Since Will Lanier is originally from Texas, I wanted to brand him using a branding iron with his initials. Starting with the typeface, Rockwell, I extended the left serif on the W and connected the right side of the L to the circle. The right side of the L was angled to reflect the W.

 

I then used the negative spaces to define the logo using two shades of blue. The leather effect was added in Photoshop.