The 2007 Samsung Super League, one of the world’s premier international show jumping competitions, brought elite equestrian sport to the historic Irish capital of Dublin. Officially sponsored by Samsung Electronics, the event featured competitors from nine nations: Great Britain, Germany, France, the United States, the Netherlands, Belgium, Sweden, Switzerland, and Ireland.
Held on August 11, the Dublin competition attracted approximately 30,000 spectators, including Irish President Mary McAleese and her husband, and was broadcast live nationwide by RTÉ. Additional coverage through Eurosport and ESPN reached audiences across Europe, the United States, and parts of Asia. Samsung’s sponsorship extended beyond brand visibility, supporting international sporting exchange and reinforcing its role as a global corporate ambassador.
The visual identity takes its central motif from a rider and horse in the act of clearing an obstacle. Their coordinated movement is distilled into a bold silhouette that expresses athletic power, precision, and the partnership at the heart of equestrian sport. An ascending curved line beneath the horse suggests the trajectory of a jump while echoing the elliptical form of Samsung’s corporate identity, connecting the competition’s dynamic character with its title sponsor.
Samsung blue anchors the identity, providing a consistent and recognizable presence across venues and communications. Bold, condensed typography gives the event name a clear visual hierarchy and strong legibility at a distance. Two complementary emblem formats—a primary signature and a circular badge—allow the identity to adapt to applications ranging from flags, banners, and arena obstacles to medals, apparel, and ceremonial items.
Soft pastel ribbons extend the sense of movement throughout the design system, balancing the strength of the blue emblem with a lighter, celebratory atmosphere. Regional signatures identify each host city within a unified framework, creating a coherent international identity with a distinct local presence.
WORK SCOPE
EI Design Development
CLIENT
SAMSUNG Electronics I 삼성전자
2007. CRAYFISH INC.
