Seaside Mechanical & Machine— Where Tools, Grit, and Good Design Collide

Not all client meetings begin in a historic old-timey saloon, but this one did.

I first met Richard Van Horn— aka Rick, as he's known to the locals—at one of our shared haunts, a dusty, well-loved tavern that feels like a time capsule from California’s wilder days. I’d seen him around, a young guy with the solid handshake and small-town grit. He always wore the coolest hoodies—bold graphics, striking fonts, the kind of visual energy that sticks with you.

Our conversations were usually short and spirited—tales of country life, wrenching on machinery, and the horror stories of learning to drive stick on steep hills courtesy of our dads. So when a friend mentioned Rick needed help with a logo for his new venture, Seaside Mechanical & Machine, I was all in.

As a designer, I’ve been lucky to work with a wide range of fascinating clients—but nothing lights me up quite like a project that involves skulls, tools, and a touch of grit. This one checked all the boxes.

We met again, this time over iced teas (it was noon, so no beers—yet). Rick laid out his vision: a business rooted in mechanical know-how and fueled by a do-it-right ethos. He wanted a logo that felt tough, authentic, and wearable—the kind of graphic you'd proudly sport on a hoodie in the shop or out on the ranch.

From there, we started sketching. Bold lines, mechanical motifs, a skull or two (obviously), and a nod to the workwear aesthetic that Rick naturally embodies. It was collaborative, fluid, and fun—just the way I like it.

The final design reflects Rick’s personality: hardworking, a little rebellious, and undeniably cool. It’s the kind of identity that feels at home on a trucker hat, a metal sign, or welded onto the side of a toolbox.

I’m proud to have played a part in shaping the visual side of Seaside Mechanical & Machine. And next time we bump into each other at the saloon? First round’s on me.