The British Horse Society has launched a contemporary new logo.

A new look for the organisation was unveiled last week at Badminton (30 April).

The newly-designed logo also features the tagline “fulfilling your passion for horses”. The BHS hopes it will communicate the organisation’s sense of energy and enthusiasm.

This changed logo marks six years of what the BHS sees as a fundamental change in its attitude and approach — through campaigns such as “Breaking the Strangles Hold, which raised more than £250,000 for research and “Drawing the Line” an initiative concerning indiscriminate breeding.

Patrick Print, who is coming to the end of his six-year term as chairman said: “Over the past six years our members have been the driving force behind a vibrant period of change and growth.

“The launch of this new identity is the outward sign of a contemporary, forward-looking and committed organisation with a growing and enthusiastic membership.

“The principles and standards on which the Society is founded remain absolutely constant but responding to change is essential if the BHS is to continue to prosper.

“Our new logo is a significant and dramatic change from the traditional style of the horse’s head logo which we have used since 1947. We wanted something that would both have impact and make a statement about the organisation as it is now, rather than as it was in the past.”

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