Firedog rebrands British Horseracing Authority

Firedog has created a new identity for the British Horseracing Authority, the organisation that regulates horseracing in the UK.

Firedog says that it has aimed to create a ‘bold and distinctive’ identity for the BHA’s first rebrand since its foundation in 2007.

The consultancy says it had to address issues around the existing BHA identity, which was a combined wordmark and symbol and was ‘virtually unrecognisable in a digital context’.

Identity development
Identity development

For the new identity, the acronym BHA, which is commonly used in the horseracing industry, is used instead of the organisation’s full title. The horse mark is given a ‘more structured, rounded format’, while a new red, white and blue colour palette ‘reinforces the BHA’s British values’, according to Firedog.

Index

To create the imagery, a photographer spent a day shadowing the people behind the sport. Firedog says the new imagery is ‘a fly-on-the-wall perspective to horseracing and revolves around storytelling’.

BHA print resources
BHA print resources

Print collateral uses the DIN Next Pro typeface and features silks and patterns taken from jockeys’ clothing.

The new BHA website
The new BHA website

Firedog also created a new website for the BHA, which aimed to address the ‘disorganised and unstructured’ nature of the previous site. The consultancy says it created a ‘distinct hierarchy to implement a sense of control and order’. This includes a new navigation bar and information sections on the horses, jockeys and trainers.

The BHA mobile website
The BHA mobile website

The new mobile website features geo-location that allows people to find a racecourse and view all fixture information.

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  • lee bromfield September 22, 2014 at 12:53 pm

    nice but does look like a certain american political party logo

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