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This is the third and final instalment reviewing Type Tasting in 2017: judging, the Type Tasting pop-up lab, publications and interviews.

Type Tasting founder Sarah Hyndman has continued her mission to make typography relevant and engaging beyond the world of design, and continues to work on proof-of-concept ideas to show that design can create positive change. She has judged design awards, the Type Tasting pop-up lab has continued to gather data, both her latest book and a new collaborative study have been published and she has appeared in interviews from The Times to Channel 4’s Sunday Brunch.

Judging
Sarah has been involved with the D&AD for a number of years; as a judge for their professional and student design awards, and as a bespoke typography course lead. She continues to work with students and was delighted to be invited to judge the Penguin student book cover awards this year.

• D&AD professional design awards 2017 (Yellow Pencil: Type Voice by Ogilvy New York)
• Penguin student book cover awards 2017 (winner: Madalyn Farley, Kingston University)

Pop-up Lab
Sarah has been researching perception of typefaces and multisensory typography for four years, both online and at events. The Type Tasting pop-up lab has appeared at a number of events this year to gather data both for scientific studies and a future book that Sarah will begin writing next year. Thank you to everybody who has taken part.

• Oxford Symposium (Hacking flavour perception: Design, technology, & gastrophysics)
• Stoke Newington Literary Festival
• Tate Modern
• Victoria & Albert Museum
• Shoreditch House

“A fascinating insight into how type can influence our feelings, our senses, and even our taste” Professor Charles Spence, University of Oxford

Published
The second of Sarah’s books were published this year, with a well-attended launch event at the Tate Modern and an appearance on Channel 4’s Sunday Brunch as their typography expert.
How to Draw Type & Influence People: An Activity Book by Sarah Hyndman, Laurence King Publishing. D&AD illustration award entry.

The latest collaborative study with Professor Charles Spence of the Crossmodal Research Laboratory at the University of Oxford has also been accepted for publication, this is the first to use data gathered by the pop-up lab earlier in the year.
The role of typeface curvilinearity on taste expectations and perception’ by Carlos Velasco, Sarah Hyndman (Type Tasting) & Professor Charles Spence (Department of Experimental Psychology, University Oxford), 2018, International Journal of Gastronomy and Food Science.

Interviews and appearances
A selection of interviews from live television to ones printed in real, inky newspapers.
• Channel 4’s Sunday Brunch interview
• Monocle Weekly Radio interview
• i Newspaper ‘Just your type: Can the science behind the subconscious influences of different fonts be harnessed to make us think and eat differently?’
It’s Nice That ‘“Type alters what you smell” and other insights from Sarah Hyndman’s latest type-based research
The Times ‘Using right fonts on labels could tackle obesity’
Design Week ‘It’s easy to see typography as an invisible discipline’
The Guardian ‘Just my type: how Cooper Black became 2017’s most fashionable font’
Total Film ‘Type Cast. What does a film poster’s typography tell us?’
Grafik Magazine ‘Unknown Pleasures’
The Bookseller ‘Type Tasting’

Would you like to commission a talk, workshop or event?
Get in touch with Sarah Hyndman

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This is the second instalment reviewing Type Tasting in 2017: corporate workshops, sponsored workshops and drop-in events (read part 3 here).

This year Type Tasting founder Sarah Hyndman has created workshops and events for a range of dynamic and innovative clients. Workshops have taken place at adidas HQ in Germany, for Design Thinkers in Toronto and at Tate Modern. Sessions have been created to launch the new BumbleBizz app with a workshop for entrepreneurs, as a teambuilding ‘Fight Club’ evening at WGSN, at the Wellcome Collection and for the D&AD.

Corporate workshops
Sarah trains communications agency teams how to better connect with their audiences through understanding the psychology of typography and communication, often with a design thinking challenge built into the session. All sessions are participatory and hands-on, packed with games and activities that invite participants to become a part of the discovery process

• adidas HQ Germany
• Frukt
• Hodder
• RMIT Melbourne
• Springett’s
• Totally Money
• WGSN

“The trainer was absolutely amazing! Such an interesting person who is obviously so passionate about what she does. Lots of short activities to figure things out for ourselves. Very interactive, loved all the visual elements and the games” WGSN

“I’ve often found typography intimidating. However, your research made it relatable, exciting and really quite funny. We were all buzzing after your workshop” Isabel Doraisamy, RMIT Melbourne

“Really interesting—like a mini TED talk with activities” WGSN

Sponsored workshops and drop-in events

Sarah teaches entrepreneurs how to use fonts to communicate their brand and how to create their own visual voice on social media.
She also creates masterclasses, break-out sessions and pre/post talk activities. Participants are guided through the layers of an experience that will inform, entertain, and engage their curiosity. Preconceptions and assumptions are questioned and activities are created to tell the story of a brand or product experience.

