ATG – Swedish Horse Racing

An identity built for speed – ATG’s biggest design change since the start in 1974

ATG is the main provider of horse betting in Sweden with two million Swedes betting on horses every year. However, ATG is more than a betting company. It also plays a big role in the trotting society and is heavily involved in everything from horse owners to races and events on tracks all over Sweden. ATG is one of Sweden’s most recognised brands, as the ATG sign is featured on over 2000 local shops across the country.

Bold was asked to create a new visual identity that reflects the pace and strength that ATG stands for today – the combination of live sport and live gaming. The identity should keep together the broad world of ATG, including tracks, resellers, websites, digital betting stations, communication, new identities for all events, TV-productions etc. Recognition was important, because of the history of the logotype as well as the gradual pace of implementation. The aim was also to lift forward and clarify the main products – games such as V75, V86 and V65.

The entire new identity is built around pace and movement. The new logotype has kept the colours but more pace and modernity has been added through the new horse icon and updated shape. The new pattern was created inspired by the pace of horses in a race, while the typography gives a sporty look with its leaning shape and the combination of sharp and rounded forms. The main products – V75, V86, V65 and V4 – have become their own strong brands, with their own logotypes and colours.

Project partners:
Åkestam Holst



The ATG logotype is inspired by the speed of a horses head as it crosses the finish line.



The ATG pattern was created inspired by the pace of horses in a race. The same shape as the outer frame in the logotype was used to create consistency within the identity.



Examples of the typeface sketches created during the design process.


Two unique typefaces were created. One headline font, tilted to capture the feeling of speed, and one body text font, made for optimal readability on small sizes.



Examples of symbols and pictograms.



The pattern in combination with the typeface creates an important identity carrier that is easily recognizable.


Some examples of the many sub brands that exists within the ATG world.


Some examples of the many event brands that exists within the ATG world.


The ATG pattern was also the inspiration for a new trophy, a physical manifestation of the pattern in blue glass.


Transparent membership card with ATG pattern.


Examples of communication templates, where the identity can be used in various amounts depending on the tactical contents.


The identity is created to work optimally in all digital platforms and on all devices. Here the pattern can be used as an animation creating the sensation of speed.


 Examples of the ATG television graphics.

”Bold has managed to create an identity that holds together the entire ATG brand on all platforms, and managed with the objective to visualize the trot and canter is something very alive and exciting.”Nils Ekmark, Brand Manager









Example of how the ATG visual identity is used in retail environments and on digital betting stations.