Björn has been in love with letters for his whole life. However, it was when he discovered lettering in 2015 that things really took off. Now, ten years later, he has made a career of doing what he is passionate about—lettering, logo design and illustration.
He runs his studio, Björn Berglund Creative Studio, under the motto "Effective Beauty," designing unique, memorable, and simple visual communication that helps brands grow.
What advice would you give to aspiring lettering artists who are just starting and seeking inspiration?
I would advise aspiring lettering artists to get their hands dirty.
I recall that at the beginning, I gathered tons of inspiration but never really drew anything. And when I finally started to draw, my artworks did not reach the same level as the inspiration images I had. That was really frustrating and almost got me to quit completely.
Fortunately, I shared my early work on Instagram, and the lettering community was incredibly encouraging, sharing numerous tips to improve my sketches.
After a while, I began to see results from putting in the hours. So, the short story is: keep practising! Additionally, take the time to revisit earlier drawings and compare them to your recent ones; you will see your progress clearly.
How do you stay inspired and motivated when facing creative blocks or challenges in your work?
I constantly collect new things that inspire me, such as TV series, proverbs, natural scenery, and conversations with friends, among other things, and I try to gather them all in one place. It's great to have in store when I later need inspiration for a project.
Before I start a project, I always go through my inspiration library to collect suitable images, and then complement it with some new finds through books and the internet. After sketching out ideas, I usually get stuck after a while.
My strategy to overcome this is to collect the ideas I have so far, print them out, and analyse them.
Often, I then find new ways to combine ideas or refine one idea to work better.
And a lifesaver is to do something else for a while! That is, in fact, a great idea for new creatives: make sure to implement extra time in your client projects. Time that allows you to sleep on it, take a walk, or engage in another activity. I often get great ideas while hiking or while showering.
What are some essential techniques or skills that you believe every lettering artist should master?
I believe it is essential to learn the rules before you can break them. You need to learn how letters in different styles are structured.
Study a lot of great lettering artists and analyse classic typefaces!
Another important skill is composition, and here, a general foundation in graphic design can serve as a good starting point. Learning graphic design will teach you to work with contrast, hierarchy, and other visual elements.
And finally, colour is a huge topic to master as well. Colour is a powerful tool and can effectively change the feelings that an artwork evokes.
Can you describe your process for developing and refining a new lettering style or project?
My process is generally the same for every project. The key is to listen and understand what the client is trying to achieve. I also find it helpful to obtain visual references from the client. The more you know, the better, and having some visual clues as well usually shortens the path from start to finish.
After I have fully understood the client, I start researching further if needed (the industry, product, etc.) and also begin to collect my inspiration board.
Once all of this is in place, I enter sketching mode. The more hand-drawn sketches, the better! If I get stuck (which happens often), I gather the sketches and analyse them to see if I can combine some of them, perhaps using the composition from one sketch with the lettering style from another.
When I feel that I have what I need, the sketches with potential are transferred into the computer. I then redraw them in Adobe Illustrator.
When digitised, usually both new opportunities and new flaws appear. Some artworks turn out to need refining or redrawing, while others open up new creative solutions (such as a ligature between two letters, like "et"). When the digital sketches look good on the screen, I print them out to see how they appear on paper.
For a logo design, it must also work well on a small scale. When I'm satisfied with how they look, I share them with the client.
How did you transition from lettering as a hobby to making it a sustainable business?
I began doing freelance work while still employed. But not much, so when I leapt into starting my studio, it was a bit scary indeed.
Initially, my strategy was to secure actual client projects that I could showcase in my portfolio. I quickly released my website to display my work. I also made sure to interview the clients after the project to gauge their experience working with me.
I learned a lot from that feedback—most importantly, that the project journey from start to finish was equally important as the actual outcome. In other words, it was essential to take care of the client during the project, for example, to inform them of the next step so they feel confident and know what is coming next.
I could also use the positive feedback from the clients on my website as testimonials. Since starting my business, I have consistently aimed to over-deliver. If I had a $1,000 project, I wanted the outcome to resemble a $2,000 project, in order to secure a better-paid next project. This has been a strategy that has worked for me!
