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


Ariat Bench Made logo with wooden boot nails

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. 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.
Ariat Bench Made bootsSole detail of Ariat Bench Made boots
Ariat Bench Made logo over image of boot maker's hands cutting leather

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.
Ariat Bench Made wooden nail logo
Detail of Ariat Bench Made boots inside logo
Ariat Bench Made boots being built by boot makers
Heel detail of Ariat Bench Made boots
Image of Ariat Bench Made boots being built with wooden nails

Project Scope

Identity Design & Development
Brand Architecture & Hierarchy
Creative / Art Direction