Leoti is a western saddle company based in the united states that produces custom, handmade, and one of a kind saddles for their customers using techniques that are entirely done by hand without the aid of modern machinery. The saddles are considered by their owners to be just as much a work of art as a piece of tack. The consumer has the option to pick every piece of material used to build the saddle. The result is a one of a kind piece of craftsmanship that can out last its owner.The company produces three styles of saddles for the three most popular disciplines in western riding; Barrel, Trail, and Roping.
Visually, I wanted to embody both the spirit of the american western style of riding and its culture as well as call attention to the companies hand crafted, customized product. The logo features a hand drawn typeface that is inspired by woodblock text from the old west. I choose to illustrate the two tools that are indicative of leather working by hand, the awl, and the half-moon knife. A stitch like detail is used to accentuate the logo design much like it's used on the saddles. The advertisements created for the brand draw inspiration from letterpressed rodeo posters, paired with catchy phrases that describe the discipline of riding the company is creating the saddle for.