ABRA Logo & Branding Refresh
American Buckskin Registry Association (ABRA) – Equestrian / Breed Registry
Role: Brand Designer & Logo Developer
Duration: 2017
In 2017, I was approached by then-President Gena Loper to rebrand and design a new logo for the ABRA. Having known me from the Pacific Northwest Quarter Horse breed circuit, Gena was familiar with my reputation as a prepared, competitive, and sportsmanlike competitor. The goal was to modernize ABRA’s decades-old logo while honoring its history as an affiliate of the American Quarter Horse Association (AQHA).
ABRA Logo & Branding Refresh
American Buckskin Registry Association (ABRA) – Equestrian / Breed Registry
Role: Brand Designer & Logo Developer
Duration: 2017
In 2017, I was approached by then-President Gena Loper to rebrand and design a new logo for the ABRA. Having known me from the Pacific Northwest Quarter Horse breed circuit, Gena was familiar with my reputation as a prepared, competitive, and sportsmanlike competitor. The goal was to modernize ABRA’s decades-old logo while honoring its history as an affiliate of the American Quarter Horse Association (AQHA).
Goals + Strategy
Challenge:
Replace a pixelated 1963 logo that no longer reflected the professionalism and prestige of the organization.
Create a fresh, timeless vector logo that would be relevant for years to come, not tied to design trends.
Maintain a visual connection to AQHA branding while establishing ABRA’s own unique identity.
Approach:
Explored initial concepts featuring horse marks, but shifted toward a typography-first design for a more classic and versatile brand mark.
Selected Baskerville typeface for its timeless elegance and distinctive “B” character.
Incorporated ABRA’s signature copper buckskin color as the brand anchor.
Designed a full branding kit including typography hierarchy, hex color palette, and logo usage guidelines to ensure brand consistency.
What I Did
Developed multiple logo concepts and iterations
Designed the final typography-based logo
Built a branding kit with typography, hex colors, and usage rules
Delivered vector logo files for print and digital use
Provided brand alignment recommendations for web, apparel, and event signage
Tools Used
Adobe Illustrator • Adobe InDesign
Results
Successfully launched new ABRA branding association-wide
Logo adopted across all official communications, merchandise, and signage
Delivered consistent, professional visual identity recognized within the equestrian community
Takeaway
"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