Logo Design Love

on logos and brand identity design

Pony Jewelry

Here’s a nice one for Pony Jewelry by Berlin-based fertig design.

Pony logo

Pony logo

“Annea Lounatvuori designs fine handmade jewelry made of silver and horsehair. For that matter she calls it Pony. We could not resist smuggling a talismanic horseshoe into the logo and we wish Annea best of luck with her new label. Giddy-up pony!”

Pony logo

Pony logo

Pony Jewelry

Pony logo

A simple idea, done well.

View more from fertig design.

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

15 appreciated comments

  1. It’s unfortunate that it only work (as an ‘o’) upside down. As it is a well known fact a horseshoe loses its good luck turned that way.

  2. My only concern is the ‘bad luck’ connotation with an upside-down horse shoe.

  3. spurge

    I never saw it as a horseshoe – more of the leather horse collar that helps a horse pull a wagon etc.

    The ‘O’ in this logo has more of that shape than a horseshoe.

  4. I like the type itself but agree that the horseshoe could have been turned the other way around to avoid negative connotations. I always enjoy seeing the initial sketches, thanks for sharing those.

  5. Jure Sobocan

    It’s good! But I agree with William. Upside down means bad luck.

  6. Barney

    Oh dear. Communicating bad luck for the sake of an ‘idea’ is never going to add to the brand, let alone that ‘Pony’ in the UK is also well known cockney rhyming slang – short for Pony & Trap = Crap. Hopefully they don’t plan to sell over here!

  7. Rich

    I understand the comments about bad luck but feel if it was the other way around, it would spell ‘Puny’ which would be even worse! You know what fashion’s like, maybe bad luck is in trend at the moment.

  8. It is well done, but I think “Puny” when I see it. Anyone else with me?

  9. chris

    ‘Pony’ means ‘Rubbish’ in London.

  10. Angus

    I saw puny for a second too. Stupid brain auto-correct ;-)

    I like it though, and don’t really care about the bad luck connotations.

  11. Alex

    I keep seeing puny…

  12. I agree with some of the others that upside down means bad luck. I am not sure anyone but a graphic designer would see this. I don’t mind it and think it works. We shall see what the consumer and target audience thinks.

  13. Nicole V.

    I like the pony design as well. With my love for horses, I think the horseshoe gives personality that it’s supposed to represent an animal. You have a word with an icon that means the word. This is my absolute favorite! :)

  14. Ruby

    Just to put in a quick comment..
    The horseshoe ‘o’ graphic, could represent an upside-down horseshoe, which can sometimes represent bad luck. However, another translation of a horseshoe position in this way, is that the luck is showered over you. An upside-down horseshoe in the home, above a doorway, represents the luck falling upon residents and visitors alike, showering them with said luck.

    All the same, I love the product idea!

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