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Pop Up Type Tasting Typography Lab
Stoke Newington Literary Festival
2nd & 3rd June, 11am to 8pm, free.
Venue – Locations around the Town Hall

What does a font taste or smell like? Do letterforms convey mood? Can a typeface enhance your experiences? Author Sarah Hyndman invites you to take part in typographic experiments as part of her current research. The mobile laboratory will pop up at various festival locations throughout the weekend. Get location updates on Twitter at #TypeTastingLab.


Pride, Prejudice & Perceptions is an interactive sensory exploration of Jane Austen’s Pride & Prejudice, created by AVM Curiosities & Type Tasting for the British Academy’s Literature Week.

Taking inspiration from the typography found in three editions of this classic novel, Pride, Prejudice & Perceptions uses type, sound, sight and scent to serve one story three ways.

Below are some great photos to give you a glimpse, but this installation is best experienced in person when you can find answers to the following questions:

Cabinet I: Classic, the First Edition.
1. What two scents have we combined for the smell of a traditional printing press?
2. What phrase is revealed in the mirror?
3. What sound can you hear?

Cabinet II: Opulence, the Peacock Edition.
4. What is the book scented with (flick through the pages to smell it)?
5. What does the peacock feather represent?
6. What art movement is the lettering inspired by?

Cabinet III: And Zombies, the Graphic Novel.
7. How many zombies can you see?
8. What does our interpretation of the Zombie Apocalypse smell like?
9. What happens through the final peephole?

Pride, Prejudice & Perceptions presented by AVM Curiosities & Type Tasting
The British Academy, 10-11 Carlton House Terrace, London, SW1Y 5AH
Monday 15th to Friday 19th May, 9am to 6pm. FREE ENTRY
For more information please click here.
Part of the Open Senses Festival

“A thoughtful and contemporary way of deconstructing Pride and Prejudice” Marisa Smith, The British Academy

“Beautiful and so original, I could have spent hours looking at (and hearing and smelling) all the details” Tora Orde-Powlett, Penguin Books

“Black lobster and Jane Austen—of course! And the aroma of the printing press mingled with violet and patchouli oil scented books, it is a sensory delight. Inspired by the typography found in three editions of the classic novel—a delightful and diverting indulgence” Rosalind Freeborn

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Wake up and Smell the Fonts, a Type Tasting session with Sarah Hyndman at Shoreditch House for the D&AD Festival Fringe

It was exciting to be a part of the D&AD Festival Fringe at Shoreditch House on the 26th April. We filled the exclusive private club’s Library with games and experiments involving typography and all the senses. This was followed by a talk and a lively Q&A session and everybody went home with a pile of Monotype goodies. A preview of results from one of the experiments were published in The Times newspaper.

“Tasting, smelling, listening to and even saying type! Mind blowing workshop from Sarah Hyndman #mindblown” Micklegate Design via Twitter.

“So interesting, so brilliantly delivered and such a clever structure. It was fabulous. My festival highlight.” Ruth Yearley, Partner. Director Of Insight & Strategy, Ketchum.

VBAT posted a fantastic write up of the D&AD Festival on their blog, read the full blog post here.

Extract from ‘Exploring the D&AD Festival 2017’
Blog post by Graham Sturt, Creative Director at VBAT

My second day at the festival started early with a visit to one of it’s Fringe Events — ‘Wake Up and Smell the Fonts: Type Tasting with Sarah Hyndman’. Offsite from the main festival, it was held in the library of Shoreditch House, a member’s club with a rooftop pool and refreshing ‘no suits’ policy in a converted East London warehouse. Arriving well before the rush of other participants I took a seat at the front and got comfortable while Sarah prepared for the session.

Sarah Hyndman is a graphic designer, writer and public speaker known for her interest in the psychology of type, whose area of expertise is multi sensory typography. Sarah is the founder of the highly innovative Type Tasting studio; and her mission is to change the way we think and talk about typography through her writing, typography workshops and events. Author of two books on typography: Why Fonts Matter and How to Draw Type and Influence People much of Sarah’s work is focused on research into typography and perception. To this end she has worked on several collaborative studies over the last 4 years with the Crossmodal Research Laboratory at University of Oxford.


Typographic games, photo by Graham Sturt.

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Vinyl Type: Guess the music genre
We took the Type Tasting record collection along to Letterform Live’s ‘Vinyl’ night with Grafik and Monotype. The record player and vinyl records were set up in the bar as a fun game to play before and after the talks. We invited the audience to guess the music genre from the typeface on the record label, and then to play the record to find out whether they were right. Best played with lashings of beer.

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Pride, Prejudice & Perceptions

AVM Curiosities & Type Tasting present
Pride, Prejudice & Perceptions
British Academy Literature Week 2017: Adaptations and Transformations
15th–19th May, 9am to 6pm. Free, drop in, suitable for all.

Pride, Prejudice & Perceptions: Interactive sensory display
Pride, Prejudice & Perceptions is an interactive sensory exploration of Jane Austen’s Pride & Prejudice created by AVM Curiosities & Type Tasting for the British Academy’s Literature Week. The typography found in editions of this classic novel gives each a different voice. Taking this as the template, the display will use type, sound, sight and scent to serve one story three ways.

