(Est. 1952) “HorseWorld is a charity dedicated to saving the lives of abandoned, neglected and mistreated horses, ponies and donkeys. The organisation cares for more than 100 horses, ponies and donkeys at its Bristol site and provides after-care and support for around 300 more, who have been re-homed throughout the South-West. The charity also runs the innovative Discovery educational programme. HorseWorld’s vital 365-days-a-year animal welfare work is funded by voluntary donations.”
Peloton (Bristol, UK)
At the core of the charity is the mutually beneficial relationship and compassion shown between people and horses. Based on the Gallo-Roman goddess Epona (the guardian and protector of horses), the new identity brings the members, donors, legacy leavers, dedicated staff, volunteers and supporters to the fore. We invite them to become the guardians / protectors and ‘heroes’ of the charity – becoming Epona in a contemporary context.
Images (opinion after)
The old logo was cute, not very good or attractive, but cute because ponies and donkeys. It made the charity look small, though, and sort of played down its important work. The new logo is much more… heroic, making a more literal connection between human and horse and conveying an optimistic, determined spirit. The concept of the goddess is well-founded and well-meaning but I do wonder how much relevance it has to a charity in Bristol, which makes me wonder if the woman depicted in the illustration could have been any modern-day woman wearing a polo shirt instead of a toga. Still, the logo is now more evocative, uplifting, and well suited for the charity. The wordmark is more or less okay… The customization on the “W” feels forced as is the case as well on “Rescue” and “Discovery” but, ultimately, it’s fine. The limited applications shown are also all okay and they do get props for doing a proper inverse version of the logo (as seen on the ribbon on the certificate and last image) where the shadows remain dark instead of just selecting the logo and coloring it all white. Overall, a welcome improvement that elevates the good work of the organization — hopefully, though, no one forgets about them ponies and donkeys.