design company on multiple occasions, developing various advertisement projects for the tracks. Elevation’s “Get your Preak On” campaign was aimed at bringing fans back to InfieldFest at the Preakness Stakes after alcohol restrictions deterred some from coming.
Learned said his company’s vision was to create a fresh face for the iconic race track.
“The horse is modern and has a nice sense of energy,” he said. “It’s moving forward.”
The color combination was chosen to compliment the painted walls of the course, and the “Laurel Park” font is bold to instill a “contemporary feel,” he said
Laurel Park hosts live thoroughbred racing from September until March. In addition to horses, the venue is also used for concerts and fairs. Elevation wanted to “build on the potential that the park can offer,” Learned said. The company hopes the logo will attract more fans to the park, targeting a younger demographic in the process.
“Our goal is to infuse a new sense of energy and opportunity,” Learned said.
The park’s fall meet will begin on Sept. 5.