Sarah Hyndman is curious about the emotional life of typefaces and how we respond to them as type consumers. She launched Type Tasting in February 2013 with an evening of typographic swearing ’n’ cussing. Her explorations have taken her from making edible typefaces to researching how type can alter the taste of the food we eat. Also from surveying the personalities of fonts to finding out which ones you would date, ditch or be friends with. Sarah turns up to workshops with jars of smells, food, sounds and ‘font fortune’ goody bags, all of which are designed to start conversations about the experience of type.
Since the launch Sarah has organised and curated a creative typography exhibition at the V&A with the London Design Festival, given a TEDx talk, she is talking at SXSW in March, she has been interviewed on Radio 4’s Today and has published her first book ‘The Type Taster’.
Before setting up Type Tasting Sarah ran her own design company, With Relish, which she started in 2003 with clients including the Almeida Theatre, London and Coutts. Sarah completed an MA in Typo/Graphics at the London College of Communication in 2001. She was subsequently invited back as a guest tutor to set up and run the yearlong Experimental Typography evening course, which she did for six years alongside her commercial practice.