Type Tasting with the LondonDesign Festival at the V&AA collection of words about creative London that have beendesigned to reflect their meaning. This is through choice oftypeface, mark making tools, incorporating unusual materialsand inventing new letterforms.

The collection will grow as words created at drop in workshopsare added to the collection. These will take place during theLondon Design Festival’s newly launched Graphics Weekend.

Type Tastings are typography workshops and type safaris,typography training with a creative twist.

London Design Festival HubDesign Studio, Sackler CentreV&ACromwell RoadLondon SW7 2RL

typetasting.com@TypeTasting

Find out more about any of the words in this newspaper,complete with features on the making process behind them,on the blog at typetasting.com

Please tweet about the event with #TypeTasting

24-7 by Eugenie Smit

“Each letter represents something thatis happening 24/7 in London includingshopping, the nature to be found inthe city’s wide open spaces, the socialside of living here and the ongoingconstruction as the capital expands.”

Abstract by Anthony Peters

“London to me is abstract. The ghostsof speeding cars, glass and steeltowers alongside 500 year old epicstonework. Abstract shapes viewedfrom a late night bus, blue skiescarved up by the harsh right angles oftower blocks. My favourite abstractplaces are the South Bank and theBarbican, all that glorious concrete,now abstract amongst the glass andsteel, and abstract of meaning sincethe Utopian ideals of that beautifulBrutalist era have faded.”

Anthony Peters is a maker of thingswho has an obsession with creating anarrative using minimal graphictechniques and a limited colourpalette. He works under the name ofImeus Design from his coastal office.

imeusdesign.co.ukTwitter: @imeus

Advertised by Samantha Chow

“Arts, commerce, education,entertainment, media, and tourism forLondon—the capital city of England—are ‘tagged’ along the River Thames inthe map, effectively ‘advertising’London to the world.”

Chow is Teaching Fellow in the Facultyof Design at Technological and HigherEducation Institute of Hong Kong. Herfocus is on education and researchrelated on advertising, marketing andcommunication related incontemporary media.

thei.edu.hk

Animals by Angharad

Artistic by Anne-Louise Quinton

A combination of logos from Londonart galleries including the RoyalAcademy, Photographers’ Gallery, Tate,Whitechapel, Barbican and theNational Portrait Gallery. These havebeen painted in gouache on cartridge.

Quinton was a technical illustrator andgraphic designer and is now asecondary school teacher in the artand design department.

Battle by Seoung Kyeong Lee

Beanfeast by Sam Roberts

Roberts’ work photographing andresearching the fading remains ofadvertising painted on walls(ghostsigns) often leads to interestingquestions, such as ‘what is abeanfeast?’. The full text of thisHighgate sign is ‘Catering forbeanfeasts, parties & clubs’. Robertsgoes on to explain that “However,beans in this case aren’t the bakedvariety, but the accounting type. Abeanfeast is a party thrown by anemployer if the end-of-year ‘beancounting’ has revealed a positive set ofaccounts. The modern equivalentwould be the Christmas party and thedeployment of ‘beans’ to pay for it.”

ghostsigns.co.ukTwitter: @ghostsigns

Bitesize by Rachael Tremlett

“Inspired by our breakfast at a greasycafe this morning we made this.”

Bonkers by Oli Frape

“Sarah asked me if I’d like to respondto the brief with the word ‘bonkers’ asan ode to the wonderful Danny Boyleand the incredible London 2012opening ceremony that he created.

“The ceremony itself was such aspectacle that visually it was a richsubject to explore. Each letter isinspired by a specific memorableelement of the ceremony form thehospital beds for the ‘r’ to thefireworks for the ‘k’. There is even anod to the much discussed London2012 logo in there too. I hope it goessomeway to evoking even a tinyamount of the energy of that night.”

Frape produces copy-led images thatare bold, colourful and feature anarrative that is his own.

olifrape.co.ukTwitter: @olifrape

Botanical by Monica Brough

Dubai based Monica Brough’s‘Botanical’ is inspired by her love ofthe natural world and all the gardensand parks in and around London suchas Hampton Court and Kew Gardens.

Buses + Tubes by Alan Kitching

Alan Kitching is a world renownedtypographer, designer and letterpresspractitioner. His bold and sometimeswitty letterpress compositions aresimply and elegantly executed in his

distinctive style. Kitching hasinfluenced generations of printers anddesigners and continues to teach andgive regular talks. He runs hands-oncourses teaching typesetting and theart of letterpress printing from hisstudio in Kennington.

thetypographyworkshop.com

CCTV by Miho Aishima

“When I first came to London it wasreally strange to see the cameraseverywhere since I don’t think I’vereally seen anything like that in theStates. Its funny how you get used tothem quite quickly. I just think itsfascinating how many beginnings andendings of people’s stories they mustcapture.”

Aishima is a London baseddesigner/researcher who grew up inthe USA.

