Fédération Équestre Internationale

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Brand Guidelines

2018

Brand Summary

Mission

To promote the growth of equestrian sport with a consistent look and feel, prioritizing the welfare of the horse, mutual trust and respect, fairness, and sustainability for future generations [^1].

Core Values

Horse first
Perform as one
Fair and equal
For today and tomorrow

Target Audience

Men and women of all ages, from grassroots participants to elite athletes and fans, including families, youth, and a global community [^2].

Personality Traits

Human
Confident
Inclusive
Dramatic
Graceful
Brave
Thrilling
Epic
Vibrant
Western

Visual Identity Overview

A modern, cohesive visual system centered on the FEI logo, proprietary typography, a vibrant purple-led color palette, discipline-specific iconography, modular patterns, and dynamic photography that captures the sport, athletes, and fans [^3].

Categories

Brand Voice

Human. Confident. Inclusive. These are the qualities that inform the FEl’s tone of voice for all communications, with a fourth unique attribute for each discipline.
Three key attributes -Human, Confident,lnclusive -inform the FEl’s tone of voice for all communications.
Of course, the disciplines have personalities of their own and these are reflected in a fourth attribute -unique to each.
We are always looking to make connections. We want people to engage with us, to relate to us, so we need to speak to them with personality on a human, not corporate, level. We are approachable and straight-talking. We are expressive and warm. Our sports are built on respect, trust and care and these values guide the way we communicate.
We speak with clarity and confidence to get our message across. We love what we do and we are not afraid to show it. We sound modern, fresh and progressive. We want to be heard by a younger and broader audience and the channels we use reflect this. We want your attention, so our language is sharp, to the point and compelling.
We sound accessible and welcoming. We want fans to feel part of the conversation. We are united and speak with one voice, but we also celebrate the variety of each discipline. We do not sound bland and homogenous. Our language is rich and colourful, reflecting our global outlook and the passion and emotion our sport evokes.
Set the stage, lift the curtain and revel in this high drama and gripping spectacle. Our words should capture the athleticism, power and courage of horse and rider, and the tension and focus in the ring.
Our words rich, refined and expressive, like the elegance and grace of the horse and rider. This is balanced by the need to keep our audience informed, explaining the nuances of the sport that make the difference.
The focus is on the courage of the rider and the skill and talent required to be successful in 3 different disciplines -the desire to push themselves across different disciplines. Capture the full range of contrasting emotions -from the serene atmosphere of dressage to the drama of jumping.
This is loud, boisterous, frenetic and fun and the words we use convey the thrill of the chase. It is lively and vibrant, with the team dynamic and crowd’s energy providing added colour to a compelling story.
The size and scale of the challenge sets it apart. Our story blends the event’s intensity with the majesty of the setting. The language is expansive and descriptive, befitting such an epic contest. At the same time, the horse’s well-being is paramount and our language must communicate the high level of care given during a race and reflected by the bond between horse and rider.
Vaulting is all about energy, dynamism and youth and that is how we describe it. Fans and competitors are young and we speak their language, sharp, to the point and emotive, talking to the heart not the head.
Our language, like the sport itself, evokes the wild west and the frontier spirit. Unpolished, down to earth and informal this is about channelling the energy and mood of a high-spirited western-inspired celebration.
These are some key words to use when writing about each discipline:
Jumping: Powerful, Gripping, Athletic, Courage, Strength, Tension, Fearless, Drama
Dressage: Elegance, Finesse, Graceful, Style, Beauty, Serene, Poise
Eventing: Adventurous, Daring, Heroic, Bravery, Desire, Courage
Driving: Spectacular, Fearless, Entertaining, Gripping, Lively, Thrill, Boisterous, Fun, Energy
Endurance: Spirited, Majestic, Tenacious, Epic, Resolute, Esteem, Teamwork, Tough, Intense, Tactical, Partnership
Vaulting: Lively, Skilful, Thrilling, High-spirited, Colourful, Vibrant, Energetic, Creative, Dynamic, Youthful, Partnership
Reining: Fast, Electrifying, Bravado, Down-to-earth

