Ruel Johnson, owner, didn’t have a logo at all for her jumping facility. I asked her what for the inspiration behind “Blue Heron”: when she first drove onto her property, she saw blue herons in the fields. The more I thought about the blue heron as it related to a farm which taught jumping, the more the name tied into the symbolic meaning. A heron, like a jumping horse, soars. It is balanced, peaceful, beautiful. Strong.
Rather than taking a literal approach, I honed in on soaring, grace, balance. I combined a jumping horse with a heron’s wing to create a pegasus. The mark contains the balance I wanted, while engaging the imagination.