Brand identity for Capitan Boot Co., a Western boot maker: logo, type, badges, and apparel graphics. Built to be stamped into leather, stitched, and embossed, and still read.
A primary logo, secondary badges, typographic lockups, and a set of illustrations. Leather takes pressure and denim takes thread.
The diamond badge below runs full bleed over Big Bend. The carousel under it runs the buffalo logo and the vintage badge small, closer to the size they'd be on a hangtag.
Shot on location in Big Bend.
Mesa country, river bottom, grassland at last light. The lockups sit right on the photographs, which had to leave room for them.
No props or stand-ins, and nothing styled beyond what was already out there. The same person drew the marks and shot the pictures.
Buffalo silhouette
Mesa and sage terrain
Western Original arrows
Scroll. It fills the mat, then travels the frame
The badge and the photograph have the same mesa in them
Four colors and a type pairing. Every color, face, and lockup was tested on the real process before it went in.
Each mark keeps its shape however roughly it gets reproduced. The bull skull lockup is drawn on a geometric grid, so the proportions stay put from a thumbnail stamp up to a banner. Northwest carries the size and Oldman carries the character. Between them they're on the stamps, the banners, the labels, the packaging, and the apparel.
The markMarks, type, apparel graphics, and the campaign photography, from the first sketch to the last frame.
Boots get scuffed. The marks were drawn so that when they do, you can still tell whose boot it is.
Logo System
Apparel Graphics
Photography
Photoshop
InDesign
Camera