Brand Imagery

{ “category”: “brand_imagery”, “guidelines”: [ { “guideline”: “The welfare of the horse is our top priority.”, “pages”: [3] }, { “guideline”: “A unique sporting partnership built on mutual trust and respect.”, “pages”: [3] }, { “guideline”: “A universal and level playing field for men and women of all ages to compete together from grassroots to the world stage.”, { “category”: “brand_imagery”, “guidelines”: [ { “guideline”: “We want to capture the rider’s preparation and their support team, warm up, entrance/exit to arena, course walk, crowds cheering. We want to show the elite nature of the events and the passion of the riders competing in the event, their concentration, relief, elation, frustration, joy and everything in between. Images showing the relationship of the rider with their horse, tactics with their team or preparation with the groom are also good. The event is part of a global series so any images which are able to highlight the location or host country would also be good.”, “pages”: [82] }, { “guideline”: “We want to capture each rider in the arena -when they are in action and also their reaction following a round. We also want to see the sport from different or unexpected angles. The images need to reflect both the drama of the action and the more subtle, yet equally tense, inbetween moments. When editing, images can be cropped to highlight both the rider and branding, as required.”, “pages”: [82] }, { “guideline”: “Triumphant shots of the winning rider celebrating their victory before/after the prize giving -this does not need to be on the podium and can include celebrations after finishing the winning round. Good examples include: reaction in the kiss/ cry area, riders embracing and greeting their team and the lap of honour.”, “pages”: [82] }, { “guideline”: “We use photography to bring fans closer to the athletes. We take the helmets off, go behind the scenes and present them in refreshing, honest and down-to-earth ways.”, “pages”: [83] }, { “guideline”: “Highlight the bond between fans and their discipline and also the bonds between the fans themselves.”, “pages”: [84] }, { “guideline”: “From the respectful silence of dressage to the emotional tension of jumping, the audiences are clearly defined.”, “pages”: [84] }, { “guideline”: “Follow fans from the street to their seats and be aware of what the sport means to them. They have inspiring stories to tell.”, “pages”: [85] }, { “guideline”: “We focus on the detail, the motion and the intensity of equestrian sport that helps to draw the viewer in. We find the life behind the scenes, in the stables, in the trailer parks. We try to tell richer stories -whether it’s the detail of an athlete’s precompetition ritual or the blistered hand on bridle leather. We aim for a deeper insight into the soul of equestrianism, rather than generic in-action imagery.”, “pages”: [86] } ] }

Color Palette

All logos and lockups should be used only in the FEI Purple, black or white (please see the colour section for more information and colour values).
Our two negative primary logos can be used on dark colour backgrounds and photography.
For special events, our logos and lockups can be created using a more premium colour palette of FEI Purple and FEI Dark Purple.
Authorisation is needed from the FEI before this premium palette is used.
The FEI Logo can be used on colours other than FEI Purple, white or black only in exceptional circumstances. Always seek FEI authorisation.
Do not use other colours for the FEI Logo other than FEI Purple
Do not set the FEI Logo against other colour backgrounds
A vibrant colour palette for a new, fresh and confident attitude in order to create a more cohesive family.
FEI colour palette WHITE CO MO YO KO R255 G255 B255 #ffffff FEI PURPLE PMS 2617 C92 M1OO Y31 K27 R75 GlO B87 #4bOa57 One colour leads our palette: the FEI Purple. Based on our purple, we have a darker version: FEI Dark Purple. These two colours are balanced by a neutral FEI Grey which includes blue tones. FEI GREY PMS 536 C31 M14 Y8 KS Rl86 G2O4 B223 #baccdf FEI DARK PURPLE PMS 276 C97 M1OO Y17 K61 R49 Gl9 B58
Every colour in our palette complements our main colour, the FEI Purple.
We also have seven colours, one for each discipline.
CMYK and PMS (special ink usage) values are used for printed material. RGB and HEX values are used for web and screen based material.
They should only be used within each discipline communication and not as a secondary colour palette.
The correct colour values are specified below.
RAL colour should be adapted to PMS values.
When applying colour to communications, use solid colours and avoid the use of transparencies and overlays.
Please use the FEI colours as your main palette for solid colour. Discipline colours can be used but always in combination with the FEI Purple.
To maintain our identity, use strong colour imagery and avoid black and white where possible. Do not use colour washes over imagery.
Use vertical blocks (90 degree angle)
Use horizontal blocks (90 degree angle)
Always use discipline colours with the FEI Purple
Avoid the use of other angles
Avoid the use of transparencies over imagery
Avoid the use of multiply or overlays of colour over imagery
Do not use any colour other than FEI Purple or white for our logo
Do not use gradients
Do not use the old purple
Do not use combinations where text becomes difficult to read. Some exceptions may apply but seek FEI authorisation first
Do not use large areas with the FEI Grey
Do not use our logo with more than one colour variation

