Hearts and Horses | Identity & Systems


Hearts & Horses is a non-profit company based in Loveland, Colorado, which provides equine-assisted therapy to help treat disabled
individuals. The task was to rebrand Hearts & Horses, and give them a more modern and appealing look. This was a group project with Melody Ward and Marcus Hicks.

For the identity, my goal was to create an identity that would reflect the strong connection that develops between patients and horses during therapy. I also wanted to give the identity a modern look that would appeal to all ages. I chose to recreate a common hand gesture that makes a heart, replacing one hand with the silhouette of a horse. The negative space around both the hand and the horse’s head creates a heart, which also plays on the client’s name. The original identity is on the left.




original logo