Sarah Hyndman is an expert in multisensory typography. She runs experiential type studio Type Tasting and is the author of 'The Type Taster: How Fonts Influence You', Penguin/Random House are publishing this as 'Why Fonts Matter' from February 2016.


Saran has worked in the design industry for nearly 20 years. She was awarded a distinction for her MA in Typo/graphics at the London College of Communication. She was invited back as a guest tutor to set up and run the year long Experimental Typography evening course alongside her commercial practice.

Click here to order the book The Type Taster: How fonts influence you by Sarah Hyndman. This first, limited edition is only available until October 2015.


© Sarah Hyndman 2015

Psychology of typography


Type Tasting


Sarah Hyndman explores the psychology of typefaces and how we respond to them as type consumers. She launched Type Tasting as a forum for her research, talks and workshops.

Type Tasting workshops, talks and research are all designed to be fun, thought provoking, and with an added dash of theatre.

Sarah is currently working on collaborative projects with the Crossmodal Research Laboratory in Oxford. She runs the 'Typography Lab' workshop for the D&AD, leads Type Safaris and give regular talks and interviews including a TEDx talk.

Since launching Type Tasting with an evening of Typographic Swearing 'n' Cussing on Valentine's Day 2013, Sarah has organised and curated a creative typography exhibition at the V&A with the London Design Festival, a workshop at Pick Me Up, and has now appeared twice at South by Southwest (SXSW) in Texas.


Random Project 2012

Mass participation creativity

This was a project designed to encourage everybody to roll up their sleeves and get creative. It was initiated, organised and curated by Sarah and is where she aquired a taste for organising large scale, mass participation projects. Collectively participants documented a historic year, with contributors ranging from famous designers and artists to school children and athletes.


Experimental Typography

Tutor at the University of the Arts

Sarah set up and taught the Experimental Typography evening course at the London College of Communication for six years.

The year long course encouraged designers to turn off their computers and get their hands dirty whilst they experimented with all things typographic. During the course challenges were set such as creating letterforms out of sound, expressing type as images and building typefaces out of objects and shapes.


Graphic design & art direction


With Relish

Founder & creative director

Sarah is the founder and creative director of design company With Relish which was started in 2003. The company is dedicated to creative thinking and it provides unique communication tools for a variety of organisations ranging from start-ups to the Almeida Theatre and Coutts bank.


MA Thesis: Eat your words

Food as a system of communication

This illustrated essay was the culmination of a year of research into the rituals associated with food, MA in Typo/Graphics at the London College of Communication.


'She Sees Logos' Sarah Hyndman interviewed in the New York Times

Olympic Logo a Day

Reconstructing a logo

A year of remaking the Olympic rings logo out of everyday objects to celebrate the countdown to the start of the Olympics in London. It was a small, lighthearted idea that paid quiet homage to the power of an iconic logo. The resulting blog caught imaginations and in it's last month alone it was viewed almost 30,000 times in more than 120 countries.


Talks & interviews


Ampersand, Brighton, November 13th 2015 Speaker

LDF15 at the V&A, September 19th & 20th 2015 Pop-up Type Tastings

London Live, June 30th 2015 Live TV interview

TYPO San Francisco, May 1st 2015 Wake Up and Smell the Fonts

Clerkenwell Design Week, May 19th 2015 Panellist

South by Southwest (SXSW), Austin, Texas March 2015 ‘Think Outside the Font

Letterform Live With Grafik and Monotype, January 28th 2015

TEDx Bedford, November 2014 ‘Wake Up and Smell the Fonts

London Design Festival at the V&A, September 2014 ‘Think outside the Font

Type Tuesday at St Bride Libary hosted by Eye Magazine, April 2014 ‘Edible Typography

Listen to the interview

Listen to the interview