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The FEI’s identity is an extremely valuable asset. The FEI’s appearance on screen, in print, at events and digitally, forms its public face. Together, these brand applications influence the way the FEI is perceived by the National Federations, organisers, sponsors, riders, the media and the public. The FEI aims to maximise the impact and the value of its identity by presenting a professional and consistent public face that is strongly and uniquely FEI’s.
The ambitious sport and commercial objectives of the FEI require a strong and recognisable brand. It is defined and communicated through the following core values and brand personality:
FEI Brand Core Values
  • Welfare of the horse
  • Complicity with the animal
  • Equality (male and female riders share the same podium)
  • Multidiscipline
  • Excitement
FEI Brand Personality
  • Committed
  • Leading
  • Professional
  • Approachable
  • Trustworthy
As part of the overall FEI branding concept, FEI Brand Guidelines have been developed which compile and detail all of the necessary information. Its usage ensures that all graphics are in line with FEI’s Corporate Identity.
All FEI stakeholders and FEI partners should always use the FEI brand according to the FEI Brand Guidelines.
The FEI Brand Guidelines manual to support all FEI stakeholders and partners when using the FEI brand can be found here:
Please note that all and any item bearing any FEI mark or logo necessarily needs written FEI approval.

For any enquiries concerning the FEI brand and the usage of any FEI marks or logos, please contact the FEI Commercial Department.

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