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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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I was delighted to be invited to speak at It’s Nice That’s Nicer Tuesdays this week alongside very inspiring fellow speakers. However what really made the evening was you—the audience—who joined in so wholeheartedly with my games and absolutely stole the show. Thank you.

“Eschewing the usual talk format, Sarah Hyndman’s closing number about why fonts matter was very much about audience participation, inviting the room to join in with a two-team typographic karaoke challenge. There was no I Will Survive here though: it was all about shouting “hello” in a way that each team felt was befitting of the typography the word was written in. A simple, but very effective demonstration of how type design affects the way we read, the way we respond to commands and even our moods. Challenging how typography can be believable, cheeky and funny through online surveys and years spent workshopping and researching, her presentation was a fun, insightful and participatory round-off to the evening.”

Read the full review article…

CbLHNGvWEAAh4fC TTTTypeDatingR

I was the guest host for the Design Museum’s #FontSunday on Twitter yesterday which was an amazing experience. I picked the Type Dating Game inspired theme of ‘Fanciable Fonts’ and you all tweeted in your photos of the typefaces you would date (or ditch), along with witty observations and a bad typographic chatup line or two. Thank you to everybody, we even trended on Twitter above Kanye for a few hours, well done!

In the poetic words of Nicole @typographHer “Which typefaces turn you on? Do you find serifs seductive? Or does sans stimulate and excite you? Which fonts do you fancy? I certainly wouldn’t kick @DaltonMaag’s King Caslon out of bed—this ampersand is pure delight! Thankfully typography polygamy is encouraged.”

Here are a few of your fanciable fonts…

EPIC

CbLHe04W4AEhd-G  CbLIy7wWIAI-rc2  CbLI0EoXIAI18kC CbLM5-wW8AAGZuy

@tomjohn001″Love is all around. Robert Indiana Love Sculpture”
@deptofdev “Robert Indiana, making love (early 70s).”
@Patrick_Myles ‘Kiss’ by Alan Kitching”

VOLUPTUOUS

CbLGuTEW8AApKhA  CbLHS9FWAAAcwud  CbLHlpDXIAETWP-

CbLMMkAWEAAGy4F  CbLij9OUYAARuw7

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Type Tasting turns three years old on Valentine’s Day, having started with an evening of ‘Typographic Swearing ‘n’ Cussing‘ back in 2013. To celebrate this I’m the guest host for the Design Museum‘s #FontSunday with a Type Dating Game inspired theme of ‘Fanciable Fonts’. Get ready to Tweet/Instagram your photos of the typefaces you would date (or ditch) from 12 noon on Sunday 14th February to @DesignMuseum with #FontSunday.

Remember, no premature tweeting, the font flirting starts at 12 noon on Sunday!

which would you date 02
Do you like your typefaces naughty or nice?

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book cover

I was delighted to be invited on to Channel 4’s Sunday Brunch yesterday (Sunday 7th February) to talk about my new book Why Fonts Matter and play some classic Type Tasting games. It was a fast-paced and fun 9 minutes. The aim had been to show that typography can be fun and accessible; that it doesn’t always have to be an intellectual discussion, and from the feedback on Twitter we achieved this. I demonstrated how type tells us how expensive or calorific a product might be. I talked about Simon choosing a typeface for his restaurant menus to convey that the chef is skilful (and discovered that he has an aversion to italics). We had a quick look at the Type Dating Game, before Tim and Simon both chose a typeface card and read out their own personality analysis. We ended with font sniffing: pairing the smells to the shapes of typefaces, and I explained why most people give very similar answers.

Click here to play the Font Fortune personality analysis game yourself.

SB snif ch4 logoLR SB cans cameraLR
The Type Tasting props posing nicely with the Channel 4 logo in the background.

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