An identity that Straddles the line between old-world tradition and modern technology.

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minimalism lends power and focus to a heritage based product identity

The brand marketing team at Ariat asked VehicleSF to design the identity for their line of hand-crafted cowboy boots: Ariat Benchmade. Our design solution is a reductive mark representing a stylized “B” based on the form of the wooden pegs used in the age-old trade of traditional boot making.

Reductionism and boldness translate to utility

Per the Ariat product team, we built the mark to hold up to the embroidery and leather stamping processes inherent in the production of the final product. The resulting identity is a seamless marriage of heritage and modernity reflecting the ethos of the Ariat brand.