Digital Lettering for Visual Identity

You will meet Simon, who will tell you about his passion for letters and his importance in a visual communication project; He will show you some of his projects and share his influences and artistic references with you.

You will make an introduction to basic concepts such as lettering , calligraphy, typography and chirography, to end up delving into typographic lettering for the development of a visual identity, viewing and analyzing several examples.

You will define the 6 typographic parameters to work to give life to your letters: stroke, weight, auctions, expansion, guide lines and counterforms. Also, you will discover what monograms are and why they will always be present in brands.

You will start your project defining some design criteria and creating your own brief . You will carry out a research and inspiration phase, focusing on concepts and references of shapes and styles of letters. You will translate everything into a mood board .

You will make a sketch with guides and angle, and define what the parameters of your letters are. You will start to vectorize your lettering working on concepts such as typographic modulation that will allow you to generate visual games, kerning , the coherence of the strokes, the balance of full and empty, the positive and negative, and some printing tests to evaluate its usefulness as a logo.

You will create a monogram that will complete your visual identity; you will harmonically join two or more letters of your piece seeing some tricks that Simon will show you. You will experience defragmenting your pieces into modules so that they speak in a slightly more abstract language. You will generate a visual pattern from a previously established grid and create a set of 3 symbols ( dingbats ).

You will learn very simple techniques that will help your lettering for logo to take a little life; you will work the extrusions and 3D in Illustrator, and the volumes through effects with Photoshop. You will define the entire graphic system of the brand by generating the visual keys that will allow your brand to be organic by itself and only using typographic forms.

Finally, you will take your identity to a product or piece printed by default. You will apply your pieces to 3 different [i]mockups to generate more impact and that they can be presented in the best way.