ABOUT

The British Horseracing Authority are the official governing body of British horseracing. As the governing and regulatory body, It is their role to ensure the continued health and successful development of the sport. They originally approached Firedog with a website brief - to completely rethink and relaunch the online presence of the British Horseracing Authority to ensure the new site achieved the goals of getting vital information to their wide ranging and disparate audiences.

In looking at the site design, it was logical to review the current identity and the options it presented. There was an opportunity to evolve the identity into something that worked more successfully in the digital arena and at all brand touchpoints. The existing brand mark was virtually unrecognisable in a digital context – partly because the word mark and symbol were inseparable. As the brand was also used extensively on merchandise and various paraphernalia, it needed to be bold and distinctive.

The logo development was clearly based around the strategy of evolution not revolution. The new symbol retains the key elements from the existing identity and remixes these into an iconic rendering of a galloping horse. The use of straight lines throughout adds a real sense of energy and drive whilst its simplicity allows it to be extremely flexible in application.

The result is a contemporary, forward thinking and distinctive brand identity that allows the organisation to project its values of leadership and authority in a confident and assured manner. The use of the acronym and the bold typographic styling create a flexible identity, ensuring it is impactful and authoritative at all sizes and in all formats. The outgoing brands colour palette failed to add any value to the brand - the new identity utilises a red, white and blue colour scheme reinforcing the BHA’s British values.