The brand identity for Callaway Sporthorses, Nashville equestrian training, combines the beauty of Middle Tennessee’s countryside with the centuries old practice of horse branding. The straight lines and angular curves of the logo’s letterforms are representative of the utilitarian branding iron designs created with bent iron rods. These rigid letterforms coupled with the simplistic illustrations of Nashville’s countryside in the Callaway badge logo connect equestrian athletes to the traditions and natural beauty that drive them to ride.