Global Group Lifestyle and Sports Club is a high-end, premium equine sports and horseracing club, offering private members and especially their children exclusive access to some of the greatest equine events and lifestyle experiences available around the world.
Given this position, GGLSC needed to adapt to the digital age. The existing brand mark was virtually unrecognisable in a digital context – partly because the word mark and symbol were inseparable. As the brand mark is also used extensively on merchandise and various paraphernalia, it needed to be bold and distinctive. As everybody in the industry refers to the Authority as the GC (Global Club), we decided that using this acronym would create a visually stronger identity.
Complementing this, we enhanced the equine symbol by giving it a more structured, striking format. The new brand mark is easily separable from the wordmark, which adds flexibility.