jewels and responsive identities
In early 2018, the team at Eldora approached me about re-working the logos for all their racing events. It was time to build a consistent and professional set of logos for some of the biggest dirt track races in America. Once our overall theme and goals were set, we discovered a need for a more flexible and "responsive" identity system. We would not just make 1 logo for each event, but multiple marks for the "Jewel Events" that would serve a purpose in a variety of applications.
For these 5 Jewel Events, we designated gold trim and a signature gem inspired color to emphasize their importance and give them the deserved gravitas. I also designed a signature icon for each event. They can be used in a variety of applications, sizes, and act as a symbol of recognition for the races.