Typography

Our new FEI typeface should be used for big headings and sub-headings (see examples on p.18 for best sizes).
The FEI primary typeface is available in three weights: Bold, Regular and Light.
The FEI has purchased an unlimited proprietary licence for this typeface, based on the BW font. It will be shared with partners but should not be used without approval from the FEI.
We use Gotham as our body copy typeface and it is available in two weights: Bold and Book.
This typeface is better used in smaller sizes. Gotham Book is good for body copy and Gotham Bold works well for headlines.
Body copy should be set in sentence case but small headlines can be set in capitals, if necessary.
To make the text flow, use different font weights in a clear hierarchy.
HEADLINES FEI Bold FEI Regular FEI Light Tracking set to -10 (more depending on the size of the headline).
SUB-HEADINGS FEI Regular Tracking set to 0
BODY COPY Gotham Book Tracking set to 0
FOLIOS AND SMALL HEADLINES Gotham Bold All caps Tracking set to 0
MINIMUM SIZE 6/7pts depending on the type of publication and print technique
Headlines can FEI BOLD be set in any of the FEI REGULAR three FEI weights FEI LIGHT Sub-headings use FEI Regular FEI REGULAR for better legibility.
When placing text on pictures the message should be short and clear.
The entire space does not have to be occupied. Sometimes it’s better to leave white space around pictures.
Full page images deliver a strong message and adding text can help to deliver and reinforce that message.
Sometimes it’s better to leave white space around pictures so the image keeps its impact
To safeguard legibility FEI coloured backgrounds can be used
The message should be short and clear
Below are examples of what not to do with typography.
Do not stretch type
Do not tighten kerning so letters touch each other
Do not underline type
Do not use italics in headlines
Do not use headlines on top of busy backgrounds
Do not centre a long block of body copy
Do not tighten leading so letters almost touch
Do not justify a long block of body copy
Do not use other typography

Logo Usage

The primary visual element of the brand is the FEI Logo. It is this element that represents us and should be used in all communications.
The Word mark cannot be used as a stand-alone element. We use the Portrait version for portrait applications and the Landscape version for landscape applications.
The official name logo can be written in two different ways. In the Portrait Lockup, the Wordmark sits underneath the FEI Logo. In the Landscape Lockup, the Wordmark sits alongside the FEI Logo.
The Word mark cannot be used as a stand-alone element.
All logos and lockups should be used only in the FEI Purple, black or white (please see the colour section for more information and colour values).
Our two negative primary logos can be used on dark colour backgrounds and photography.
For special events, our logos and lockups can be created using a more premium colour palette of FEI Purple and FEI Dark Purple.
Authorisation is needed from the FEI before this premium palette is used.
The FEI Logo can be used on colours other than FEI Purple, white or black only in exceptional circumstances. Always seek FEI authorisation.
Do not use other colours for the FEI Logo other than FEI Purple
Do not set the FEI Logo against other colour backgrounds
The size of the clear space area around the logos is equal to the width of two ’l’s taken from the FEI Logo.
On the left side though, the size is equal to one and half ’l’s, to better balance the logo when used within a box.
Please leave plenty of space around the logos so they stand out.
The examples below show the minimum amount of space required. Always leave more space, if possible.
Do not place any text, graphics or images within this area of clear space.
Our logos should always be legible whenever they are used.
Never use our logos below the minimum sizes shown on this page.
Under exceptional circumstances, the TM symbol can be removed for example, where size or printing technique does not allow.
Below are examples of what not to do with the logo.
Do not vertically distort it
Do not horizontally distort it
Do not crop it
Do not modify it
Do not use it in any other position
Do not not apply photoshop effects
Do not try to highlight the horse
Do not use any type of gradients
Do not key line it
Do not break it up
Do not use any colour other than FEI Purple or white for our logo
Do not use gradients
Do not use the old purple
Do not use combinations where text becomes difficult to read. Some exceptions may apply but seek FEI authorisation first
Do not use our logo with more than one colour variation

