Following the Script

The WK Kellogg’s Company’s logo was inspired by the signature of William Keith Kellogg, the company’s founder. Recently, type foundries XYZ and Plau expanded the signature wordmark into a complete typeface, called WK Kellogg Co Script. The new face will be used to extended the brand in marketing, in communications, and online.

That retelling makes the project seem much simpler than it actually was. Making a script typeface look natural—that is, like handwriting—means including many inconsistencies. For inspiration, the designers looked at the normal inconsistencies found in old advertising and hand-painted signs from the early 20th century. In the end, they ended up creating at least two versions for each lowercase letter in the new script.

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