Sarah Hyndman

Sarah Hyndman is the founder of Type Tasting. She creates unique experiences that use typography to transform what you think feel and do. Her interactive workshops, immersive events and multisensory installations challenge your assumptions about typography. People say nice things like “eye opening”, “mindblowing” and “f*!*ing genius!”.

She’s the author of books including the bestselling Why Fonts Matter (Penguin/Random House) and is in the process of writing a new one. She speaks at events around the world including Adobe MAX, SXSW and TEDx. She’s an engaging guest on radio and TV (including Word of Mouth with Michael Rosen, Today and Saturday Live on BBC Radio 4, also Sunday Brunch on Channel 4). Her mission is to change the way we think and talk about typography by making it exciting for a mainstream audience.

Sarah specialises in making typography entertaining and relevant with humour, a dash of theatre and lashings of audience participation. She co-publishes multisensory typography studies with Professor Charles Spence of the Crossmodal Research Laboratory, University of Oxford, and she’s chef Heston Blumenthal’s “font science expert”.

As Jury President for this year’s Typography Award she’s hoping to see genuinely game-changing and stop-you-in-your-tracks projects. She’s previously been a judge for both the Professional and the New Blood Awards, she’s also created typography workshops for D&AD and other organisations. Sarah gained a Master's degree in Typo/Graphics at the London College of Communication, University of the Arts London (distinction). She subsequently taught the yearlong Experimental Typography course at LCC for six years alongside her commercial practice.

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