Author Archives: Type Tasting

About Type Tasting

Sarah Hyndman is a graphic designer, author and public speaker, known for her interest in the psychology of type, and who aims to change the way we think and talk about typography.

Live and fun Zoom events for Christmas & New Year socials

Are you looking for a fun and innovative way to celebrate Christmas and New Year online?

Author Sarah Hyndman creates live and interactive Zoom events with a BYO menu so your team can drink along together from the comfort of their homes. Events are  broadcast live from the Type Tasting studio.

Sarah hosts private events from boozy socials to corporate team-building sessions. She’s hosted social events for a range of organisations including AWS, BW, Illumina, Laithwaites, London Design Festival, Springer Nature and Trapholt Museum.

Please get in touch as dates are booking up fast.

G&T (gin & type)
The extraordinary story of gin and printing
With easy-to-source BYO menu

“It was absolutely fascinating and so much fun” Catherine Allan, Illumina

Take a refreshing and surprising alternative journey through gin, words, drinks labels and typography with extras to taste and smell along the way. This is an extremely popular online event. You’ll learn surprising new stories and gain intriguing knowledge not included in a traditional gin tasting session. Participants say this event is “brilliant”, “highly enjoyable”, “delicious” and “inspiring”.

“BRILLIANT evening in the (virtual) company of Sarah Hyndman who took us through the relationship & history between gin & typography—as well as the mixing of sight, sound, smell, taste & feel. Quite excellent & inspiring” Stuart.

This is based on a live event created for the London Design Festival in 2018.

Suitable for all, with an option for non-drinkers.

Find out more


Virtual pub sign crawl
“The event is genius” Garry.

This event can be customised to feature pub signs from your local area and there’s an option for a fun pub quiz at the end.

Join Sarah for a live and interactive evening on Zoom as she takes you on a journey with a selection of pub signs and tells you the stories behind them so you can discover whether you judge a pub by its sign or a drink by its label.

Drink along with your usual beverage of choice, or you can sample drinks and snacks that have been paired with each pub sign to immerse you in the experience. You’ll receive a BYO menu of easy-to-source drink and snack suggestions to purchase in advance.

“If you’ve been itching for a trip to the pub, this might be the next best thing” Design Week.

Suitable for all, with an option for non-drinkers.

Find out more


Decoding type trends (semiotics)
Update your knowledge and future-proof your typeface-selection skills

“That was totally dope. Insightful. Articulate. Entertaining. Super impressed” Nic

New Year social
Why not add a cocktail or a glass of fizzy and turn this into a New Year social event? Extra time can be added at the end for everybody to socialise online over a drink.

Learn how to decode the typography of everyday products. What does it reveal about changing moods and attitudes over the last five years? How does it motivate your decisions? How can you future-proof your typographic choices?

Find out more


You might also be interested in
Live Zoom events for professional development

Header images by Neville and @sarah_says88 / Reena Clarkson.

Professional development live Zoom workshops

Professional development from the psychology of typography to the semiotics of type trends

These are interesting, inspiring and fun workshops with clear and empowering takeaways for people from all roles in a company. Ideal as a team-building session or to reinforce the importance of coherent presentation of your brand. Hosted live by Type Tasting founder Sarah Hyndman.

You can arrange a private session for your group or organisation, or come along as an individual to a public event.

These are ideal for departments across the whole company, not just designers.

“Such a fun, interesting and inspiring workshop with clear and empowering takeaways. It reinforced the importance of coherent presentation of our brand for colleagues from all parts of our company, in all types of roles.” Nicky Borowiec, Springer Nature (What’s your type?)

