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Sarah Hyndman

Sarah Hyndman

  • Creative Director
  • United Kingdom
  • Member since 2011

Sarah Hyndman is a graphic designer, writer and public speaker known for her interest in typefaces/fonts and psychology. Her mission is to change the way we think and talk about typography by making it exciting for all. She explores how typefaces narrate our everyday experiences, document our cultural tastes, and is researching how type can be used to create positive change.

As a consultant and founder of Type Tasting (www.typetasting.com) Sarah works with exciting clients. She creates innovative storytelling with typography workshops for communications teams, immersive events that are engaging for all, and fun talks with lashings of audience participation. She is the author of 'Why Fonts Matter' and the mischievous new 'What’s Your Type?' type dating card game (think snog marry avoid with fonts).

Sarah has been exploring typography and perception since 2015, with a view to publishing new typeface resources and a blueprint to demonstrate how type and language can be used to create positive change. She is currently putting in funding proposals to focus on researching full-time.

Sarah talks about fonts in a light-hearted and accessible way and is a regular on radio and television; from Michael Rosen's Word of Mouth to Sunday Brunch. She takes her Pop-up Typography Lab to events and festivals in the UK and abroad, and has run mass participation experiments at the V&A, the London Design Festival and the Science Museum. Sarah's first talk was for TEDx, she has since spoken for Creative Mornings, Design Thinkers, Glug, It's Nice That, EIL Mumbai, SXSW, Tate Modern, TYPO and V&A.

Sarah gained a distinction for her Master's degree in Typo/Graphics at the London College of Communication (University of the Arts), where she also taught the yearlong Experimental Typography course for six years alongside her commercial practice. Today she is changing career direction from design to research and teaching, and she works on collaborative research with the Crossmodal Research Laboratory at the University of Oxford. She runs bespoke typography workshops for the D&AD and has been on their judging panels since 2016.

Contact Sarah.

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