Find out how fonts impact your mood, alter what you taste and what they reveal about your personality

Hello I’m Sarah Hyndman, a multisensory type expert, graphic designer and author of ‘Why Fonts Matter’. I’ve been researching the perception of typography for the last five years and I’m excited that I now have enough results to start publishing them.

My plan is to write, design and publish a series of small books to document the process and share the results of each topic, while also continuing with the research. This will take time and money; to analyse the data, write and design the books, and to have them printed.

Click here to find out more, and discover how you can be part of the exclusive community that will make this happen.

We ran an exciting preview of the brand new Wine & Type Tasting event for 30 ambassadors from the Bankside Design District. We had a brilliant time and the evening was pronounced “a roaring success”. Favourite quotes included “so unexpected but in all the right ways!” and “lots of sublime and crazy tall tales from the past”.

Wine, Type & Culture:
A wine tasting with a difference

We are disrupting the traditional wine tasting format to create a brand new and immersive experience of discovery for the London Design Festival. Games and activities will challenge your assumptions and tease your senses, all delivered with a dash of theatre. The journey is enriched by a sequence of superb wines, each of which has been chosen to amplify a key moment in the narrative like the dramatic soundtrack in a movie.

Find out how the exciting, tumultuous, and sometimes dark, history of printing has shaped the world we live in today.

Expect the unexpected.

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Disruption
Meet the innovators who changed everything by giving the everyman a voice, and empowering him/her to challenge the status quo. But be prepared for the consequences.

Secrets
Explore the ancient origins of the covert messages hidden in plain sight, which alter the meanings of the very words you read and are still influencing you today.

Boom!
Find yourself in the Old World; plunged into divisive name-calling, fake news, propaganda and be prepared the explosive repercussions.

Sell sell sell
Discover how the fantastical names used as advertising tools in a New World of ideas and industrialisation give you clues to the themes of the Victorian zeitgeist.

Experiential
One wine served three ways. Indulge in a personalised tasting experience with sound, smell, type and touch.

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“So unexpected but in all the right ways!”“Brilliant evening”“Sublime and crazy tall tales from the past”“Wonderful evening”“A roaring success”.

* Two nights only *
7.00pm to 9.30pm, £40
Laithwaite’s Arch, Borough Market
Book now: Weds 19th September
Book now: Tues 25th September
£5 discount to Type Tasting friends, enter DESIGN at checkout

Find out more.

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Wine, Type & Culture:
A time travelling tasting journey through type & wine

Wine tasting evening
* Two nights only *

Laithwaite’s Arch, Borough Market
Hosted by Sarah Hyndman and Grant Hedley
Weds 19th, Tues 25th September
£40
7.00pm to 9.30pm
Booking essential:
Book now: Weds 19th
Book now: Tues 25th

Learn about the dramatic impact of type and how it has shaped our world at a unique wine tasting event. Author Sarah Hyndman will take guests on a time travelling journey through pivotal times when she considers that type has been the catalyst for change. Co-host and wine expert Grant Hedley has paired each with a delicious wine, which will be served with activities and stimuli for all the senses as each story is brought to life.

What do the fonts you encounter every day reveal about attitudes, the zeitgeist, cultural change, history repeating, faked news and the modern world? Find out how type was on the front line of revolutions and change, not only to spread the message, but sometimes as the trigger that caused them.

The incredible history of type is brought to life as you find out how typefaces not only changed the world but that their power still resonates. These are the stories of a hacked wine press, the original disruptors, entrepreneurial perseverance, explorers, inventors, revolutions, nostalgia, authenticity, and our vision for the future of type and wine based on trend predictions.

Join us at Laithwaite’s, an amazing venue in the atmospheric Victorian railway arches next to Borough Market.

No prior knowledge of (or interest in) type or design is necessary (over 18s only).

Find out more

How about a Gin and Type Tasting?

Event photo by David Owens

Gin & Type Tasting:
The story of fonts, civilisation & gin

Gin tasting evening

Tap & Bottle, Flat Iron Square
Hosted by Sarah Hyndman
Sat 22nd, Thurs 27th September
£40
7.00pm to 9.30pm
Book now: Sat 22nd
Book now: Thurs 27th

Find out how the stories of gin and type are inextricably entwined across trade routes, the history of printing and cultural tastes. From the early days of imported Dutch Jenever and the typefaces that influenced William Caslon, to the minimal and refined 1950s styles of Mad Men dry martinis, Modernism and Helvetica.

Interactive demonstrations will bring each stage in the story to life, making this a memorable journey of discovery.

See the tasting menu

Find out more

How about a Wine and Type Tasting?

Event photo by David Owens

What is a typographic intervention? What if it’s not what it says on the tin? Can typography alter your experiences, or nudge you to change your behaviour?

This year we are exploring the potential for creating typographic interventions that initiate positive behaviour change. You are invited to take part in typographic research. Some of the experiments you will take part in are in their early proof of concept stages, for others data is being gathered potentially to be published as a future collaborative study.

The Type Tasting Pop-up Typography Lab will be in residence at the D&AD Festival with a series of experiments running throughout the festival designed to gather data, and also to encourage you to think differently about typefaces and perception as you take part in them. Find out more here.

Sarah will be speaking at about the results of this ongoing project at the Museum of Brands on 25th October. This is intended as a conversation starter about the language of enticement vs the voice of authority or guilt, with a view to publishing the results later in the year. The first stages of the explorations have been featured in The Times and iNewspaper.

* Take part in the research online by clicking on the links below *

       

 

 

 

Type Tasting launched on 14th February 2013. Since then we’ve had the opportunity to meet and collaborate with so many amazing people, to work with forward-thinking and dynamic organisations, and to be a part of exciting events around the world. A huge thank you to everybody who’s taken part.

10 prize giveaway packs of signed books and goodies are up for grabs to celebrate five years of Type Tasting. Questions (or where to find the question) can be found each day on Instagram or Twitter #TypeTasting5years. To enter the competion each day, and find clues to the answers, click here.

One pack will be given away each day to a participant with a UK address (except the prize draw on February 16th, which is available to an international winner). Each prize pack contains a selection of typographic goodies that take the theme of that day’s question. There are signed books by Sarah Hyndman (including exclusive copies of the limited first edition of The Type Taster, which is out of print). Special prizes include tickets to one of the last ever public N16 Ghostsigns tours, goodies from Monotype, a pair of tickets to the fantastic Museum of Brands and a voucher for Laithwaite’s wine.

Type Tasting creates experiential learning scenarios designed to entertain and ignite curiosity through type and all the senses. Participants are immersed in the discovery process with experiments, activities and tastings designed to be thought-provoking. Everything is dished up with fun and a theatrical twist. Founded by graphic designer Sarah Hyndman in 2013, deliverables include interactive talks, immersive events, activity-packed workshops, and mass-participation creativity events. Find out more.

Type Tasting serves up the trends for 2018
By Sarah Hyndman

The Type Tasting launch event for 2018 served up a typeface four ways: as a cocktail, confectionery, scent and sound. Each taster was announced with an explanation designed to provoke discussion as guests engaged with the experience, at the end they received a menu-style trend report.

The typeface starring in the event has been selected to encapsulate the mood and visual themes predicted by trend forecasters for 2018. Predictions were combined with survey results which Hyndman cross-referenced with historical typefaces to make the final selection. Her chosen face is intended for ephemeral usage best suited to here-today-gone-tomorrow Instagram and social media posts.

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