In this episode, we sit down with Dan Forster, an award-winning lettering artist and designer with over 25 years of experience. Dan has crafted stunning custom lettering for brands, agencies, and clients worldwide, but his journey into the world of type wasn’t a straight path—it was shaped by frustration, perseverance, and an unexpected return to his roots.
Dan shares the story of his late father, a renowned lettering artist, and how clearing out his dad’s studio after his passing led to a creative revelation. We talk about his early struggles with drawing letters, his detour into graphic design, and the moment he realized that lettering was his true calling.
We also dive into:
✔️ The painstaking process behind mastering letterforms (and why drawing a single Helvetica “a” for hours was a turning point).
✔️ His time at top agencies like Elmwood and the leap into freelancing.
✔️ The evolution of lettering in branding and why some iconic wordmarks, like Kahlúa, needed a refresh.
✔️ How he approaches complex lettering projects—including a 30-day masterpiece that landed in Communication Arts.
✔️ The importance of showing process work to clients and why observing letterforms is just as crucial as drawing them.
✔️ The push-and-pull between modern digital tools and the lost art of hand-lettering.
We wrap things up with a discussion on the blandification of branding (looking at you, Johnson & Johnson) and the challenge of preserving craft in a world moving toward simplicity. Plus, Dan shares why he thinks it’s never too late to change career paths and go all-in on what you love.
If you’re into typography, branding, or just love hearing about the obsessive world of letterforms, this episode is a must-listen.
More about Dan Forster: www.danforster.com
Connect with Dan: https://www.linkedin.com/in/danforster/
About Kirk and Andy.
Kirk Visola is the Creative Director and Founder of MIND THE FONT™. He brings over 20 years of CPG experience to the packaging and branding design space, and understands how shelf aesthetics can make an impact for established and emerging brands. Check out their work http://www.mindthefont.com.
Andy Kurts is the Creative Director and Founder of Buttermilk Creative. He loves a good coffee in the morning and a good bourbon at night. When he’s not working on packaging design he’s running in the backyard with his family. Check out Buttermilk's work http://www.buttermilkcreative.com.
Music for Kirk & Kurtts intro & outro: Better by Super Fantastics
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