Kings Saddlery &

King Ropes

Larson Mcuary

Table of Contents
I. Cover Page
II. Table of Contents
III. About Kings Saddlery & King Ropes
IV. Typefaces
V. Color Combinations
VI.- VII. Logo, Logotype, About the Logo
VIII. - IX. Advertisement, About the Advertisement
X. - XII. Brochure, About the Brochure
XIII. Back Cover Page

2 - Brand Identity Guide

About Kings Saddlery & King Ropes

Kings Saddlery & King Ropes has been a premiere western business since 1946, when Don
King opened Kings Saddlery in Sheridan, Wyoming. King handcrafted intricate saddles and
leatherwork, all hand-tooled in store. Don King passed the business on to his sons, John and
Bob, who continued their fathers legacy.
The family-owned business strives to offer customers quality, classic western pieces with an
edge of history and style. Kings Saddlery & King Ropes hopes to provide buyers with a family
experience and give them the attention any customer deserves.
Men, women, children and ol cowpokes can all enjoy King-quality merchandise. Anyone who
appreciates the western lifestyle and seeks fine saddles, ropes and other tack can find their
treasures at Kings, whether its a new calf rope or a saddletree or tooled stirrups. Ranchers,
ropers, farmers and collectors, can all walk through Kings Saddlery & King Ropes doors in
Sheridan and find a treasure. Kings consumers are people of all ages and walks of life, there is
something for everyone.
Kings Saddlery & King Ropes is due for a rebranding to keep up with time and generations. As
marketing and advertising strategies continue to develop, along with technology, companies
need to be dynamic and continually examining their brand. Kings started small and is now
a dynamic, growing company focused on western living. After almost 70 years, business has
changed over time. While Kings continues to promote a family experience, their designs, print
material, logo and appearance can be updated to help promote that image.
Those who purchase an item from Kings can expect guaranteed quality and service. The family
history and skills have given consumers generations of fine western goods. Kings Saddlery &
King Ropes is a historic western establishment that will continue to provide fine goods to all
people for generations to come.

Brand Identity Guide - 3

About the Typefaces

Kings Saddlery & King Ropes
Kings Caslon Display
Headings

Kings Saddlery & King Ropes

Arial
Subheadings

Kings Saddlery & King Ropes

Kepler Std
Body Text

These three fonts were chosen because they work well with the Kings brand and
their target audience. The Kings advertising and marketing team needs to keep their
typefaces readable and consistent. Kings Caslon Display gives the company title a big,
but professional presence and the font fits the western company. Its easy to read but
looks sharp. Arial is a font that flows with the heading font and the body text. It is easy
to read and makes for a nice subheading font. Its easy, consistent and familiar. Kepler
Std is a great body font that really matches the Kings Caslon Display. Its very readable,
which is important for the younger and older customers that go to Kings Saddlery &
Ropes, but gives the body text a little flair and personality.

4 - Brand Identity Guide

About the Color Combinations

RGB: 72, 46, 21
CMYK: 48, 68, 88, 62

RGB: 75, 105, 136

CMYK: 77, 55, 30, 8

RGB: 252, 251, 228

CMYK: 1, 0, 12, 0

RGB:229, 228, 224

CMYK: 9,7, 9, 0

These colors are appropriate for Kings Saddlery & King Ropes company. The brown
keeps it western but the blue brings in a comforting power color. Its soft enough that
its inviting, but blue will ideally represents a place you want to do business. The current
website and brand color is a Christmas-time red and is too harsh for their company
brand. They need to tone it down and incorporate some softer colors. The cream and
grey are secondary colors that will offset the boldness of the primary colors. Both will
offer a canvas for text and legibility and the grey will be appropriate for various images.
The colors contrast in depth well enough and blend together well to fit the company
brand.

Brand Identity Guide - 5

Kings Saddlery & King Ropes

K
Kings Saddlery & King Ropes
Main Logo

Kings Saddlery & King Ropes

Special print material, web pages, merchandise,
seasonal marketing

K
Kings Saddlery & King Ropes
Logo to be used against black print materials, business cards,
merchandise
6 - Brand Identity Guide

About the Logo and Logotype

Kings Saddlery & King Ropes Logo and Logotype
For Kings Saddlery & King Ropes logo, a very simple design will be most beneficial to promote
the brand. The team needs to use a logo that is faithful to the original design, but is restructured and easy to remember. Based on their audience, this will stick with consumers more
than an over the top, busy image would. King Ropes caters to
people of all ages and their logo needs to be something that resonates with young and old consumers. The simple K represents the strong King name and the rope surrounding it is a piece
of the old logo that loyal clients can recognize. Loyal customers are familiar with the popular
King Ropes ballcap that many people recognize, which has the stores name written out in a
white circle with blue rope outlining the circle. This design is almost a summary of the current
design. Instead of writing out the company name, they can use the simple K with rope and
brand recognition wont be lost.
The logotype is the same font as the headings because it works very well with the logo and the
theme of the brands design. Keeping the logotype the same across various platforms will keep
the brand consistent and be more maneagable for the busy team at Kings. The logotype is easy
to read but has a professional flair. Its a strong continuation of the brands image and looks
clean and sharp. The colors are coherent with the color schemes chosen for the company and
fit the authentic, western brand. The original brown can be used as the signature logo on most
of the materials and will be the logo scheme most frequently used because of its bold color
and ability to be read well across various platforms. The blue logo and logotype is a design
that would work well on special print materials, web pages and merchandise that needs more
color other than brown. They grey logo has the intention of going against a black background,
whether its a brochure, a company jacket or business cards. The grey logo would look sharp
against staff members company attire when they are traveling to events to promote Kings. Its
not a harsh grey or unreadable white, its a soft grey that flows with the brown and blue colors and represents the western company. Using these colors and logotypes will help the team
remain consistent with their advertising.

