4 am, November 22nd, the morning of the unveiling of the JFK 50th Memorial in Dallas. The first time seeing my work in place. Touching the etched typography by moonlight: a moment I’ll always carry with me.
A typographic tribute: making JFK’s words eternal.
Context
On November 22, 2013, fifty years to the day after President John F. Kennedy was assassinated, the City of Dallas revealed a permanent tribute at Dealey Plaza to honor his vision, leadership, and enduring legacy. This project wasn’t just another graphic design job for me. It was an honor to be chosen among artists and designers worldwide, because of my love for typography and deep reverence for what it can do for such a solemn and sincere commemoration.
What I did
Collaborated closely with City of Dallas staff and local philanthropists to bring the vision to life.
Studied Kennedy’s planned speech for that day and selected the most important passage to inscribe: the very pages folded in his left shirt pocket when he was shot.
Researched typographic styles associated with Kennedy and precedent memorial inscriptions.
Selected a marine-grade metal alloy — the same material used in Kennedy’s Apollo program — for durability and symbolic resonance.
Developed and tested multiple design iterations, including full-scale legibility studies at Dealey Plaza.
Oversaw fabrication and installation to ensure historical reverence balanced with modern clarity.
The Results
The installation was unveiled on Commemoration Day, November 22, 2013, and the reveal was covered by news around the world. The final work presents Kennedy’s words in a simple, powerful, purposeful form. Positioned at the north pergola overlooking the Grassy Knoll, the piece invites quiet reflection while ensuring that Kennedy’s voice and ideals remain present in the cityscape for generations to come.
