A Timeless Identity for a Historic Horse Farm
Podgwaite Farm is a historic horse farm with deep roots and a rich history. As the property prepares for its next chapter, it needed a brand identity that honored its heritage while feeling fresh and timeless—something that could grow with the farm's future business plans.
About the Client
Podgwaite Farm is a private horse farm with a long history and strong connection to the land. As a passion project, I worked with the property owner to create a versatile logo system that would establish the farm's visual identity and serve as the foundation for future branding as the business develops. The goal was to design something that felt rooted in tradition but not dated—a mark that could live on barn signage, future merchandise, and any marketing materials as the farm's equestrian business takes shape.
The Challenge
The farm needed an identity that balanced heritage with approachability. It had to feel timeless and classic without being overly formal or traditional. The design needed to communicate warmth, authenticity, and a deep connection to the land—qualities that would resonate with the local community and future clients. Additionally, the logo system needed to be versatile enough to work across various applications, from large-scale barn signage to smaller branded materials.
Client
Podgwaite Farm (Passion Project)
My Role:
I led the full design process—from concept development to final logo delivery. Drawing inspiration from vintage hand-painted farm signs, I created a complete logo system that balances bold typography with handwritten warmth, establishing a cohesive brand identity that can grow with the farm.
Deliverables:
Primary logo with tagline ("Where Roots Run Deep")
Secondary logo with custom horse illustration and horseshoe frame
Condensed primary logo variation
Circular badge with horse illustration
Circular monogram badge
Black and white color palette
Skills Applied:
Logo Design
Brand Identity Design
Typography
Illustration
System Design
Rooted in Tradition, Built to Last
The Podgwaite Farm logo system was inspired by vintage hand-painted signs—the kind you'd find on old barns and roadside farms. I wanted the design to feel bold and confident but not overly polished or modern. The curved treatment of "PODGWAITE" mimics the dimensional quality of traditional signage, while the condensed serif typeface brings strength and presence without feeling stiff or corporate.
To balance that boldness, "Farm" is set in a flowing, handwritten script that adds warmth and approachability. The tagline "Where Roots Run Deep" reinforces the farm's connection to its history and the land. The black-and-white palette was a deliberate choice—timeless, versatile, and classic, ensuring the logo works across any application without losing impact.