Celebration by Barbara Ana Gomez

Bárbara Ana Gómez is a Spanishillustrator who moved to London in2007. Her Type Tasting submission‘Celebration’ is an intricatecombination of flowing shapes andmischievous fairies which weresketched out by hand before beingoutlined in pen and ink then scannedin and coloured up in Photoshop.

barbarana.com

Change by ICT

Cheers by Qian Yuan

Yuan studied animation in China andis now studying graphic design atCentral Saint Martins, she’s one of theenthusiastic Type Tasting volunteers.

qyuanevelyn.tumblr.com

Chickenwing by Omari

Chromosome by Lucy Pughe

The textures represent the fluidity ofboth biological material and creativepossibility. The patterns are mademostly with fingerprints consideringfingerprints like DNA, are unique.Additionally their evolution into squareblocks attempts to pay reference topixel typefaces created with grids, andthe fact that chromosomes contain ourown building blocks.

Lucy is in her final year studyingEnglish Literature and Creative Writingat the University of Northampton and ispreparing to “fling myself at the world,utilising what I’ve learnt from Art andLiterature.”

Cinematic by Iria Prado

“My piece it is inspired on the frontdisplay of the movie theatres, it is half-way Art-Deco and Pop. The idea is toreflect that this city is everyone’s bigscenario, where all of the storieshappen.”

It is built from black PVC card andChristmas baubles.

Clean by Nick Watts

“Watching British riders winning at thehighest levels of pro cycling is now asfamiliar to Londoners as the sight ofthe mucky ‘chain print’ marks on thecalves of its commuters and couriers.Hordes of greasy, oily ride-to-workschemers and Boris Bikers have takento the roads, inspired by the cleanestriders in the sport for generations.”

Watts created his letters from sectionsof bike chain which he mounted ontobackings to create printing blocks. Theletters are printed in acrylic paints onyellow nylon fabric.

Watts is a keen cyclist who, as well ashis cycling typography, recently createda Tour de France Infographics projectto celebrate the 100th Tour de France.

nickwattsdesign.co.ukTwitter: @nickwattsdesign

Clockwork by Deidre Curren

“I guess, living in Africa, we tend to getused to ‘African Time’, which looselydefined means that being an hour orso late for an appointment isn’t seenas rude or disrespectful. The moreimportant you are, the later you areallowed to be. If you happen to beusing public transport, you simply haveno way of knowing what time the bus ortrain will leave the station.”

“I’m reminded of my first train journey toEdinburgh from Kings Cross Station andhow the numbers on the electronicclock ticked over to the last second andthe 8:00 train pulled out of the stationat precisely 8:00. Not one second later.”

facebook.com/quirkyclox

Coins by Barbara Gardner

“London is the centre of commerce,there is the mint, the Bank of Englandand its streets are ‘paved with gold’.Sometimes walking down the streetyou see coins lost or coins embedded

in concrete so I made a template ofpennies, twenty pence pieces and fivepence pieces. I have a small press andI had such fun and made such a messin my kitchen.”

Gardner, a former social worker, lives inYorkshire where she paints, sculptsand does printmaking.

Collective by Jenn Kemp

“Made with items I’ve collected aroundLondon.”

Colourful by Edie OP

Edie Op is “an illustrator, creator ofcomics and truly awful things.” She likesto draw in inks and crayon, occasionallypaints and works with collage andmixed media to create macabre andsometimes slightly absurd illustrativenarratives and comics.

edieop.comTwitter: @edieop

Comical by Michael Huppatz

For the finished word, Michael took‘Comical’ literally and drew on hischildhood love of cartoons and hidoutlines of classic cartoon charactersin the textural pattern within theletters. He chose a curvaceoustypeface and included an image ofBugs Bunny within the mess of lines—to tie in to his year long obsession withrabbits. He finished off the ‘Comical’theme with a good old comic bookspeech bubble complete with astylised swear. And let’s face it, whodoesn’t love a good swear?

Michael Huppatz is an artist based inWollongong, an hour south of Sydney,Australia who specialises in ‘grownman in a bunny-suit’ artworks.

michaelhuppatz.com

Connected by Becky & Sarah Chilcott

“To create my word, I decided that thebest way would be to collaborate withMum and knit the word on hermachine, letting the medium simplyconvey the message.”

Becky Chilcott is a graphic designerand the St Bride Library’s eventcurator.beckychilcott.co.ukTwitter: @alphabeckles

Her mum, Sarah Chilcott, is a memberof the Sherborne and District MachineKnitting Club the All Knit Sherberts.allknitsherberts.co.uk

Constructed by Lissy Boness

Contradiction

Cooking by Faith

Cool by Stephanie Halpern

“To me, London is all about its quirkycool fashions so I used various itemsof clothing to represent this.” Halpernis a London based designer andinformation artist.

blink-designs.co.uk

Couture by Stephen Boss

“I decided to use process as myplayground. My wife is a milliner, so Ihad fine woollens, clasps and closuresat my fingertips.”

“I opted to begin with my geometrictypeface Embauhaus as theundergarment, then I cut out a fewletterforms to create a ‘pattern’.Sticking to my process plan, I allowedthe pins to remain, like a hautecouture garment in the works. Aftercutting out the select letters, I thenadded the ‘construction” elementssuch as measuring tape, the clasp,additional pins and spool of thread.

myfonts.com/foundry/Emboss

Creative by Ralph Steadman

Ralph Steadman is one of the mostinfluential and provocative Britishartists, whose ink splattered style,anarchic wit and characteristic figuresare immediately recognisable.

