Sarah Hyndman by Ivan Jones


Type Tasting founder Sarah Hyndman has been a graphic designer for nearly two decades. She is now an author and public speaker known for her interest in the psychology of type. She believes that graphic design can be used to create positive change, and that typography should be exciting and fun for everybody. She has been exploring type and perception as a self-funded, self-initiated basis alongside her commercial work, and has published two collaborative research studies with the Crossmodal Research Laboratory at the University of Oxford.

Sarah gained a distinction for her Master’s degree in Typo/Graphics at the London College of Communication (University of the Arts). She worked for agencies including Hill & Knowlton and Ammunition before setting up and running design company With Relish for ten years.

Sarah creates bespoke workshops for the D&AD and is on their award judging panel, this year she is the D&AD New Blood Jury President for the typography jury. She is a guest tutor in colleges both in the UK and abroad, having taught the year-long Experimental Typography course at the London College of Communication for six years alongside her commercial practice.

NEW Type Tasting Books series, from October 2019
What’s Your Type? A type dating card game, Laurence King, 2018.
How to Draw Type and Influence People, Laurence King, 2017.
Why Fonts Matter, Penguin/Random House, 2016.
The Type Taster, self published, 2015 (out of print).

Content creation and published writing
Sarah writes regularly for magazines and creates content for social media, find out more.

Public speaking
Sarah’s talks are interactive, packed with games and demonstrations to inform, entertain and challenge preconceptions. She has been a recent pre-dinner guest speaker for Mondaine watches, and delivered a talk and wine tasting at the Fragrance Forum conference.

Previous speaking gigs include Creative Mornings, Design Thinkers Toronto, Glug, South by Southwest (SxSW), TEDx, Typo SF and the V&A. She is a BBC Radio 4 regular and the type expert for Channel 4's Sunday Brunch.

Sarah Hyndman at Glug Birmingham

“Sarah’s talk was a game-changer” TYPO San Francisco

“Insightful and entertaining… a tricky synergy to pull off—bravo!” Design Thinkers Toronto

Go to Sarah Hyndman's speaker sheet.

Films and interviews
BBC Radio 4 Saturday Live
Channel 4’s Sunday Brunch: Fashion / Why Fonts Matter
Nicer Tuesdays for It's Nice That

Taster Tape

Main photo by Ivan Jones.