130th Anniversary Logo Unites History, Exchange Mission

An email from Exchange Director/CEO Tom Shull caught Merchandising senior graphic designer Ryan Howerton’s attention immediately. When Howerton read its contents, he was stunned to learn why Shull was reaching out to him.

He was chosen as the winner of the Exchange’s 130^th anniversary logo contest.

Howerton’s logo will be used in marketing, print and digital media and other communication channels throughout 2025 to generate excitement about deals, in-store events and celebrations.

He will also receive a $130 Exchange gift card and a challenge coin.

Howerton’s design displays the number 130 in big red letters across a blue shield with the organization’s founding and anniversary date on the sides, symbolizing the Exchange’s long history of service.

“I picked a patch-type shape, like the shield,” Howerton said. “I tried to make it where it had a subtle glare to it, like there is light hitting it. I don’t like flat design. There is a flow to this. If you look at the ribbons on the side, they go along where the light is reflecting, so there is some movement in there.”

Howerton also designed with different media in mind.

“You kind of think in terms like, ‘What if it was embroidered or on a shirt?’” Howerton said.

Howerton drew inspiration from his previous work on the Exchange’s Month of the Military Child brat patch and the organization itself.

Howerton said as a designer, he felt an obligation to compete in the contest.

“It’s a duty as a designer. You need to, at least, be competing for the anniversary logo.”

Howerton came to the Exchange in 2015 as a contractor. He was hired full time in 2017. Since then, he has worked on a variety of creative projects, including murals that can be found across Exchange locations.

Besides meeting the judges’ requirements, Howerton said the other challenge was settling on something to submit and not knowing who he was competing against.

Howerton compared receiving Shull’s email to “Willy Wonka & the Chocolate Factory’s” Charlie Bucket finding the last golden ticket.

“It was kind of like when Charlie opens the candy bar,” Howerton said.

When he finished reading Shull’s email, Howerton said he was surprised to be declared the winner.

“The mindset going into it was just to participate. It wasn’t necessarily about winning,” Howerton said. “I was surprised that I won.”