Creative typography display and workshops (drop in, no booking necessary)




10am - 5pm

Free Event


Words about creative London using inventive typography and lettering designed to reflect the meaning of each word. These have been created by people ranging from Ralph Steadman and Alan Kitching to school children.
The collection will grow during drop in workshops to be held on 14 & 15 September.

Read the Type Tasting with the LDF newspaper complete with inky Ralph Steadman print on the cover:

London = Typographic. Words about creative London that have been designed to reflect their meaning. This is through choice of typeface, mark making tools, incorporating unusual materials and inventing new letterforms. The words on display have been created by a wide range of people from Ralph Steadman and Alan Kitching to school kids. These will be displayed in the Design Studio at the London Design Festival’s hub at the V&A. We’ll be running drop in Type Tasting workshops during the graphics weekend on 14 & 15 September in which everybody is invited to create words which will be added to the growing exhibition. The workshops during the London Design Festival are free to attend and open to everybody to take part in, no previous creative experience is necessary.

Type Tasting is organised and curated by graphic designer Sarah Hyndman. Type Tastings are typography workshops and type safaris—typography training with a creative twist.

Drop in workshops (no booking necessary)
14 & 15 September 2013
10am - 5pm

14 - 19 September 2013

London Design Festival Hub
Design Studio, Sackler Centre
Cromwell Road
London SW7 2RL

(Graphic Design:

Type Tasting

Type Tasting is changing the way we think and talk about typography by making the topic accessible and exciting for everybody. This is done with originality, humour, science and a dash of theatre.

Type Tasting was established in 2013 by Sarah Hyndman, a graphic designer, writer and public speaker who is known for her interest in the psychology of typefaces and for her ongoing research.

Sarah is interested in the user experience (not the mechanics) of type and takes the viewpoint of the type consumer. Research topics include profiling the personalities of typefaces to create a shared resource for choosing fonts; identifying typefaces that evoke mood, energy or skill; and evaluating crossmodal (or multi-sensory) interactions with typefaces and design.

Her first book, Why Fonts Matter, was published earlier this year by Penguin/Random House. She is in the process of writing two more books and collaborates with the Crossmodal Research Laboratory, Oxford University.

Sarah has given a TEDx talk, spoken at South by Southwest (SXSW) in Austin, Texas, TYPO in San Francisco where one reviewer called her a “game-changer”, Ampersand in Brighton, Nicer Tuesdays for It’s Nice That, been interviewed on BBC Radio 4’s Saturday Live and Today, and has appeared on Channel 4’s Sunday Brunch. Type Tasting has been featured by CNN, FT and Wired.

TEDx talk
Nicer Tuesdays for It’s Nice That
BBC Radio 4’s Saturday Live
BBC Radio 4’s Today

Type Tasting at the V&A for LDF 2015
Dalston Type Safaris

Why Fonts Matter
Crossmodal Research Laboratory, Oxford University

South by Southwest (SXSW)
TYPO in San Francisco

Channel 4’s Sunday Brunch

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