The Worshipful Company of Saddlers

Contemporary branding for a London Livery Company

The Worshipful Company of Saddlers is a nonprofit City of London Livery Company, dedicated to saddlery, equestrianism and education.

As one of London’s oldest livery companies, we were tasked with redefining their strategy, branding and website design for a contemporary approach while retaining their prestigious heritage. We ran workshops to develop the Company’s tone of voice, define their positioning and target audience.

We delivered:
Brand refresh + Logo + Coat of arms refresh + Website design + Printed collateral

Studionoel Thesaddlers Liverycompanybranding 01
Studionoel Thesaddlers Liverycompanybranding 05

Previously there were multiple versions of the coat of arms being used with varying legibility. There was also no set wordmark for the company.

We redesigned their of arms, unifying its colours to give the historic and prestigious company a contemporary look. A clean and contemporary wordmark was created that gave a subtle nod to the heritage of the building.

Studionoel Thesaddlers Liverycompanybranding 06
Studionoel Thesaddlers Liverycompanybranding 02