The Cholmondeley Pageant of Power is a yearly event held at Cholmondeley Castle to showcase all that is high octane on land sea and air.
They wanted to branch out to a wider audience than the faithful petrol heads but without alienating them. Also, as a brand they also didn't want to turn their back on their existing logo which was synonymous with the estate.
So, we built up a family. All with the heritage of the brand at it's core, literally.
The marque for the estate was refined, a more corporate logo was created for drivers and business entertainment and finally a more consumer facing logo was implemented to show the true diversity and explosiveness of the event in a visual way.
Why a family? Well, Cholmondeley hosts a whole host of events from horse trials to triathlons and wanted to promote them in their own right but in a cohesive (not matching luggage) way to reflect the estate brand.
Supporting collateral also tipped its hat to the high octane activities on show with chevrons at their core. The examples shown use the corporate marque for more driver/petrol head specific publications.