The brand is a reflection of the owner’s ranching heritage and history in South Texas and the Rio Grande Valley. The horse is an indispensable companion on a working ranch and was chosen as a symbol to reflect the majesty, elegance and dependability of El Rey. Drilling Engineers design and implement procedures and work closely with other specialists in the oil industry to ensure the safety of all personnel and the environment. With this in mind, the horse and the science behind drilling engineering merged to create the brand mark. The new brand mark consists of skeletal structures used in chemistry and a line drawing of an alert horse. Akzidenz-Grotesk BQ Light Extended and Light Condensed is used for the word mark.