The poetic beauty of the light in New Mexico plays muse to Mast’s brand for Santa Fe Vintage

An emporium of Americana, Santa Fe Vintage is an appointment-only showroom originally founded by Scott Corey – showcasing a carefully curated selection of clothing, art, and objects that capture the spirit of Santa Fe. Sadly, Corey passed away in 2019, handing over the reins to longtime collaborator and buying partner Teo Griscom. Looking to pay homage to the business whilst cementing its identity as a recognisable brand, she reached out to Mast, the Colorado-based graphic design and branding studio, who worked closely with Griscom to realise her vision – ‘making a brand born in the days before.’ She was inspired by the simplicity and functionality of early 1900s typography, which provided the studio with a direction for the wordmark – one that would “feel at home today, tomorrow, and yesterday.” Using Alfarn (drawn by Alfred Arndt in 1923) as a starting point, they created a fitting wordmark, also designed to draw similarities with the iconic Santa Fe Southern Railway logo.