“We don’t yet realise the full impactthat computers are having oncreativity” he explains, referring tomessy, inky creativity and theincreasing shift he sees towardscomputer generated art, when itcomes to illustration “it’s the wetterthe better in my opinion.”

ralphsteadman.comTwitter: @SteadmanArt

Cultural by Jessica Jacobs

“Food is culture, and London is one ofthe capitals of the world, with a hugemix of people coming from everycorner of the earth.”

jessicajacob.com

Cycle by Angus Montgomery

“I cycle in London almost every day, it’show I’ve learned to navigate the cityand discover how it all connectstogether.

“For my Type Tasting piece, I made theword ‘Cycle’ using bits of old bikeparaphernalia. The ‘Cs’ are made froma bit of inner tube and cycling scarf, Icut into a bike map to make the ‘Y’, amodified reflector snap-band formsthe ‘L’ and a partially opened multi-toolfor the ‘E’.

“I’ve never been particularly skilled atdrawing or typography (my hand-writing is almost completely illegible)but I really enjoyed the collage-stylenature of this Type Tasting piece,coming up with different bike-relatedbits for each letter and making themall fit together.”

designweek.co.ukTwitter: @AngusMontgomery

Dalston by Mark Wilding

Wilding writes the Dalstonist blogwhich is about everything Dalston,although he explains that “to behonest, mostly the fun stuff. Bars,

clubs, gigs, restaurants and any otherweird things that go on round here.”

dalstonist.co.ukTwitter: @dalstonist

Deconstructed by Gaynor Maher

“My first inspiration for this word was touse some typographical blocks I madelast year. I was searching through theboxes in the garage & came across myson’s old Lego which gave me the lightbulb moment! I love the fact that a lotof the blocks had been chewed by himwhen a toddler.”

Design by Martin Cahill

“I decided that the best approach wasto evoke through the form of my letterswhat I consider the core principles ofLondon design – creativity, innovation,intelligence, colour and energy.

“Harry Beck’s iconic tube map was thestarting point for my concept and tube

stops were the inspiration for usingcoloured pin heads. I decided not torestrict myself to the colours of thetube map as I wanted a palette thatreflected the multiculturalism anddiversity of the London design scene.

“The process of producing my conceptinvolved placing the glass fashion pinheads in a modular pattern reminiscentof Alan Fletcher’s famous Reuters logofrom 1965 and Damian Hirst’s spotpaintings, in the form of the letters. Ithen removed pins from the edges ofthe letters to create a more informalshape, which in my mind represent theconstantly evolving, always challengingLondon design scene.”

Twitter: @martinbcahill

Digital by Hannah Pingriff

Pingriff is a graphic designer workingfor a digital design agency based inTwyning.

Disenchanted by Siro Carraro

Artist Siro Carraro grew up in Italy,studied art in London and works fromhis sunny North London studio which isan Aladdin’s Cave of large canvassesand colour. He describes himself as “Acreator of dreams and a collector ofimages, that run freely from my mind inand out of my canvases.”

sirocarraro.com

Diverse by Mike Attenborough

Mike Attenborough is an Englishtheatre director.

He was the Artistic Director of the awardwinning Almeida Theatre in London from2002 until earlier this year when hestepped down to concentrate on hisdirecting career. He was appointedCommander of the Order of the BritishEmpire (CBE) in the 2013 BirthdayHonours for services to the theatre.

Diverse by Tom Jarrett

I have also attached an image thatshows the working process. I choosethe word Diverse because to me it’sthe best thing about London, thediversity in people, areas and culturesmakes London what is. I started bylooking at maps and areas of Londonand then developed the concept ofusing street routes to create letterforms and utilised Google maps tomake routes around London to spellout my chosen word.

Eclectic by Sarah Hyndman

The word ‘Eclectic’ is made fromphotographs taken on a Dalston TypeSafari. This is a guided walk throughDalston in which Hyndman explainshow the history of the area is revealedthrough the signage, explaining theorigins of the different typefaces anddiscussing why they are (or aren’t)appropriate for each sign. SarahHyndman is the founder of Type Tasting.

typetasting.comTwitter: @TypeTasting

Edible by Sarah Hyndman

Elusive by Rosina Digne-Malcolm

Emerging by Karen Byers

Energetic by James Clarke

“I wanted the word to have a smoothflowing movement so I based it on amy own handwriting. Then to contrastthis I injected a sense of erraticbuzzing and energy, through usingrandom twitches, strokes and coloursto fill the in letterforms, I certainlyburnt some calories making it!”

Clarke is a London born designer witha passion for bold colours and cleanlines, a love for photography andarchitecture, and a belief that keepingit simple is key.

roundel.com

Entwining by Barbara Gardner

“When I visited London in March thisyear I looked around and saw theyoung doing what we all did back then.

“... standing kissing each other, armswrapped around each other, weavingin and out avoiding oncoming peopleon the busy London streets. Everyonewas connected via their phones butindependently surviving like ivy up awall. Then I wondered how one couldexpress this simply through materialsto be used ... I saw a ball of string onthe sideboard.”

