Photo by Matt Lee via Unsplash
wHO? whAT? where?
Pathfinder Farrier Company provides farrier goods for horseshoeing. They focus on developing high-quality composite rods that create more wear resistant horseshoes to allow for longer intervals between reapplication.
FORGE A NEW PATH.
The Sure Step mark was created to brand Pathfinder's main product focus of composite rods.
approach.
The market research, provided by the client, showed that a large portion of the market would be from the Amish community along with other audiences that were more conservative. With that in mind, the brand needed to appear established and reliable while at the same time maintain a traditional feel to appeal. While Pathfinder is proud of the technological advances behind their product they were aware that representing that in this brand was not the approach to take. The advantage that we did have was using strong photography and design in a space where this was not seen or utilized often.
The Logo.
With a more traditional feel in mind I went through a few concepts that involved having a contained mark using vintage signage shapes along with shapes within a horseshoe. After not finding a very strong direction, I began looking into some of the tools often used by farriers. Bringing the horseshoe and farrier buffer together helped to create a mark that represented both the brand's core purpose and strength of the product.
