Martina Flor

Martina Flor Typography, logos & lettering explained. Award-winning lettering designer, author, TEDx speaker, and educator helping designers create work they're proud of.

15/09/2026

Perfect geometry is actually ruining your lettering. 👀

Your eye does not read measurements, it reads impressions. Which is exactly why letters that are mathematically correct can still look wrong, and why software that snaps everything to perfect values will quietly work against you.

Every skilled letterer corrects for this, most of them without thinking about it any more. It is one of the clearest differences between letters that are technically right and letters that actually look right.

Comment FIX and I'll send you my free guide to fixing your letters.

14/09/2026

Two typographic lessons hidden in the Star Trek logo. 👀

It is one of the most copied logos in science fiction, and most people have never looked at what is actually holding those letters together. The decisions behind it are the same ones that separate a logo that works from one that only nearly works.

As a lettering designer with over 15 years of experience, these are the details my eye goes to first. Once you see them, you will start noticing the same choices everywhere, in logos you have looked at a thousand times.

Comment FIX and I'll send you my free guide to fixing your letters.

13/09/2026

Your T might be secretly messing with your spacing!

In order to fix these awkward counter shapes on the sides of your T, you need to shorten its crossbar and bring the neighbouring letters closer together.

One simple fix that makes a big impact!

Comment FIX and I'll send you my free PDF + mini training with 5 more optical adjustments that will improve your typography game.

Most people don’t quit lettering because they’re untalented.They quit because they’re practicing without a map.They’re w...
12/09/2026

Most people don’t quit lettering because they’re untalented.
They quit because they’re practicing without a map.

They’re working hard, but progress feels unclear.
They’re improving, but doing it in isolation.
And they can’t see how lettering becomes real work.

When there’s no visible path, motivation fades.

This carousel breaks down why that happens, and what actually helps early on.

Comment GUIDE and I’ll send you my free Lettering Success Secrets guide.

11/09/2026

How to turn plain lettering into a decorated piece, one step at a time. ✍️

Decoration is not something you add at the end and hope it works. It is a sequence, and every step narrows what the next one can be. Get the order wrong and the piece fights itself.

Most people stop after the first stage, when the letters already look finished. That is usually the moment the piece has the most left to give.

Comment GUIDE and I'll send you my free lettering guide.

How to decorate a book cover, step by step. 📚Most covers do not fall apart at the idea stage. They fall apart because th...
10/09/2026

How to decorate a book cover, step by step. 📚

Most covers do not fall apart at the idea stage. They fall apart because the decoration goes on in the wrong order, and by the time something is not working there is no way back to fix it.

Here is the full sequence, one stage at a time, in the order that actually holds together.

Comment GUIDE and I'll send you my free Lettering Guide.

09/09/2026

Two typographic lessons hidden in the Seinfeld logo. 👀

It is one of the most recognisable logos on television, and almost nobody looks at what is actually happening inside those letters. The decisions behind it are the same ones that separate a logo that works from one that only nearly works.

As a lettering designer with over 15 years of experience, these are the details my eye goes to first. Once you see them, you will start noticing the same choices everywhere, in logos you have walked past a thousand times.

Comment FIX and I'll send you my free guide to fixing your letters.

08/09/2026

What better letter to celebrate Ampersand Day than giving an ampersand a full beveled treatment? 👀

Most people think beveled lettering is deeply technical. But once you break it down, it's really just a combination of four things: simple shapes, facet construction, controlled gradients, and light and shadow.

Here's the full process I use to turn a flat ampersand into a dimensional, beveled one, step by step.

And as always, the biggest difference comes from the smallest details. ✨

Share this if you love ampersands!

08/09/2026

Happy Ampersand Day. 🤍

The ampersand is painted on our studio wall. It's the name of our membership community. It's in the company's legal name. That's not an accident.

An ampersand means "and" — and nothing worth building gets built on your own.

Not your craft. You improve faster around people who push you and tell you the truth about your work.

Not your portfolio. It grows through the projects other people trust you with.

Not your business. That's clients, collaborators, students and peers — a team you build on purpose, one person at a time.

Lettering looks like solitary work, and the hours at the desk are. The career around it never is. Everything that has happened in this studio happened because someone else was involved: an art director who took a chance, a student who asked a better question, a peer who said the thing nobody else would.

The ampersand is a sign of collaboration. It's the reminder that together is easier, faster, and a lot more enjoyable than doing it alone. That's the whole reason Big Ampersand exists.

You & your people. Craft & business. Us & our students.

What would you put after your ampersand? 👇

07/09/2026

One lettering piece I made purely for fun ended up leading to tens of thousands of dollars in client work. Here's how it happened 👇

It started with making something genuinely different: a mix of digital technique and print research that made people stop and actually look. That's where standing out begins. Your work has to give people a reason to pause.

Then I did the simple part that so many skip. I added it to my portfolio and shared it online. Because work nobody sees can't work for you.

An art director at a German football magazine found it and commissioned a series in the same style. Readers loved it, shared the cover everywhere, and it grew into a billboard campaign.

So I updated my portfolio again, this time naming the magazine and using the right keywords. That let me borrow a little of my client's visibility and made me far easier for the next client to find.

From there I reached out to an art director at Penguin Random House. We met, I showed my work, and they happened to have a project that was a perfect fit. That became a series of book covers.

Notice the pattern: it all traces back to one piece, made well, put out into the world, and shared consistently. Create the work. Show it. Keep showing it. That's how people find out you exist.

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