Martina Flor

Martina Flor

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

Photos from Martina Flor's post 01/08/2026

For years I thought lettering would just "click" if I practiced long enough. It didn't. 🥲

What actually changed things wasn't more random practice. It was learning the fundamentals, spacing, structure, composition, and finally having a repeatable process instead of starting from zero every time.

If nobody ever taught you the foundations, that's not a talent problem. It's just a gap. And it's fixable.

Comment BOOKLET and I'll send you my free lettering sketching booklet to get you started. ✏️

31/07/2026

If you haven't heard, we had lettering legend Ken Barber in Open Studio answering questions from my TLS2026 students 😍

Comment YOUTUBEMF and I'll send you the link to watch!

30/07/2026

Turn plain lettering into a book cover that sells the story ❤️

🎟️ Comment BOSS26 and I'll send you the link to register for The Future of Design, a free online event where I'm speaking alongside Chris Do, Lisa Congdon, Debbie Millman and 20+ other designers. Aug 25–28, free to join.

30/07/2026

One of the many nuggets of wisdom that Ken Barber shared during our Q&A for The Lettering Seminar 2026 students. Now you can watch the whole session on youtube too!

Comment YOUTUBEMF and I'll send you the link to watch.

29/07/2026

A new episode of Open Studio is out! ❤️

This episode is very special for two big reasons. The first and most important is because I had the legend Ken Barber joining for a chat. The second reason is because this was not a usual podcast interview, it was a live Q&A that we hosted for students from The Lettering Seminar 2026.

I loved every minute of it, and now you can watch it in my Youtube channel.

Comment YOUTUBEMF and I'll send you the link. 🤩

28/07/2026

Presenting your designs in context is as important as the quality of the design itself, and this is a huge game changer!

Comment MOCKUP and I'll send you the link to join Patricia Reiners' free workshop series, plus the replay of session one and a chance to win a Creative Cloud subscription 😍

27/07/2026

Most lettering variations don’t come from changing the whole letter.

They come from changing one detail.

In this reel, I’m taking one classic serif A and exploring 4 different directions:
• sharper
• softer
• more fluid
• more expressive

Same structure.
Completely different personality.

Because in lettering, small changes can completely transform the feel of a letter.

Comment “GUIDE” and I’ll send you my free lettering guide.

26/07/2026

Good typography isn’t just about geometry — it’s about optical balance ✍️

The Netflix logo is full of subtle adjustments that make the wordmark feel visually balanced and polished.

From thicker diagonal strokes to narrower letterforms, these small details are what make typography truly work.

Training your eye to notice them will make you a better designer.

Comment FIX and I’ll send you 5 more optical adjustments that make a big impact

25/07/2026

Decorated lettering isn’t about adding random details ✍️

It’s about building a composition layer by layer — line work, shapes, ornaments, contrast, and balance.

When you start with a strong foundation, even a simple letter can transform into something rich, expressive, and full of personality.

The secret is in the layering ✨

Comment GUIDE and I’ll send you my free lettering guide

24/07/2026

I thought I started too late.

When I got serious about lettering, I was almost 30. And honestly, that felt late.

I looked at other artists who had started years earlier and convinced myself I was already behind. They were better, more experienced, more talented… or at least that’s what I told myself.

For a long time, I treated lettering as just something I enjoyed, not something I could actually build a career around.

But the thing that changed everything wasn’t talent. It was consistency. Showing up, doing the work even when I didn’t feel like it, and not waiting for the “perfect” moment to start.

Little by little, I improved. And fifteen years later, lettering completely changed my life.

I realized I wasn’t too late, I just needed to keep going long enough to see the results.

The question I get asked most often is: “Is it still possible to build a career in lettering design today?”

Yes. But not by waiting until you feel ready.

You build it by practicing consistently, sharing your work, and improving over time.

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