The Typographic Hub

NOTE: This event is now closed

TYPE TALKS: Sarah Hyndman

11th December 2014

Thinking outside the font

Typefaces are both functional and evocative. They trigger memories, evoke associations and prompt multi sensory responses. We readily identify their personalities but, just like other forms of non-verbal communication, they can reveal a great deal about us. Sarah will talk about her interest in typefaces from the type consumer’s point of view; how she combines her experience as a designer of almost 20 years with her own research and the results of studies by neuroscientists. Her research takes the form of games and surveys that are designed to be thought provoking for participants and she is working on collaborative projects with the Crossmodal Research Lab in Oxford. Sarah will review how type is ‘hidden in plain sight’. She will share projects done by a range of people which reveal the typeface considered most ‘believable’ that type can make food more enjoyable and which typefaces look sweet or bitter.

Sarah Hyndman has been a graphic designer for nearly years, working in agencies before setting up her own design company a decade ago with regular clients ranging from the Philharmonia Orchestra to Coutts bank. She studied an MA in Typo/Graphics at the London College of Communication and was subsequently invited back to set up and run the yearlong Experimental Typography evening course, which she did for six years alongside her commercial practice. Sarah launched Type Tasting in February 2013 as a focus for her typographic explorations. Since the launch she has organised and curated a creative typography exhibition at the V&A with the London Design Festival, been interviewed on Radio 4’s Today, spoken at Eye Magazine’s Type Tuesdays and ran a Type Tasting workshop at SXSW earlier this year. She is currently creating a typography workshop with the D&AD, writing a Type Tasting book and will be giving a TEDx talk in November 2014.

11 December 2014: 1730-1930: Birmingham City University, P350 Lecture Theatre, Parkside Building, 5 Cardigan Street, Birmingham B4 7BD

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