Tone And Messaging

Human. Confident. Inclusive. These are the qualities that inform the FEl’s tone of voice for all communications, with a fourth unique attribute for each discipline.
Three key attributes -Human, Confident,lnclusive -inform the FEl’s tone of voice for all communications.
Of course, the disciplines have personalities of their own and these are reflected in a fourth attribute -unique to each.
We are always looking to make connections. We want people to engage with us, to relate to us, so we need to speak to them with personality on a human, not corporate, level. We are approachable and straight-talking. We are expressive and warm. Our sports are built on respect, trust and care and these values guide the way we communicate.
We speak with clarity and confidence to get our message across. We love what we do and we are not afraid to show it. We sound modern, fresh and progressive. We want to be heard by a younger and broader audience and the channels we use reflect this. We want your attention, so our language is sharp, to the point and compelling.
We sound accessible and welcoming. We want fans to feel part of the conversation. We are united and speak with one voice, but we also celebrate the variety of each discipline. We do not sound bland and homogenous. Our language is rich and colourful, reflecting our global outlook and the passion and emotion our sport evokes.
Set the stage, lift the curtain and revel in this high drama and gripping spectacle. Our words should capture the athleticism, power and courage of horse and rider, and the tension and focus in the ring.
Our words rich, refined and expressive, like the elegance and grace of the horse and rider. This is balanced by the need to keep our audience informed, explaining the nuances of the sport that make the difference.
The focus is on the courage of the rider and the skill and talent required to be successful in 3 different disciplines -the desire to push themselves across different disciplines. Capture the full range of contrasting emotions -from the serene atmosphere of dressage to the drama of jumping.
This is loud, boisterous, frenetic and fun and the words we use convey the thrill of the chase. It is lively and vibrant, with the team dynamic and crowd’s energy providing added colour to a compelling story.
The size and scale of the challenge sets it apart. Our story blends the event’s intensity with the majesty of the setting. The language is expansive and descriptive, befitting such an epic contest. At the same time, the horse’s well-being is paramount and our language must communicate the high level of care given during a race and reflected by the bond between horse and rider.
Vaulting is all about energy, dynamism and youth and that is how we describe it. Fans and competitors are young and we speak their language, sharp, to the point and emotive, talking to the heart not the head.
Our language, like the sport itself, evokes the wild west and the frontier spirit. Unpolished, down to earth and informal this is about channelling the energy and mood of a high-spirited western-inspired celebration.
These are some key words to use when writing about each discipline: Jumping: Powerful, Gripping, Athletic, Courage, Strength, Tension, Fearless, Drama, Thrill Dressage: Elegance, Finesse, Graceful, Style, Beauty, Serene, Poise Eventing: Adventurous, Daring, Heroic, Bravery, Desire, Courage Driving: Spectacular, Fearless, Entertaining, Gripping, Lively, Boisterous, Fun, Energy Endurance: Spirited, Majestic, Tenacious, Epic, Resolute, Esteem, Teamwork, Tough, Intense, Tactical Vaulting: Lively, Skilful, Thrilling, High-spirited, Colourful, Vibrant, Energetic, Creative, Dynamic, Youthful, Partnership Reining: Fast, Electrifying, Bravado, Down-to-earth

Brand Values

These values will help shape the look and feel of our brand and will inform the decisions and actions we take in the future.
Horse first The welfare of the horse is our top priority.
Perform as one A unique sporting partnership built on mutual trust and respect.
Fair and equal A universal and level playing field for men and women of all ages to compete together from grassroots to the world stage.
For today and tomorrow Meeting the needs of today without compromising tomorrow.