Gardner, mother of two growndaughters, remembers London in the1960s as “Free love and flower power.”

Epicentre by Alice Stevens

Since graduating from the RCA in1992 Alice Stevens industrybackground has mainly been intelevision, particularly the design anddirection of title sequences forChannel 4 and Five where she hasover thirty motion graphics credits toher name.

Everybody by Lucy Parris

“My intention was to create a drawingthat captured unity amongst thecharacters illustrated which are basedon real people of different cultures,nationalities and religions. I wanted tosend a fun yet positive messagethrough the drawing.

“I drew out the final word in ink andalthough I did sketch out a plan of howI wanted it to look I decided to drawthe final one freehand as I wanted tokeep the energy and freshnessthrough out.”

The lettering is based on the Bauhaustypeface.

Everything by Natalie & Maya Homer

‘Everything’ is created by mother anddaughter Natalie and Maya. Theydescribe themselves as “a warm, kind-hearted misfit, heartbreaker, dreamer,communicator & yogi” and “a deliciouscandyfloss whirlwind. A junior schoolgraduate & cat whisperer.”

Everywhere by Dot Thompson

“I wanted to reflect the widespread,connecting, art and design networkwithin London. I went about the pieceby listing and marking many of thecreative galleries, museums andstudios across London on a map,before sewing lines of thread toconnect them and using this as theframework for the letterforms, whichwere cut from card.”

Thompson is a junior graphic designerfor Webb & Webb Design, having lived inLondon for 10 months after graduatingfrom Plymouth University’s GraphicCommunication with Typography course.

Twitter: @dkthompson

Exotic by Lizzie Hobbs

Hobbs has designed the word ‘Exotic’“to reflect some of the cultures whichare thriving in London. Each letter has

been designed to reflect the script fromthese cultural languages and then filledin with patterns—Islamic, Middle Easternand South Asian. The piece has beendrawn freehand. ‘E’, ‘O’ and ‘I’ reflectPersian, Urdu and Arabic. ‘X’, ‘T’ and ‘C’reflect Bengali, Tamil and Hindi.”

Inspired by India and the Middle East,on her travels Hobbs collects ideasfrom architecture, landscapes, andtextiles, to create unique piecesreflecting these exotic cultures.

lizziehobbs.co.uk

Expressive

Expressive by Ruth Rowland

“I was drawn to the word ‘Expressive’ asit reflects what I love most aboutLondon—its dynamic, ever-changingcultural scene. In addition, it’s a termoften used to describe the loose,gestural nature of much of my work.

“I like to experiment with mark making,tools can vary from the beautifully handcrafted ruling pen used here, to a pieceof old stick from my mother’s garden.Pens and brushes are the tools of mytrade, I’ve been collecting them foryears, I like the fact that each one hasits own distinctive characteristics.”

Ruth Rowland is a lettering artist whospecialises in calligraphy, expressivetypography and hand drawn ink onpaper.

ruthrowland.co.ukTwitter: @Ruth_Rowland

Festival by Zoe Chan

“My main inspiration for ‘Festival’ is mylove of vintage signage and type,especially that which typifies‘Britishness’ and has been used invarious street and building signsaround London over the 19th-mid 20thCentury. My passion is type in theenvironment / spatial type, and asidefrom the typefaces used being takenfrom signage I chose to display it asbunting; this both embodies the ideaof festival and celebration and it canbe hung in any environment, bothinside and outside. My colours andmaterials used signify the excitement,eclecticism and cacophony of sights,sounds and emotions found aroundLondon.”

Zoë Chan is a London-based designerspecialising in vintage and retrographic communication. She is avintage sign obsessive and self-confessed typophile with a penchantfor ampersands and ligatures.

uberbabygraphic.co.ukTwitter: @uberbabygraphic

Fish by Lydia Thornley

“I was a bit suspicious of type when Iwas young: there always seemed to bea right typeface for things, somedesigners knew what that was and I,with my drawing roots, didn’t. Until Iworked for Mary Lewis, who Idiscovered would draw a word andthen decide which typeface matched

the feel of the word that she was after.That made sense to me and it’s beenat the heart of my thinking-on-paperway of doing things ever since – evenwhen the result looks moreengineered than drawn.”

thornley.co.uk

Freaky by Anna Anatsui

Freedom by Ruth S

Fun by Catherine & Bella Jacobs

‘Stickers are fun’ is by Bella (aged 5)and Catherine (aged a bit more). Theylive in London with Tim and Cheesy thetabby cat. Catherine is a artist andresearch psychologist.

catherinejacobs.co.uk

Gems by Syd Hausmann

Black = Gems, Pink = Hidden

There is a poem written within ‘Gems’by Abraham Cowley, 1668,

“One of the first things that popped intomy head were the colourful, spikypotatoes that debuted a few years onLondon’s bus shelters – and howmuch I loved them. And I thought of allthe things that made the city sowonderful: the people, the things todo, the diversity, the energy.. but it’sthe unexpected surprises that trulydelight me. From a potato on a busshelter to a whole new area in Londonpreviously unvisited, my word had tobe: hidden gems.”

