Goodwood – a venue becomes the brand

Posted in Design, Lifestyle, Motorsport, Uncategorized on 24/01/2018

Goodwood. Known as the home of the Earl of March and for horse racing… and then came the Goodwood Festival of Speed and the Goodwood Revival. The former an ‘exhibition’ hillclimb [one of the oldest forms of motor racing] that started with humble beginnings 20 years ago and is now regarded as THE ‘must go to’ motorsport events on the calendar – famous drivers past and present, superb cars and motorcycles (and more recently aircraft) feed the octane habit of thousands of participants and spectators. The later, simply a magical step back in time to motor racing and aviation from yesteryear – motor racing as it used to be in period dress while ‘Battle of Britain’ Spitfires perform above the WW2 airfield that became Goodwood circuit. The Goodwood brand has been well managed and protected by the people and designers involved – design management and brand asset management are often overlooked by marketing teams but in this case the corporate identity was established and has been implemented to perfection… for the Revival; down to the last detail of the recreated period sets, partner involvement and for the Festival to create a unique event that inevitably carries the burden of balancing commercialisation while retaining the original essence of the event. The two events are different and each has it’s own image and tone-of-voice – the common denominators being the location and engines… there are few event venues that come close and fewer events that are on the ‘bucket list’ of both fans and participants and competitors. Style and performance personified.
Goodwood Festival of Speed - Goodwood Revival corporate identity & branding