The FEI has unveiled the new FEI World Cup™ brand identity that was developed in cooperation with Design Bridge, an Amsterdam located international design agency.

The main objectives for this new FEI competition brand were to satisfy the need expressed by the event organisers for an adequate brand identity for the FEI World Cup™, to make the series more attractive for potential sponsors and to strengthen the position of the FEI as its owner.

“The design was selected thanks to its simplicity and dynamism. The letter C, which is inspired by a horse shoe, is the powerful equestrian element of the new identity. The bold graphic treatment creates a harmonious link with the FEI corporate logo which is the driving part of the new brand,” FEI Treasurer Guilherme Sarmento commented.

The new FEI World Cup™ brand will be used for all relevant disciplines in order to achieve rapid brand recognition. To identify the related discipline, the official discipline colour (e.g. red for Jumping) will be incorporated in the letter C.

Implementation will begin in January 2006.

For any further information regarding the use of the FEI World Cup™ brand identity and to receive the artwork, please contact branding@horsesport.org.