Hurley Butte Horseback
Overview
Hurley Butte Horseback is a guided tour experience set in the rugged beauty of South Dakota’s Badlands. Visitors explore the landscape on horseback, experiencing the land much like the early settlers once did. The goal for this project was to create a logo that captures the spirit of the West — authentic, weathered, and full of character — while feeling welcoming and memorable for tourists.
Concept Development
The client wanted the brand to reflect the vintage Americana aesthetic found in the works of musicians like Colter Wall and Chris Stapleton. I began by sketching a wide range of ideas, exploring both typographic and pictorial directions. After several iterations, I focused on a more illustrative composition that tells a story in a single image: a cowboy on horseback riding through the open plains, framed by the rolling buttes of South Dakota.
Execution & Style
The final design combines detailed illustration with a rope-bordered circular badge, giving it an authentic, handcrafted feel reminiscent of old ranch emblems and record covers. The inclusion of the prickly pear cactus — a plant commonly seen along the tours — adds a local touch that roots the logo in its environment. The black-and-white palette enhances the timeless aesthetic and ensures strong visibility across signage, merchandise, and digital use.
Outcome
The finished mark embodies the adventurous and grounded nature of Hurley Butte Horseback. It captures the freedom of the open range while paying homage to the cultural identity of the American West. The logo now serves as both a symbol of the experience and a lasting impression for every visitor who saddles up for the ride.
