Strategy • branding • look and feel • brand guidelines
The BHA wanted to be recognised as the first port of call for any horse racing query. The new brand mark needed to be authoritative, modern and distinctive. BHA required an engaging and consistent look and feel that communicates the excitement of the sport.
The BHA’s existing brand mark was virtually unrecognisable in a digital context – partly because the word mark and symbol were inseparable. As everybody in the industry refers to the governing body as the BHA, we decided that using this acronym would create a visually stronger identity. We enhanced the equine symbol by giving it a more structured, rounded format. The new brand mark is easily separable from the word mark, which adds flexibility. Opting for a red, white and blue colour scheme reinforced the BHA’s British values.
Imagery plays a strong role in BHA’s new brand. Our freelance photographer spent a day shadowing people behind the sport. The new imagery revolves around storytelling and adds a personal insight into horse racing. Building on this, print collateral templates feature silks and patterns taken from jockeys’ clothing.
As the feature in The Racing Post states, the BHA “has a fair bit to be authoritative about.” The governing body now owns a distinctive brand identity that truly reflects its world-class presence in the sporting industry.