Muddied original
“When reproducedat a smaller size, it
tends to look more like a blob,” says Sweetwater marketing director Chad Banks
of the current logo.
Clear redesign
DG creative director Michael Ulrich’s redesign is a strong
balance between the older version with the
mountain and the new direction using icons.
Early options
Discarded variations included mountains or
iconic event images—Ulrich’s redesign successfully
applies both.
Fonts
Ulrich paired a serif
font, Egyptian MT Extended, with legible
sans serif News Gothic MT Bold. Both
were chosen for their clear reproduction at
all sizes.
Colors
A soft, chocolate
brown from the original logo is partnered with gray in the fi nal
design. Going to only two colors will save
the complex money.
