Responses by DJ Stout, partner, Pentagram
Background: We created the brand identity and signage for a new restaurant The Maverick, a “Texas Brasserie,” in San Antonio, Texas. The branding is intended to appeal to a high-end, connoisseur who appreciates Texas history and culture.
Reasoning: The restaurant is named after the legendary Texas family “The Mavericks” and its most famous family member Samuel Maverick. Sam Maverick was a rancher, landowner, politician, lawyer and a signer of the Texas Declaration of Independence. He was also a bit stubborn and allowed his cattle to wander unbranded on his Matagorda Island property in far South Texas. The modern term “maverick,” a person who is independent-minded, came from that fact. The logo is a depiction of a “Maverick” steer on an island with a lone palm tree. The historic King William District and “Southtown,” where the new restaurant is located, are known for its palm trees and lush tropical foliage.
Challenges: Painting the giant mural of the “Maverick Steer” on the old, white brick wall of the restaurant’s exterior.
Favorite details: I like how the mark is illustrative, yet graphic, and that it is an unconventional, “independent-minded,” approach to identity. The approach perfectly reflects what the word Maverick stands for.
Visual influences: Some old books, photographs and maps we discovered at the San Antonio Conservation Society Museum, which is located across the street from The Maverick restaurant.
Anything new: During our research, we discovered that the original settlers of San Antonio’s historic King William neighborhood, where the restaurant is located, were German immigrants and planted much of the tropical foliage that surrounds the restaurant today.