Dickies Making Typeface

  • Roanne Toosy

A graphic identity and typeface developed for creative agency ThisHere and the legendary American workwear company, Dickies. Explores what it takes to be a ‘maker’ in the present day through exploring craft, the act of making, and the history of the brand. The typography looks back into the history of Dickies and early American industrialism to draw inspiration from hand-drawn signage, labor posters* and rough-cut type specimens. It references traditional technological details such as exaggerated ink trapping† and early American sans serif lettering styles, leaving an exaggerated remnants of process that would ordinarily have become hidden, giving a view into the craft of print. Shifts in type size and a mix of all upper or all lowercase text will draw attention to important words. Compositions range across the page or screen to give a sense of urgency and action, further emphasised by the bold red text colour.