• BumbleBizz Launch event
• Design Thinkers Toronto for Monotype
• Letterform Live #VinylType for Monotype
• Shoreditch House for the D&AD Festival
• Tate Modern book launch event for Laurence King
• V&A Museum for the London Design Festival
• Wellcome ‘Language Lab’ workshop
• Wellcome: Type Triage activity and display

“Tasting, smelling, listening to and even saying type! Mind blowing workshop” Sally Henderson, Micklegate Design

“So interesting, so brilliantly delivered and such a clever structure. My D&AD festival highlight” Ruth Yearley, Partner. Direct or Of Insight & Strategy, Ketchum

Would you like to commission a talk, workshop or event?
Get in touch with Sarah Hyndman

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Photos by Benjamin Glean (corporate workshops and sponsored sessions); Graham Sturt (corporate workshops); David Owens (sponsored sessions).

This is the first instalment of a review of 2017—a busy and exciting year in which Type Tasting has popped up in prestigious locations both in the UK and abroad (read part 2 here).

Type Tasting founder Sarah Hyndman is on a mission to make typography relevant and engaging for all, she also believes that design can create positive change. Sarah specialises in making a complex topic accessible with originality, humour, a dash of theatre and lashings of audience participation. This year she has spoken at the launch of a new watch, a fragrance conference, she has been interviewed by The Times and on Channel 4’s Sunday Brunch. She has created an immersive exhibition for the British Academy, and run workshops for adidas, BumbleBizz, Wellcome and WGSN. The Type Tasting pop-up lab also gathered data for the latest collaborative study with the team from the University of Oxford, and her latest book was published.

Public speaking
Sarah’s interactive talks are packed with games and demonstrations that inform, entertain and challenge preconceptions. She has been a guest speaker at events such as the recent Mondaine watch press launch, the Fragrance Forum conference, and has spoken in Canada, Denmark, and India.

• Design Thinkers Toronto
• Fragrance forum, London
• Glug Birmingham
• Mondaine watch press launch pre-dinner talk
• Northern Design Symposium, Newcastle
• We Love Graphic Design, Copenhagen
• W.I. Fulham & Chelsea, London
• University of Wolverhampton

“Sarah is a fantastic speaker – she engages audiences with a brilliant mix of warmth, good humour and real insight into her subject matter – in which she is expert. She quickly warmed up a noisy crowd and had them eating out of her hand, everyone taking part (almost unheard of) and I only heard good things about her talk afterwards Luke Tonge, Glug curator

“Insightful and entertaining…a tricky synergy to pull off – bravo!” Laura Piche, Design Thinkers Toronto

“It was great!! The audience erupted with laughter during your talk” Lisa Hassell, Glug organiser

“Just loved your typography karaoke” Amelia Roblin, Design Thinkers Toronto

Exhibitions
Sarah collaborates with exciting and innovative people such as Tasha Marks of AVM Curiosities, as well as perfumers, composers, chefs and scientists. Together they create interactive exhibitions and experiential events that take participants on a multisensory journey, immersing them in typography and culture.

British Academy ‘Pride, Prejudice & Perceptions’; an interactive exhibition and Lates event held in May. This 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.

“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 (and hearing and smelling)” 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” Rosalind Freeborn

Would you like to commission a talk, workshop or event?
Get in touch with Sarah Hyndman

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Photos by Jonathan Cherry (main public speaking photo taken at Glug Birmingham); Pride, Prejudice & Perceptions by the British Academy.

 

“If you see a “danger” sign written in the Comic Sans typeface, would you pay attention to the warning? What does Times New Roman taste like? Is a lemon fast or slow?” Paul Bignell for i Newspaper.

