Sarah Hyndman, educator
Sarah Hyndman creates innovative and immersive learning experiences that make typography exciting. Students discover that type is an integral part of their everyday lives through activities and experiments. She dispels the myth that typography is dull or just for intellectuals, and responses from students include “I was absolutely blown away by the cool theories” or that a workshop “really opened my mind and impacted me in a powerful way” to “It isn’t just about what type looks like; it is about how it makes you feel” and “wow type history is really interesting!”. Sessions are interactive with lots of opportunities for engagement, and are served up with humour and all the senses.
Sarah has been a design and typography educator for over 15 years. She studied a Master’s degree in Typo/Graphics (distinction) at the London College of Communication (University of the Arts London). She subsequently wrote a year-long Experimental Typography course for the college which she taught for six years alongside her commercial practice. She creates bespoke workshops for the D&AD and is on their award judging panel. This year is the jury president for the D&AD New Blood typography category.
She is a guest tutor for colleges both in the UK and abroad including the Ecole Intuit Lab Mumbai, Cal Poly, Portland State University, RMIT Melbourne, Shillington and VIA University College Denmark.
Sarah integrates her unique approach to typography into her teaching practice. Key topics are incorporated into the workshops and courses, a longer course goes into each area in more depth. Games, experiments, challenges and hands-on typographic explorations bring theories to life and invite students to become a part of the discovery process.
The structure of each session includes lectures, creative sessions, individual feedback, experiments and group discussions. Information is underpinned by scientific understanding combined with results of Type Tasting research.
“I think about your workshop all the time. I recently completed my first two typefaces and also secured an internship at a type foundry. I wanted to thank you for your workshop, it has really opened my mind and impacted me in a powerful way!” Leah, Portland State University, USA.
One hour talk
Sarah explores type and perception and has spent six years creating experiments and taking her pop-up typography lab to events. Her experiments range from profiling typeface personalities to altering the taste of a jellybean with a font.
She will talk about some of her experiments, giving insights into the process and how some of the failed experiments have taught her the most.
Sarah will demonstrate that typefaces narrate our everyday experiences and document our cultural tastes in a fun talk with lashings of audience participation.
Pre-talk experiments or demonstrations for students to take part in.
“I was at your lecture and I can honestly say that it was incredible. I found it really interesting about the Science of Type and how certain fonts can change our view or see certain things in a special way. When I left your talk I felt heavily inspired by it.” Lewis, University of Wolverhampton, UK.
Half or full-day workshop
This is a popular and intensive session that combines the main topics. Students explore type and perception with multi-sensory experiments, activities and hands-on drawing exercises that bring the history of type to life. This is based on the current Type Tasting workshops with additional exercises and feedback appropriate for the students.
“My friends and I had an amazing time at the workshop! Even the non design majors. It was honestly one of the highlights of my trip, so thank you for that!” Victoria, Stevenson University, USA.
“One of the highlights for me of the trip, was the workshop we did with Sarah Hyndman. It was a full and fun day of learning about the ins and outs of the psychology of typography. Totally incredible.” Eliza, RMIT University, Australia.
The ten modules can be split over different timeframes:
One week: 5 x full-day sessions
Five weeks: 5 x full-day sessions
Full term: 10 x half-day sessions
Students explore how typography creates an emotional connection by evoking mood, creating trust and conveying personality. This is an immersive and multi-sensory journey through type. Students will discover how multi-sensory stimuli can inspire their creative thinking and idea generation, from sound to smell. They will explore how harnessing the senses can trigger nostalgia and make emotional connections with an audience. Games, experiments, challenges and hands-on typographic explorations bring theories to life and invite students to become a part of the discovery process.
One year course
Sarah wrote and taught the year-long Experimental Typography course at the London College of Communication (University of the Arts London) for six years. Please get in touch if you would like to discuss long-term teaching availability.