Jordan Elli
Visual Identity

Brief: Easily the most complex logo I’ve ever created. Jordan Elli is a bespoke Equestrian Clothing brand created from scratch here in NZ.

Right from the get-go the brief was all about heraldry, family crests, queens and legacy. We struck gold with a surprise discovery of a family heirloom that inspired the tilted structure of the shield (that’s also a stirrup) and the placement of the crown on top.

Our focus was on elegance and timeless beauty so we utilised some gorgeous serif fonts and created a super classy monogram that’s taken its form from a hanging snaffle horse bit. The animals became powerful supporters for the identity and represent all the feminine strength, grace and wit behind the brand. Multi-layered, diverse assets means this is super adaptable and keeps it interesting.