Brand Guidelines
A reference for how SP RHODES looks, speaks, and builds — equestrian heritage rendered with the discipline of a modern design system. Elevated, not exclusive.
Craft, worn lightly.
SP RHODES exists at the intersection of equestrian heritage and considered modern design. Every mark — the tricolor flag, the bridle stitch, the horseshoe — is drawn from the physical world of the barn and the show ring, then rendered with the restraint of a luxury brand. The goal is never to intimidate; it is to make craft feel approachable and every product feel unmistakably ours.
Elevated, not exclusive
Premium materials and finish, presented without pretense — welcoming to the everyday rider, not just the show circuit.
Heritage, made current
Equestrian motifs — stitching, tack and the tricolor — reinterpreted through clean modern typography and layout.
Craft over decoration
Every visual signature ties back to something real — a saddle stitch, a horseshoe, a nameplate — never ornament for its own sake.
The identity, and how to protect it.
The SP RHODES logo is the primary identifying mark of the brand. It should always be reproduced from approved master artwork, with its original proportions, spacing and relationship between elements preserved.
Four colors, used with intention.
Navy and cream carry the visual identity. Rouge and tan provide restrained accent moments that connect the brand to its equestrian heritage.
Usage: Navy anchors headers, footers and primary calls to action. Cream creates the primary editorial background. Rouge is reserved for the tricolor mark and selective accent moments. Bridle Tan supports stitching, labels and subtle detail.
Inter, exclusively.
A single type family creates consistency across digital, print, ecommerce, product communication and brand collateral.
Recognizable details, used with restraint.
These recurring visual devices connect the SP RHODES identity to the physical language of equestrian sport.
The Tricolor Flag
A navy, white and rouge accent used beside labels and in select horizontal brand details. The three sections should always remain equal in proportion.
The Bridle Stitch
A restrained dashed line inspired by leather tack stitching. Use primarily as a divider rather than as a border around every element.
The Horseshoe
A supporting equestrian icon. Keep the opening facing upward and maintain the original proportions whenever the mark is used.
A consistent digital system.
Reusable components maintain continuity across ecommerce, service pages, editorial content and campaigns.
Navy fill, white text and restrained uppercase tracking.
Navy outline with a transparent background for lower-priority actions.
The tricolor accent paired with an uppercase Bridle Tan label.
Confident, warm and specific.
SP RHODES communicates like an experienced equestrian partner who understands branding, product, technology and the realities of the sport.
Do
- Speak with quiet authority and clearly state what we do.
- Use real equestrian terminology accurately.
- Be specific about materials, construction and customization.
- Use concise sentences and allow whitespace to support the message.
- Make premium feel approachable rather than intimidating.
Do Not
- Rely on exaggerated superlatives to communicate quality.
- Use generic startup terminology or unnecessary jargon.
- Overwrite simple ideas to make them sound more sophisticated.
- Use language that excludes everyday riders or smaller equestrian brands.
- Substitute vague claims for meaningful product information.