Horse racing is a fairly significant sport in Sweden. Gambling on this sport is managed by a company called Aktiebolaget Trav & Galopp (ATG, roughly translated as "Trot & Gallop Incorporated") which has a legal monopoly on this activity.
On March 9, ATG launched a new corporate identity, created by the Swedish agency Bold. Two custom typefaces were created with Pangea.
The logo retains much of the legacy from the previous mark, including the horse head and colour scheme, but gives them a more contemporary interpretation. The horse head has been further stylized to convey a sense of speed. The team has also applied a barrage of Illustrator effects.
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One aim the new look is to allow the different games to act as independent brands. As a result, the games now have logos in indivual colours.
Although the new identity launched this month, Bold revealed much of it a few months ago.
Bold case study (archive)
Bold news (archive)
Dagens Media
Utterly ugly. Looks like made the first year in an amateur graphic course.
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