We approach typeface design to enhance the reading experience by making it clear and memorable. Our process starts with a simple question: 'Why is this typeface necessary?' Insofar as forming a new typeface is an opportunity for creativity, we need to assign a function to its existence. It is a balance between the rational and the emotional; the dynamic of clarity and tone. LuxTypo produces typefaces informed by this communicative point of view. Our constant pursuit is to elevate the experience through clear and memorable type design. This guides us in creating original fonts for licensing and collaborating with leading agencies and brands to provide custom typeface and logo services.
Custom Type Design
Bespoke type strengthens a brand. It extends the visual language, making the essence of the brand touchable at every point of audience engagement. It is ownable, both visually and literally. As much as it distinguishes the brand it supports, a custom typeface manages the licensing process into a clear and singular agreement. Generally, customization involves one of the following:
Modification
Adjustments to licensed LuxTypo fonts. This may include a redesign of specific characters and the addition of alternates. Renaming is usually applied reflective of the client or brand. Modifications will only be performed to LuxTypo fonts with appropriate licensing in place.
Extension
Fonts to be derived from the brand’s logo. Additional styles may be added to the existing brand’s typeface as well as additional character sets. Extensions will only be performed to fonts that the client owns the rights to.
Original
Fonts based on design directives from the client. The process includes ideation as part of the development with exploration to arrive at the creative direction the typeface should follow. The client generally owns the font with a ‘buy-out’ agreement. This is usually a single fee and does not involve future subscription fees.
Lux Typo has worked with:
- 72andSunny
- Autoarts
- AVG Technologies
- Bart Kresa Design
- City Projects
- CO Architects
- Dolby Laboratories
- Esquire Magazine
- Foot Cone Belding
- Intersection Studio
- Jacques Overhoff Foundation
- Jenny Holzer
- Johnson + Johnson
- Kellerhouse Design, Inc.
- Kimberly Clark
- Lipponcott
- MNO Architecture + Design
- Nestlé
- Ogilvy
- Purina
- Red Antler
- Reverb Studio
- Salt Branding
- TBWA-Chiat Day
- ViacomCBS
- WB Interactive
Greg Lindy, Creative Director, Designer
Greg entered type design through the door of graphic design and branding. A constant closeness to type sparked the initiative to create. As design director at Intersection Studio, Greg had first-hand experience with typeface functionality. Solutions can be expressive or practical, but either way, they should communicate client objectives. Maneuvering through such criteria developed a deep and versatile connection to the letterforms, leading Greg to pursue type design.
The importance of type extends beyond the studio. Greg has taught typography and type design classes for over two decades. Currently teaching Font Design at ArtCenter, Greg works with students to explore the communicative possibilities within typeface design while preparing them to create fonts suitable for publishing.
Jeanie Chong, Communications Director, Designer
Jeanie is a Los Angeles-based designer with almost two decades of visual storytelling, branding, and editorial experience. She was born and raised in Hong Kong until the age of 15. When her home city faced political challenges, Jeanie relocated to California. With nearly 30 years of living in Los Angeles, Jeanie considers herself as a true Angeleno.
Jeanie finds typography to be a compelling and rich field of study. Her concentration on typographic elements in the vast majority of her work has led her to work with cultural institutions, nonprofits, businesses as well as individuals.