The concept itself was based on the energetic yet formal and long-established form of horse riding seen in the various events at the Olympics. PBRC takes its design cues from the origin of English riding, Europe. The brand colour inspired by the nature that surrounds Vancouver, Brunswick Green, comes from Germany and is found in British Rail locomotives to radiate an upscale aura.

Playing with the contrasting line widths, the logo depicts a dynamic illusion of a rider on the horse. It gives an impression of strength and speed that a rider would experience at the moment. The logotype has been developed as a custom typeface influenced by English heritage brands. The tailored typography and carefully selected photographs give a disposition associated with the equestrian discipline. A subtly hidden cross pattern throughout the designs inspired by classic European artworks adds character and narrative, which enhances the visual experience.