Syd Hausmann designs, crafts andillustrates things for paper and pixels.Until recently, she was one of thedirectors of Gingerline, an immersivedining project. She currentlyfreelances in Brighton and London andis setting up a new creative collectivecalled Rocket 52.

i-squidney.co.ukTwitter: @iSquidney

Global by Madhu Amodia

Graphic designer Amodia who livesand works in Mumbai, India, explainsthat “London is the most diverse city inthe world. There are approximately250 languages spoken in London, andyou can meet people of those manynationalities here. The British capital is

a cultural pot potpourri, and hence thetransaction of diverse currencieshappen on a daily basis. The idea heredepicts the currencies ( G: GeorgianLari, L: Libyan Dinar, O: Omani Rial, B:Brazilian Real, A: Argentine Peso andL: Lithuanian Lita ).”

Graphic by Hector Pottie

“The type face is my own drawn upstencil face. I’ve used it with the wordgraphic as I enjoy its boldness. I lovethe power of graphic design to addemphasis to words. I’ve place slashesbetween the characters changing theword further into a graphic statement.”

Pottie’s work has been recognised withnumerous awards including D&AD,ISTD, Art Directors Club Europe andNew York. He is regularly featured andquoted in the design press and hiswork is featured in over 20 designannuals and publications.

Hector is currently an AssociatePartner / Creative Director at FigtreeProphet.

figtreenetwork.com

Hector also runs the blog moderndesignaesthetic.com

Growing by Nicola Darwen

“... one of the things I really love aboutLondon, from window boxes toovergrown cracks in the pavement tothe beautiful green parks, even in thecentre of the city, is that there’s alwayssomething growing.

“With that in mind I collected variousbits of foliage from around my flat andon the way to work one day, focussingon choosing different colours andtextures. To encase them I made avery basic mould out of acetate andsticky back plastic (the sticky backplastic was basically there to holdeverything together) and then simplymade up the resin according to thebox instructions and poured it all in.”

Happiness by Dayi Agiboye

Heart by Emily Gosling

Gosling is a reporter and the What’sOn Editor at Design Week.

designweek.co.ukTwitter: @nalascarlett

Hectic by Claire Rye

“I chose the word Hectic as that justsums up London life for me, my life isalways hectic here. With that I decided

to completely over do my piece. A make as much of each letter and the surrounding background space as possible.

“I plan a rough idea first which is thefirst stage, then I redraw the piece tomy better liking in pencil for the finalpiece. It then gets inked in with fineliners then coloured in with paint pensin this instance and re outlined wherenecessary.

“I had a lot of fun with this piece. I hopeit reflects the fast pace and movementof hectic London.”

Claire Rye runs mural company PaintMy Panda, which specialises in graffitistyle murals and workshops forcommunity groups.

paintmypanda.comFacebook: /PaintMyPanda

Here by Eleni Lefa

“Creative thinker, Graphic Designer, lovechallenges, basketball and chocolate.”

Hipster by Abbey Pennyfather

“London is bursting at the seams withcreative types and ‘trendy’ now seemsto outnumber ‘normal’. I wanted tocreate a graphic representation of theinfiltration of the hipster-bright clothesand cool composure. I graduated fromNottingham Trent last year and afterinterning at various agencies I took up arole as Graphic Designer at Tigerprint,specialising in hand lettering for Marks

& Spencers. The only thing I love morethan creating gorgeous typography isNorthern soul dancing!”

Historic by Alisa Lilly Moss

“I moved to London 22 years ago, andnow I wouldn’t live anywhere else. I’vebeen working for English Heritage, so Iknew Historic was my word.

“Some letters came straight away. Thereare so many I’s to choose from—Cleopatra’s Needle, Skylon, theMonument—and the H could easily havebeen the Tower of London or TowerBridge, but I chose the listed BatterseaPower Station, complete with Pink Floydpig. The time on the clock face is set inhonour of the News. And I was pleasedto find that the Cutty Sark does indeedsit directly on the south edge of the bestS shape on the Thames.”

Home by Caspian Ievers

Caspian Ievers lives in Wellington, NewZealand. He is originally from the UKand ‘Home’ is about his Mum’s cookingand going to visit her. He photographedall the stages he went through tocreate the letters—from his homebaking to enjoying the jam laden sconewith a cup of tea.

The distance Ievers lives from Londonwas emphasised as he created theletters on Sunday. He explained that itwas an eventful day “with moreearthquakes than you’d ever want in aday including a 6.5 not that far away

which made the shoot a bit unusual,no damage here just plenty of divingunder the table.”

Ievers is the Design Director atStrategy and a part time creative atSmoothfluid.

strategy.co.nz smoothfluid.com

Hope

Hungry by Nic Hinton

“I chose the word ‘Hungry’ because ofthe struggle, the ambition, theconsumption of London.

“My hand drawn illustration work tendsto look quite random but there is areason, no matter how thin, behindeach mark. Sometimes things don’tturn out as I planned but that’s part ofthe fun right?…

“…I draw the main composition in lightpencil first, throw in a few details, thenink the lot, add some fat outlines andthen just freestyle the rest, building upand up to the point of fear that onemore line could collapse everything.My shadow work is somewhatinaccurate, with no fixed point oflight—reality is not my concern.”

