Os segredos de ouro do lettering: Design de letreiros, do esboço à arte final

by Martina Flor

O letreiramento, ou lettering, uma das especialidades mais antigas das artes gráficas, está passando por uma segunda era dourada. A singularidade de cada obra e sua fatura artesanal vêm atuando como contraponto ao mundo digital, contribuindo para devolver a essa arte centenária o posto que merece na prática do design.

Este manual básico resgata os princípios e técnicas do desenho artesanal de letras para torná-los conhecidos entre estudantes, profissionais e admiradores da beleza dessa arte. Desde o que é o lettering e como ele se diferencia da tipografia e da caligrafia, passando pelos princípios da composição e pelos recursos ornamentais mais recorrentes, até os estilos artísticos e o processo de design, este livro revela os segredos necessários para aprofundar-se com rigor na técnica e na prática do desenho de letras feitas à mão.

Com este livro você aprenderá a:

Usar ferramentas básicas, como penas e marcadores
Reconhecer os estilos tipográficos e aplicá-los adequadamente
Trabalhar com estrutura, hierarquia e distorção
Aplicar ornamentos e floreios
Jogar com cores e texturas
Digitalizar seus trabalhos e tratá-los com um programa de desenho vetorial
Educar seu olhar para reconhecer a arte que está por trás dos letreiros de rua
Usar terminologia profissional específica
Viver do lettering como profissão

Genres: Design, Art, Nonfiction, Reference, Business

Kindle Edition

First published January 1, 2016

About the author

Martina Flor is an award-winning lettering artist, author, and educator. Since 2010, she has worked closely with tens of thousands of graphic designers, illustrators, aspiring artists, and creatives to master the art and business of hand lettering, helping them build careers doing what they love.

With over 14 years in the design industry, her books "The Golden Secrets of Lettering" (a.k.a. The Bible of Lettering) and "The Big Leap," along with her courses, have made a significant impact, inspiring countless artists to carve their paths.

Reviews

[Ali Deters · Rating 5 out of 5]

I first learned about Martina Flor when I took a couple of her classes on Skillshare (online learning courses). Loved the classes so much. Wanted more Martina!! So I am now the proud owner of “The Golden Secrets of Lettering.”

Are there “secrets” in her book, as her cover states? Not really, at least not for anyone with a lot of lettering experience. I’ve worked in the design/typography/lettering field for over 30 years, so I think for trained designers like me, there aren’t many “secrets” to be found after 3 decades. (Giving away my age 😳).

An awesome resource… secrets or no secrets, experience or no experience, this is a beautiful book which has a permanent place in my design library.

[Paula Cruz · Rating 5 out of 5]

O prefácio do Criatipos não mente: é o melhor livro sobre desenho de letras disponível em português, e com certeza um dos melhores já feitos em inglês sobre o tema. A didática da Martina Flor é impressionante, pois ela ensina desde treinar o pensamento de analisar um bom desenho de letra até mesmo cobrar clientes e como ser um artista de letras. É um livro completo.

[Jeff Lewonczyk · Rating 4 out of 5]

What Flor is writing about is not calligraphy, it's not typography, it's basically the art of illustrating letterforms, which is its own way of approaching the visualization of text, and probably the one that's most interesting to me personally. My own style and approach is vastly different from hers - I don't really do "pretty" or "elegant" - but the book is full of practical tips and helpful examples, both in terms of creating the work and putting it out into the world, and it's all very readable and approachable. I was a bit surprised to discover that her approach involves creating the final image using vector software rather than by hand, but she does a good job of explaining why that's her preference and demystifying it for anyone who might be intimidated. In all, a solid introduction.

[Carolyn · Rating 5 out of 5]

This book was impressive! I have been lettering for many years and I learned so many new things. Flor is also a fascinating teacher because she works in several European languages. I highly recommend.

Heads up: exactly one swear.

[Emily Kurek · Rating 3 out of 5]

I was so looking forward to getting this book but as a lettering artist there is hardly anything in here I would call a “golden secret.” The book itself is beautiful. I loved looking through it, but there’s nothing in here you wouldn’t find online. I ended up giving it to a friend who wanted to switch from calligraphy to lettering.

All in all, I’d only recommend if you have never tried hand lettering before and need some beginner tips. But as I recall this was marketed to both pros and beginners.

[Iris · Rating 5 out of 5]

Great information for non-designers and lovely examples and tips on stroke order helpful for already-designers.

[Angela · Rating 5 out of 5]

The book itself is a beautiful work of art, from the cloth binding to the high quality paper. Inside, Martina masterfully guides you through the very beginning of understanding lettering to the final client-ready piece. As a professional lettering artist myself, I was impressed by the truth and depth of knowledge she brought to each part of the book. Her handwritten notes and torn-paper design strategy throughout really added a fantastic tactile aesthetic! A joy for anyone who loves lettering.

[Josephine · Rating 3 out of 5]

A beautifully designed book from cover to cover. I love how the author uses hand written notes across the book. The information is easy to digest and easy to understand. It has good overview on the basics of creating lettering and the business of lettering design. It's perfect for anyone looking to get started on lettering, although there aren't so much information that I would call 'golden secrets', there's still a lot of technical aspects that wasn't covered that goes into lettering that makes or breaks a beautiful design. Still a good book to have in your collection.

