Equestrian Center ZduchoviceWhere flying on a horse is possible.

Evening render of the ECZ entrance gate: dark green pylons lit from below and the gold ECZ mark along a gravel drive.

At a glance

Design thinking: One minimalist horse could stand for sport, breeding and the lodge and still look modern, so the C only suggests its head.

Problem: Top-level sport asks for a modern look, the breeding and the lodge for warmth. One identity had to hold all three.
Approach: We agreed the brand keywords with the client first, then drew and redrew the monogram by hand.
Outcome: One identity runs from the arena gate to the website. Sixteen mark variants cover any new competition series.

Role: Lucie as the only design and project lead, working directly with the client.
What we designed: Positioning
Logo design
Visual identity
Signage / Environmental
Merchandise
Website design
Platforms: Arena and gates
Merchandise
Social media
Website

A dark green ECZ billboard on a city street asking “Are you the next star?” beside a show jumper framed by stars.

The keywords decided the mark before it was drawn.

Nine words went on the board with the client. Sport and team, human touch and nature were chosen to lead, and heritage and innovation to support. A minimalist horse followed from that order.

The monogram was redrawn by hand until the C suggested a horse and still read as a letter.

Each round tested how far the C could suggest a horse before it stopped reading as a letter, and how the wordmark should sit beside it.

The decision

The client chose the hand-drawn mark for the horse’s head in its curve.

The client singled out that head as the part that felt most like the centre. The symbol and the pattern were then built from it.

The C suggests a horse’s head without drawing one, so the mark stays minimal.

ECZ was chosen for its clarity and sound. The star above the C returns in the claim “Are you the next star?”

The ECZ logotype in gold on dark green: the monogram with a star above the C, “2004” and “Equestrian Center Zduchovice”.

One curve, repeated until it became a pattern.

The symbol takes the horse’s head and star from the C. Repeated, it becomes a pattern in the dark green, sand and mint of the palette.

The ECZ horse-head symbol with a four-pointed star, shown on sand, dark green and pale mint tiles. — The symbol on sand, dark green and mint.

A pattern of small horse-head symbols and stars on dark green, one symbol in gold, above the line “Are you the next star?”. — The pattern, with the claim in the brand typeface.

Each horse was drawn in detail, then cut back until the silhouette read at a glance.

Every round removed lines and sharpened the rest. The curves were tuned to feel fast but controlled, and a star above the head links each horse to the logotype.