When I was approached to work on the identity refresh for the ladies over at Sonora, I knew exactly what needed to be conveyed in order for the face of the company to not only reflect the women who represent their brand, but also the clientele Sonora has established over the years.

Original Logo

Original Logo


Updated logo – Consistent letter characteristics without illustration increases legibility 

Updated logo – Consistent letter characteristics without illustration increases legibility 

Where the original logo was lacking in femininity and overall simplicity, the updated logotype makes up for by omitting a literal interpretation of beauty—the flower—through the use of an elegant script. 

Along with redesigning Sonora's logotype, I also made some lettering for a comfort system that is used within their line of boots. Since Sonora is primarily western footwear, I decided to emphasize this characteristic by adding median spurs to the letterforms along with containing filigree elements.

The front and back of the boot hang tag explaining the comfort cushioning system of Oasis

The front and back of the boot hang tag explaining the comfort cushioning system of Oasis

Wordmark with accompanying secondary type used for the Sonora website

Wordmark with accompanying secondary type used for the Sonora website

Sonora


Sonora is a beautiful collection of women’s footwear inspired by the Sonoran Desert.

Crafted in rich suedes and soft leathers, the collection offers rugged styles crafted with a soft femininity, expressed in unique and artful detailing.

CLIENT: H.H. Brown, Work & Outdoor Group

WORK DONE: Corporate brand identity.