Horses All was there when the Horse Industry Association of Alberta (HIAA) launched its branding campaign and a new initiative for the horse industry on September 5, 2006.
After 25 years of organizing North America’s premiere equine conference – the Horse Breeders and Owners Conference – and working behind the scenes in various areas of the industry, the association is becoming less of a secret entity and more of a public organization.
As a jumping off point, the HIAA has developed a new logo, which was unveiled at the September 5 news conference by two Alberta horse industry icons: Bruce Roy, a leader in the draft horse industry, and Bill Collins, cutting horse and AQHA hall-of-famer. Both gentlemen are also past recipients of the HIAA’s Distinguished Service award.
The HIAA’s new logo (shown right) incorporates four key elements:
1. the Alberta landscape, which is ideal for growing strong, healthy horses and provides excellent feed for horses;
2. three horses of different styles and colours, representing the diversity of breeds and activities in our industry;
3. motion, the forward movement of the horses representing the direction of the industry; and
4. the message, focusing firstly on “Alberta Horses,” the brand the HIAA intends to establish in the local, national, and international equine communities, and secondly, the name of the association in its supporting role.
The diversity of the horse industry contributes to its success and potential, and yet it is also a source of fragmentation. This fragmentation creates a systemically vulnerable industry with a need for an advocate, one focused on the “big picture.” The HIAA has dedicated itself to this big picture through its three areas of focus: advocacy, education, and research.
The HIAA is a registered non-profit society that has benefited from a strong partnership with Alberta Agriculture’s Horse Industry Section (formerly the Horse Industry Branch), without being a government-funded organization.
HIAA is also partnering with the Alberta Equestrian Federation and Alberta Agriculture on an initiative for commercial stables in the province. These partnerships further strengthen the horse industry in Alberta, bringing together government, the public, and business.
In the coming months, the HIAA will launch an advertising campaign within the province to brand the “Alberta Horses” logo and the association within Alberta’s horse industry.
In order for the HIAA to effect change in the industry, recognition and support at hime is vital. The “Alberta Horses” brand will also be marketed internationally, with global recognition of Alberta’s horses and horse industry as the ultimate goal.
