This hand-lettered sign, displayed outside the Mexican restaurant Birrieria Ocotlan, displays an outline of the state of Jalisco, Mexico, with the text “JALISCO” and “MEXICO” and the image of a goat’s head painted in red in the middle of the state. The goat imagery indicates that the restaurant’s specialty is birria, a variety of stew originating in Jalisco and made here the traditional way with goat meat.

Hand-lettered signs are popular with businesses, as they allow the business to express their brand’s unique personality through art, support local artists, and draw the eyes of potential customers.