Focus On Travel × Leatherius Woodman – a leather stamping study

From the Practice Log – an ongoing series of stamping studies on real-world marks.

A July study.

Focus On Travel has arranged personalized trips out of Beaverton, Oregon since 1986, working through a network of independent experts. Paula Hobble studied at the University of Washington and started out with United Airlines before opening her own agency. Forty years is a long run in travel. The team page today spans everything from cruise weeks to family itineraries, and the stated mission has stayed put the whole while: travel that is “enriching, exciting and hassle-free”.

The mark asked for the study before we did. Their official logo is a glossy photographic globe, clouds catching the light, with a small white airplane curving around its lower edge and a bold blue wordmark alongside. Look closely and the letters read Focus Travel, with SERVICES spaced out in capitals beneath. The live site says Focus On Travel; the file has kept an older spelling. We wondered whether the redraw should adopt the newer name, and in the end the file won – a mark that has flown this long has earned its own letters. The source stands 56 pixels tall, so we redrew it faithfully at pressing scale.

The mark, as found

Focus On Travel mark

Pressed lengthwise

Blueberry follows the deep blue of the wordmark, turquoise the bright oceans of the globe. Black carries the gold foil.

Focus On Travel mark on three leather luggage tags

In focus

The companion piece lets the current name stand at full length. Four viewfinder brackets frame a flying airplane, with FOCUS ON TRAVEL set beneath, pressed lengthwise like the first. The brackets do the work the company name promises: choose your subject and it comes in sharp.

Airplane framed by focus brackets made for Focus On Travel

Airplane framed by focus brackets on three leather luggage tags

We made this out of love. Leatherius Woodman is on a mission to create and share artifacts of beauty, craft and love – this study is one of them, and we hope the feeling is mutual. Every image is a render – how we prototype before cutting a die.

If you're Focus On Travel and you'd like these made real, or anything here changed – say hello through our contact page.