Hartnett & Sons Horseshoeing

BRANDING | LOGO DEVELOPMENT | ILLUSTRATION | HAND-LETTERING

“Add a cowboy… Think John Wayne”

A unique opportunity to create a distinctive brand

I was so excited when a previous client (shout out to Nikki of Green Envy Craft) reached out to me for this logo for her dad’s horseshoeing company, and gave me the direction to “add a cowboy… think John Wayne.” I’ve always loved Western imagery and (especially) type and lettering, but never thought I’d get to do a project for a client that was ready to lean in to the aesthetic.

The final logo is above, and my initial logo concepts are shown below. I wanted to evoke & pay homage to traditional Western imagery & type while still keeping the final logo modern and relevant.

Behind the scenes

I had so much fun coming up with concepts for this project that I wanted to include some of my original sketches, some of which didn’t make the cut to be shown to the client (but if any other horseshoers out there need a logo and like them, hit. me. up.)