My design process was to show the less is more approach. The logo was to be used in numerous techniques, such as embossing, printing, store advertisements, etc. so having a creative font and unique placement was key for me. I also wanted to give the logo an identifying mark. ( R ) I took the letter R from rawhide and placed it into a western style shape with diminishing circles to both the left and right sides. I chose this style to be not only cohesive with the brand but be able to make it recognizable by itself. I also wanted the logo to be able to adjust to different products, thus the two different arrangements of the logo.