Hinton is a London based illustratorand designer who works on branding,infographics and UI design fortechnology companies and thehealthcare sector.

karoshikula.comTwitter: @Karoshikula

Iconic by Laura Jackson

“The inspiration for ‘Iconic’ came fromthe idea of music being such a hugepart of London’s history, and thinkingof how many influential musicians andbands have originated from the city.

“Freelance illustrator/designer.Passionate about mods, rockers, andall things psychedelic. Definitely livingin the wrong decade.”

boots-o-silver.tumblr.com

Illuminating by Helen Rawlinson

Rawlinson is a textile designer with aleaning towards lampshades. Herprints also appear on tea towels,cushions and totes. All hand printed inher London studio.

helenrawlinson.comTwitter: @HelenRawlinson

Imagined by Becky Chilcott

Individual by Hasmita Hirani

Hirani is a freelance illustrator basedin East London. As well as paintingpictures with inks, she makes RolledPaper Pencils with her friend and hasa growing interest in type.

hanaandhasmita.tumblr.com/tagged/Rolled-paper-pencils

Intoxicating by Peter Strauli

Karate by Dulce

Kyverdale by Rude

‘Kyverdale’ is the dream home thatillustrator and designers Abi andRupert of Rude have spent the lastyear building on a plot in StokeNewington. The house has just beenfinished and they move in shortly withtheir two sons BIlly and Herbie. TheType Tasting word is a celebration oftheir new family home created out oflettering in Rupert’s inimitable style.

Rude was started about 13 years agoas t-shirt label that quickly grew intoan exciting street brand. Rude hasevolved into a image making collectiveworking on projects for NationalTheatre, The Tate, The Guardian, Nokiaand many more. Over the years theyhave produced countless clothingcollections with numerous catalogues,screen prints, commissioned projectsand Pop Up shops.

thisisrude.com

Leafy by Sarah Morpeth

“I lived in London for a decade in myprevious life as a lawyer, and I lovedit’s green spaces. I missed thecountryside so much, and London’swonderful parks gave me an importantcontact with nature, and a way ofmapping the changing seasons. Notjust its parks – so many Londonstreets are lined with trees. I wasthinking about all the different kinds oftrees in London, and chose ‘Leafy’ asmy word. For each letter I found a treethat’s common in urban areas andbegan with the initials of the word‘Leafy’. So we have Lime, Elder, Ash,Field Maple and Yew. My work alwaysstarts with drawing and sketchbookwork; I then do a final drawing and usea scalpel to cut out the details; the laststep is handpainting each piece withgouache paint, which has a lovelynatural matte quality.”

“I’m an artist living and working in the

heart of Northumberland. I makeartist’s books and work in cut paper,ranging from unique constructedbooks to limited and unlimited editionsand multiples and wall-hung pieces.My work combines a range ofprocesses, including stitching,bookbinding, hand painting, printingand hand and machine cutting.”

sarahmorpeth.com

Love by Tatty Devine

Harriet Vine from Tatty Devine explainsthat her ‘Love’ necklace is inspired by“Hyde park, RCA and the Bonzo DogDoo Dah Band”.

Tatty Devine creates jewellery thatblurs the boundaries between art,fashion and culture. They createoriginal designs from scratch, almostall of their jewellery is made by hand inTatty Devine’s own workshops andthey stick to their principles of keepingproduction in the UK. Their standoutdesigns are all about expressingyourself in a fun and distinctive way.Harriet Vine met Rosie Wolfenden atthe Chelsea School Of Art, theyfounded Tatty Devine in 1999. Theywere soon selling out every week atPortobello and Spitalfields, and Vogueshot their first collection for theirMillennium issue. This year they wereawarded MBEs for services to thefashion industry.

tattydevine.comTwitter: @tattydevine

Luminous by Sarah Hyndman

The bulbs of the discarded fairgroundsigns glow in the dark.

sarahhyndman.comTwitter: @sarahhyndman

Magic by Julia Woollams

Julia Woollams is a graphic designerand born-and-bred Londoner (“well, ifyou class Croydon as London” whichshe does). She studied graphic designat Central Saint Martins and afterfreelancing at the BBC she startedworking at johnson banks design inClapham, and is still there over adecade later. Although specialising inbranding nowadays, she still loves thechance to do some image-making,especially if it involves the “best cityon earth”.

“London is magic to me, as it is full ofso many magical things to do and see,that aren’t necessarily part of theconventional tourist trail. My ‘Magic’Collage is made up of just some of thethings that make me love London”

Twitter: @juliaw79

Magnetic by Toni Giddings

“The green lines that you see show thegravity field. The viewing film showsthe magnetic field of the paper and itis that makes the font unique. Thepower of nature!

“I made this font by first designing onmy computer. I used the simple

magnet block shape to create a sturdyfont, then cut it out of magnetic rubberand used magnetic viewing film tophotograph each word on highcontrast.”

Manufactured by Qian Yuan

“I draw some components and tools ofmanufacturing as letters, then cutthem out of lino as printing themwould emphasise the repetitive natureof the manufacturing process.

