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Vision 2020 Long Deck Title Name Goes Here WHY BRAND MATTERS REBRAND OBJECTIVES Key Strategic Objectives Related to Rebrand • Position the image of EC for the next generation of Canadians while embracing the rich heritage of the organization and sport in Canada. • Create a catalyst for growth in partnerships and revenue through positioning EC as a classic Canadian brand with greater relevance to more Canadians. • Develop a brand that remains relevant over time and compounds brand equity over decades. REBRAND OBJECTIVES Key Strategic Objectives Related to Rebrand (Con’t) • Unite the range of disciplines, events and programs through a strategic brand system that takes advantage of intermittent impressions to build a more cohesive and valuable brand. • Increase merchandise sales with a more distinct and sophisticated brand aesthetic. • Unite the organization with a message and look that generates enthusiasm and pride from the inside out. • Increase efficiency on the development of all touchpoints with lasting brand solutions that translate elegantly across all mediums. ORGANIZATION NAME Research & Analysis Overview Overview of findings surrounding Equine Canada Hippique: • Equine refers exclusively to the horse. It is not inclusive of the partnership between the human and the horse, and is not consistent with EC’s core mandate. • Equine not referenced in EC strategic vision and mission statement. The two most important statements defining our organization referene the word ‘equestrian’ only. • No provincial, national or international precedent. • ‘Hippique’ translates to ‘horse racing’ in French, which is not part of EC’s mandate. • Even if related to horses in some way, Hippique is very uncommon in French. The meaning is not clear to the public or even to thos familiar with the horse industry. “WhileORGANIZATION change is never NAME easy, as a marketer, I prefer Equestrian Canada. Good branding should be clear, memorable and translatable. This hits the mark.”“While change is never easy, as a marketer, I prefer Equestrian Canada. Good branding should be clear, memorable and translatable. This hits the mark.” -Derek Kent Chief-Derek Marketing Kent Officer, Canadian Olympic Committee Chief Marketing Officer, Canadian Olympic Committee ORGANIZATION NAME Research & Analysis Overview (Con’t) • British Equestrian and USEF – two of the most prominent equestrian federations in the world – use ‘equestrian’ in their corporate name. • Like EC, both these organizations have sport and industry/breed affiliate organizations. • Industry fits under the brand Equestrian Canada and our goal to promote equine welfare and Canadian-bred horses to equestrians and equestrian businesses in Canada and abroad. ORGANIZATION NAME Market Research • Surveys conducted with 164 total respondents with a age range of 25-65, both male and female, and covering a range of sectors and professions. Survey questions were as follows: • Do you know what ‘equine’ means (without looking it up)? • Do you know what ‘equestrian’ means (without looking it up)? • Do you have horses or are you involved with the horse industry in any matter? “Equestrian captures the true essence of the sport, which is the partnership between two athletes – horse and rider. There is universal recognition and an emotional connection to the word ‘equestrian’ as it evokes the images and passion of the sport. The word ‘equine’ is more scientific in nature and does not possess the same magic.” -Lisa Lazarus Former Chief of Business Development & Strategy, FEI EMBLEM REFINEMENT Analysis of Former Emblem • Aesthetic was not representative of a classic sports brand or an elite organization. • Integration of horse heads added noise and made the logo hard to read. • Logo did not work well at small sizes. • Overall image was not highly marketable or merchandisable. EMBLEM REFINEMENT Analysis of Former Logo System • Massive range of aesthetics, themes, colours, fonts and illustration styles. • Brand was extremely diversified across all disciplines, programs and events. • The divergence of all initiatives didn’t allow recognition or equity to be built – all disciplines and programs appeared to be completely disconnected. EMBLEM REFINEMENT Evolution of Emblem • The horseshoe is an elegant and beautiful form. It represents luck and has been in the DNA of EC for over a half century. • While a majority of equestrian federations internationally use a horse in their logo, using the horseshoe is Canada’s opportunity to embrace our history and be unique. EMBLEM REFINEMENT Analysis of New Emblem • Emblem is bold, powerful, simple. • Feels fresh/youthful while being connected to the organization’s history. • Communicates essential information without words. • Easily understood by both national and international audiences. • Translates very well across all applications, from digital to field of play to merchandise and beyond. • Simple, timeless aesthetic. “The horseshoe is very symbolic and sophisticated. It looks like a horseshoe – you understand that. I think it’s important to modernize our sport and industry to get more people involved.” - -Tiffany Foster Canadian Equestrian Team Member & Canadian Olympian EMBLEM REFINEMENT Implementation Requirements • Design aesthetic and brand themes must be built to remain relevant over time. • Brand system must translate with consistency and elegance across English, French and bilingual application (non-verbal where appropriate). • All core brand elements must translate elegantly across all mediums and production processes (digital, print, merchandise, field of play, etc.). EMBLEM REFINEMENT Verbal Emblem Structure EMBLEM REFINEMENT Sub-Program Structure EMBLEM REFINEMENT Event Brand System EMBLEM REFINEMENT Advertising EMBLEM REFINEMENT Merchandise “I think the launch of the new brand for EC is really exciting. What’s exciting as an athlete is that all the disciplines are united. As Equestrian Canada, we are now one solid unit. There is an opportunity to achieve a real coherency for leadership and for creating top performance teams in the future. You feel that as an athlete among the team at EC and you feel that through the rebranding.” -Belinda Trussell Canadian Equestrian Team Member & Canadian Olympian .
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