Building Our Brand: 35 Years of Spreading the A&O Message
August 17th, 2026
Alpha & Omega Mounted Patrol Security has a rich history of solidifying our brand as a leader in the public safety field. As the only privately owned and operated mounted patrol in the country, we have been fortunate to be recognized as a leader in the industry. It’s interesting now to look back at how our brand has been built through the decades.
Our first logo, created in 1991, was simple but carried such a strong image that it did not need drastic changes over the years. Throughout our history, it has appeared on Trooper uniforms, advertisements, stationery, signage, mascots, toys, T-shirts, jackets, tack, caps, saddle blankets, specialty advertising items, mugs, tattoos, water bottles, semi-trailer trucks, billboards, and more. In some cases, state licensing guidelines require the logo to be attached to badges or uniforms. In other instances, products are created for the sheer fun of sharing with the public.
A longtime favorite giveaway is Charlie Horse and his sidekick Sparkle, pictured to Charlie’s left. Kids and adults alike enjoy the squeezable toy horses. For many years, Charlie has had his own Kids Club and Facebook page. Fans see him at Kids Club parties in The Woodlands, at music festivals across the country, and during school presentations. Charlie and Sparkle proudly sport the A&O logo.
In 2026, the two were joined by Pouty Pony in celebration of the Chinese New Year of the Fire Horse and the company’s 35th anniversary. A&O personnel learned about the mistaken production of a plush horse that was supposed to have a smiling face. Instead, the smile was sewn upside down into a frown. Many people, including the A&O family, identified with the moody little horse, and he was brought into the fold. Pouty has the honor of sporting the 35th anniversary logo and is adorned in A&O red. Despite his frown—or maybe because of it—Pouty Pony has brought joy to young and old alike.
The versatility of the A&O brand has allowed it to be used in many ways over the decades. Sometimes we mass-produce items that can be shared with thousands of fans. One example is our temporary tattoos, which have become popular at music festivals. When the body-art craze spread throughout the nation, we decided to have some fun with festival fans by distributing temporary tattoos featuring the A&O logo. Fans joined in by the hundreds, stopping to visit with the Troopers and horses on festival grounds and getting tattooed. We’ve also entertained fans with Hacky Sacks, Frisbees, footballs, and bandanas.
In a few cases, a special branded item was limited to only a handful of treasured keepsakes commemorating the end of an era. That was the case with the custom-designed leather bomber jackets created to commemorate our work providing public safety for 10 consecutive Phish concerts. The jackets were embossed with the Phish logo and included patches featuring the U.S. flag, the A&O logo, and the 10 concerts. VIPs from both Phish and A&O received the collector’s item to mark a decade of collaboration in keeping fans safe. Bomber jackets were chosen because many Phish concerts were staged on repurposed airfields.
Beginning with our 20th anniversary, A&O began redesigning the logo to celebrate significant milestones. In 2020, we even added the A&O brand to a commemorative wine given to our clients.
One of the most widespread displays of our corporate identity is the Troopers’ uniforms. From the company’s beginnings in 1991, Frank Keller, founder and CEO, has opted for a stately military look for the riders. In the early days, he traveled to the U.S. Library of Congress to study military tactics for riders on horseback during World War I. From his research, he wrote the industry’s first Standard Operating Procedures, a document that is still widely referenced today.
In that document, he outlined the rules for the military-inspired uniforms of A&O riders. He chose red shirts, black pants, and black boots. The shirts are appliquéd with patches displaying the corporate logo. The horse tack also includes metal insignias featuring the logo. The riders’ crisp, official appearance leaves an impression of authority and professionalism.
From billboards to vehicles, badges to toy horses, the A&O brand has stood for pride, professionalism, and service throughout our history. Fans across the country know that a red-shirted rider wearing our colors and insignias can be counted on for public safety.
