Bath Racecourse has unveiled new branding as it prepares to open its multi-million pound redevelopment.
The flat racing course, owned by the UK’s largest racecourse operator Arena Racing Company, said the new brand – designed by its in-house team – reflects its 205-year heritage and underlines its close ties with the city of Bath and surrounding area. 
The opening of the first phase of the upgrade, which includes a new grandstand and major refurbishment of its existing hospitality building, coincides with the season’s first race night on April 15.
Executive director Jo Hall said: “We have worked to make sure the branding across the site has a strong relevance to our location and history. The new logo and ‘BR’ emblem was inspired by the use of monograms used by the Georgians, while the solid line and dotted line around it represent an arena and the old wall that encapsulated the Roman City.
“At the same time the branding is both reverential of history and is modern and contemporary to celebrate this exciting new phase as we near the completion of our new facilities.”
The new facilities aim to substantially increasing the course’s income from corporate and other events on non-racedays while also boosting attendances at its 22 racing fixtures each year.
The buildings have been named after the neighbouring villages of Langridge and Kelston while individual facilities within the venue have also been branded to reinforce heritage and local ties. 
The large capacity second-floor restaurant/function room in the new Langridge grandstand will be named Royal Crescent while its ground-floor bar will called 1811 to reflect the year the racecourse was established.
Within the redeveloped Kelston hospitality stand the ground-floor bar will be named Beckford after William Beckford, the wealthy property mogul of the early 19th century who erected the nearby Beckford Tower in 1827.
The Kelston hospitality stand will open next month while the Langridge grandstand will open in July.
