Fly My Horse

Fly My Horse is a recently launched air freight and equine logistics company, based in Belgium and transporting horses worldwide. 

One of the most important requests was that the logo and branding told a story and expressed the brand’s values, while clearly explaining what the business does so any nationality can easily understand the service offering. The brand owner wanted to emphasise the importance of horses being transported by horse people, and it was crucial that this messaging was portrayed throughout the brand’s digital footprint. 

We were tasked with brand development, including creating the Fly My Horse logo and brand guidelines. We put together colour palette and typography guidelines to be used across all printed items, including bags and travel equipment. The brand guidelines also covered photography, tone of voice and examples of how to integrate this into all future marketing campaigns. 

For the logo, we utilised the Open Sans Extrabold typeface to maximise readability for all languages. The horse and handler element represents the importance of horses being transported by horse people, while reflecting the commitment to the wellbeing of horses being transported. The logo clearly conveys the Fly My Horse services, plus highlighting their commitment to equine wellbeing. 

Alongside the master logo, we put forward secondary variations which can be used for alternative colourways and placements. We also included some mock-ups to show how the new branding can be seamlessly integrated into various placements, including saddle pads and hi-vis jackets. 

Across all collateral, we used the Lato typeface. Renowned for its modern, clean design, this is suitable for a wide range of applications within both print and digital media. The colour palette selected includes blue tones, a dark yellow and a dusty green. The blue tones exude sophistication, confidence and compassion, while the yellow and greens reflect intellect and flexibility.