My friends Adam & Jen just moved to the Yucca Valley in California to open a new clothing store called Hoof & the Horn. The new store will carry new and vintage designer brands, so I wanted their visual identity to portray the high-quality of their merchandise, while also having a rugged desert feel. I made two versions; one is a simplified word-mark, and the other is a complex treatment for larger uses. I focused on making the larger treatment symmetrical, so they can use it as a double-sided cut-out wooden sign for their store front - I can't wait to see that thing when it's done. They are currently renovating their store-front, and plan to open sometime in October.