Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:333
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e:332
What Works
“The fact that it incorporates the needs, vision, and ambitions of seventeen
previously independent equestrian associations helped make it successful, but
also the possibility and range of the logo form itself,” says Citroen on why the logo
works so well. “It is serious enough to depict the focus and discipline inherent in
world-class equestrian sport, and it is congenial enough to depict the devotion and
affection implicit in young riders and hobbyists.
“The result was that within a remarkably short period of time, we developed a
unified style and brand identity that met the needs and fulfilled the expectations of
all seventeen associations—no small feat! Our activities proved to be the binding
factor that has since allowed the organization to move ahead as a singular organ-
ization representing Dutch equestrians at home and abroad.”
THIS PAGE: At the client’s
request, Ping Pong Design
conducted a style study on
the flexibility and “bandwidth”
of the brand to distinguish
different target groups from
men’s and women’s top-class
and competition riders to
recreational riders as these
different target groups have
their own communication
vehicles—brochures, maga-
zines, and events. To designate
materials for each group,
designers added a subcolor
palette and integrated different
typography into the design of
collateral pieces.
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328-333_84823 12/10/05 2:31 PM Page 333
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