Sarah Hyndman is a graphic designer, writer and public speaker who is known for her interest in the psychology of typography. She is the founder of experiential type studio Type Tasting, and the author of Why Fonts Matter.

Sarah is a regular public speaker

Photo J Aden Higgs

Cover of 'Why Fonts Matter', a book by Sarah Hyndman
Why Fonts Matter by Sarah Hyndman. Published by Virgin (Penguin/Random House), 28th January 2016.
“A fascinating insight into how type can influence our feelings, our senses, and even our taste” Professor Charles Spence.

Sarah is currently writing a second book for Laurence King Publishing.

Having gained a distinction for her Masters degree in Typo/Graphics at the London College of Communication (University of the Arts), Sarah subsequently returned as a guest tutor.

Sarah is a regular public speaker

Channel 4's Sunday Brunch

Play Font fortunes


© Sarah Hyndman 2016

Psychology & typography


Type Tasting
Research, workshops, talks

Sarah Hyndman explores how we respond to typefaces; how they create a first impression, influence perception and can enhance experiences. Sarah set up Type Tasting as a forum for typographic research, skill development and exploration.

Typography workshops and Type Tasting events are commissioned by organisations

Photos by David Owens

Type Tasting typography workshops and events are commissioned by a range of organisations. They are original, fun and thought provoking, the interactive style engages participants whilst being packed with practical, factual and research-based information about type. Clients include BBC, D&AD, Interbrand, Monotype.

Sarah collaborates with the Crossmodal Research Laboratory at the University of Oxford, she recently organised a large-scale Type Tasting the V&A for the London Design Festival and a mass-participation jellybean experiment at the Science Museum. As a regular public speaker she has spoken at South by Soutwest in Austin, Texas, TYPO in San Francisco and has given a TEDx talk. She has been interviewed on BBC Radio 4 a number of times and runs typography workshops for the D&AD.

Wired   Creative Review   AIGA   CNN
All press and interviews.
Type Tasting website.

Typography workshops and Type Tasting events are commissioned by organisations


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 & art direction


With Relish
Graphic Design

Selection of redesigned 'A's for the Almeida Theatre

Sarah 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 manufacturer taking a positive approach to eating.

Sarah set up and ran design company With Relish from 2003–2013. Dedicated to creative thinking, it provided unique communication tools for a variety of organisations ranging from start-ups to the Almeida Theatre and Coutts bank.


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