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| Winning strategy: The Jockey
Club |
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Anticipating the 1997 handover,
the Royal Hong Kong Jockey Club voted to modify
its colonial name. Steiner took this opportunity
to reassess their outdated and inconsistently
applied mark. |
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He chose to rejuvenate
the familiar monogram, reinforcing more than
a century of brand equity. The familiar whip,
horseshoe, and bridle initials were redesigned
and placed within a striking new blue and
yellow oval. |
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| This comprehensive branding
overhaul reinvigorating a great tradition
was embraced by members, press, and the public.
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