spring 2024
For this assignment, I chose to do Dick’s, mostly because I like their colors. To be honest, I’ve never eaten at Dick’s. But it does smell very good whenever I walk past one. I’m more of a Culver’s guy. I’m not sure how any other burger joint could really measure up to my beloved Culver’s. My partiality for Culver’s is probably the most midwestern thing about me. That doesn’t mean that I’m not proudly midwestern or that I’m not otherwise that midwestern; I just love Culver’s a whole bunch, so much so that it kind of dwarfs the other things that make me midwestern (droppin my g‘s, for example).
Do you not know what Culver’s is? Culver’s is a regional chain originating in Wisconsin; they’re made famous for the “Butterburger,” which is a bit of a misnomer because they actually butter the bun and then toast it on the griddle. They don’t butter the hamburger, that would be absurd. If I could sum up the midwest in one food item, it would be a Butterburger. I’m deliberately not capitalizing midwest because nobody in the midwest would think it ought to be capitalized, out of modesty.
Actually, now that I think about it, Culver’s and Dick’s branding is kinda similar. Mostly the typography. But damned if that jaunty angle isn’t the exact same for both logos.
Well in any case, Dick’s has the better colors over my dear sweet Culver’s. I like their striped signage too. That was the inspiration for my food truck design. I’m way more likely to eat food-truck food if the food truck itself is pleasantly eye-catching. I like bright, bold colors. But I like to see how few colors I can use in a given design and still make it work.
I thought it would be cool to have the Dick’s logo bleed off the edge of the truck. I also noticed that the truck didn’t have a window for vending, you know, food. So I added one. I did the entire thing in Photoshop to practice my masking and smart-objecting. And here’s the finished piece:
