Tag Archives: interview

What’s it like to be a guest typography expert on live television?

“Welcome to Sunday Brunch Live, Sarah welcome back to the show…”

I love being the occasional typography expert for Sunday Brunch, Channel 4 Television’s live TV show here in the UK. It’s always an exciting opportunity to share my type-themed games and demonstrations with a mainstream audience, which is something I’ve specialised in since launching Type Tasting.

Knowing that well over half a million people watch each show really gets the adrenaline pumping while I’m sitting in the green room watching the time counting down. It’s a very surreal feeling. But the presenters are absolutely brilliant at making the guests feel relaxed—I think that’s their superpower. When my very first appearance was about to start, presenter Simon Rimmer leaned over and whispered “I love typography” to me with a big smile. This turned my nerves into enthusiasm, and you can tell that we were having fun when you watch.

Presenters Simon and Tim Lovejoy have joined me for font sniffing, to chat about how menus can influence your appreciation of a meal and I’ve analysed their personalities from their font choices. I’ve talked about type trends in popular culture and where they come from. There are always lots of props and visuals. It’s fun preparing the content because the graphics team at the production company get excited about creating the visuals for the segment. After all, it’s all about typography!

It’s fascinating to see behind the scenes of live television and to know just how much goes into creating a show. I was surprised to discover that the studio’s pretty small and not the spacious environment I used to imagine when I watched. The table for my interviews is right on the edge of the kitchen, so I wait very quietly for the cooking to end and hope my stomach doesn’t decide to growl from the smell of the food. Then I have to tiptoe quietly out of the studio as soon as my segment ends. The adrenaline shakes are setting in at that point so I have to be extra careful not to trip over cables and duck under lights carefully so I don’t knock them out of position. It’s interesting to see how different people calm their nerves in the green room beforehand, especially the really famous guests who must have done this so many times.

Thank you to my expert friends who help with the content. Especially beer writer Pete Brown for the beer label history and Pixel Press for loaning their stunning tray of “slab serif case number 7” letterpress wood type.

I look forward to popping up on television again soon, maybe on Sunday Brunch again.

Radio interviews

🔊Word of Mouth BBC Radio 4: Michael Rosen with Sarah Hyndman (28 mins)

🔊Saturday Live BBC Radio 4 with Sarah Hyndman (4 mins)

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

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.

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Tasting Type Like Wine, Extensis

extensis 1 extensis 2

In celebration of the official launch of Why Fonts Matter in the US today: Being interviewed by Extensis gave me the opportunity to explain why I set up Type Tasting back in 2013. “We spoke with Sarah about her work as a researcher and graphic designer, how she’s able to predict how you take your coffee, and more.”

Tasting Type Like Wine: An Interview with TypeTasting’s Sarah Hyndman


London Live TV interview

london live studio

I was invited over to the London Live TV studios yesterday for a live interview with Claudia-Liza Armah about fonts, type consumers and what the signage reveals about Dalston on a Type Safari. The TV channel is based in Northcliffe House, a building in West London with a huge, bright atrium and a glass elevator vanishing up towards the glass ceiling.

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BBC Radio 4 ‘Today’ interview with Type Tasting’s Sarah Hyndman

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BBC Radio 4 ‘Today’ interview with Type Tasting’s Sarah Hyndman
John Humphrys and Justin Webb
Broadcast on Saturday 14 September 2013 at 07.18am
“Typefaces, they don’t really matter do they?” John Humphrys

“There is going to be a celebration at the London Design Festival this year to honour typefaces. Sarah Hyndman, a graphic designer who is involved in the festival, evaluates the promotion of London as the design capital of the world.” Listen to the interview…

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