BY CYNTHIA MCFARLAND
Across morning pastures drenched with dew, along the rail of a neatly harrowed training track, into the manicured surface of an indoor show ring, down a shady Greenway trail beneath statuesque live oaks.
Every hoof leaves an imprint. Each hoofprint is part of the story woven into the fabric of horse country. One step at a time.
Ocala/Marion County has undoubtedly made its mark as Horse Capital of the World®.
From Grade 1 winners to show ring champions to working ranch horses and beloved riding companions, 75,000 horses and ponies call Marion County home. That concentration of equines is greater than any other county in the nation. Although a wide variety of breeds is represented, Thoroughbreds account for nearly half of the equine population in the Ocala area.
The equine scene is on a growth trend, and this is the time to invest in and put a new trademarked logo in play. – Steve Koch
The limestone-based and mineral-enriched soil and water provide the ideal environment for young horses to grow and excel, whatever their discipline. These natural advantages and the abundance of skilled horsemen and women have made the Ocala and Marion County area a global epicenter of equine breeding and training. There’s no denying the $4.3 billion total economic impact of the horse industry.
With one in five jobs connected to the equine industry, an estimated 22% of the county’s GDP is thanks to the horses. Thoroughbred jobs in the area make up 56% of the local equine job market.
Ocala/Marion County is recognized as the Horse Capital of the World® and it has been represented by that trademarked title for nearly three decades.
The Florida Thoroughbred Breeders’ and Owners’ Association registered the original trademark in 1997 and recently unveiled a definitive new logo that celebrates this fact.
“The equine scene is on a growth trend, and this is the time to invest in and put a new trademarked logo in play,” FTBOA Administrative Vice President Steve Koch said.
Unlike the old logo featuring a stylized horse head, the new logo of a hoof print–complete with shoe and frog imprint—makes an impact.
“We wanted an iconic logo that really stands for the area,” Koch said. “We are the rightful Horse Capital of the World®and we need to promote that for the betterment of Ocala and Marion County.”
“It was a team effort and wouldn’t have happened without Jayne’s brilliant design,” Koch said of graphic designer and artist Jayne Chapman. “She adores the horse and has found a way to combine her passion with her career.”
FTBOA Administrative Vice President Steve Koch
Indeed, Chapman grew up with horses and has been riding since childhood. From showing English and Western Pleasure as a child on her Quarter Horse mare named Pass the Paprika, Chapman moved on to hunter-jumpers. She’s currently on the lookout for an OTTB.
Paprika and Chapman
As a freelance contractor, Chapman works closely with FTBOA on their FTBOA.com website and its Wire to Wire daily newsfeed. She was eager to tackle the unique logo project.
“When Steve mentioned they wanted a rebrand on the logo, I began making sketches. I wanted to see if something from the horse’s anatomy could go into the logo,” Chapman said.
She found just that in the frog, or cuneus ungulae. A key part of the hoof, the wedge-shaped frog plays multiple roles in a healthy foot as it provides support, absorbs shock, distributes force and propels.
The more Chapman sketched, the more she realized that vital component of the horse’s hoof could also anchor and stabilize the new logo, while acting as a visual guide leading to the Horse Capital.
“The collaborative human effort that goes into a project like this can’t be understated,” Chapman said. “It all started by hand. Hours were spent on just sketching. Anything that came to mind was jotted down, adjusted, turned into a cascade of drawings, then repeated until we found the identity.
“Ocala was built into this from the very beginning,” she noted. “This was a team effort, and I was so excited to be part of something that builds on the heart of Ocala, its horses and their community. I can’t wait to see it come to life.”
The crisp modern logo is instantly memorable and serves as the perfect symbol for Ocala/Marion County’s position as Horse Capital of the World®.
Look for the new logo at FTBOA.com and in upcoming advertising, social media, merchandise and licensing partnerships.
