(01). BRANDING
How do you redraw a logo that has to survive being stitched into cloth?
Texpromo puts its clients' identities onto garments. Its own identity was an ornate blue script with a personal name set beneath it — a mark drawn for paper, with hairlines and flourishes that a needle cannot reproduce and a size that a chest pocket cannot hold.
So the brief was not really "modernise the logo". It was: give this brand a mark that still reads at two centimetres, in one colour, in thread.
Three routes – 2024
(01) THE STARTING POINT
Where the equestrian register came from
The moodboards set the register before a single letter was drawn: a rider mid-jump, a worn horseshoe on old wood, leather and cream and stable-door navy, a monogram with a founding year under it. That world already knows how to look expensive without shouting, and it is built on exactly the kind of small metal marks that embroider well.
From there the wordmark was rebuilt as a wide, spaced, single-weight sans — no hairlines, no joins, nothing that closes up when thread thickens. The letterforms stay open enough to survive being reproduced small, and the O carries a subtle cut so the name keeps a signature of its own.
(02) THE THREE ROUTES
The three routes share that wordmark and differ in what sits above it. One route crowns it with a trophy and needle — the two things the business actually delivers, recognition and stitching. One route uses the horseshoe alone, in brown, on white. One route puts the horseshoe over stable navy, the colour the garments are most often ordered in.
Then every route was taken to the only test that matters for an apparel brand: put on the garment. Navy polo, black polo, embroidered at chest height, photographed folded — because a mark that looks balanced on a slide can still fall apart at the size a needle leaves it.
An apparel logo is not finished on the screen. It is finished on the shirt.
Francisco Gonzalez Project Manager
