By Cansu Peker

Yating Liu is a graphic designer specializing in typography and branding, known for her ability to create distinctive typefaces and compelling brand identities. An alumna of the School of Visual Arts, Liu worked with major design firms such as Viacom and Prophet, as well as other top agencies in New York City’s dynamic creative scene.

Her passion lies in the power of visual communication — how typography shapes mood and personality, and how branding creates meaningful connections beyond just logos and colors. By bringing these two disciplines together, she builds meaningful brand experiences that are instantly recognizable and resonant.

We asked Yating about her art, creative process, and inspirations.

Can you tell us about your background as a digital designer? How did you get started in this field?

My journey into design began at the Hong Kong Polytechnic University School of Design. Initially, my major was not graphic design but Multimedia and Technology Design. In the first two years, I explored various design disciplines, including stop-motion animation, 3D motion in Maya, programming with Processing, UX/UI design with Sketch, and video production. Exploring so many different areas gave me a broad perspective and helped me develop a flexible, creative approach to design.

Your expertise spans typefaces and branding — what initially drew you to these aspects of design?

As I learned more about design, I got really into how visuals communicate ideas and connect with people. Typography and branding stood out to me because they’re such powerful tools. Typography isn’t just about letters — it’s about creating a mood, a personality. And branding isn’t just about a logo or colors; it’s about crafting a whole experience that makes people recognize and connect with a brand. I love how these two areas work together to create something that people can instantly recognize and relate to.

How does your background in Communications Design influence your approach to typography and branding?

Communications Design is all about making things clear and engaging, and that’s how I approach my work. When I design a typeface, I think beyond just good looking—I focus on how readable, flexible, and functional it is. When I work on branding, I always think about how people will interact with it and whether it truly represents the brand’s personality. To me, branding is storytelling, and every design choice—fonts, colors, layout—helps tell that story in a way that sticks with people.

When creating a custom typeface, where do you start? Is it inspired by a concept, a brand’s personality, or something else?

I always start by understanding the brand—what it stands for, how it wants to be seen, and who it’s talking to. A typeface can feel serious, playful, elegant, or bold, depending on what fits the brand best. Inspiration can come from anywhere—history, culture, or even nature. For example, in one project, I looked at the flowing shapes of algae and used them as a reference for a typeface. The goal is to make sure the typeface not only looks good but also adds meaning to the brand’s visual identity.

What do you think makes a strong and memorable visual identity?

A great visual identity is both unique and emotionally engaging. It’s not just about looking nice—it has to connect with the audience in a meaningful way. A good brand identity tells a story, whether through colors, typography, or layout. Every little detail matters because it all comes together to create a look and feel that sticks with people and making the brand stand out.

Having worked with major design agencies like Viacom and Prophet, how did these experiences shape your design perspective?

Working with top design agencies taught me how to balance artistic expression and commercial appeal. Sometimes, designers want to create something very artistic and unique, but brands also need designs that appeal to a wide audience. The challenge is to find the right mix—something fresh and creative but still easy for people to connect with. In larger agencies, projects are often more complex and on high-scale, but working with clients who value design makes the process smoother and more rewarding.

Are there any new design tools or technologies you’re excited to explore?

AI-powered design tools are particularly exciting. AI has the potential to streamline workflows, enhance creativity, and push the boundaries of generative design. Machine learning is already influencing typography design, dynamic branding, and interactive elements. As AI continues to evolve, it will reshape the way designers approach problem-solving and innovation.

I’m really interested in how AI is changing design. AI tools are making the design process faster and more interactive, whether it’s in typography, branding, or programming. It’s exciting to see how AI can help with creativity, providing more possible perspective and solutions.

What is a fun fact about you?

I’ve lived in a few different cities! I was born in Beijing, started design study in Hong Kong, then moved to New York for three years. After getting married, I spent a year and a half in Thailand before coming back to New York. Living in Thailand was an eye-opening experience—their bold use of color and fearless approach to design really inspired me. It made me more open to experimenting and taking creative risks in my own work.

What else fills your time when you’re not creating art?

I love exploring typography in everyday life. Whether it’s neon signs, vintage shop signs, or handwritten menus on street corners, I’m always drawn to how type is used in different places. Since I’ve lived in different cities, I’ve noticed that each place has its own typographic personality, shaped by history, culture, and people. Typography isn’t just about design—it’s a reflection of a place and its identity.