Martina Flor
A Berlin lettering designer takes letters apart: why a perfect circle isn't an O, and the small lessons hidden in the NASA and LEGO logos.
What it is
Martina Flor is a Berlin-based designer and letterer who works with clients internationally. Her bio sums her up as an award-winning lettering designer, author and speaker. Her Instagram is both a portfolio of hand-drawn letters and a textbook: most recent posts are carousels that unpack one technique over a few slides.
The account has around 193,000 followers and nearly 4,800 posts.
Why we picked it
Hand lettering looks magical to a beginner, as if it's pure talent. Martina shows that the beauty comes from specific decisions and explains them one at a time. It all reads visually — a before and after, a stroke that pokes past a guideline — so the point lands even without the text.
Some topics in the feed when we checked. Why a perfect circle isn't a letter O. Why an upside-down A with no crossbar is almost, but not quite, a V. Why lining every crossbar up at the same height in the name of consistency is a mistake. Why drawing letters one at a time makes two round neighbours "disagree". How to draw ribbon lettering with one stroke and three moves. And how flat lettering gets dimension from three separate layers: what the surface does, how far the letter stands off the page, and the shadow it leaves.
A favourite series is "lessons hidden in logos". In the new NASA logo, for instance, the diagonal letters slip past the top and bottom lines — overshoot, which stops pointed shapes looking short. She also uses the redesign as a lesson in simplicity: drop the planet, stars and orbit ring, and it still feels like space. There are similar breakdowns of the LEGO and Stranger Things logos.
Worth knowing: Martina sells products and courses, and many posts end with a prompt to comment a keyword for a guide. The breakdowns themselves are complete and useful without buying anything.
Where to start
- Start with "A perfect circle is not a letter O".
- Look at the NASA and LEGO logo breakdowns.
- Open the ribbon lettering carousel and try it on paper.
- Scroll further back for more finished lettering pieces.
Who it's for
Beginner letterers and calligraphers. Graphic designers working with type and logos. Anyone who loves looking at letters and wants to understand why one piece of lettering feels right and another doesn't.
Quick answers
Are the lessons free? The carousels in the feed are. She sells guides and courses separately, and the captions mention them.
Do I need to read English? Captions are in English, but a lot is shown visually on the slides.
Is the account active? Yes. When we checked, the feed announced her talks at DesignThinkers in Toronto on 20–21 October and at Adobe MAX in November.
