The complexity of the American West story compels for a neutral sensitive approach. In the most neutral sense the American West is a convergence of paths. Upon creating a grid of vertical and horizontal paths, the reference of the Navajo weaving loom was discovered and used as inspiration for the logotype and identity system. Trim and its monospaced grid reflects the ethos of the visual identity. The posters combine Trim Poster and Trim Mono. Other items exclusively use Trim Mono.