Visual Style

The welfare of the horse is our top priority.
A unique sporting partnership built on mutual trust and respect.
A universal and level playing field for men and women of all ages to compete together from grassroots to the world stage.
Meeting the needs of today without compromising tomorrow.

Iconography

Each discipline has its own logo which follows a specific structure. The primary logos consist of the discipline icon, the FEI Logo and the discipline name. This structure should be followed at all times. Sizes, positioning and proportion should never change.
The primary logos consist of three elements: the discipline icon, the FEI Logo and the discipline name.
Each discipline has a colour logo which comes in two versions: positive or negative.
Icons represent each discipline but should only be used as a supporting asset for navigation and way-finding.
Each icon is available in colour and comes in two versions: positive and negative.
In addition to the colour icon, black and white versions are also available.
Do not use other colours.
Do not use other discipline colours as a background.
Do not use gradients on backgrounds.
Do not use gradients on the icon.
Do not use the logo in full discipline colour.
Do not change the order of the colours.
Do not use other colours as background.
Do not use other discipline colours.
Please leave plenty of space around the logos so they stand out. The examples below show the minimum amount of space required. Always leave more space, if possible. Do not place any text, graphics or images within this area of clear space.
The size of the clear space surrounding the landscape logo should be equal to the width of one ‘I’ taken from the FEI Logo.
For the primary logos, the clear space surrounding them should be equal to the width of the FEI Logo present within the logo.
A different formula is used to create the clear space around icons. Leave a thickness equivalent to five lines.
Our logos should always be legible whenever they are used. Never use our logos below the minimum sizes shown on this page. These rules apply to all disciplines.
Print: 5mm Web: 34px
Print: 15mm Web: 120px
Print: 7mm Web: 45px
Do not vertically distort it
Do not horizontally distort it
Do not crop it
Do not modify it
Do not use it in any other position
Do not not apply photoshop effects
Do not keyline it
Do not break it up
Do not add a stroke
Do not change the hierarchy

Layout And Composition

The size of the clear space area around the logos is equal to the width of two ’l’s taken from the FEI Logo.
On the left side though, the size is equal to one and half ’l’s, to better balance the logo when used within a box.
Please leave plenty of space around the logos so they stand out.
The examples below show the minimum amount of space required. Always leave more space, if possible.
Do not place any text, graphics or images within this area of clear space.
Our logos should always be legible whenever they are used.
Never use our logos below the minimum sizes shown on this page.
Under exceptional circumstances, the TM symbol can be removed for example, where size or printing technique does not allow.
Do not vertically distort it Do not horizontally distort it Do not crop it Do not modify it Do not use it in any other position
Do not not apply photoshop effects
Do not try to highlight the horse
Do not use any type of gradients
Do not key line it
Do not break it up
Do not use other colours for the FEI Logo other than FEI Purple Do not set the FEI Logo against other colour backgrounds
The size of the clear space surrounding the landscape logo should be equal to the width of one ‘I’ taken from the FEI Logo.
For the primary logos, the clear space surrounding them should be equal to the width of the FEI Logo present within the logo.
A different formula is used to create the clear space around icons. Leave a thickness equivalent to five lines.
These rules apply to all disciplines.
Do not vertically distort it
Do not horizontally distort it
Do not crop it
Do not modify it
Do not use it in any other position
Do not keyline it
Do not add a stroke
Do not change the hierarchy
The size of the clear space around the logos should be equal to the width of two FEI logo ’l’s.
Never use our series logos below the minimum sizes shown on this page.
The minimum logo size varies according to the amount of detail in each series logo.
Do not use a white box. The negative version uses a transparent box
Do not use other typography
Do not remove elements
Do not add a border

