Martina Flor: The secret language of letter design
Martina Flor - Lettering designer
Martina Flor combines her talents as designer and illustrator in the drawing of letters. Through her work as an artist and teacher, she has helped establish letter design in the European design scene. Full bio
"TED" would have looked like
in the sun chiseling it into stone.
have looked in the 80s?
electric, strange colors,
the greatest of all:
beyond what they represent.
our days are full of letters.
to give language an image.
communication tool we have.
that something is modern --
and monumentality of a place,
by inexperienced hands
what a place looks like inside.
I experienced firsthand
can have in our day-to-day life.
exciting and novel for me.
was at times very frustrating
clutching my glass of wine,
of what was being said around me.
as if I understood everything.
to say what I thought,
and text that I couldn't read.
gave me clues;
enclosed in those shapes.
where tradition was important.
was trying to give me a signal,
it was better to stay away.
was made to last forever.
understand my surroundings better
tasty to take back home.
until I found the perfect bakery.
I imagine the master baker
to each loaf of bread
to each letter of this word.
with just the right ingredients,
drew the ends of the letters
the buns over a thin layer of flour
the mosaics in the oven one by one,
that the master baker has
that went into creating this sign.
we already imagine it tastes good.
it requires care in its preparation,
my raw material and my limitation.
is for me a playing field,
at the end of the road,
to design the cover of a classic book,
through a world of fantasy, remember?
is my raw material.
that are not very important,
on a smaller scale.
the idea of "wonder,"
that the book is a classic
a little more stiff and serious,
this book has so much gibberish,
in a single arrangement:
living together in the same composition.
and I'll work on it in detail.
to work more comfortably.
where the words will be.
form to each letter.
without losing sight of the whole.
of the letters methodically.
or change elements.
the drawing turns into precise forms,
and decorative elements.
is placed at the front
playing in the background
lots of things happen.
the feeling it generates,
looking at her wonderland.
I recreate the text's atmosphere a little.
through a peephole in the door.
to concepts and ideas
work a bit like gestures
"TEDxRíodelaPlata's audience is huge,"
"TEDxRíodelaPlata's audience is huge!"
what I mean to say and how,
in a very flowery way
when I talk about love.
between Buenos Aires
where my work became more colorful,
at those parties,
this limitation that language has
with which I could express myself.
has been to find my own voice
tone and gesture I want.
shapes that are truly beautiful
a reaction in the reader,
if the message is important,
About the speaker:Martina Flor - Lettering designer
Martina Flor combines her talents as designer and illustrator in the drawing of letters. Through her work as an artist and teacher, she has helped establish letter design in the European design scene.
Why you should listen
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, Etsy, Adobe and Cosmopolitan, among others.
She cofounded the online competition Lettering vs. Calligraphy, which has garnered international attention and has initiated numerous other non-commercial 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, Flor 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) is published in several languages such as German, Spanish, French and Japanese.
When she is not busy drawing letters, Martina travels around the world to teach and speak at design conferences about the importance of typography in our daily lives.
Martina Flor | Speaker | TED.com