Exciting Type Tasting Events

London Design Festival

September 2016

Type Tasting founder Sarah is on a mission to make typography fun and engaging for
everybody, not just designers. She specialises in making the complex topic accessible with
originality, humour, a dash of theatre and lashings of audience participation. She delivers
interactive talks and events with games and demonstrations that inform, entertain
and challenge your preconceptions.
Whatever your level of knowledge you will have an entertaining and enriching experience.

Why Fonts Matter Typographic What’s Your Type? Do You Judge a

Tate Modern Time Machine Bedales Wine by its Label?
Fri 16th Sept V&A Borough Market Laithwaite’s Arch
Sat 17th & Sun Weds 21st Sept Borough Market
Talk & book 18th Sept Thurs 22nd &
signing with Enlightening Tues 27th Sept
games & Drop in and get workshop on
demonstrations. creative, suitable choosing the Wine & Type
for all ages. right font and Tasting evening.
Informal talk demistifying
Sponsored by “You won’t ever look
Everybody typography.
Monotype. at typefaces in quite
Free, drop-in With cheese the same way again”
Creativity session tasting, games, SEEN

All ages spot prizes &

book giveaways. Everybody
Free, drop-in
£30, book in advance
Type workshop
Students, designers,
startups & the
typographically
Download images curious
from Dropbox £15, book in advance
for press use:
http://bit.ly/
LDFimages
www.typetasting.com @TypeTasting
 Tate Modern
Why Fonts Matter by Sarah Hyndman
Talk and book signing with games
and demonstrations

“Most books about fonts are written for

designers, Sarah brings the power of 
fonts to everyone” PATRICK BURGOYNE,
CREATIVE REVIEW

“Fun” “Brilliant ” “Inspiring” “Eye-candy”

“Enlightening” AMAZON UK REVIEWS

Tate Modern
Bankside Design District
Fri 16th Sept
6–7pm drop-in games and demonstrations
7–7.45pm talk and book signing
Free, drop-in

Join Sarah Hyndman, author of Why Fonts

Matter, for a selection of Type Tasting
games and demonstrations followed by a
talk and book signing. This is part of the The Terrace shop
Level one of the Switch House
London Design Festival at Bankside.
Tate Modern
What does your choice of font say about Bankside
your personality? Which typefaces you London SE1 9TG
would date, ditch or be ‘just good friends’ Talk, games & book signing
with. Can a font make a product look Everybody
expensive or change what it smells or
tastes like? Free, drop-in

We all constantly interact with type in

almost every aspect of our lives. But how
do fonts affect what we read and influence
the choices we make? Sarah Hyndman
opens up the incredible science and the
magical art of how fonts influence us.
“A fascinating insight into how type can
influence our feelings, our senses, and even
our taste” PROFESSOR CHARLES SPENCE,
UNIVERSITY OF OXFORD
Photos by David Owens, Juliana Johnston and Tate Modern.
www.typetasting.com @TypeTasting
Typographic Time Machine
Drop-in and get creative with letters
V&A #TimeType

V&A
London Design Festival Hub
Sat 17th and Sun 18th Sept
11am-5pm
Free, drop-in

Could you make a letter look like it is

swaggering straight out of the Wild West of
a century ago, or like it has travelled from
the era of fairy tales and knights in shining
armour, or like it has been beamed down
from a space ship in the future?

Sponsored by Monotype, providing fonts

and technologies that bring the world’s
words to the page and screen.

Drop in and roll up your sleeves as you get Design Studio, Learning Centre, Level 3,
creative playing with fonts and lettering V&A, London SW7 2RL
customising a letter to recreate a moment
Creativity session
in time: past, present or future. You are
invited to add your completed letter to All ages
the display on the wall, which will grow Free, drop-in
throughout the weekend to create an
exciting collection designed to transport
viewers through time and typography.

Have your work on show at the V&A

#TimeType
Share a photo of your finished letter
on social media with #TimeType.
www.typetasting.com @TypeTasting
 What’s Your Type?
Learn the personalities of typefaces Spot prizes
& type
and how to choose a font in 3 easy steps samples

