Brand Identity — Built From Scratch
One hand-drawn image.
A full identity system.
Everything below — brand identity, logo system, color palette, custom typography, custom icons, branded documents, program portal, and merchandise is built around the original logo.
Original logo
A single hand-drawn image. No typography system, no brand color, no scalable assets. Nothing that could be reproduced consistently across a website and documents.
Primary mark — after
A full logo system — custom letterforms built on a commercially licensed font that was hand-tweaked specifically for this brand. Six marks. Eight colors. A complete identity.
The full logo system
Primary mark · Website hero · Official use
Full Primary Logo
The complete brand mark — illustration, monogram, and wordmark combined. This is the official face of As The Crows Fly. Use it on the website homepage, grant applications, official letterhead, and anywhere the brand has room to show up at full weight. When in doubt, this is the mark to reach for.
Favicon · App icon · Embroidery · Small format
Icon Mark — Horseshoe + Flying Crow
A standalone compact symbol — the horseshoe with a crow in flight — used wherever the full logo would be too detailed to read: browser tabs, app icons, small embroidery patches, and merchandise tags. The invert filter here is intentional display logic for this dark background; the original SVG file is dark-on-transparent and is correct on light surfaces as-is.
Hero mark · Large format · Apparel · Print
Monogram + Crow
The ATC monogram with a crow perched on top — the statement version of the mark. The crow gives it vertical presence and visual authority at large sizes. Used on merchandise, banners, event posters, and apparel. This is not a detail mark — it's a billboard mark. The invert is display-only here; use the original dark SVG on light backgrounds.
Social avatar · Profile photo · Sticker · Badge
Circular Monogram — Two Colorways
Two versions of the same mark — dark and light — so it works across every background without compromise. The dark version is the default social media profile photo across Instagram, Facebook, and X. The light version is used on dark printed materials and merchandise. Both carry the full circular typographic treatment around the ATC center mark. Never stretch, recolor, or crop these marks.
Horizontal lockup · Website nav · Headers
Wordmark
The full organization name set in the brand's custom typography — a commercially licensed display typeface that was hand-tweaked specifically for this identity. The letterforms are not off-the-shelf: the spacing, weights, and character details were adjusted to give "As The Crows Fly" a western authority without veering into costume. Used in navigation bars and document headers where horizontal space is available and the icon marks aren't needed.
Email newsletter · Letterhead · Documents
Rectangular Badge
A structured horizontal lockup — name, icon, and the brand's positioning line — in a contained rectangular format. This is the correct mark for email newsletter headers, the top of official documents, grant cover pages, and any formal correspondence. It reads clearly at small sizes and carries the full brand identity in the smallest footprint. No tagline text has been added to this mark — the positioning comes from the wordmark and icon together.
Custom brand icons & assets
Six icons built custom for As The Crows Fly — not pulled from an icon library, not generic clip art. Each one was drawn to reinforce the western equestrian identity and is used consistently across the website, program materials, social graphics, and merchandise.
All logos and icons were built in Adobe Illustrator. Every file is delivered in three formats — .ai (native Illustrator), .svg, and .png at full resolution. That means your marks are infinitely scalable: a business card, a billboard, embroidery, a full-size event banner — no pixelation, no blurriness, no quality loss at any size. You will never have to compromise on how your brand looks in print.
Brand color palette
Eight colors drawn from the western landscape and tradition. Crow Black anchors everything. Ranch Brown, Saddle Rust, and Mesa Sage carry the earth tones. Turquoise Sky nods to Native western culture. Desert Sand and Bone White give the palette room to breathe. Dusk Plum is the accent that keeps it from being predictable.
Homepage — in development
Website Homepage hero section — actively in development and being built to spec for As The Crows Fly.
Document system — before & after
Every document an organization sends out is a brand impression. A generic downloaded waiver template with no identity tells families — consciously or not — that the organization is informal. A branded document system tells them you are serious, organized, and here to stay.
Before — generic liability waiver
A standard downloaded template. No organization name in the header. No brand colors. Nothing visually connecting this document to As The Crows Fly. It could have come from anywhere.
After — branded document system
The same waiver, rebuilt in the brand system — letterhead, logo, colors, and typography applied consistently. Letterhead, business cards, envelopes, and email signatures were built alongside it to make the full document system cohesive.
Custom program registration portal
A fully custom-built multi-step registration system — program selection, participant details, guardian & emergency contacts, and an online liability waiver — all in one branded flow. Built to feel polished and trustworthy on both desktop and mobile. This is not a generic form embed. It was designed and built from scratch for As The Crows Fly so that the first experience a family has with the organization is one that builds confidence, not confusion.
Desktop view
Mobile view
Brand applications & fundraising merch
Merchandise serves two purposes for As The Crows Fly: it raises funds and it builds visibility. Every piece below carries the brand into the world — at events, in communities, in everyday life. The brand system was built to translate cleanly to physical objects from day one.
Circular sticker
Silicone wristband
Stanley tumbler
Branded cap
Multilingual accessibility
English. Español. Diné Bizaad.
The website is being built with full three-language support — English, Spanish, and Navajo — because As The Crows Fly serves youth and families across communities where those are the languages people actually live in. Inclusion isn't a feature. It's the foundation.
English, Spanish, and Navajo are the three most widely spoken languages in the communities As The Crows Fly operates within and aspires to reach. Adding multilingual support wasn't an afterthought — it was a deliberate decision made early in the project to ensure that no family is excluded from accessing program information, registering their child, or understanding what this organization stands for.
This is the kind of detail that moves the needle — not just in accessibility, but in trust, reach, and the signal it sends about whose community you're actually here to serve.
