The Typography Dojo is a place where we come together to explore the kata (techniques) in the practice of type and typography with training from design Sensei. Join us to learn from the masters.

Synergy between illustration, custom type, and brand application needs to be done just right to please the most devoted and loyal brand advocates… sports fans. Their allegiance to their teams goes far beyond a rational preference to a place of deep emotional connection. Their loyalty is tribal, an us-versus-them mentality, the good guys versus the bad guys. 

In this session, we’ll talk about the mechanics of sports branding and the subtleties that make it unlike any other consumer product. We will discuss Joe's typographic strategies that are unique to the genre and best practices in visual application.

Joe Bosack is the founder and Creative Director of Joe Bosack & Co. He began his career in the creative services department of the National Hockey League. At the NHL, Joe played a pivotal role in the development of numerous league-wide branding efforts as well as those of individual teams. Upon leaving the NHL, Joe accepted a position as art director for Fila U.S.A., where he applied his abilities to help brand and launch a successful new addition to the Fila product line. In 1998, Joe founded his eponymous sports branding shop, a firm that today is recognized by both sports and creative professionals as one of the leaders in the industry.

Dojo: Athletic Identities & The Typography of Sports with Joe Bosack