Yuan is a graphic design student fromCentral Saint Martins who enjoysillustration, photography, animation,interactive design and crafting objectsby hand.

qyuanevelyn.tumblr.com

Metamorphosis by Caroline Isella

Mine by Sarah Hyndman

Creative London = creative body art.

Multicoloured by JMG Studio

“We had great fun! After muchdeliberation, we decided that with 13characters in the word ‘Multicoloured’and the fact there is 13 differentcolour tube lines covering the whole ofLondon, it was to much of a good anopportunity to miss. We thenoverprinted each of the letters to make12 extra colours to make it trulymulticoloured.”

Ross and Jon both got into letterpressat University in Newcastle. “We had agreat lecturer called George C. Graywho had been a compositor in aformer life and he really inspired usboth. His knowledge and passion fortypography motivated us and led us tospend most of our time hidden away inthe letterpress department. AfterUniversity we found a small adadvertising a press and type for sale,when we went to take a look it wasexactly the same as the press we hadused at University and knew that was asign.”

JMG Studio is Ross and Jon, they are aletterpress design studio dedicated tocreating playful and experimentaltypographic illustration and print.They’ve been assisting Alan Kitchingfor the past few years, teaching hisConcise Workshops with him andthat’s kept them pretty busy. They nowhave a new studio of their own.

jmgstudio.co.ukTwitter: @JMGstudio

Multitudinal by Hedy Parry-Davies

Parry-Davies’ piece for Type Tastingexplores the ways we experience theRiver Thames through a combinationof the maps we use to navigate ourway around the city—via theUnderground, cycling, walking anddriving. The different maps show theoverview of the city both present andpast, and also link us to the personalexperience of existing within it. “Mapsexpress a wide range and detail ofinformation efficiently and in a form

which I find beautiful. My tessellatedorigami enabled me to inter-weave allthese elements to create an artwork.”

Hedy Parry-Davies is a practisingarchitect who was born and educatedin Haifa, Israel and moved to Englandin 1974 to study at GreenwichUniversity. She has been practising asan architect since 1980, mainlyworking on conservation andrestoration of historic buildings.

rowleygallery.com/Artist-Hedy-Parry-Davies.aspx

Musical by Dulcie

Never-ending by Alice Mazzilli ofDouble Dagger

Double Dagger’s work for Type Tastingis inspired by another project they areworking on at the moment which isabout the multitude of wordsShakespeare introduced in the English

language,one of them being never-ending. Living in London, they felt thiswas the perfect word to capture the waythings evolve around them in this cityever-changing and never-ending city.

Double Dagger is influenced by theurban environment. Making their workpart of it is essential, that’s why asmost DD projects, ‘Never-ending’ wastranslated into a mural.

Double Dagger is a newly forgedlettering collective composed by KarisBenjamin & Alice Mazzilli. Rooted inthe disciplines of calligraphy, street art& tattoo art they enjoy working onvarious surfaces from refined paper to walls.

behance.net/double-daggerTwitter: @doubledagger13

#OMG by NB Studio

“When Type Tasting invited us tochoose a word to answer ‘London=’everyone in the studio had an opinion.After debating Type Tasting’s list ofwords, and what London meant to us,we eventually agreed on the veryunlikely ‘#OMG’.

“To us ‘#OMG’ was one of the leastdescriptive words and not particularlyinspiring … until we started to thinkabout what it actually stood for. Werealised it could be a celebration ofLondon’s rich multiculturalism and anod to the importance of social media.

“The idea of a charm bracelet cameabout from it’s diverse appeal, fromold fashioned East Enders to trendyart school kids – everyone loves a bitof bling!

“We collaborated with jewellerydesigner Jana Reinhardt(janareinhardt.com) to bring ourdesign to life and produce a goldplated charm bracelet, made up ofvarious religious icons and our chosenword #OMG.

For any enquiries about the braceletplease email shop@nbstudio.co.uk

Ornithological by Claire Scully

Scully’s meticulously hand drawnfeathers display the level of intricatedetail to be found in much her workincluding her typeface designs.‘Ornithological’ was drawn late into thenight after returning from a trip to theUS to avoid dealing with jetlag.

The inspiration for Scully’s selfinitiated work often comes from myeveryday surroundings of themetropolis and its relationship with thenatural world. “I love 50s, 60s and 70sarchitecture particularly tower blockswith their form and location, this iswhere I also find the connection tonature and natural patterns in theenvironment of interest.”

Scully Graduated from Central SaintMartins in 2006 with an MA inCommunication Design and in 2004from London College ofCommunication with a BA hons inGraphic and Media design: Illustration.She has been working freelance eversince.

thequietrevolution.co.uk Twitter: @ClaireScully

Ours by Oli Frape

Oli Frape explains that the inspirationbehind ‘Ours’ is “something to do withthe collective nature of this project,the diversity of London and aboutownership of a thing that can never beowned —in spite of how much we

emotionally spend and invest in it.Visually the start point was actually theriver Thames snaking its way acrossLondon but I wanted that reference toremain subtle. The lettering within theletters similarly was an offshoot fromthe idea of road markings anddirections within the city.”

