THE BACKSTORY
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This bold new brand was built for a niche industry that provides unique wellness-based services focussed primarily on horses, though they may also be extended to other animals and people as well. MagnaWave, Cold Laser, and Red Light therapies are newer approaches for rehabilitation and strengthening solutions that target problem areas of the body on a molecular level.

Given that the business primarily focusses on the equine industry, the mark leans heavily on the figure of a horse forming the letter ‘S’ for the name, “Stable.” The logo is intentionally bold with thick line work and a high-contrast fill to help reinforce the idea of strength and ‘Stability’. The double meaning of the name is both a nod to ‘stability’ and a horse ‘stable’ or barn. The ‘S’ also symbolizes a wave that links to the treatment techniques that the business provides. The left-to-right facing horse demonstrates forward progress in healing and performance.

The ‘X’ is used sparingly throughout the brand, as this small design device makes the connection to wooden crosses, a common signature trait found on most barns. The underline included beneath the ‘X’ reinforces ‘stability’ and helps elevate the ‘X’ to stand out when used separately as an icon. When used in a pattern, the repeating symbol begins to feel like some sort of biological sequence, which points back to the treatment making an impact at a molecular level.