Morphettville
Brand Visual Identity by Sean Kane
©Fuller Brand Communication 2023
For over 140 years, Morphettville, a South Australian icon, has been synonymous with celebration and the energy of horse racing. Now, it is embarking on a transformative $350 million development. Fuller has been tasked with developing a refreshed visual brand identity that honours its rich heritage and captures the energy and excitement of its future.
The centrepiece of the new visual identity is a distinctive ‘M’ logo, symbolising the spirit of horse racing. The brand operates at two levels: the traditional corporate brand, led by racing green to represent the lushness of the racecourse and a sense of nostalgia, complemented by antique gold for a luxurious feel. In contrast, the vibrant and exciting lifestyle brand features vivid jockey colours and pattern tiles inspired by notable trainers, jockeys, and horses associated with Morphettville, adding fun, extravagance, and energy to the identity.
