August 2006
Beginner
288 pages
9h 47m
English
When asked what I do for a living, I say, “I designed the ‘Ruffles’ brand—not the whole package, just the lettering. I also did ‘Sara Lee’, ‘Baby Ruth’, and ‘Intel Inside.’” That usually leads to a conversation about the fact that within the field of graphic design, I operate in a very narrow niche—custom letterform design. If you think about the packages in a grocery store, how many of them use a typeface for their brand? Very few, right? My job is to create those custom brands. And, no, I don’t get royalties for each bag of Ruffles sold. But thanks for asking.
Professional lettering is similar to illustration, in that I do most of my work for art directors in design firms and advertising ...
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