Olivas Racing is a small family-owned equestrian company owned by Denver native, Alma Olivas. Olivas Racing is a limited liability company that raises, nurtures, trains, and races American quarter horses. As a little girl, Alma Olivas had an affinity for farm life and caring for animals which crossed over into the career of a lifetime when she decided to brand her equestrian business. For the Olivas', horse racing is a family affair. As a small family of four, Carlos, Alma, and their two children care for their horses and travel throughout the country to attend their races. They have each come to realize just how important these majestic creatures are in their lives.

For this project, Alma approached me with the idea of creating a logo that could be printed on apparel to make the Olivas Racing team more visually cohesive. My guidelines were to create a straightforward logo, not overly ornamented, legible, and use industry language/symbolism. The resulting logo combines qualities of play and stability using the image of a horse mid-run with all four legs suspended in the air (the traditional symbol of quarter horse racing) and a sturdy slab-serif wordmark. The bright orange brand color injects a sense of enthusiasm, vitality, and free-spiritedness into the company identification making this logo professional yet personable.