Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works

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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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