When your marketing voice touts your business as “the happening place!” you need a logo with the same enthusiasm and presentation. The Sweetwater County Events Complex is a busy place, holding events from equestrian to motor sports and trade shows. Sweetwater marketing director Chad Banks feels that the current logo “doesn’t say what we do.” He’d like the logo to be simpler, but graphically say more about the complex. “It should be easily identifi - able with us,” Banks says.

DG creative director Michael Ulrich was able to capture the essence of Sweetwater in his redesign of its logo. In the early stages of conception, Ulrich devised logos incorporating iconic images like horses, music, and racing. He simplifi ed these icons and applied them to a more formal image in his new logo. It completes the Sweetwater brand with a mountain image set off with two icons that can be replaced to represent various events.

“We currently use full color, but we would like the new design to have only two or three colors,” Banks suggests. With this in mind, Ulrich applied only a soft, chocolate brown from the original logo combined with a steadfast gray to the redesign. Together they are warm, inviting, and more costeffective for Sweetwater.

Ulrich paired a clear, serif font, Egyptian MT Extended, with an equally legible sans serif, News Gothic MT Bold, for the company name in his redesign. The entire logo will maintain a clear presentation when viewed at both large and small sizes. This allows potential facility renters and event attendees to easily recognize what Sweetwater has to offer.