British Equestrian Federation (BEF), the national governing body for equestrian sport, has this week unveiled a new company mark. A brand refresh was instigated to coincide with the office move, the intention being to create a more modern look and feel and a graphic that would translate easily for use in digital and print media.
The rationale was to come up with an image that would reflect the leadership role of the organisation within British equestrianism. A ‘swish’ of a horse’s tail has been chosen to represent the different strands of the equestrian industry coming together under one banner. Use of the Union Flag red, white and blue has been retained to emphasise the ‘Britishness’ of the organisation.
BEF Marketing Director Nicki Kavanagh explained: “We felt it was important to come up with a more versatile graphic for the organisation, one that supports the values of the BEF and is reflective of our wider stakeholder audience. The timing of the office move gave us the perfect opportunity to review the mark.
“The BEF is largely a below the line, corporate brand for the equestrian industry; our mark represents the close relationship we have with each of our member bodies and gives authority to the public face of our work through Equestrian Team GBR and Hoof. Through the consultative process we have taken, we are confident we have achieved a solution that works.”
The refreshed brand is in use now and will be showcased on the new BEF website to be launched in the New Year. BEF, along with British Eventing and Endurance GB moved into shared offices with the British Horse Society at Abbey Park, Warwickshire on Monday 9 December.