In 1997, when Cloverdale Raceway changed its name Serengeti designed their new identity. The new name was meant to create more prestige and align the track with other higher profile tracks – an important factor with the introduction of live racing feeds and betting on horse races from around the world. In 2004, the addition of a casino meant the identity support type was adjusted. During the wording update, we requested the chance to review the symbol. Our main objective was to make the horses a bit more graphic and less illustrative. The changes are not obvious, which was the idea. A closer look at the eyes, nose, mouth and ears reveals where the work was done. To control the overall length of the new identity, the words Fraser Downs were placed together the horses moved above. The two horizontal lines representing the edge of the racetrack were also removed.