Dick's Sporting Goods
Doubleday & Cartwright hired me to develop a typeface for Dick’s Sporting Goods. The goal was to develop a typeface that would serve as an integral part of the Dick’s identity along with their logo and the green that has become synonymous with their brand. The typeface was to echo the lettering style in the original Dick’s logo, but be smarter and more unique to Dick’s.
The resulting family, DSG Sans, has five weights, all with upper and lower case, accented forms for multi-language support and more.
The family was designed to be primarily used in single words or short bursts of text, all in display sizes. So, the letter shapes were drawn and spaced to be clean, crisp and compact for this particular use.