The Sturgis logo encapsulates what the city is best known for, using the mountains to represent the Black Hills, and the wheel to represent the annual Sturgis Motorcycle Rally and prominent motorcycle culture within the city. It is held within a crest, which is a nod to a Park Ranger’s badge and the infamous Harley-Davidson logo.  This logo helps to give the city a sense of pride in its attractions and better represent everything it has to offer. It can easily translate to other forms of media, such as stationery, signage, and merchandise.