The Sole Care Provider Services brand specializes in equine services, specifically in shoeing and transporting equine. The farrier services logo was developed and launched first, so the transportation subsidiary sought to build off the established reputation of their farrier services. This branding is built around the equine industry understanding that the bottom of a horses hoof is called the sole, and that the hooves are also referred to as the other 4 hearts of the horse because a damaged hoof is detrimental to a horses well being.
The icon was made with this understanding in mind, with the simplified hoof outline and the bolder shape of a heart in each hoof, resembling the shape of the heel and frog of the hoof while still displaying the double meaning of the term "sole" in the name. We also included the implication of a horse shoe in one of the hoof shapes to make it clear to all audiences what types of services are provided. This icon can be broken down into it's multiple parts to create additional visual elements to the brand as it continues to mature.
The fonts and colors chosen provide a feminine flare and sense of gentleness to the brand due to this being a women owned business in an industry frequently dominated by men. This feminine edge is also accompanied with a sense of strength through the bold strokes of the Silk Flower font and the more reliable structure of the Univers font. This strength was chosen to represent the bold personality of the owner and her commitment to providing a superior service, as well as the hardiness required to work with equine. The decision to create 2 layout versions for each company was made to be able to maintain balance within the logo, while also giving the users the ability to easily advertise their contact information whenever appropriate.
Creative Director: Kristina Edwards
