The Client
The Centaur is the premier event venue at Cheltenham Racecourse, renowned for its vast indoor space and versatility. Since its inauguration, The Centaur has hosted an array of high-profile events, ranging from concerts and award ceremonies to exhibitions, featuring notable performances by artists like Jools Holland and comedians such as Rob Beckett. It offers a prime location with a seating capacity for 2,250 people and a dinner dance configuration for 700 guests, making it a pivotal venue in the local event landscape.
The Challenge
The challenge was to create a brand identity for The Centaur that would embody its dual nature as both a center for diverse events and an integral component of the Cheltenham Racecourse. The branding needed to be bold and visible from a distance, reflecting the venue’s dynamic and multifaceted nature while also connecting with its prestigious racecourse heritage.
The Solution
Montpellier Creative developed a striking brand identity using a bold yellow and black color scheme, designed to capture attention and signify the venue’s energetic and professional atmosphere. The choice of a centaur as the emblem ingeniously mirrored the dual purpose of the venue—serving both as a central hub for events and as a part of the historic racecourse setting. This mythical creature, representing strength and agility, perfectly encapsulated the essence of The Centaur’s brand, blending tradition with the dynamic capabilities of the venue.
The Results
The new brand identity has significantly enhanced The Centaur’s market presence, making it instantly recognisable and setting it apart from competitors. The distinctive branding has not only improved visibility but has also resonated well with event organisers and attendees, reinforcing the venue’s reputation as a top-tier location for major events. This has led to an increase in bookings and has solidified The Centaur’s status as a leading destination for large-scale events in the region.
