Cowboy Custom Diesel Logo
Why
Cowboy Custom Diesel is a local car customization service and instagram page that has recently been published in Diesel World Magazine and accumulated sponsorships. Given their recent success, the owner was interested in a new logo to maintain the longevity of the company.
What
The logo is a 7.3 Powerstroke turbo with a saddle on top. The 7.3 powerstroke turbo is a car part that is recognizable and beloved by the clients of Cowboy Custom Diesel, and so it felt appropriate to honor it. The saddle sitting atop the turbo is specifically a western saddle, this is to honor the “cowboy” heritage of the company.
The reason I ultimately chose this logo out of my many iterations for Cowboy Custom Diesel was because I feel as though it best represents the values of the company in a new and modern way. My main goal with this design was to marry two somewhat contradictory styles, simple and western. Simplicity was important because Cowboy Custom Diesel does laser cutting work for clients and so clear line definition is important, and the company believes their results speak for them – no need to be flashy. There is also a western element within the identity of the brand, I wanted to incorporate this established style as well to better emphasize the personality behind the brand. There were many factors that went into making that balance of style happen; subject matter, line style, line weight, logo type choice, typeface balance, and color.
How
This logo was created in Adobe Illustrator. I feel that one of the most effective tools that I used was color. I wanted a color palette that was again, simple yet western. I chose the various shades of browns and blues because to me they represented the dry western desert and the sky. Keeping the color palette within two hues was important to me because I felt as though adding more hues would be inauthentic to the simple style. I think the two hues work well together as they give the logo more visual clarity and make the depiction easier to understand by providing contrast between the saddle and the turbo.