Sarah Hyndman is a graphic designer, author and public speaker, known for her interest in the psychology of type, who aims to change the way we think and talk about typography.

Sarah specialises in making the complex topic accessible with originality, humour, a dash of theatre, and lashings of audience participation.

“…talk was a game-changer” TYPO San Francisco.

“Clever, insightful and original” BBC Bristol.

Sarah is a regular public speaker

Photo J Aden Higgs

Sarah is the author of the book Why Fonts Matter (Penguin/Random House). She has been featured by AIGA, CNN, Creative Review, Eye, Extensis, FT, It's Nice That, Londonist and Wired.

She has written articles for Big Issue, Communication Arts, Computer Arts, Grafik, iPerception, Magpie Magazine and Monotype Recorder.

Cover of 'Why Fonts Matter', a book by Sarah Hyndman
“A fascinating insight into how type can influence our feelings, our senses, and even our taste” Professor Charles Spence.

Sarah gained a distinction for her Masters degree in Typo/Graphics at the London College of Communication (University of the Arts). She is a regular speaker at colleges and runs typography workshops for the D&AD.

Sarah is a regular public speaker

Appearing on Channel 4's Sunday Brunch

Play Font fortunes


© Sarah Hyndman 2016

Psychology & typography


Type Tasting

Type Tasting is an experiential type studio that was set up in 2013 with the aim of changing how we think and talk about typefaces/fonts by making the topic accessible to all. It was founded by Sarah Hyndman who is involved in researching the type consumer point of view (the user experience). Subjects range from profiling personalities of typefaces to multi-sensory interactions with the words we read.

Typography workshops and Type Tasting events are commissioned by organisations

Type Tastings are talks, masterclasses, workshops and events that invite the audience to become a part of the discovery process.

Sarah collaborates with the Crossmodal Research Laboratory at the University of Oxford and is a member of the Crossmodalism group. She organised a large-scale Type Tasting at the V&A for the London Design Festival and a mass-participation jellybean experiment at the Science Museum.

Clients include BBC, D&AD, Heston Blumenthal, Interbrand, Monotype, Virgin Active.

Get in touch with Sarah at sarah(a)typetasting.com to discuss a Type Tasting for your organisation.

Typography workshops and Type Tasting events are commissioned by organisations

Photos by David Owens


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.

Image of food and tribe from 'Eat Your Words, Food as a System of Communication' by Sarah Hyndman


Graphic design


With Relish
Creative director

Selection of redesigned 'A's for the Almeida Theatre

Sarah set up and ran graphic design company With Relish for ten years with clients including the Almeida Theatre, Coutts bank and the Philharmonia Orchestra. She continues as a practicing graphic designer and she incorporates the results of her research into her work. She is currently branding a collective of scientists and artists, working with a new restaurant on their menus and wayfinding, and creating the identity for a new food range incorporating a positive approach to eating.


New York Times logo
'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. In it's last month alone the blog was viewed almost 30,000 times in more than 120 countries.

Five prawns. Olympic Logo a Day by Sarah Hyndman


Experimental Typography

Sarah taught the year-long Experimental Typography evening course at the London College of Communication alongside her commercial practice. The year long course encouraged designers to turn off their computers and get their hands dirty whilst they experimented with all things typographic.

Work from the Experimental Typography course taught by Sarah Hyndman


Random Project 2012

Mass participation creativity

A mass-participation project designed to encourage everybody to roll up their sleeves and get creative. Collectively participants documented a historic year, with contributors ranging from famous designers and artists to school children and athletes.

A wall of work displayed at the Random Project exhibition


Public speaking


Talks and interviews

Stoke Newington Literary Festival, London, June 3rd-5th 2016 Speaker

Crossmodalism Gathering, London,
April 17th 2016 Speaker

Nicer Tuesdays, It’s Nice That,
February 23rd 2016 Speaker

Sunday Brunch, Channel 4,
February 7th 2016 Guest

Creative Mornings, London,
January 22nd 2016 Speaker

D&AD/Monotype Podcast Ep 1
January 2016 Guest

Ampersand, Brighton,
November 13th 2015 Speaker

BBC Radio 4 Saturday Live, September 26th 2015 Live interview

(listen to the full interview here)

LDF15 at the V&A, September 19th & 20th 2015 Live Type Tasting

TYPO San Francisco, May 1st 2015 Speaker

Clerkenwell Design Week, May 19th 2015 Panellist

South by Southwest (SXSW), Austin, Texas, March 2015 Speaker

Letterform Live With Grafik and Monotype, January 28th 2015 Speaker

TEDx Bedford, November 2014 Speaker: Wake Up & Smell the Fonts (watch here)

London Design Festival at the V&A, September 2014 Speaker

Type Tuesday at St Bride Libary hosted by Eye Magazine, April 2014 Speaker

Live radio interview (listen here)

Radio interview (listen here)

Photo Juliana Johnston