Smoky Ridge Quarter Horses

SERVICES Creative Direction

Brand Identity

Logo Design

Website

AESTHETIC Western

High-end

Natural

THE BRIEF Smoky Ridge Quarter Horses is dedicated to preserving and promoting the qualities of the classic working ranch horse—valued for natural cow sense, a calm and willing disposition, durable bone structure, and the strength to perform reliably for years. Their horses are bred to rein, cut, and handle ranch work with confidence, while remaining steady, dependable partners on a relaxed trail ride. Smoky Ridge sought a visual identity that honoured this heritage and reflected the grit, intelligence, and authenticity at the core of their breeding program.

THE SOLUTION

Our approach was to create a brand identity rooted in the spirit of the traditional ranch horse—timeless, capable, and purposeful. The logo combines an abstract representation of a horse viewed from behind—a common perspective for evaluating conformation—with an expressive form that suggests a flowing mane. This silhouette evokes both movement and the smoky wisps reflects the Smoky Ridge name. The result is a stylish, versatile, and modern logo mark that adapts seamlessly across applications, from signage and brochures to digital media and merchandise.