Brand identity for the FEI World Championships 2026

Unlock Brands created the brand identity for the FEI World Championships 2026 as the event expanded across Aachen and AlUla. The project needed to unify two continents, multiple disciplines and different cultural contexts under one unmistakable championship brand. Built around the idea “Win as One,” the identity celebrates the partnership between horse and rider while balancing the heritage of equestrian sport with a more contemporary global presence. A ribbon-based “W” symbol references win, world, medals, motion and unity. Supporting elements include discipline icons, a premium colour palette of dark violet, lavender and gold, and a photographic style that combines intensity, elegance and care. The result is a cohesive brand system designed to express prestige, teamwork and one shared championship vision.