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The British Horseracing Authority is the governing body for horseracing in the United Kingdom. Last month, it launched a new corporate identity, created by Firedog Creative.
The old logo was outdated, awkward and poorly executed, so it had to be scrapped. Firedog intended for its replacement to work better in digital environments by allowing the symbol to be used without the wordmark, which wouldn't have been possible with the old logo. They opted to use the three-letter acronym for stonger visual impact and a red-white-and-blue colour scheme to reinforce British values.
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On its own, the new logo has a bit of a retro feel to it. If it wasn't for the curve on the B and the slightly irregular composition of the symbol, it would look like it was taken straight from the early 80s. But in this case, a step back was definitely a step in the right direction.
Firedog (archive) BHA
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