Brand Architecture

FEDERATION INTERNATIONALE ORGANISATION EQUESTRE VALUES Horse first Perform as one Fair and equal For today and tomorrow TONE OF VOICE Human Confident Inclusive DISCIPLINES EI JUMPING EI DRESSAGE EI PARA-DRESSAGE EI EVENTING EI DRIVING EI ENDURANCE EI PARA-DRIVING EI VAULTING EI REINING SERIES i (ljii [l±r i [PU Ii IgnEE!TSI BUIE61, 1;;■ A'95, 1 BVISIEI IS1 61 Ig5EI ISI BVa 4, : •■ I8,TgnEEI TS: j*ir [)rill m rm i r El[y ra r g;131G DST w Ts1 33a9m .m!iv1 Sal em Kial id8n tau Eds ■■■■ ■■■ ■■■■■■■ SUB-BRANDING §lonenv EI GENERAL ASSEMBLY sos2os An KEI A/TWO HEARTS KEr CLEAN SPORT EI ■ } CAMPUS KEI SPORTS FORUM EI RG )ATE

Sub Branding

A flexible system to maintain a consistent look and feel, yet provide differentiation and a clear identity to each sub-brand.
Because of their importance to our brand as a whole, each sub-brand adopts a consistent design where the FEI Logo is always present and typography the same size.
The FEI Awards logos are available in four formats: portrait, landscape, positive and negative
The FEI Two Hearts logos are available in four formats: portrait, landscape, positive and negative.
The FEI Campus logos are available in four formats: portrait, landscape, positive and negative.
The FEI Clean Sport logos are available in four formats: portrait, landscape, positive and negative.
The FEI Solidarity logos are available in two formats: positive and negative.
The FEI General Assembly logos are available in two formats: positive and negative.
These logos are available in a template format so the country, city and date can be changed depending on the event. DAYS MONTH YEAR
The FEI Sports Forum logos are available in two formats: positive and negative.
These logos are available in a template format so the country, city and date can be changed depending on the event.
The FEI.TV. FEI.ORG and FEI UPDATE logos all follow the same system due to their simplicity. These logos are available in two formats: positive and negative.
The size of the clear space around sub-brand logos always follows the same rule. The height of the FEI Logo present within each one determines the minimum space required.
Please leave plenty of space around the logos so they stand out.
The examples below show the minimum amount of space required. Always leave more space, if possible.
Do not place any text, graphics or images within this area of clear space.

Series

A uniform system with a clear hierarchy to connect all competitions within our brand
This is the structure that should serve as the basis for any future series logos. It consists of a square with a discipline colour strip at the top. On the inside, there are two sections: A: SPONSOR LOGO/DISCIPLINE ICON B: SERIES NAMES
To accommodate the different logo variations we have created three exceptions: AREA A can be reduced in height to allow for a longer series name The FEI Series Lockup can be reduced to 80% of its former size within AREA B In extreme cases, where AREA B has an extended height and there is no sponsor, we can remove the discipline icon to accommodate a longer series name
Each series has three different GENERIC logos which can be used in a variety of ways. LOCATION/DATE Features the city or country name FINALS/CATEGORIES Features all information about the final event.
There are three different types of series all following the same structure. The series are: -FEI World Cup™ -FEI Nations Cup™ (some disciplines might not have a sponsor). -FEI Championships
For each series logo, we have two alternatives for the top section: -TITLE SPONSOR -DISCIPLINE ICON
For championship events with more than one discipline, the section can be divided by the number of disciplines occurring in the event. No discipline icon should be used with the series logo.
For each series, one positive and two negative logo versions are possible. In the example below, the background colour is the Longines blue. This negative version can be used when the series logo has to be placed on top of other colours.
This is the format for the Extreme Landscape Logo. It should be used when all information has to be placed along a horizontal or vertical line. A field-banner is one example.
This logo is available in colour, black and white.
The size of the clear space around the logos should be equal to the width of two FEI logo ’l’s.
Our logos should always be legible whenever they are used. Never use our series logos below the minimum sizes shown on this page. The minimum logo size varies according to the amount of detail in each series logo.
Do not vertically distort it
Do not horizontally distort it
Do not not apply photoshop effects
Do not use a white box. The negative version uses a transparent box
Do not use other typography
Do not modify it
Do not use it in any other position
Do not remove elements
Do not add a border
Do not change the hierarchy