Breeders’ Cup 2016 Santa Anita logo

The logo for the 2016 Breeders’ Cup World Championships in Arcadia at Santa Anita Park has been unveiled. The BCWC will return for the ninth time to Santa Anita Park November 4-5 next fall.

Although it yet again does not include the word Arcadia — in prior years it has used Los Angeles as a location for Santa Anita — officials say the new logo, inspired by the Hollywood culture and lifestyle, is intended to illustrate Breeders’ Cup’s evolution as a brand and emergence as one of the world’s preeminent lifestyle and entertainment experiences. With an oval outline that mimics the shape of the track, a single palm tree and the lone star of California, the 2016 logo aspires to offer a distinct sense of place. The yellow light beams reinforce the close proximity to and influence of Hollywood on the 2016 event and the iconic purple of the Breeders’ Cup completes the signature design.

The Breeders’ Cup has partnered with Epiphany Inc., a luxury marketing and branding agency whose clients include Montage Hotels & Resorts, among other luxury hospitality brands, to create the new design.

“The logo for the 2016 Breeders’ Cup World Championships is the perfect combination of both tradition and modernity,” said Craig Fravel, President and CEO of the Breeders’ Cup. “With Santa Anita being one of the country’s most iconic tracks and the site of some of Breeders’ Cup’s most memorable moments, we couldn’t have asked for a logo that better reflects our brand and our host sites.”

The Breeders’ Cup has also tapped Epiphany Inc. to create the logo for the 2017 World Championships, which will take place at Del Mar Thoroughbred Club. After a three-year run at Santa Anita from 2012-2014, this year’s Championships are being held in Kentucky.

— By Scott Hettrick