Overview

LaRue Tactical, a Texas-based firearms and accessories manufacturer, is well-known in the industry. However, their current branding and logo design miss the mark.

Process

The current branding looks dated and seems poorly thought out. However, it’s an iconic brand in the firearms industry. I didn’t want to stray too far from the established mark. They are proud of their Texas heritage, and the “L” and the “T” nestle nicely inside the western border of the state. So, I kept the state outline from the existing logo design but moved it to the front, updated to a more modern font, and made the strokes heavier for a bolder appearance. The new logo works on a range of products from clothing to rifles.