The hand-drawn typography of the new wordmark is a digitized version of the visual average of countless signatures to create a modern mark that still retains Mr. West’s expressive strokes.
Brand visuals with a legacy
There is no shortage in Lubbock, Texas for examples of Dirk’s West’s artwork. The solution to borrowing from the recognizable script from Dirk’s West’s signature was simple: Pour over countless examples taking note of the intricacies of each one paying close attention to the letterforms as we set out to recreate what you could call the quintessential Dirk West signature—sans the last name.
We created a cohesive set of variations that could be used in conjunction with each other depending on the application, be it on-screen or one of the many in-restaurant opportunities.