Psychology of typography (an introduction)

Learn how fonts impact decisions with a formula for choosing typefaces. Live, interactive Zoom.
“Such an amazing session, really happy I got to be part of it.” A.T.
“Really informative.” Jo Salter
Find out more

Secret personalities of fonts

The voice of a brand is its most important asset—discover why in this fun and highly interactive session. Live, interactive Zoom.
“Such a fun, interesting and inspiring workshop with clear and empowering takeaways … for colleagues from all parts of our company, in all types of roles.” Nicky Borowiec, Springer Nature
Find out more

Decoding type trends (semiotics)

Update your knowledge and future-proof your typeface-selection skills
Just add cocktails for a New Year team-building session. Live, interactive Zoom.
“That was totally dope. Insightful. Articulate. Entertaining. Super impressed.” Nic
Find out more

Introduction to multisensory typography

Learn the science of how to make your messaging more memorable. Live, interactive Zoom.
“I found Sarah’s multisensory online workshop really enlightening. I can’t believe how much I learned and how much I have enjoyed one hour.” Minji
Find out more


Professional development workshops
2-hour or half-day sessions for private bookings

This session can be run as a longer workshop with activities based on the theory. Your team will explore the ideas in more detail with a challenge at the end that enables them to put what they’ve learned into practice. Professional development workshops are delivered online or in-person.

You might also be interested in
Live Zoom events for Christmas and New Year socials

See all live Zoom events

Learn in lockdown & meet people around the world

How are you?

As another lockdown is about to begin here in England I’ve been thinking about ways I can help at a difficult time for so many.

I’m creating new Learn in lockdown workshops on Sundays starting this coming weekend (scroll down to see the dates and topics). These are interactive and fun creative sessions, which are suitable for all levels and you can join in from anywhere in the world.

Many of us feel lonely and isolated during lockdowns. In light of this, my live Zoom workshops are packed with interactivity and you’re encouraged to keep your cameras on where possible so we all feel like we’re in the same room together.

There’s an option for a small group to join me for a chat after the event. I’ve been finding that this is a wonderful opportunity to talk about the event with people from around the world and to hear how so many of our experiences are shared.

My events have a cheaper price option for those whose income has been negatively impacted by covid. I would like to add a small note about supporting small businesses and those of us who work in the arts and entertainment industries. We all need your help to ensure that our businesses and the arts are still there for all to enjoy into the future.

Visit the Type Tasting website for the full list of all my live, interactive Zoom events.

Learn in lockdown: painting with fonts

Live interactive Zoom workshops. Each is a stand-alone topic so pick the ones that interest you.

Continue reading

What’s your typographic superpower?

A meditation in typography for people with a fondness for fonts.

A fun game created by Adobe Fonts and Sarah Hyndman to showcase the new browse-by-tags feature that lets you help build the Adobe Fonts collection of tags. More fonts and tags will be added in the future.

The game was built by Oddbird with sound created by Rob Taliesin Owen.

Play the game here

Continue reading

The psychology of fonts to the language of chocolate

Learn about the psychology of typography & the ‘secret’ messages hidden in plain sight. Learn as you drink at a fun and boozy social event. Learn about the language of chocolate wrappers or the history of type told in 10 record covers…

Did you join me for a virtual Type Safari through East London at Adobe MAX on Tuesday? Amazingly over 10,300 people signed up to join me and it’s now available on catchup here (free with Adobe CC). 

I’m excited to announce that I’ve been busy creating new interactive events for November and December. Check out the calendar of events here. I’m also getting booked up for private and corporate sessions as seasonal socials and professional development events; What’s Your Type? has been proving extremely popular. Please drop me a line if this interests you. 


Continue reading

Scary letters & frightening fonts (Draw & learn online)

Get spooky creating your own scary words to haunt your social media or to frighten your friends and family.

Come on a chilling tour of frightening fonts—from Victorian book covers and ghostly fairground rides to childhood sweet wrappers and horror movie posters. Draw along and create letters inspired by sounds that will chill you to your core. Learn about fonts and discover the thing that will truly scare the graphic designer in your life.

This is an hour of truly terrifying typography? Do you dare to join in?

Join in live for an hour of spooky fun, with a unique-to-you link to the recording of that session for 24-hours so you can take part on catchup at a time that suits you.

