Helgstrand Dressage celebrated its 10th anniversary in 2019 with a spectacular open house day. It prompted the idea for a restyling of the brand with a new logo as of 2020.
"When we founded Helgstrand Dressage back in 2009, we obviously set some ambitious goals, but to be where we are today, is something we would’ve never dared to dream. Even though we have renewed ourselves along the way, which resulted in being awarded "Børsens Gazelle" amongst other achievements, we feel the time is right to mark the quantum leap we are currently making in cooperation with Waterland," Andreas explained.
Helgstrand Dressage was established in 2009 and has become one of the leading sales stables within a very short time frame, especially in the market for young horses, where the Danish company has taken home more than 15 medals at the World Young Horse Championships throughout the years.
After the equity fund, Waterland Private Equity Investments, bought a half ownership share in the company in 2018, the ambitions were raised and the wish to create one of the world’s leading equestrian companies were added to the agenda.
"In the daily life we only use one name, Helgstrand. Therefore we feel it makes more sense to collect all the current and future sub-brands in one logo," says Andreas.
He added that the new identity comes at a time, where Helgstrand seriously starts to take new initiatives; for example with the purchase of Windsome Farm in Wellington. It marks a new era.
"Because Helgstrand as a logo gets such fundamental importance, the H becomes the center for the logo or the monogram, which gets a subtle hint of horses with four horse heads," Andreas explained. The new logo embraces all the subbrands of Helgstrand, which includes Helgstrand Denmark, Helgstrand Dressage, and Helgstrand Stallions.
"Even though Helgstrand is a well-known international brand now, it was important for us to maintain something personal in the logo or monogram, which is why the H is an important element. Simultaneously, the four horse heads are an expression for the four of us, Marianne and I, along with our two children, William and Alexander," Andreas added.
The new identity for Helgstrand Dressage will be implemented in all their online and offline material.
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