Designer: Michael Ulrich
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
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.