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A more “modern and unisex” look is part of a brand revamp by the Pony Club.

The organisation, set up in 1929, recently underwent a brand “refresh” in conjunction with strategic brand consultants Harrison:Fraser. It reviewed how the Pony Club is perceived, how it can be moved forward and refreshed the Pony Club’s roundel. The new design still retains the traditional illustration.

There is a new Pony Club badge, and new concepts for garments and stationery.

Harrison:Fraser previously worked on a similar concept within racing’s “Racing For Change” model in 2009.

The Pony Club project began in 2015. The process is a major step forward as it is the first time the brand has seen any kind of meaningful refresh since its inception.

Opinions from regional volunteers, committees and their membership have been taken into consideration and directed the rebrand journey to allow the Pony Club to be relevant, fit for the future and able to reach new markets.

Although this is a change, the Pony Club is clear that its substantial heritage and timeless values will not be damaged.


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“The Pony Club is an icon of British society. Its timeless values and history are loved by all who are a part of it. At its core, the Pony Club is about young people having fun,” said the Pony Club’s CEO Pip Kirkby.

The refresh coincides with the launch of a new database project, “unity”, which will enable the organisation and its members to communicate more effectively.

Also, this database allows a more centralised membership — removing a workload from volunteers and making the process of joining the Pony Club more efficient.