While each of these features enhances designs, I believe there’s one skill that’s the backbone of every stand-out design.
… but the way most of us designers have been taught to design brands and layouts likely doesn’t emphasize typography enough.
The common brand identity design process leans heavily on sketching logo marks, illustrated brand elements and submarks. I know this, because for years it’s what I thought was the proper (and only) method to creating custom brands… especially for clients.
But what do we, ahem: I, do when illustrating isn’t my strong suit? Or a brand doesn’t lend itself to an illustrated concept (a coaching client, lifestyle brand, etc.)?
In fact, it takes a lot of restraint and practice to finesse type without relying on design distractions such as color, photography and imagery.
Yet, over the last 10+ years I’ve built a profitable design career + studio based on my type-setting skill-set.
Whether when I was an in-house print designer or designing for brands for our Spruce Rd. clients, typography has always been the foundation of what pays the bills (and gives me joy!).
Through designing countless custom Type-Driven Brands for our clients, and 1,000+ PDF layouts/year, we’ve honed our craft into a unique framework built on a solid typography foundation.
For the past six years I’ve helped designers create a friction-free client process from zero revisions to repeat clients. I’ve seen my 1,000+ designer students experience drastic increases in income, and better yet, eliminate friction in their client process!
I’ve been asked countless times to share more insight into our Spruce Rd. design process — specifically when it comes to working with type!
I believe with the skills to identify quality typefaces, create compelling layouts and custom logotypes + submarks, you’ll design beautifully timeless Type-Driven Brands in no time!
If you focus on these 4 core areas in your design process, you’ll create Type-Driven Brands that pop on Pinterest, and increase client inquiries in no time.
“I actually already felt confident in my typography work before, but nonetheless I felt like there was room for improvement. I was right about that because I learned so much from Type-driven Brand and improved my type design process.
I use the guides to give me ideas and inspiration during every project now and it’s diversified my typographic choices. I wasn’t aware how much I gravitated towards certain staple fonts instead of exploring more intentionally!”
“Through TDB, I’ve gained confidence in my own ability to choose fonts and step outside the box with typography for a project—without looking at Pinterest first. When pairing typography, I appreciate having inspirational resources to look back on like the bonus Type Collections.
Since enrolling in TDB, I’ve created two brands where my focus was building a strong typographic foundation first. I love how the personality of both brands can be seen within the typography alone. Both were approved on the first draft :).”
“Before Type-Driven Brand, I didn’t think strongly about my secondary logos, and instead spent most of my time focused on the primary logo. I come back to this specific part of the course time and time again to really elevate my entire logo design family.
Rather than searching the bottomless pit of Pinterest for inspiration, I have a more honed in idea of where to start my projects and a better understanding of how I can make type the driving element of a timeless brand. Highly recommend TDB!”
Ease the overwhelm of selecting typefaces amongst thousands of options, and reference our Go-To Type Collection.
Chock full of new font finds, sans the overused designer favs ;). (talkin’ about you, Helvetica!)
Each go-to font includes details and history of the typeface, display + body copy examples, alphabet + numbers, recommended font alternates, and unique features. I’ve done the research for you!
On the hunt for a specific style font, yet tired of scrolling through Pinterest or Creative Market?
Great for logotypes, displays or accent brand fonts!
Each style font includes unique details + features about the font. I’ve pulled from various price points (free options as well!), indie foundries, and likely new-to-you font finds.
Ready to enhance your Type-Driven Brand through custom icons?
Working with color can be both overwhelming and intimidating. From selecting colors that work harmoniously together, versatile yet limited for brands, and the technical side (which mode should designers use?! RGB, CMYK?). Which is why I created this succinct video walking through a practical take on working with colors… specifically for Type-Driven Brands.
“Joining TDB was one of the funnest courses I looked forward to diving into every week. Even as a seasoned designer (15+ years) with a college degree in design (with many typography classes under my belt), it was both a great refresher and a new learning experience. Seeing how Jamie, a master at typography, breaks down her thought-process and work-process was exciting!
Being able to apply what I’ve learned from this class to my side hustle of branding and web design, as well as my full-time role as an art director for a consumer-facing brand is 10x worth what Jamie is asking. Type Driven Brand is worth it and you will enjoy every second!
In the end, you not only get all this juicy typography knowledge, but you also get an amazing, polished brand you designed (without a client!) that you probably wouldn’t have made the time for! :)”
You’ll get all 21 videos of the course and the resources. But, you won’t get the Go-to and Styles Type Collections, Designing Icons and Color Palette bonus trainings.