Intensive 1-hour workshops

Bedales Borough Market No experience is necessary. This workshop

Bankside Design District is ideal for students, designers who would
like a fun refresher, startup businesses,
Weds 21st Sept
and the typographically curious.
Start times: 12pm, 2pm, 5pm, 7pm and 9pm
£15 (booking is essential) “Clever, insightful and original, Sarah left
a lasting buzz and excitement behind her!”
An intensive one-hour workshop designed CHARLOTTE GODFREY, BBC.
to demystify typography and to give you a “Sarah’s talk was a game-changer” 
system for choosing fonts with confidence. LILY C, AT TYPO SAN FRANCISCO
Take part in experiments and demonstrations
as you create your own set of tasting notes
based on latest research results. Become part
of the discovery process as we prove that a
typeface can transform the meaning of your
words—that it’s not just what you say it’s the
way that you say it.
• LEARN an easy 3-step process for choosing
a typeface.
• FIND OUT why different fonts are suitable
for different occasions. The workshop will take place in a
• UNDERSTAND how a font can look cheap, stunning room at Bedales in the heart of
expensive, calm, angry or even alter your Borough Market, a corner of London past.
experiences. Downstairs they serve small seasonal
• CREATE your own ‘tasting notes’ to refer plates, with ingredients entirely sourced
to when choosing fonts. from Borough Market and a menu that
• WIN spot prizes of books and Museum of changes daily. We highly recommend
Brands tickets. Take home a certificate staying for a meal or a glass of wine after
Pair the cheese with the typefaces
and Fontsmith type sample. the workshop.
Workshops are led by Why Fonts Matter Bedales Borough Market
author and Type Tasting founder Sarah 5 Bedale St, London SE1 9AL
Hyndman who is involved in extensive
Type workshop
research quantifying how we respond to
different typefaces. Students, designers, startups,
and the typographically curious
“Type Tasting surveys have given the graphic
£15, book in advance
design community comprehensive information  Please note, access is via a spiral staircase.
to use as hard evidence” COMMUNICATION
ARTS MAGAZINE
BOOK www.bit.ly/TypeLDF16

Photos by David Owens

www.typetasting.com @TypeTasting
Do you Judge a Wine by its Label?
Wine & Type Tasting
Laithwaite’s Arch

The wine and type tasting evening has

been created by innovative type expert
Sarah Hyndman, founder of Type Tasting,
and is co-hosted by Grant Hedley the
knowlegeable wine tasting expert (tough
job) with Laithwaite’s, who has carefully
selected each of the wines for the evening.
“The wines were delicious, ranging from the
light summeriness of Prosecco to the intensity
Laithwaite’s of the reds” SEEN LONDON
Bankside Design District “I learnt so much while having fun and
enjoying delicious wines” A GLIMPSE
Thurs 22nd & Tues 27th Sept
OF LONDON
7.30pm – 9.30pm
£30 (booking is essential)

Pair a type expert with a wine expert and

what do you get? A unique and enlightening
type and wine tasting experience. Join
us for a journey of discovery through a
selection of superb wines as you explore
what the design of the label tells you about
what you drink.

How much does a bottle cost? If it looks

expensive will you enjoy it more? What
does the type tell you about its provenance?
Try your hand at wine and font pairing as
you identify the key flavours. Ultimately is
the label just there to inform you, or can it
transform your tasting experience?
“More than an excuse for weeknight drinking,
wine was a clever example of the influence of
typeface … don’t worry; you don’t need to be
a typography nerd” DIGITAL ARTS
The event will be held in the “delightfully
cool” brick-lined Laithwaite’s store
beneath the railway arches; a family owned,
independent wine merchant.
Laithwaite’s, Arch 219-221, Stoney St,
London SE1 9AA
Wine & Type tasting
Everybody

“It was certainly an eye-opener to realise that £30, book in advance

so much of what we taste is influenced by our BOOK www.bit.ly/LDFWineType
other senses” SEEN LONDON

www.typetasting.com @TypeTasting
 SOUTH BY SOUTHWEST, AUSTIN, TEXAS. PHOTO J ADEN HIGGS

PHOTO JULIANA JOHNSTON

SARAH HYNDMAN
Sarah is on a mission to make
typography fun and engaging for
everybody, not just designers. She
specialises in making a complex topic
accessible with originality, humour,
a dash of theatre and lashings of
audience participation. She delivers
interactive talks with games and
demonstrations that inform, entertain
and challenge preconceptions.
You will get insights into the ‘secret’
messages hidden in words that affect
your thoughts, feelings, experiences
and behaviour. She will demonstrate
that they can even alter what you taste
NICER TUESDAYS. PHOTO IT’S NICE THAT
BIOGRAPHY
Sarah Hyndman is the founder of
Type Tasting. She is a graphic designer,
writer and public speaker who is known
for her interest in perception and
typefaces. She is involved in research
into our psychological responses to
the appearance of words.
Type Tasting is a forum for research
and teaching. She shares her findings
through her writing, public speaking,
events and workshops, including
workshops for the D&AD.
Sarah ran a design company for ten
years. She gained a Master’s degree in

Typo/Graphics at the London College

or what you smell.
of Communication (UAL) where she
Audiences are often invited to join in taught Experimental Typography.
with multi-sensory experiments before
Sarah Hyndman
(and during) the talk so they take part
sarah@typetasting.com
in the discovery process.
020 7503 3171
Whatever their level of knowledge www.typetasting.com
they will find this an entertaining
and enriching experience.
Sarah Hyndman speaker sheet, sarah@typetasting.com