Ariat is an American manufacturer of riding apparel and accessories, which was established at the beginning of the 1990s. According to the official website, today the company is present in 14 countries around the world, including the UK, Germany, and Switzerland.
Ariat produces stylish closet items for modern women and men. The trademark of this company for all the years of its work remains riding boots. Initially, only fans of the cowboy trend could buy Ariat items, but today this world leader has expanded its boundaries. Designers Beth Cross and Pam Parker create new collections, completely different in style.
It was these two ladies who, in the early 1990s, decided to create a brand that would stand out for its technological innovation and unique design of work shoes.
The first shoe model released by Ariat was the Catalyst, which revolutionized the work shoe market. The Catalyst was the first work boot to utilize the innovative “Duratread” technology, which provides greater durability and better traction in all conditions.
The first Ariat models were delivered to professional athletes, and after their positive feedback, went on mass sale. Since 2004, the company has launched clothing production.
Today Ariat is an official partner of the US Equestrian Federation and sponsors a number of tournaments. In addition, the company is an official supplier of shoes and clothing for professional rodeos, including bull riding rodeos.
The name “Ariat” is a combination of two words: “air” and “active”. The brand was created with the idea of creating shoes that would make a person feel active and comfortable as if they were walking on air.
What is Ariat?
Ariat is the name of one of the most popular American shoe brands among equestrian enthusiasts and people looking for high-quality shoes for everyday life. Ariat was founded in 1993 by Beth Cross and Pam Parker in Union City, California, and today the brand’s shoes can be found in boutiques around the world.
In terms of visual identity, Ariat is quite a progressive brand and has a very strong logo, which combines the traditional heraldic motives and the modern approach. The original design of the Ariat logo was created by Jay Vigon, a friend of the brand’s founders.
The first Ariat badge, introduced in 1993, has a classic triangular crest as the main element. Set in a brown and black palette, it resembles a Chevron from the rider’s jersey. The central part of the crest had a black symbol, composed of three intertwined horseshoes. The horseshoes were supported by the thick black frame of the crest and bold black uppercase lettering in an extended sans-serif typeface.
The redesign of 2005 has created a fancier version of the Ariat logo. The style of the crest remained the same, but now it was drawn in a three-dimensional way, with the brown background replaced by a gradient gold one with a matte surface. The horseshoes in the middle remained untouched. The new crest got smaller and moved to the left part of the composition, with the “Ariat” inscription set in the uppercase of a bold geometric sans-serif typeface.
In 2015 the Ariat logo was redesigned again. The main idea was in simplification. The voluminous golden crest was redrawn plain and flat, with a white background and solid black emblem on it, as well as the black frame of the crest. As for the inscription, it remained exactly the same as in the previous version — massive, stable, and distinctive.
The bold and brutal lettering on the primary logo of the Ariat badge is set in a heavy modern sans-serif font, with the uppercase characters looking concrete and strong. The closest fonts to the one, used in this insignia, are, probably, Organetto Extra Bold Semi Ext, or ITC Blair Pro Bold, with some minor modifications.
As for the color palette of the Ariat visual identity, it is based on black and white, the most minimalistic, yet also the most elegant combination, which always looks actual and progressive, evoking a sense of excellence and professionalism.