The MILLER'S GUIDE is the premier sporting records publication in Australia. The J. J. Millers Sporting Annual (MILLER'S GUIDE) has been associated with the 'Sport of Kings' since the early 1880's when racehorse owner, breeder and bookmaker J. J. Miller printed his first guide to aid punters betting on the Caulfield and Melbourne Cups. It was initially called J. J. Miller's Sporting Pamphlet and was later changed to J. J. Miller's Sporting Annual. Over the years the publication has become known by its many readers as MILLER'S GUIDE and serves a more than useful purpose to the racing fraternity with its detailed form of all horses entered for the Cualfield and Melbourne Cups. MILLER'S GUIDE has changed only in name and will continue to maintain it's high standard of accuracy in the detailed information contained in the horse racing section and the general sporting section of the book.
This year, the MILLER'S GUIDE aims to go digital with the launch of the MILLER'S GUIDE website. Along with the complete transformation in the way the MILLER'S GUIDE is digested by it's users, the website will aim to provide further information for the modern sporting enthusiast.
The aim for the MILLER'S GUIDE logo is to convey the tradition of the past with the view towards the future. The MILLER'S GUIDE prides itself on it's accuracy of information as well as depth of material supplied.
The target audience for the MILLER'S GUIDE is the existing sportsbetting and online gambling market. With the transition to the online hemisphere, MILLER'S GUIDE hopes to tap into the already rapidly expanding online sportsbetting culture in Australia.
The online sportsbetting audience is a very educated individual. They tend to search for the best deals across a wide variety of channels, and it is important for the MILLER'S GUIDE brand to be not only distinguishable, but also memorable.
Basically we are open to just about anything here. Ideally, the MILLER'S GUIDE logo would stand out in all forms of print, but also be easily distinguishable from the many logo's currently in circulation with the online sportsbetting scene.
While the MILLER'S GUIDE is primarily based around horse racing, there can be elements of other sports incorporated into the logo as well, but not in a tacky manner.