As the most ornate and technically challenging of the three, the script style, named 'Lynchburg Script' received extra attention during development in order ensure that it would function properly as a linking cursive script. Leatrice Joy and Jack Mower were photographed in the studio against a black. Following this research, we were tasked with creating a suite of typefaces, each selected from the most prominent wording in the iconic 1904 Jack Daniel 'Black Label.' The three designs we created were specifically based on the condensed 'Jack Daniel’s” wordmark the dignified upright script used in the word “Tennessee' and the robust, no-nonsense serif lettering used in “Whiskey.” We developed all three styles concurrently (as opposed to successively) in iterative phases so they could be tested together in advertising materials. Only months earlier Bebe Daniels was arrested for speeding in Orange County. This exploration, going back to 1875, took several weeks, during which we were able to compile historic data and visual references into a report which we then presented to the client. For Jack Daniel’s, the leading brand of American whiskey worldwide, our design team was first hired to research the origins of the typography used in the early days of the company: Jack Daniel Distillery.
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