Jockey Club of Saudi Arabia rebrand.

The club was founded in 1965 and changed its Arabic name in 2020, yet the emblem THE ONLE shows as the 'before' still carried the old name, نادي الفروسية. The agency says the club wanted an identity that honoured its royal heritage but looked modern and credible to the international audience its racing seasons in Riyadh and Taif, including the Saudi Cup, now attract.

The new mark joins three parts that the agency's brand board labels the hero, the starting gate and the identity: an Arabian horse, framed by the arched outline of a starting gate, beneath the national palm-and-swords emblem. It keeps the 1965 founding year and sits beside a bilingual wordmark. According to THE ONLE, the project ran from brand research and stakeholder workshops to guidelines and a rollout across the club's digital channels and physical spaces, including signage and environmental branding at King Abdulaziz Racecourse in Riyadh, event merchandise and digital assets. The identity's pattern later returned, in brighter colours, in the agency's 2023 Saudi Cup campaign. The club still uses the mark on its website.