You can only do a couple of big projects in your life. One big project came to an end when I published the book Flexible Visual Systems which compiles 10 years of research and 20 years of experience as a designer and teacher. I am still buzzing from the overwhelming support from the international design community. 

Unfortunately producing and distributing books is expensive and not everyone is able to get a copy of FVS. My next big project is to further develop the content of the book and make it accessible to everyone, everywhere in form of online courses, tutorials, articles, interviews, etc., and the beauty of it, I am going to do this through a community-based education model that lets us decide together which direction this adventure will take us.

This book has been a real game-changer for me. I have taught systems for almost two decades at various European universities, but when I received overwhelming support from designers all over the globe to make this book happen, it showed me that I should find ways to make the content accessible beyond my continent.

What the press said about the book: Creative Boom, Surface, Creative Review, Daily Heller

Newest Course:
The CAA Method 

In this course, you will learn how to design flexible systems for visual identities based on form. The 3-Step Method “Components, Assets, Application” is the main approach used in the book Flexible Visual Systems. Being able to design custom assets does not just help you design distinctive visual identities, it also speeds up your application process and opens it up to co-workers.

This is a selection of mostly free resources related to system design that will up your game. From reading recommendations to tools, images, objects, and videos, this page compiles my favorite resources, as well as a couple of articles I wrote. If you encounter something I should write about, please let me know. Thank you!

What is a Visual Identity?
(Image: Frida Lannerström Unsplash)
Logo ≠ Visual Identity
(Image: Technology Futures, Inc.)
Why did FVI’s become popular?
(Image: Daniel Neville)
How do contemporary FVIs work?
(Image: Martin Lorenz)

Live Events

2022 has been a busy year so far. Apart from teaching at the Royal Academy of Arts (KABK) in The Hague and Elisava, I gave workshops at the Film Academy Ludwigsburg, HGB Leipzig, Sideline Creative Birmingham, and the Google VISD Summit Worldwide. One of the highlights was definitely the four-day workshop for the fantastic students of UMPRUM, The Academy of Arts, Architecture, and Design. Thank you so much for making me feel at home! The workshop was based on pages 72–75 of the book Flexible Visual Systems. Here are a couple of brilliant systems the workshop participants came up with.

The selected showcases below are from a self-organized online workshop. This has been so much fun and I could not be happier with the results from this 3-day workshop. Should I organize another workshop?

Photography: Victoria Jung

Dr. Martin Lorenz (1977, Hanover, Germany) is the grandson, son, and nephew of teachers. His escape plan from this family tradition was to become a graphic designer. 

He graduated from the Graphic Design department at the Royal Academy of Art (KABK) of The Hague, Netherlands, after having previously studied communication design at the University of Applied Sciences in Darmstadt, Germany. While founding the design Studio TwoPoints.Net with Lupi Asensio and raising two boys, he enrolled first in a Master’s Degree and later in a Ph.D. Degree at the University of Barcelona, Spain, writing a doctoral dissertation about flexible visual systems in communication design. 

Martin became a teacher. Since 2003 he has taught at various European Universities. He currently teaches at the Bachelor’s and Masters Degree of Graphic Design of Elisava, Barcelona, and the Graphic Design Department of the Royal Academy of Arts (KABK), The Hague.

Get in contact with Martin through Patreon.

Teaching Experience

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Systemic Type Design
2020 – Present
Barcelona, Spain
Master Degree in Graphic Design

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Flexible Systems for Visual Identities
2020 – Present
Barcelona, Spain
Bachelor Degree in Graphic Design

Filmakademie Baden-Württemberg GmbH
Workshop Lecturer for Flexible Systems
2020 – Present
Ludwigsburg, Germany

KABK Royal Academy of Art, The Hague
Lecturer for Typographic Systems
2020 – 2022
The Hague, Netherlands

HGB Hochschule für Grafik und Buchkunst
Workshop Lecturer for Flexible Systems
2022
Leipzig, Germany

UMPRUM Academy of Arts, Architecture and Design in Prague
Workshop Lecturer for Flexible Systems
2022
Prag, Czech Republic

Google
Workshop Lecturer for Flexible Visual Systems
2022
Two online workshops. One for the American continent and another for Europe and Asia.

