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MODERNIZING THE STURGIS WORDMARK

A skillshare class taught by Aaron Draplin called "Customizing Type with Draplin" presents a challenge to choose a US city to explore on creating custom wordmark.

PROBLEM

 The Official Sturgis Motorcycle logo has several elements; it seems overwhelming. It has not been updated in decades. Their official logo and other variety of merch doesn't seem to be consistent in its branding. To attract the younger generations in the motorcycle culture, it may be a good time to give the logo an updated look.

 

DESIGN BRIEF

Sturgis may be a small town but is famous for hosting a Sturgis Motorcycle Rally every August. Riders traditionally enjoy cruising around curvy roads through the Black Hills. Bear Butte Mountain is one of the most iconic landmarks appreciated by the locals and the motorcycle riders. "City of Riders" is their official slogan.

SOLUTION

The focus is to have fewer elements that strongly represents Sturgis. From sketches by hand to the digital process, it led to a concept on long curvy lines around the logo representing riders cruising through the Black Hills. The curvy lines continued into a wordmark. The second element represents the Bear Butte Mountain landmark. The slogan at the top is included as a third element. The logo is black and orange to keep it traditional. The final wordmark is simple, modern, and memorable.

PROJECT ROLE
Logo Designer

Organization
City of Sturgis

Project Industries
Government, Attractions

Skills
Illustrator

Media
Branding, Logo Design