Hidden Messages in London's Typography

Hidden messages in London’s typography, studio session

This is the evocative story of London street signs and what they communicate to you, often on a subconscious level.

Hello I'm Sarah, I'm an author and founder of Type Tasting. Join me for an activity-filled session in my ephemera-filled studio discovering what street signs are communicating to you, how you recognise these messages automatically and where this information comes from. This engaging session will open your eyes to what’s around you every day, and shed light on some of the instinctive choices you make.

The session is suitable for all, no prior experience of typography is needed. Whether you're a local or you're visiting London, this is an engaging way to gain insider knowledge of the city and to discover that you're already a typography expert (you just might not realise it).

This was a roaring success when it first launched at Soho House and, due to popular demand, it will now run on an occasional basis in my studio in an old Victorian chocolate factory overlooking a pretty cobbled courtyard, and nestled on the edge of Dalston in London.

Morning sessions last 2.5 hours, afternoon sessions last 3 hours. Tickets £55/£65. Five earlybird tickets for each session, £50/£55, grab ’em quick!

Book now

Sunday 17th November, 10.30am–1pm

Sunday 17th November, 3pm–6pm

"Fascinating", "surprising", "brilliant", Design Week's Picks of the month.

“A brilliant afternoon where we've learned so many stories behind the type all around us!” Alke

Scroll down to read reviews.

Hidden messages in London's typography
Speaking at Design Thinkers Vancouver and chatting to Tim and Simon on Channel 4's Sunday Brunch.

Speaking at Design Thinkers Vancouver and chatting to Tim and Simon on Channel 4's Sunday Brunch.


What’s provided
• Snacks, tasters, sounds and scent will be served during the workshop to bring different stories to life.
• Lashings of tea and coffee.
• You’ll be provided with a sketchbook to scribble in, drawing materials and colour-in information sheets.

What to bring
Your curiosity.

About your host
Author Sarah Hyndman is your tour guide for this hands-on and interactive masterclass. She will show you how the street signs of London reveal amazing layers of history, and that inform your decision making — often on a subconscious level.

Sarah Hyndman is the author of ‘Why Fonts Matter’. She is a TEDx speaker, a regular on radio (BBC Radio 4’s Word of Mouth with Michael Rosen, Saturday Live, Today.) and TV (Sunday Brunch). Sarah is a multisensory typography expert and collaborates on studies with Professor Charles Spence of the University of Oxford.

This studio-based session is inspired by the Dalston Type Safaris that Sarah ran for five years. Read about them in the Londonist, and about her love of street signs in the Big Issue.

Hidden Messages in London's Typography
The Chocolate Factory’s pretty cobbled courtyard.

The Chocolate Factory’s pretty cobbled courtyard.


The workshop takes place in the Type Tasting studio on the first floor of a converted Victorian Chocolate Factory overlooking a pretty cobbled courtyard surrounded by artist’s studios. It is nestled in a quiet street between Dalston and Stoke Newington (please note that access is via an external metal staircase). The nearest stations are Dalston Junction and Dalston Kingsland, and there are plenty of buses (the nearest stop is Princess May Road).

Bespoke sessions
On a longer half or full-day session we get out the paints and charcoal and roll up our sleeves to get messy drawing letterforms. Please get in touch with Sarah if you have any questions or would like to organise a private session for your group or organisation. Visit the Type Tasting website here.


“Today I was like a kid in a sweet shop admiring curiosities and other type related ephemera whilst attending a workshop ‘discover the hidden messages in London’s typography’. Thanks to Sarah Hyndman @typetasting for the games, snacks and inspiration — fun had by all!” Amy Muddle via Instagram

“Very interesting, and entertaining” Mark Amies via Twitter

“A brilliant time @TypeTasting, where we've learned so many stories behind the type all around us, I'm back home not just with a sketchbook full of notes, but also with one of Sarah Hyndman's books. Can't wait to start reading Thank you so much!” Dr Alke Groppel-Wegener via Twitter

“Spent a fascinating afternoon with Sarah Hyndman, author of Why Fonts Matter. The Hidden Messages in London’s Typography workshop was a great exploration of type and letterforms. Very thought provoking, entertaining and surprising!” Julia via Instagram

“A fascinating and eye-opening session. Sarah is hugely knowledgeable both on the history and the psychology of fonts, but wears her expertise lightly, presenting the subject in an accessible and entertaining way often with the help of amusing anecdotes, quizzes and games and with a great generosity of spirit, making everyone feel at ease about answering questions and asking their own. Her presentations are truly multisensory with the addition of imagery, sounds and frequent snacks! Sarah has great attention to detail—anything from attractive mugs for a variety of complimentary drinks, to nicely displayed nibbles, and wide range of drawing materials and notebooks. We all left feeling we have had an interesting and stimulating time and with our eyes opened to so much we took for granted or never really paid attention to in the streets of our neighbourhood. A unique, great value and highly recommended workshop.” Lydia Bauman, artist.

People photos by Ivan Jones and David Owens.