Martina Flor - Wonder-making with letters
Martina Flor speach about lettering is and its influence in our daily life during the Element Talks 2018 conference.
The lecture from Element Talks conference, Warsaw 2018. elementtalks.com
Martina speaks about the craft of drawing letterforms, walking the audience through her working method including analog and digital tools and insights on the making of process from concept, to sketch to final artwork. She tells about the challenges she faced at becoming a lettering artist, including a review of self initiated projects as a mean to improve her skills.
Martina combines her talents as designer and illustrator in the drawing of letters. Based in Berlin, she runs a leading studio specializing in lettering and custom typography for clients around the globe, such as: The Washington Post, Vanity Fair, Harper Collins, Penguin Random House, Monotype, Etsy, Adobe, Fontshop, and Cosmopolitan, among others.
She cofounded the online competition Lettering vs. Calligraphy, which has garnered international attention, and has initiated numerous other noncommercial projects, including Letter Collections, a series of postcards. With a master in Type Design from the Royal Academy of Art in The Hague (KABK) under her belt, she dedicates a large part of her time to teaching lettering and type design. Her book "The Golden Secrets of Lettering" (Princeton Architectural Press and Thames & Hudson, 2017) will be published in English, German, Spanish and French.