Logo redesign for Texpromo, an embroidered apparel brand in El Salvador

How do you redesign a logo for embroidery?

Texpromo puts its clients' identities on garments. Its own was an ornamental blue typeface with a personal name underneath: a brand drawn for paper, with rules and flourishes a needle cannot reproduce and a size a chest pocket cannot hold.

So the brief was not really "modernize the logo." It was: give this brand a mark that still reads at two centimeters, in a single color, in thread.

Where the equestrian register came from

The moodboards set the register before we drew a single letter: a rider mid-jump, a worn horseshoe on old wood, leather and cream and stable-door blue, a monogram with its founding year underneath. That world already knows how to look expensive without raising its voice, and it is made of exactly the kind of small metal pieces that embroider well.

From there the logo was rebuilt as a wide, spaced, single-weight sans: no rules, no joins, nothing that closes up when the thread gets thick. The letters stay open enough to survive being reproduced small, and the O carries a subtle cut so the name keeps a signature of its own.

The three routes share that logo and differ in what goes above it. One crowns it with a trophy and a needle — the two things the business actually delivers, recognition and stitching. Another uses the horseshoe alone, in brown, on white. The third puts the horseshoe on stable blue, the color in which garments are ordered most.

Then each route went through the only test that counts for a textile brand: putting it on the garment. Blue polo, black polo, embroidered at chest height, photographed folded — because a brand that looks balanced on a board can still fall apart at the size a needle leaves it.