Brand Building with Custom Type: From Creation to Application
Greg Lindy
Los Angeles, CA
Virtual
Thursday, September 17, 2026
3:30–4:00 p.m. Pacific — Networking
4:00–5:45 p.m. Pacific — Presentation
As a type designer, Greg will examine the value that custom typography brings to a brand. From defining a distinctive visual voice to creating one of a brand's most enduring assets, he will examine the considerations involved in developing a proprietary typeface. The discussion will span the entire process—from establishing a strategic foundation and designing the typeface itself to managing its implementation, ensuring consistent application, and maximizing its long-term value across the brand.
Topics covered include:
- How a bespoke typeface captures and expresses the essence of a brand
- Why proprietary type simplifies licensing and long-term font management
- Best practices for implementing, managing, and governing a custom typeface across an organization
- Establishing clear usage guidelines to ensure consistency and clarity across every application
About the Presenter
Greg Lindy
As Creative Director of Lux Typographic + Design, Greg Lindy has published original typefaces for licensing and developed bespoke typographic solutions for a wide range of clients. He entered type design through the world of graphic design and branding, where constant proximity to typography sparked a desire to create it. While serving as Design Director at Intersection Studio, he gained first-hand insight into how typefaces perform in real applications. Whether expressive or utilitarian, solutions must communicate a client’s objectives—a principle that shaped Greg’s intuitive, versatile relationship with letterforms and ultimately led him to pursue type design and establish LuxTypo.
Greg’s commitment to type extends beyond the studio. He has taught typography and type design for more than two decades and currently teaches Font Design at ArtCenter College of Design, Pasadena. There, he guides students in exploring type’s communicative potential while preparing them to create fonts ready for publication.