Istituto Europeo di Design
Lecturer for Flexible Visual Identities
2020 – 2021
Barcelona, Spain

Istituto Europeo di Design
Workshop Lecturer for Type Design
2020
Barcelona, Spain

HMKW University of Applied Sciences for Media, Communication and Management
Lecturer for Kinetic Typography
2021
Berlin, Germany

Tipos en su tinta
Workshop Lecturer for Type Design
2020
Santa Cruz de Tenerife, Spain

HMKW Hochschule für Medien, Kommunikation und Wirtschaft
Lecturer for Poster Design
2020
Frankfurt, Germany

HMKW Hochschule für Medien, Kommunikation und Wirtschaft
Lecturer for Flexible Visual Systems
2020
Frankfurt, Germany

HAW Hamburg University of Applied Sciences
Lecturer for Kinetic Typography
2020
Hamburg, Germany

KW Kunstschule Wandsbek
Lecturer for Corporate Design
2015 – 2020
Hamburg, Germany

KW Kunstschule Wandsbek
Lecturer for Editorial Design
2015 – 2020
Hamburg, Germany

KW Kunstschule Wandsbek
Lecturer for the Basics of Graphic Design
2015 – 2018
Hamburg, Germany

HAW Hamburg University of Applied Sciences
Workshop Lecturer
2019
Hamburg, Germany

TGM Typografische Gesellschaft München
Workshop Lecturer
2019
Munich, Germany

Istituto Europeo di Design
Workshop Lecturer for Poster Design
2018
Madrid, Spain

Muthesius Academy of Fine Arts and Design
Workshop Lecturer for Flexible Visual Systems
2017
Kiel, Germany

Hochschule für Technik, Wirtschaft undGestaltung
Workshop Lecturer for Flexible Visual Systems
2016
Constance, Germany

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Director of the Postgraduate Degree of Applied Typography
2010 – 2012

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Micro-Typography at the Postgraduate Degree ofTypography
2010 – 2012
Barcelona, Spain

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Flexible Systems for Visual Identities at the PostgraduateDegree of Typography
2010 – 2012
Barcelona, Spain

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Design at the Postgraduate Degree of Typography
2010 – 2012
Barcelona, Spain

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Systems at the Postgraduate Degree of Typography
2010 – 2012
Barcelona, Spain

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Flexible Systems for Visual Identities at the Masters Degree of Branding
2009 – 2011
Barcelona, Spain

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Design at the Masters Degree of Graphic Design
2006 – 2009
Barcelona, Spanien

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Typography at the Masters Degree of Graphic Design
2006 – 2009
Barcelona, Spain

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Flexible Systems for Visual Identities at the Masters Degree of Graphic Design
2006 – 2009
Barcelona, Spain

Elisava Escola Universitària de Disseny i Enginyeria de Barcelona
Lecturer for Systems at the Masters Degree of Graphic Design
2006 – 2009
Barcelona, Spain

Blanquerna – Universitat Ramon Llull
Lecturer and Member of the Board of Examiners at the Masters Degree of Cool Hunting
2009 – 2012

Blanquerna – Universitat Ramon Llull
Member of the Board of Examiners at the Masters Degree for Branding
2009 – 2012

Universitat Abat Oliba CEU
Member of the Board of Examiners at the Masters Degree for Branding
2009 – 2012
Barcelona, Spain

Instituto Europeo di Design
Lecturer for Visual Identities
2010
Barcelona, Spain

HSB Hochschule Bremen – City University of Applied Sciences
Workshop Lecturer
2008
Bremen, Germany

Willem de Kooning Academy Rotterdam
Workshop Lecturer for Visual Communication
2007
Rotterdam, Netherlands

IDEP BARCELONA Escuela Superior de Imagen y Diseño (UAO)
Lecturer for Visual Communication
2006 – 2007
Barcelona, Spain

IDEP BARCELONA Escuela Superior de Imagen y Diseño (UAO)
Lecturer for Poster Design
2006 – 2007
Barcelona, Catalonia, Spain

HFG Hochschule für Gestaltung Offenbach
Lecturer for Illustration
2006 – 2006
Offenbach, Germany

MSD Münster
Workshop Lecturer for Illustration
2004
Münster, Germany

Page Academy
2003
Hamburg, Germany