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

“Game-changer” TYPO San Francisco, “Clever, insightful and original” BBC Bristol.

See press coverage

Cover of 'Why Fonts Matter', a book by Sarah Hyndman
Cover of 'How to Draw Type and Influence People', a book by Sarah Hyndman

Sarah is the author of the book Why Fonts Matter (Penguin/Random House). How to Draw Type and Influence People will be published by Laurence King in 2017. She has been interviewed by New York Times, AIGA, CNN, Creative Review, Eye, Extensis, FT, It's Nice That, Londonist and Wired.

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

“A fascinating insight into how type can influence our feelings, our senses, and even our taste” Professor Charles Spence on Why Fonts Matter.

Sarah is a regular public speaker

Photo J Aden Higgs

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 delivering unique and innovative talks, workshops and events designed to educate and entertain. Workshops have taken place in London, Austin, Mumbai.
See the diary of events

“Fonting awesome!” Lisa, Mark Making.

Typography is the focus as we champion experimental and creative thinking, reveal the psychology of design, empower dialogue between design and non-design teams, and encourage continuing professional development. Our knowledge of science and design underpins our unique workshops and events that are designed to educate and entertain your team and clients, or to showcase your product. We equip you to communicate brilliantly.

Typography workshops and Type Tasting events are commissioned by organisations

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, École Intuit Lab Mumbai, 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

Sarah specialises in making a complex topic accessible with originality, humour, a dash of theatre and lashings of audience participation. Audiences are often invited to join in with multi-sensory experiments before the talk so they take part in the discovery process.

Download a speaker sheet

“Amazing talk” SxSW, “Wonderful, engaging” Creative Mornings.

Wine & Type Tasting, London
Dec 8th 2016 Host

Never Mind the Typography
Museum of Brands, London
Nov 15th 2016 Speaker

Master Talk, Mumbai, Ecole Intuit Lab, Oct 7th 2016 Speaker

Wine & Type Tasting, London Design Festival, Sept 22nd 2016 Host

Tate Modern talk & book signing
Sept 16th 2016 Speaker

Letterform Live for Grafik
June 29th 2016 Speaker

Crossmodalism Gathering
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