[Brittany · Rating 5 out of 5]

I checked this book out from my local library while I was on the hunt for brush lettering practice books. This book was more than I could have imagined and was, at first glance, quite intimidating as someone new to hand lettering; however, the book is clear and easy to follow. Going beyond brush lettering, this book expands to hand lettering design. Filled with tips, tricks, and creativity, this book is like having the author explain the process of her portfolio and the process of running her business. Way more than just a hand lettering book. Inspirational and beautifully done.

[Polita · Rating 5 out of 5]

This book is a spectacular approach to the lettering world. You can learn the difference between writing and seeing letters, how to use them properly, how all that knowledge can help you to create your own designs, and how to start digitalizing your own creations to give them a boost. If you really love it, you could start the Lettering Seminar with Martina, which is truly a life changing experience.

[Natalie · Rating 4 out of 5]

A beautiful book filled with information about lettering and some basic instructions, however not useful as a full course or program for practical application of the art. Would be an excellent resource for students or practitioners as a supplement to their main textbooks.

[Pots · Rating 5 out of 5]

Un libro muy completo para quienes empiezan con el lettering. No habla sólo de composición, trazos y estructuras, sino de cómo preparar un porfolio, conseguir trabajos o el proceso creativo de un encargo.

[John Kaye · Rating 5 out of 5]

Just the most beautiful book! Lettering and typography splendidly explained, with great illustrations and very well structured. A birthday gift, but one that has inspired me to start using realpens and pencils again.

[Uri Vinyals · Rating 5 out of 5]

Probably the greatest manual for Lettering.
Her work, (with permission of Ivan Castro) is probably the most notorious and important lettering work in spanish lenguage.
If you are interested in Lettering, this bok by Martina Flor is the one to read.

[Maria Fernanda · Rating 5 out of 5]

This book is a bible, one of the best for introduction to the lettering. All the bases are here. I love it.so, you really never end to read it, it’s always gonna be for consulting if you looking for inspiration.

[Paz · Rating 5 out of 5]

Lleno de secretos y buenas ideas de cómo llevar adelante el proceso de diseño.

[Nicole · Rating 5 out of 5]

It was really interesting, cool and I feel like I learnt a lot.

[Kailee · Rating 5 out of 5]

I really enjoyed the format of information and visual graphics/sketches. It gives a basic overview of hand lettering and the different styles that a lot of work is based on.

[Julian · Rating 3 out of 5]

Solid, opinionated manual of hand-lettering. Not extensive, but well-executed, and full of small practical details.

[Antoinette Perez]

Pretty much a perfect book on lettering. If I had more time, I'd go back through and do a bunch of her demo exercises on my own. Very inspirational.

[Olivia Martin Smith · Rating 4 out of 5]

Very informative in a very beautiful way! The best part was when she analyzed signs — it was a tactic I’ve never thought of before to enhance lettering and type skills!

[Andy P. French · Rating 5 out of 5]

Great book, really useful!

[Elaine · Rating 5 out of 5]

Neat stuff. A really fascinating look into the creative process behind designing the lettering seen on billboards, products, etc. I don't plan on using this as a how-to, but it's organized as one.

[Renee · Rating 5 out of 5]

Excellent reference for lettering design beginners and anyone wanting to learn the process - from concept to delivery.

[Leilani · Rating 4 out of 5]

Learn just what is lettering and why it’s not calligraphy and type design. Get some tips to fine-tune your observational skills and see the typography all around you; how different fonts impact the way you view that business, or book, or flyer. Learn about the art and craft of letters: going from a letter’s DNA thorough different styles and onwards through the process of becoming a professional designer.

This is by no means a comprehensive manual on lettering (I doubt any single book ever could be), but this is an excellent overview of the world of lettering! If your creative juices are flowing and you’re dying to pick up a pencil/pen after reading this, then you most definitely should go out and buy yourself some starter tools and start filling your bookshelves with reference books. You’ve discovered a dangerous habit. ;)

Martina Flor is one of the foremost designers in lettering today and a very able teacher. (She even makes her “textbooks” pretty!) I found this a quick read and I’m glad I bought a copy of it. I’m going to want to reference it and review several sections again. As she takes you through the nuts and bolts of creating a piece there is no monotony or boredom (if so, then maybe lettering isn’t for you). When I work on digital layout, pieces either fit or they don’t. I can just feel it. But after walking through her analysis of her pieces, I’m seeing where my brain was already doing some of the work and I just didn’t understand or have the right terminology before to explain why something just felt off. Haha!

Don’t think that just because Martina expects you to grab some copier paper and a pencil first off that that’s where you’re going to stay. She wants you to get your brainstorming doodles done on the cheap material and then switch to quality goods as you progress the piece towards its final look. Nearly all of her pieces eventually will be vectorized, but she feels it’s important to start with your hands on paper and pencil. Save the computer for the finishing touches and that final polish. You’ll thank yourself later that you started with dozens of doodles you only like pieces of rather than committing hours of time to a single design you later decide you hate the overall look of.

[Ren Morton · Rating 5 out of 5]

Excellent instruction on letter form- understanding the “rules” and then how to “break” them. Takes you through the artist’s sketchbook, how to notice lettering all around you, but also how to identify its elements- whether concordant or not. Perfect for “training your mind” as you progress in your skills. Recommend, not for “beginners,” but for people who have already read 2-3 books on lettering and completed a couple of copy books. This will take your skill to the next notch.

[Bia Fonseca · Rating 5 out of 5]

Melhor livro para quem gosta do assunto, seja para viver de lettering seja para ter hobby.

[Estefanía Alfaro De Castro · Rating 5 out of 5]

El libro mas completo de diseño de letras que podrás encontrar.