BEHIND THE LOGO
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SADDLE UP! The Lewis County Fair 2025!
It never fails, the Lewis County Fair theme is always one of the most enjoyable projects I get to work on! From initial ideas and iterations to the final product, the "Saddle Up" campaign has made its way to the ring, representing the 2o4th Lewis County Fair!
In branding and logo design the initial concepts are normally a far stretch from the comprehensive. This years logo was an exception, the overall visual was settled on from the first mockup. Of course, elements needed to be changed, rearranged, and adjusted, but the heart of the design remained throughout.
Check out the Lewis County NY Fair at www.lewiscountyfair.org!
Take a look into what went on behind the scenes to create and launch the 2025 Saddle Up logo and branding campaign!
The First Pitch: Saddle Up
Strikingly similar to the final logo, the first pitch for "Saddle Up" featured a rope-like script text paired with a stamped set exclaiming "for the Lewis County Fair."
The primary logo from the first pitch, note the "for the"
The first pitch featured the same three formats, a linear, primary, and "roundel" logo. The most notable change to each from the final is the removal of "for the" and the simplification of the rope font in the roundel, for visibility purposes.
First Pitch Sheet
The First Pitch: Boots, Hats, & Show Stoppin' Acts
A lesser known idea for the 2025 fair theme was "Boots, Hats, & Show Stoppin' Acts." The theme Saddle Up was chosen by the board, so this theme was not furthered, resulting in little remaining imagery. This logo featured similar imagery to Saddle Up, in only a round, stamp-like layout.
Comparison Sheet from Pitch #2
The Second Pitch: Saddle Up
The second pitch came down to one thing: comparison. The first iteration was too busy and hard to read from a distance. However, all the information was necessary to promote the cause. We decided to explore ways to communicate the needs but also reduce constrained areas and difficult to transfer materials. The most recognizable changes came in this stage. "For the" was dropped, the stamp typeface was filled in, and the roundel was simplified.
The primary logo for the 2025 Lewis County Fair: Saddle Up
The Final Logo!
It is always exiting when the final logos have been approved, but this one was something special. It was all starting to come full circle, application examples were created, and mockups were in full force.
A final pitch sheet was created to showcase the full potential of the system. It was at this point the 204th Lewis County Fair had an official logo.
The 2025 Saddle Up theme was largely accepted with open arms, and to top it all off the announcement of a Rodeo coming to the fair made the whole thing complete!
Shhhh! A secret!
Notice the image of the tassel located to the back of the logo's cowboy boot. The very top is created from the three letters "L" "C" and "F". You guessed it, they stand for none other than the "Lewis County Fair!"
This graphic was used to release the Saddle Up branding to Facebook and Instagram.
A "special announcement" graphic that was created for the Graphics Standards Manual as an example of advertising and applications.
A page from the final Graphics Standards Guide for the Saddle Up campaign outlining the major parts of the Linear Lockup.
A page from the final Graphics Standards Guide for the Saddle Up campaign showcasing the various misuse "do nots" of the Saddle Up logo.
If you need to use the 2025 Saddle Up logo or imagery, please contact the Lewis County Fair (Lewis County Agricultural Society) for official files, guidelines, and terms. The Lewis County Fair and Carson Dosztan retain the rights to their respective imagery.
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