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Archik Siya, Why Fonts MatterShashital Tejusvin, Why Fonts MatterKoshe Prajakta, Why Fonts Matter

Font of Coincidence
This is a story of my trip to teach in India. While I was there I met up with family of friends and discovered, to my surprise, that my book cover had been redesigned by a whole class of students for their typography exam that week.

“The task for our exam was to design the cover for a book called Why Fonts Matter using typography. As I started scribbling out my roughs I thought about what typography is and what it can achieve; every font is different and makes you feel a distinct emotion or connects with you in a certain way.” 

Words by Siya Archik, a second year graphic design student in Mumbai.

I have been studying design for two years and my course is different, unique, insanely creative and fun. But along with the fun comes a lot of hard work; hours and days of work created by hand. We put a great deal of thought into every idea that we execute—to make the final product as attractive and innovative as possible. I chose this course of study because creativity has no boundaries; it is something that lets you express your thoughts and emotions in infinitely creative ways and on any surface.

In our course we study calligraphy & typography; anatomy; packaging, information design and communication design. Each is distinctive in its own way, but all revolve around the same design principles. For the first two years we do everything by hand—from rendering large posters to reproducing the text in a newspaper at actual size, carefully hand-drawing every letter so it is perfect.

Coca Cola design by Siya Archik
Design for a Coca Cola can by Siya Archik.

Our typography assignments vary from kinetic typography to expressive typography and logo design. We research artists who have helped to expand the field of typography to increase our knowledge, and each assignment emphasises the importance of different fonts in our designs, without which they would mean nothing.

I think typography is important because it is required for anything and everything related to design. From creating logos to packaging, all require knowledge of different fonts and how to use them effectively, so as to make our designs stand out from the rest. This makes typography such an integral part of what we do as designers.

During our recent exam week a friend of my family in England, a typographer from London called Sarah Hyndman, came to visit as a guest lecturer at another design college in Mumbai. I was hoping to meet and talk to her about typography but was not sure whether I would have time because I was so busy taking exams.

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By Sarah Hyndman

The new book by Type Tasting founder Sarah Hyndman will be published by Laurence King Publishing on 17th April 2017. This is an activity book that gathers up typefaces into themes such as ‘Fonts of knowledge’, ‘Rebellious types’ and the ‘Wild Wild West’. Each chapter starts with an illustrated type sampler and then takes you through exercises that teach the origins of the typefaces and give you space to draw them for yourselves. Here’s a link to pre-order, it on Amazon, and keep an eye out for launch events and book signings nearer the time.

‘How to Draw Type and Influence People’ is written and illustrated by Sarah Hyndman. “This brand new book provides an exciting and interactive way to learn about typography. Packed with fun creative exercises to help you discover your own style and create new typefaces” Laurence King.

Sarah Hyndman How to Draw Type and Influence People Sarah Hyndman How to Draw Type and Influence People Sarah Hyndman How to Draw Type and Influence People

ldf-programme

By Sarah Hyndman

Type Tasting founder Sarah is on a mission to make typography fun and engaging for everybody, not just designers. She specialises in making the complex topic accessible with originality, humour, a dash of theatre and lashings of audience participation. She delivers interactive talks and events with games and demonstrations that inform, entertain and challenge your preconceptions.

Sarah has created a programme of four exciting events for the London Design Festival this year. Each event takes a unique approach to exploring type: discover how it influences us as type consumers; create customised letterforms from different times in history; learn how to choose fonts and use type to communicate effectively; taste the connection between type and all your senses (whilst enjoying delicious wine).

Would you like us to host a wine & type tasting for your Christmas do? Find out more.

DISCOVER / CREATE / LEARN / TASTE
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CNN CNN

In celebration of the official publication of Why Fonts Matter in the US today we’re looking back over articles and interviews that give a glimpse of the impression we’ve made on the world at large.

Jake Wallis Simons from CNN came to the Type Tasting studio and played a selection of Type Tasting Games. “As bizarre as it sounds, my job is to match up the bottles and fonts using only my sense of smell.”

CNN
What’s your type of lover? How fonts could help you find the perfect date
By Jake Wallis Simons

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FINAL WEEKEND
It’s the final weekend to purchase a copy of the first edition of The Type Taster: Why Fonts Influence You

Books purchased this weekend will all be signed and have free UK postage
This first, limited edition of the book is only available until the end of Sunday 25th October 2015.

From 28th January 2016 The Type Taster will be published as Why Fonts Matter under the Virgin Books imprint of Penguin Random House.

Click here to pre-order Why Fonts Matter

Layout 1 (Page 9 - 10) Layout 1 (Page 9 - 10)   virgin logo    PRH_BRAND_SYSTEM_REGION_PENGUIN_UK_1C_BLACK

Sophie Thompson Peter Bleksley
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Yesterday I was invited to be one of the guests on BBC Radio 4’s Saturday Live to talk about how we respond to typefaces. I took along some of the games that had gone down so well at the Pop-up Type Tasting at the V&A for the London Design Festival the previous weekend. Above is actor Sophie Thompson playing the ‘Feel Me’ game matching what she can feel to one of the fonts shown, if you came along to the event last weekend you know exactly which font she’s feeling from the expression on her face!

It was such an interesting programme to be on. Sophie is delightful and a pleasure to listen to, and I was excited to meet Peter Bleksley who is one of the hunters on ‘Hunted’ with the most amazing voice. It seems that we would all love the challenge of being on the next series and going on the run in an attempt to evade capture for 28 days. Third guest Trevor Lyttleton founded a charity which works with the elderly and we had a great chat afterwards about the power of typefaces on packaging to trigger nostalgia and bring back memories.

Scroll down for links to listen to the show.

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student pack of games

Are you a UK design student? Prepare yourself for the new year with a discounted copy of The Type Taster and free postage (save £5). This is a book about typography from the point of view of the type consumer and takes you through the associations and science behind fonts influence you as a reader.

Buy it quickly! This edition is only available until 25th October.*
Student copies of the book will also include a selection of typography games (shown above).

subconscious

You have really opened my eyes to such a brilliant subject. It’s already making me view design work from such a different view point and I have now become excited by the possibilities typefaces present while experimenting with them.” Design student Jessica Dutton

“This alongside the typography bible (Robert Bringhurst’s elements of typographic style) should become a staple in everyone’s collection.” James (Via Creative Review blog)

“This is no boring instructional tome on the correct use of ligatures, rather it takes a look at the emotional lives of fonts, and examines how their distinct personalities create (often subconscious) emotional responses.” Grafik

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