Jimmy D's is a recent project and a good example to show lettering variations created in the development of a brand mark. The design team on this project sent me a series of roughs to refine and develop for comp presentation. A variety of comp lettering was produced for presentation.
As the project progressed a new comp was sent over with a request that I fine tune the concept.
In order to fine tune the comp I printed a screen shot of the image and used it for a tissue underlay. I drew new letter shapes with consistent hook serifs on the left and right sides, adjusted vertical angles including wieghts and smoothed out the loop of the cap D. The tissue sketch was scanned and pasted on the screen shot image in Photoshop.
The image was saved as a jpg file and imported to Illustrator for use as a drawing template. With new letters drawn a grouped interior tone shape was added to give the lettering some depth.
The final art of the Jimmy D's lettering is now in use on TV commercials, packaging and at a really cool website.