A new identity for the FEI World Equestrian Games has been unveiled: the “FEI Games™”.The new identity for the FEI World Equestrian Games was developed in cooperation with an external brand consultant -Design Bridge-, an Amsterdam located international design agency. The defined main objectives for this new and exciting brand were to clarify the ownership of the competition, to enhance its marketability and to create a clear and strong identification that is easy to be understood by all. The Unicorn star constellation was the fundament for this thrilling modern new identity. The natural link between this design concept and the FEI was the number 8: 8 stars within the star constellation and 8 FEI disciplines. The Monoceros (Unicorn) is a legendary creature shaped like a horse, but slender and with a single – usually spiral – horn growing out of its forehead. It symbolises power and virginity; it is fierce yet good, selfless and mysteriously beautiful. The naming process was supported by researches conducted by Spotter, an independent global research institute that proved that to ensure a proper visibility and recognition for the owner of any event, 2 words were the ideal combination. The implementation of the new FEI Games™ brand identity will start after the completion of the 2006 FEI World Equestrian Games in Aachen. “We are proud to initiate this exciting new brand identity for the FEI Games™ 2010 in Kentucky” said John Nicholson, Executive Director of the Kentucky Horse Park. For any further information regarding the use of the FEI Games™ brand identity and for artwork, please contact branding@horsesport.org.