“JRA” Renovation Campaign 

Category: Branding Date: 1987

The horse is beautiful. The new symbol mark was born with the motif of a green field and a horse running in the field. In Japan horse racing used to have a negative connotation through emphasizing gambling aspects.
However, the entertainment of horse racing is originally derived from intellectual and sonorous game and sports feeling, and filled with healthy atmosphere. Japanese horse racing has changed into cheerful and sophisticated sports leisure. The change was brought by visualizing it in fresh and familiar image to every body, and conveying British noble feeling that nurtured tradition essential to horse racing.
Cooperation: Hakuhodo Inc.