How do you balance the creative and business aspects of your lettering career?
Sometimes, it can be tricky to balance creativity and business.
When you are doing what you love for a living, it is easy to jump on a creative assignment just because it sounds really exciting and fun.
However, I try to ensure that a project ticks at least two out of these three boxes: it generates revenue, it garners fame (i.e., the project could go viral and help spread awareness of my studio), and it is something that feels inspiring and/or creatively challenging.
That said, when the economy allows, I sometimes undertake a project that brings me creative pleasure (usually it is something related to charity).
What does being part of an online lettering community mean to you, and how has it impacted your journey?
The lettering community is the reason I continue to do this. When I started, the established lettering artists were very friendly and encouraging—that pushed me to go on and really put in the work!
How do you manage your time and stay organised with multiple projects and commitments?
I always plan my time carefully. And with lettering and logo projects, this is not an easy task—you never know exactly how long they will take. Therefore, it is essential to allocate some extra time in the schedule, allowing for unforeseen circumstances such as illness or time to refine your ideas.
And when you work on one project, focus solely on that one. This means no phone notifications and other stuff that would interfere. Focus, focus, focus!
Dream Project or Collaboration
I would love to work with companies like Lego, Nike, Apple, or the musician Jason Isbell.
We hope you enjoyed our feature interview with Typism 100 member Björn Berglund.
For more of his work, follow him on Instagram @bbquearen
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} #block-1720403511003 .image__overlay-text, [data-slick-id="1720403511003"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1720403511003 .block, [data-slick-id="1720403511003"] .block { display: flex; justify-content: center; } #block-1720403511003 .image__overlay, [data-slick-id="1720403511003"] .image__overlay { opacity: 0; } #block-1720403511003 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1720403741816 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403741816 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1720403741816 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403741816 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720403741816 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1720403773330 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403773330 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1720403773330 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403773330 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720403773330 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1720403751534 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403751534 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1720403751534 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1720403751534 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1720403751534 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1719902569227 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1719902569227 .block { /* border settings */ border: 1px none #68d3d7; border-radius: 0px; /* background color */ background-color: #FFFFFF; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1719902569227 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1719902569227 .block { /* default padding for desktop */ padding: 0px; padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 10px; padding-bottom: 0px; padding-left: 10px; } } /* mobile text align */ @media (max-width: 767px) { #block-1719902569227 { text-align: left; } } #block-1719902569227 .btn { border-color: #68d3d7; border-radius: 4px; background: #68d3d7; color: #ffffff; } #block-1719902569227 .btn--outline { background: transparent; color: #68d3d7; } #block-1719902569227 .card__footer { color: } /* flush setting */ #block-1698111760405 { padding: 0; } /* margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ background-color: ; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 20px; padding-right: 0px; padding-bottom: 20px; padding-left: 16px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698111760405 { text-align: ; } } #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: flex-start; } #block-1698111760405 .image, [data-slick-id="1698111760405"] .image { width: 100%; overflow: hidden; border-radius: 0px; } #block-1698111760405 .image__image, [data-slick-id="1698111760405"] .image__image { width: 100%; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1698111760405 .image__overlay-text, [data-slick-id="1698111760405"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: center; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; } #block-1698111760405 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* border settings */ border: 1px none #68d3d7; border-radius: 0px; /* background color */ background-color: #FFFFFF; /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 10px; padding-bottom: 0px; padding-left: 10px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698919145984 { text-align: left; } } #block-1698919145984 .btn { border-color: #68d3d7; border-radius: 4px; background: #68d3d7; color: #ffffff; } #block-1698919145984 .btn--outline { background: transparent; color: #68d3d7; } #block-1698919145984 .card__footer { color: } /* flush setting */ #block-1698913035794 { padding: 0; } /* margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* default padding for desktop */ /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698913035794 { text-align: center; } } #block-1698913035794 .btn, [data-slick-id="1698913035794"] .block .btn { color: #ffffff; border-color: #68d3d7; border-radius: 0px; background-color: #68d3d7; } #block-1698913035794 .btn--outline, [data-slick-id="1698913035794"] .block .btn--outline { background: transparent; color: #68d3d7; }
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