“These questions probably haven’t crossed your mind – indeed, they may make no sense at all. But in the studio of typographic artist Sarah Hyndman, they are vital. Here, art prints mingle with old bottles plastered with labels that say “Eat Me” in an elaborate font. It’s a cross between a science lab, a trendy artists’ hub and an old curiosity shoppe. There are Helvetica water biscuits in jars (I’m told not to eat them as they are well past their sell-by date), 1950s Coca-Cola bottles in a display case and a rack of test tubes with a strange-looking pink liquid at the bottom.”

“Stealth health – it’s all in the font Hyndman understands that you couldn’t convince chocolate manufacturers to change how they work. However, through the power of fonts, she believes there is scope for approaching the healthier end of the food market by stealth, by giving these companies the same tools as those that sell unhealthy products.”

Read the extended online i Newspaper article here…

“Some believe that smaller chocolate bars and sweets are the answer, others want a tax on sugary drinks or to encourage children to be more active. One expert, however, has come up with a novel solution to child obesity.

Sarah Hyndman, a graphic designer, says that the right typefaces can “nudge” people into healthier food choices, and this should start in schools…”

The article references the food can experiment that ran at the recent book launch at Tate Modern, and at the Type Tasting event at Shoreditch House for the D&AD Fringe Festival, were you there?

Channel 4’s Sunday Brunch features history and fashion in type with Sarah Hyndman

Sarah Hyndman interviewed on Sunday Brunch on April 9th 2017, this is available here on catchup TV in the UK (the interview starts at around 01:10). This is an overview of the conversation that covered 550 years of type in eight and a half minutes, with a few supporting facts added in.

The production team and graphics department at Princess Productions sourced and created most of the examples, we all had a lot of fun because they were excited about the segment. Presenter Simon is also a very big type fan and had his copy of the book stashed in his bag to take home with him.

   

Tim: Welcome back to Sunday Brunch live. We’re here with graphic designer and author Sarah Hyndman. You’re going to teach us a little about the history of typography, what is it first of all?

Typography is written language made from preformed letters that can be repeated over and over. During the centuries many shapes and styles of the letters have been designed, all of which have absorbed their own set of associations or meanings. We might think that we don’t notice these meanings, but we do because reading is a complex task performed by our non-conscious (like driving or walking), and as a result the type communicates directly with our non-conscious brain.

Looking at type in context is like code breaking. The shapes and styles appear in all aspects of our everyday lives and form a mirror for social history and cultural change. Looking at the typefaces gives you many clues about historical context, origins and genres.

Simon: I like the word typeface better than font, what’s the difference?

A typeface is the design, like Helvetica. A font is the physical form of a typeface—this could be the metal type we print with, or the digital file on your computer. However, the terms are used fairly interchangeably outside the professional world of graphic design and typography.

Tim: You’re now going to take us through the history of a few well-known fonts. First we’re going to look at this gothic font, when was this first used?

Printing first came to Europe in the 1400s and at the time, like many new technologies, it copied the format of the existing technology—in this case hand-written books. Books were huge and prestigious artefacts, carefully hand written by monks and scribes in ornate and calligraphy style that we know as gothic or Blackletter.

Simon: You wouldn’t expect to read a book in this style today?

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It's Nice That Review of the Year

Goodbye 2016, hello 2017

It’s been quite a year. Thank you to all of you who have been a part of Type Tasting and joined in so enthusiastically. I’ve enjoyed meeting you, and I’m looking forward to the new events planned for next year. Instead of writing a summary of the year I would like to share the interview I recently gave It’s Nice That for their Review of the Year, because the great questions they ask frame the summary perfectly. Below are extracts or you can read the full interview here.

It’s Nice That Review of the Year 2016 
Graphic designer Sarah Hyndman. 

Words by Rebecca Fulleylove.

Our tenth interview for Review of the Year sees us chat to designer Sarah Hyndman about the incredible experiences she’s had this year and the work she continues to do with Type Tasting.

Designer and type champion Sarah Hyndman is on a mission to “prove that typography is fun and engaging for everyone”, and 2016 has seen her take major steps in making that idea a reality. Her work, which takes the form of books, workshops, talks and events, aims to “dispel the myth that type is a dusty subject for academics and experts” and “demonstrate the power of typography”.

What was your creative highlight of 2016?
“Going to Mumbai, India to teach 60 design students… At the end I could see first-hand how my unconventional approach to teaching typography really works.
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