Pride, Prejudice & Perceptions: Book tastings
Lates event on Friday 19th May from 7pm to 9pm, advance booking required.
Immerse yourself in a multi-sensory journey as you experience how each edition of the classic novel reveals its distinctive flavour through touch, taste and smell.

AVM Curiosities has been exploring the relationship between art and food through a series of high-calibre events and edible interventions since 2011. Founded by food historian Tasha Marks, AVM Curiosities champions the use of food as an artistic medium, with projects ranging from museum-style exhibitions and sculptural installations to interactive lectures and limited-edition confectionery.
http://www.avmcuriosities.com

Type Tasting’s Sarah Hyndman aims to change the way we think and talk about typography by showing how we interact with it in our everyday lives. She specialises in making the topic accessible with originality, humour and a dash of theatre. Sarah is involved in research into type and perception, she creates interactive events and workshops, and her second book How to Draw Type and Influence People is published in April 2017.
http://www.typetasting.com

British Academy
10-11 Carlton House Terrace,
London, SW1Y 5AH
Part of the Open Senses Festival 20th & 21st May.

PP&P_BA_001©BritishAcademyR
UPDATE: PHOTOS
Click here for a selection of photos. These give you a glimpse, but this installation is best experienced in person with your curiosity and all your senses.

Angels to Demons: Blackletter Workshop

By Sarah Hyndman

Learn, socialise & create
Angels to Demons: Blackletter Workshop
Three hour workshop and talk
The workshop can be held at a venue of your choice, or up to 15 can be accommodated in the Type Tasting Studio, The Chocolate Factory, London N16 7SX.

Type Tasting Learn, socialise & create sessions take a typeface or type style and explore it in the context of popular culture and history to reveal the meanings beyond the letterforms.

Refuel your team’s creativity with hands-on letterform exploration as they roll up their sleeves for a fast paced and fun session away from the computer, experimenting with typography.

Explore the evolution of Blackletter typefaces from their first printed appearance in the Gutenberg Bible in the 1400s to their enduring popularity in music and fashion. Blackletter is a chameleon of a type style because its personality is transformed from the extremes of good to evil by the context it appears in; from the Bible, the masthead of a newspaper, a beer label, movie poster, record sleeve to Nazi propaganda. In this session you will look at the evolving history of Blackletter type and how it has absorbed so many associations, modern takes on the style, and also investigate your instinctive responses to the shapes of the letterforms. You will then roll your sleeves up for a hands-on creative session away from the computer sketching Blackletter letterforms as you experience how sound can alter your response to the forms. No previous experience necessary.

15 mins Mingle and relax whilst playing a couple of classic Type Tasting games.
45 mins Typographic rebellion talk by Sarah Hyndman.
90 mins Hands-on creative session exploring rebellious type and lettering.
30 mins Display work, finish with questions and a prize raffle.

Outcomes
• Enjoy a social and creative team building session in a relaxed, informal environment.
• Get away from the computer to explore a range of markmaking tools inventively and playfully. Research shows that writing and drawing by hand promotes creative idea generation and memory.
• Explore different type styles and letterforms, and how these can be used in an expressive way.
• This is a creative thinking refresher—a reminder of how to think creatively and on our feet without the preconceptions of the final outcome.

Interviews with Sarah Hyndman
Vetements, Brioni and Kanye Agree: It’s Gothic Time New York Times
Fashion’s favourite font The Times

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diary-typographicrebellion

By Sarah Hyndman

Learn, socialise & create
Typographic Rebellion Workshop
Three hour workshop and talk
The workshop can be held at a venue of your choice, or up to 15 can be accommodated in the Type Tasting Studio, The Chocolate Factory, London N16 7SX.

Type Tasting Learn, socialise & create sessions take a typeface or type style and explore it in the context of popular culture and history to reveal the meanings beyond the letterforms.

Refuel your team’s creativity with hands-on letterform exploration as they roll up their sleeves for a fast paced and fun session away from the computer, experimenting with typography.

Explore how typography can be used to give angst and rebellion a voice, and how you can use type to ensure that YOUR message is heard. You will learn from recent history how typefaces both articulate and document change, and what an important role they have played. From the anti-establishment angst of Punk, the placards of the miners’ strikes of the 1980s, the wine industry’s seismic shift through language and design, to the successful presidential campaigns in the USA.

15 mins Mingle and relax whilst playing a couple of classic Type Tasting games.
45 mins Typographic rebellion talk by Sarah Hyndman.
90 mins Hands-on creative session exploring rebellious type and lettering.
30 mins Display work, finish with questions and a prize raffle.

Outcomes
• Enjoy a social and creative team building session in a relaxed, informal environment.
• Get away from the computer to explore a range of markmaking tools inventively and playfully. Research shows that writing and drawing by hand promotes creative idea generation and memory.
• Explore different type styles and letterforms, and how these can be used in an expressive way.
• This is a creative thinking refresher—a reminder of how to think creatively and on our feet without the preconceptions of the final outcome.

Interviews with Sarah Hyndman
How to start a revolution with Comic Sans Dazed & Confused magazine interview
Punk was the anti-Helvetica Design Week interview
2016 is the new 1976 Sarah Hyndman
How Punk changed Graphic Design Sarah Hyndman

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