后里馬場創立於 1912 年，曾是台灣唯一的軍用馬場，擁有超過百年的深厚底蘊。場內完整保留了第一、第二馬廄及場本部等歷史古蹟，是台灣目前碩果僅存、歷史最悠久的馬術產業發源地。近年隨著休閒觀光轉型，這裡不僅是專業馬術的殿堂，更融合了國際級馬戲表演，成為傳承歷史與創造歡樂的文化場域。

后里馬場的全新視覺系統以「馬術勳章」為核心靈感，巧妙融入馬戲團的趣味靈魂。標誌視覺核心在於「猴子騎馬」的生動圖像，象徵著馬場的活力與馬戲團的歡騰氣息。在應用架構上，設計了「馬戲團帳篷」與「專業勳章」兩款外框，使視覺能在「馬戲」與「馬術」間靈活轉換。視覺風格以大色塊為基底，襯托出細膩的裝飾紋樣，呈現深厚的人文歷史底蘊；而在馬戲系列中，則大膽採用高飽和度的橙色與豐富插畫，營造極具張力的感官體驗

Founded in 1912, Houli Equestrian is Taiwan’s oldest equestrian cradle and a former military stud farm. Preserving century-old stables and heritage sites, it has evolved into a vibrant cultural landmark that seamlessly blends professional horsemanship with world-class circus entertainment.

The identity centers on an "Equestrian Medal" infused with the playful spirit of the circus. Featuring a "monkey on horseback" motif, the logo balances professional prestige with festive energy. Two framing systems—the "Circus Tent" and the "Professional Emblem"—allow for versatile application across formal and celebratory contexts. The aesthetic combines bold color blocks with delicate linework to honor heritage, while the circus series utilizes vibrant orange and rich illustrations for a high-impact sensory experience.