Price per person £8 / £4 (those financially impacted by Covid-19).
Advance booking essential, the number per session is capped so don’t miss out.

** Book with friends, 20% discount for 3+ tickets (applies to full-price tickets) **

This workshop is designed for adults, older children are welcome to join in if they have an adult with them to help, each child’s ticket is £4.

This is a brand new event, I’d appreciate it if you would please click ‘interested’ on the Facebook page here.

Continue reading

Why are there so many fonts?

Final weeks — book now or miss out! This is the most effective way to learn about fonts. Learn why there are so many different styles: from politics to pop-culture and where you’ll encounter them today.

No knowledge of typography is needed, just your curiosity. Draw along as you learn with a Spotify soundtrack.

Three x half-hour sessions are broadcast live on each topic then available to watch at a time that suits you. Recordings are only available for three weeks after the live broadcasts end.
£9.50 / £6 (students and those financially impacted by coronavirus).
Book here


So you thought typography history was boring?

A selection of creative drawings

“Typography doesn’t exist in a history vacuum”

I’ve started a new online series based on the extremely popular activity from my in-person workshops called Typography Life Drawing. This article is a celebration of the results and feedback I’ve received so far, which you can see here are wonderful. A selection of the work is featured here or click here to visit the growing gallery.

This is an innovative new way to learn about type history through drawing, storytelling and music.

“It’s 3 x half-hour sessions a week but the sessions are recorded so you can do them in your own time. Brilliant!” Jan Lewis

There’s still plenty of time for you to join in. With a new topic each week you can just join in for the weeks that interest you or sign up for the whole series!

Typography Life Drawing with author Sarah Hyndman

Weekly £9.50 / £6 (students) book here
4-week subscription £33 book here
Full series subscription £65 (only available until Sunday 23rd August) book here

“Another incredible week of Typography Life Drawing. I can’t recommend these enough. Come for the drawing, stay for the history lessons.” @Minarama

👏🎉 Terrific Tuscans drawings shown above are by Olivia Krawczyk, @minarama, @stonkingfidosetc, @minarama, @stircreativenz and Kat Gaska (left to right, top to bottom) 👏🎉


Continue reading

Typography Life Drawing launches next week

Ideal for designers, students & anybody curious about letterforms.

I’m excited to be starting a brand new series of online sessions next week. These are based on the hugely popular activities from the workshops I’ve been running since 2013.

Tickets for the soft launch next week are at the special price of £5.
Find out more & book here

Each weekly ticket gives you:
• 3 half-hour drawing sessions broadcast live each week at 10am–10.30am (London) on Monday, Wednesday & Friday.
• Access to the recordings for the week.

With access to the recordings, you can choose the time that suits you best that week, wherever you are in the world. Recordings will be deleted at the end of each week.

Get creative learning about typefaces with quick and fun sketching exercises. Listen to their backstories and discover the amazing history behind the styles.

Discover the shapes that make each type style unique as you sketch them. You’ll develop your own drawing style and enjoy the creative process without the pressure of creating a perfect or finished piece of work. Whatever your level, from beginner to expert, this ongoing course will supercharge your love of letterforms.

Find out more & book here

Sunday Type Safari for The Design Museum

Take part in #FontSunday for The Design Museum

Every week The Design Museum hosts #FontSunday on Twitter. I’m excited that I’m hosting this event on Sunday. I’d love to see the wonderful fonts that represent your activities for the day. What eye-catching logos, packaging, labels or signs do you plan to interact with?

Post your photos on Twitter from 12 noon with #TypeSafari @DesignMuseum. I’ll be chatting and sharing photos throughout the afternoon and The Design Museum will be retweeting their favourites. Take part and you could have your photos shared by The Design Museum!

We’d love to see the beautiful fonts that represent your activities for the day. What labels, mastheads or wrappers reveal your Sunday rituals? Post your photos from noon on Sunday.