JL Bar Ranch & Resort Identity
The JL Bar Ranch & Resort spans 13,000 acres on the western edge of the majestic Texas Hill Country. Designed exclusively for executive hunts, corporate retreats, culinary weekends and unique concert events, it’s one of the most intimate properties in the Southern United States. I was lucky enough to design the logo.
The primary logo was inspired by the primer section of a shotgun shell. This spurred circle gives a masculine yet sophisticated feel and denotes the attention to detail you would expect from such a meticulously curated experience. Baskerville felt like the perfect choice for the “J” and “L” (the initials of the owner and his wife). It’s timeless and feels formal without being too ornate.
The “coat of arms” was created to accompany the logo for placements that required a quick visual read. When you put the coat of arms next to the primary logo it reinforces the aesthetic motif by giving it that side by side shotgun look.
Using the design of the logo and the coat of arms, we also derived custom signage for each section of the resort.
