The American Morgan Horse Association (AMHA) has unveiled its new graphic identity as the foundation for promoting the Morgan horse. The new logo and slogan reflect the essence of the Morgan and will help in the growth of this great breed.

"We are very excited to reveal this new identity to our members and to the greater equine world," said Julie Broadway, AMHA Executive Director. "We feel this represents and will differentiate the Morgan from any other horse breeds."

Designed by the marketing and design firm of Morgan owners Jeff and Lynn Yelton of Sherwood, WI, the logo, which includes the slogan, "The Horse That Chooses You," will be displayed on everything from letterhead to Morgan merchandise as well as the masthead of the breed journal, The Morgan Horse. Future projects also include a website redesign and advertisements in national publications. The Yeltons generously donated the icon, slogan and designs to AMHA.

In 2007, AMHA established an advisory Marketing Steering Committee for the primary purpose of increasing breed recognition and new owners/members. The committee, comprised of those familiar with the breed, all came from different business backgrounds and expertise. The group helped the Yeltons create the feel and emotion behind the new logo.

The Morgan is known for its beautiful head and this element is embraced in a circle as part of the new logo. "Technically, we wanted the graphic elements contained, because [it] is easier to use across different graphic media," said Lynn Yelton. "A circle represents the sun, a warm and welcoming feature. It also embodies wholeness or completeness, as well as a lifesaver. It could also symbolize a wreath of roses.

"The slogan, 'The Horse That Chooses You,' certainly indicates a relationship and helps differentiate the breed, but it does more," Yelton continued. "In order to 'choose you,' intelligence and people-loving disposition is necessary, and these are strong traits in the Morgan." The color will vary to make it complementary to whatever medium is used.

A presentation introducing the new logo to the Morgan community will be given at the breed's largest horse show, the Grand National & World Championship Morgan Horse Show, held in Oklahoma City, on October 10.

Founded in 1909, the American Morgan Horse Association (AMHA) is a non-profit organization serving more than 50,000 Morgan horse owners, breeders, exhibitors, and enthusiasts throughout the United States. AMHA serves as a parent organization to more than 125 recognized Morgan horse clubs and national service organizations. It also provides an important link to foreign Morgan horse registries and clubs. The headquarters, located in Shelburne, VT, also is home to the National Museum of the Morgan Horse and are maintained through the generosity of the American Morgan Horse Institute.

You can learn more about AMHA at www.morganhorse.com.