ABRA Logo & Branding Refresh
Project Overview
Client: American Buckskin Registry Association (ABRA)
Industry: Equestrian Breed Registry
Role: Brand & Logo Designer
Year: 2017
The American Buckskin Registry Association (ABRA) sought to modernize its visual identity while honoring its longstanding heritage within the equine industry. The existing logo, originally created in 1963, had become outdated and lacked the versatility needed for modern print and digital applications.
As a longtime member of the equestrian community, I was selected by then-President Gena Loper to lead the logo redesign and develop a cohesive brand system that would support the organization for years to come.
The Challenge
ABRA's existing logo presented several challenges:
Outdated design dating back to 1963
Low-resolution artwork unsuitable for modern marketing applications
Limited brand consistency across communications and merchandise
Need to maintain a connection to the organization's heritage and relationship with AQHA
The goal was to create a timeless identity that felt professional, recognizable, and adaptable across all marketing channels.
The Solution
The project began with extensive concept development and exploration of both symbolic and typography-based logo directions.
After evaluating multiple concepts, a typography-first approach was selected to create a more sophisticated and enduring brand mark. The final design centered around the Baskerville typeface, chosen for its classic elegance and strong visual presence.
To further strengthen the brand identity, I developed a complete branding system that included:
Custom logo design and refinement
Vector artwork for print and digital applications
Brand color palette featuring ABRA's signature buckskin copper tone
Typography hierarchy and usage standards
Logo application and brand consistency guidelines
The result was a flexible visual identity that could be used across websites, publications, apparel, signage, sponsorship materials, and event marketing.
Deliverables
Logo concept development
Final logo design
Brand standards guide
Color palette and typography system
Vector logo package
Brand application recommendations
Results
Successfully launched a new visual identity across the organization
Established consistent branding across print, digital, apparel, and event materials
Created scalable vector artwork suitable for all future marketing applications
Developed a timeless brand system that continues to represent ABRA today
Tools
Adobe Illustrator
Adobe InDesign
Client Feedback
"Karri brought a fresh, modern look to ABRA while respecting our heritage. The new logo truly represents who we are today and will carry us into the future."
— Gena Loper, Former ABRA President