Brand Identity Guide - 7

8 - Brand Identity Guide

About the Advertisement

Kings Saddlery & King Ropes Sample Advertisement

Because Kings Saddlery & King Ropes targets a specific market, audience must be kept
in mind when creating advertisements for the company. The created flyer would ideally be
used for local events such as high school rodeos, team roping jackpots, ranch rodeos, 4-H and
FFA meetings, and PRCA events. At these events, you find all walks of life. There are toddlers
running around, grandparents who come to watch their kin, teenagers, parents, young adults,
and old ranchers who just like to watch younger generations. The target audience for Kings is
people of all ages who are involved in the western lifestyle and culture and would have a need
for western supplies, particularly ropes or saddles. When creating ads, the marketing team
needs to make advertisements simple and readable for older audiences, but also interesting
and eye-catching for younger viewers.

This flyer would be beneficial for Kings audience because the focal point is the rope, a top
seller, and the company name and logo are featured. The slogan is simple and memorable, and
the design isnt overwhelming with detail. Theres a consitant linear layout and the focus is on
the rope, one of Kings biggest selling pieces of merchandise. It is important to keep in mind
that many of Kings buyers arent young and hip, they are older ranchers living in the middle of
Wyoming and Colorado who dont want to be overwhelmed with flashy ads. While the flyer is
ideal for distributing at events older generations might not participate in, there will be a large
number of older folks in attendence at these locations. For Kings, the simpler the better.
Fliers are easy for the company team to distribute, as many of their staff members will be
personally attending rodeos and western events on their free-time. The store information is
displayed for readers, the slogan is easy to remember, and if a youngster forgets their calf rope
or a cowhand needs screws for his headstall, theyll remember to Come to Kings.

Brand Identity Guide - 9

FIND US AT THESE
UPCOMING EVENTS
All WHRSA Events
All PRCA Events
National Western Stock
Show & Rodeo, Denver,
Colo.
College National Finals
Rodeo, Casper, Wyo.
Come to the Source Sale,
Laramie, Wyo.
Please call to inquire about
sponsorship for your event!

KINGS SADDLERY &

KING ROPES
OPEN FOR YOUR BUSINESS
8:00-5:00 MONDAY-SATURDAY
KING ROPES
184 N. MAIN STREET
SHERIDAN, WY
800.443.8919
307.672.2702
307.672.5235
KINGSSADDLERY.COM

Come to
Kings

OWN A PIECE OF THE WEST

KINGS SADDLERY & KING ROPES

10 - Brand Identity Guide

In 1946, Don King began his leather-craft

and opened Kings Saddlery. He created
some of the finest saddles for rodeo champions and cowboys. His sons continued
their fathers legacy and founded King
Ropes.

The King Brand

At Kings Saddlery & King Ropes, you

are guaranteed to have the best quality
saddles and ropes a cowboy or cowgirl
could ask for. We offer a wide variety of
saddles to chose from as well as three
styles of rope:

The King uality

Kings Saddlery & King Ropes is a

true piece of western history. Kings
was born, bred, and continues to be
rooted in Wyoming. Own your piece
of western history and be part of the
King family.

The King Legacy

Nylon
Grass
Polypropylene

Brand Identity Guide - 11

About the Brochure

Kings Saddlery & King Ropes Sample Brochure
The brochure designed for Kings briefly informs readers of Kings history, quality, and
legacy. It also provides contact information and lists future events the company can
be found at. The brochure folds out in a Z-design so that each panel provides separate
information but the brochure can be viewed as one large image as well. The Z-design
brochure is familiar to most people and would be more user-friendly for the target
audience.
The first fold of the brochure clearly shows the company name, logo, and color scheme.
The image is of a landscape in Sheridan, Wyo. where the store is located and it has been
edited to blend with the brand colors.
The three inside panels all include information regarding Kings and a larger image of the
front panel landscape. The second panel provides a brief history of Kings, the third gives
details to the quality of merchandise and types of ropes available, and the fourth panel
reinstates that Kings Saddlery & Ropes is a western brand, which is meant to attract
readers.
The fifth panel lists a number of events where Kings Saddlery & King Ropes will be
represented and offers a friendly invitation to readers to ask about sponsorship. The sixth
panel of the brochure features Steamboat, the symbol of Wyoming, which will attract
the eye of Wyoming locals. Beneath Steamboat, the store hours, location, phone numbers,
and website are provided at the readers convenience.
The brochure is consistent with brand colors and all typed material uses fonts listed in
the brand guide. The design isnt fancy or intricate in detail which is important when
keeping the companys audience in mind. Readers of all ages, especially older age groups,
can very easily read the brochure and have a basic understand of what Kings Saddlery
& King Ropes is. The information flows throughout the brochure and is consistant with
lines, length, and overall design. The colors, fonts, and images can all easily be transferred
to paper for a traditional brochure.

12 - Brand Identity Guide