Work / Brand identity

Rocking B Ranch

An identity for a Lake George trail-riding ranch working since 1942, built to look like it has been there the whole time.

Client: Rocking B Ranch
Sector: Hospitality — trail riding, Lake George NY
Year: 2025
Services: Brand identity, Logo design, Apparel graphics, Typography
Deliverables: Primary lockup, secondary marks, two colourways, apparel range

A ranch trading on eighty years of history cannot have an identity that looks new. The whole system is drawn from what a working ranch would already own: a hand-set arch, a rider traced from the archive, a slab wordmark that could have been painted on a barn door.

The primary lockup arches MOUNTAIN VIEW around a rider with a lasso, with ROCKING B RANCH set into the horse. It is drawn as one piece rather than type placed over an illustration, so it prints as a single screen and holds together on a chest at six inches or a sign at six feet.

Two colourways carry the range. An oxblood that reads as old print on white cotton, and a navy set in a lighter script for the pieces that need to feel less like workwear. Both are one ink on one ground, which keeps a small range affordable to print.

The heritage pieces go further. Archive photographs of named riders - Lawrence and Willis Bennett - are set in a framed panel with the region and the year, so a shirt reads as a document rather than a souvenir.

“A ranch trading on eighty years cannot have an identity that looks new.”

Palette

Print inks sampled from the artwork. Bone and ink are the ranch's existing web palette, which the printed system sits alongside rather than replacing.

Oxblood

#642627

Primary ink. One screen on white cotton for the arched lockup.

Navy

#23224E

Second colourway, paired with the lighter script lockup.

Espresso

#281912

Wordmark and rules. Nearly black, still warm.

Bone

#EEEAE1

The ranch's web ground. Warm enough to keep the photography from going cold.