April 2025

Serenity Equine Massage provides professional equine massage therapy services, helping horses recover, perform, and live more comfortably. Servicing the West Metro of Minnesota, their mission is promote physical and emotional wellness in horses through compassionate, expert bodywork.

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The idea behind the logo and branding started with the name "Serenity" -- the goal was to visually capture the sense of calm, trust, and healing that horses and owners experience through massage therapy. The logo uses an elegant, flowing script/serif font to evoke softness and care, paired with a clean sans-serif typeface to ground the brand in professionalism and expertise.

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A stylized/hand-drawn horse head silhouette is incorporated into the logo mark, emphasizing movement, grace, and the bond between horse and therapist. This logo mark is deeply personalized as it is based off of the owner of the company's horse, a 2013 grey OTTB gelding named Hugo. A natural, earthy color palette of muted neutrals was chosen to reflect a peaceful, grounded nature of the work and strong connection to animals and the outdoors.