Let’s start out with the fact that this is intended to assist anyone seeking answers in a market and industry that seems to be a bit tight lipped and NOT an “I know it all” session. I am a work in progress like everyone else. Two things I love is learning and sharing what I’ve learned. In addition, I have received quite a bit of questions over the past few months and in an effort to use my time wisely and not have to duplicate the same emails to other individuals I thought it best to start posting them here. So with that caviat out of the way here we go:
I am a design student getting ready to graduate. I just looked through your portfolio and was wondering… How are you able to have such a wide and diverse set of styles when it comes to custom lettering?
I believe this is due to two main factors.
#1. I sit in the posture of a student at all times. In this posture I am able to look at the world around me from a standpoint of discovery. In regards to typography or custom lettering I am a student of all styles, disciplines, expressions and letterforms. I look at graffiti and the nature in which each letter is individually crafted but seamlessly works together. How it has a sense of freedom and abandonment but an undercurrent of control and execution. I look at Calligraphy and see the strict discipline of not only hand control but consistency in every stroke. I look at ALL styles and after the initial reaction of “DAMN that’s amazing” the next thought is “HOW”. I set out to discover how it was done and then purpose to achieve that “HOW”. Once I understand the mechanics and the “rules” I set to break them! I let the foundation be the How and the building blocks be my imagination!
#2. Instead of the dogma that I should develop one style and let all my current and potential clients bend to that style I treat brands like they are people. Like they are all individuals and like they are friends. In order to get to know someone, truly know who they are, you have to be intentional. You have to ask questions and learn how to listen not just to the answers but what isn’t being said! You have to study, be attentive. It’s only after time and shared experiences do you develop long lasting relationships. When I apply this approach to a new client or his / her brand I let it wash over me. The brand has a voice and in order for me to not only hear it but let it take a visual form I have to pull from how intimately I know it, how well I listened and studied, and how well I lent myself to it’s character. Only then can I start to interpret it through the art.
One is the discipline of the student and development while the other is the discipline of suspending what you think and embracing what (and who) is before you.Tags: cool lettering, Custom font, custom lettering, custom letters, custom type, custom typography, hand lettering, hand letters, Jared Mirabile, lettering, Sweyda, tattoo font, tattoo style letters, typography