Dick’s Sporting Goods Typeface

Doubleday & Cartwright hired me to develop a typeface for Dick’s Sporting Goods that would be as integral to the brand’s identity as their logotype. The typeface, named DSG Sans, was to be primarily used in single words or short bursts of text, all in display sizes. I drew the letter shapes to be clean, crisp and compact for these specific uses. DSG Sans has been remarkably successful for Dick’s. It has appeared consistently on everything from mailers, to their website to store signage. Simply putting these letters on a dark green background immediately signifies “This is a message from Dick’s Sporting goods.” This project is a great example of how a client, their branding agency and I can collaborate to create a resilient, invaluable tool that stands the tests of time.