The inspiration behind this design were the iconic street signs present around the Las Angeles area. The stacked version was particularly convenient, as I could place focus on the "Hollywood" name, but also add an edgy flair with a graffiti-style vandalised bottom sign, grounding the design and also supporting the rough-around-the-edges feel that Holly wanted for the community.

Then, for scalability, I squared up the design and simplified it to a simple "HH" for the profile icon for socials, and a "HW" icon for Holly himself.