U.S. Equestrian Federation Announces Major Rebrand

Credit : US Equestrian

Thursday 12 January - 17h06 | Ian Clayton and press release

U.S. Equestrian Federation Announces Major Rebrand

A fresh new image and approach. That is the aim of the United States Equestrian Federation, the national governing body for equestrian sport in the United States, which has announced a complete rebrand and new member benefits. Among the changes: a new name and logo for the organization. The American rebrand follows an earlier image overhaul by neighbour Canada's Federation. 

New Name, New Logo

New Name, New Logo - U.S. Equestrian Federation Announces Major Rebrand

To start, effective this week the Federation has officially become US Equestrian with the accompanying web site, USequestrian.org (although usef.org continues to function as normal as of January 12th). 

For its new logo, at right, the Federation has removed the shield that was in its former design, all the while retaining the country’s traditional red, white and blue color scheme. The logos for the national equestrian federations of Canada, Mexico and France are presented below for comparison. 

Canada's Federation itself recently overhauled its brand, as described on Equestrian Canada's web site. 

In parallel with the image rebrand, US Equestrian will be rolling out a ‘Joy of Horse Sports’ ad campaign. These advertisements in print, digital and video formats will emphasize the bond between riders and horses.

This promotional theme fits the Federation’s goals of “bringing the joy of horse sports to as many people as possible.” And those goals are in turn rooted in its mission to increase access to and participation in equestrian sport, the Federation says.

US Equestrian — which represents 29 breeds and disciplines in the country, works in conjunction with the International Federation for Equestrian Sports (FEI) on the three Olympic disciplines, and runs more than 2,500 competitions annually — has also reiterated its mission of championing horse welfare and fair play at all levels of the sport.

A New Emphasis on Enjoyment

A New Emphasis on Enjoyment - U.S. Equestrian Federation Announces Major Rebrand

Logos of French, Canadian and Mexican federations (left to right)
Credit : Photomontage

In addition, the Federation says it is launching a new membership for horse sport enthusiasts, whether they be athletes, spectators or both. The $25 membership offers among other things access to: 

- the US Equestrian Learning Center, with numerous educational videos by elite athletes, trainers and experts
- the USEF Network, with extensive live streaming and on-demand video
- the Equestrian Weekly newsletter
- the quarterly US Equestrian Magazine 

Murray Kessler, president of US Equestrian, says the new focus on ‘enjoyment’ is crucial to the Federation’s plans to build the sport in America, expanding its vision from ensuring fairness and safety to also ensuring the enjoyment of athletes and the viewing public. 

“In our sport, we have this unique bond of horse and rider that brings joy, and I think that sets us apart from almost every other sports federation out there,” Kessler says. “Adding ‘enjoyment’ [to our mission] means moving from an organization that people have to join to an organization that people want to belong to — that they feel that they get so many great benefits from that they really want to be part of this great movement.” 

For more information, visit the Federation's site here

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