Oli Frape is a hand-letterer andillustrator based in London. Hand-drawn type is the primary focus of hispractice and is integral to his overallstyle and approach.

He produces copy-led images that arebold, colourful and feature a narrativethat is his own.

olifrape.co.ukTwitter: @olifrape

Panoramic by Alexandra Blum

“I love the panoramas of London. I’vespent a lot of time climbing anddrawing from scaffolding, as artist inresidence on the Dalston Squareconstruction site in Hackney, eastLondon, where the encompassingsense of space was incredible.‘Panoramic’ was made referring todrawings made at the top of thescaffolding, 200 metres up.”

Alexandra Blum was recently awardedan Oppenheim-John Downes MemorialAward and the David Gluck MemorialBursary for drawing. Solo showsinclude ‘Archaeology of Urban Time:Drawing Dalston’ at the GeffryeMuseum, London, 2011-12.

alexblum.co.uk

Photographed by Deborah Clerkin

“To create my word I travelled acrossLondon to some of the most popularand photographed sights. Despiteliving so close to London there aresome places I have never taken thetime to explore up close. Using thisopportunity I had a fantastic timetaking in my surroundings and lookingat things from different perspectives.

“In my piece I wanted to portray modern

photography with crisp, clean imagesmaking use of modern techniques.However I also love the moretraditional process of film, which has amuch more involved process to reachthe end result and produces varied yetunique results with each shot.Sometimes the small imperfectionscan really add to the atmosphere of aphotograph. Whilst digital photographyleads the way I wanted to portray thattraditional ways still hold a place todayand that they can work together tocreate interesting pieces.”

deborahclerkin.co.ukTwitter: @Debee_Design

Popular by Sumin An

Prehistoric by Stefan Nawathe

Pressure by Corey P

Printed by Unite & Type

‘Printed’ is a collaboration betweenUnite & Type founder Gloria Daniel andprintmaker Mary Kuper. Their piece isletterpress printed, it features large,slab serif display letters which isoverprinted in a selection of body copyfonts. The repetition references theprinting process and the key to thefonts on the right provides us with aninteresting comparison between thedifferent type styles.

Gloria Daniel is the founder and ownerof The Big Tomato Company and herceramics are sold in over 300 storesworldwide. She spends most of hertime between her factory in Stoke onTrent and London. Mary Kuper is afreelance illustrator, printmaker andlecturer at Camberwell College of Arts.Her work plays with type and imageand how the two combine. Her first jobwas in a letterpress printers andletterpress continues to inspireinventive and exciting ways ofcombining meaning, colour and form.

Unite & Type combines ceramics withtheir love of typography with theironline ceramic typographic service.

uniteandtype.comTwitter: @UniteandType

Productive by Pat Randle

Randle explains that he chose Caslonto represent London, using 96-pointCaslon Italic showing swashalternatives drawn by an Americamdesigner called T. M. Cleland in the1930s for (ATF) American TypeFoundries. The CT ligature is printedfrom a laser cut letter.

Pat Randle runs Nomad Letterpressfrom the Whittington Press who have,since 1971, been printing andpublishing books from metal type (‘asGod intended’, the Revd BernardRoberts once remarked) in theGloucestershire village of Whittington.“We are one of the very few letterpressprinters anywhere to cast our owntype, a technology that has all butdisappeared with the advent ofcomputer setting. Like many others,we believe that Gutenberg’stechnology will never be equalled forthe purity of its typefaces, its crispnessof impression, and for that elusivethird dimension entirely lacking fromcomputer-derived printing.

nomadletterpress.comTwitter: @NomadLetterpres

Rain by Berfin Kayu

Rebellious by Ralph Steadman

As well as his classic pen and inkinterpretations, Steadman alsocreated woodblock prints of his wordsfor Type Tasting. In one of the prints

the ink runs over the paper creatingfluid marks reminiscent of his pen andink work. “I ink the letters by handroller—drop the paper directly onto theblock letter area and get my petelephant Caxton to roll onto its back—then lovingly push to coax him to rollthrough 180 degrees across theoutdoor grass printing bed—and...”

“VOILAA!!! Done quicker than it takes toplace a Trunk Call!!”

ralphsteadman.comTwitter: @SteadmanArt

Relaxing by Sarah Hyndman

An alphabet made from deckchiars.

sarahhyndman.comTwitter: @sarahhyndman

Remarkable by the LDF Team

We recently took our box of creativematerials and words down to the

London Design Festival offices for anevening of creative unwinding. Thingsare getting pretty busy as the Festival isgetting closer, the Guide is going toprint and the events are being finalised.An evening of making ‘creative London’words accompanied by cold beer wasjust what we all needed.

Participants: Helen Gush, AmyBicknell, Diana Damian Martin, MaxFraser, Sophie Reynolds, Siobhan andRebecca.

Remedy by Jihye Lee

Retro by Kate Clift

Clift explains that the concept behindher word is as much about the processas the aesthetic. First she letterpressprinted the word on an Adana 8×5press using type made in the 1960s.This was scanned, enlarged and cutout to create a template. Clift thenspray painted the fluorescent pinkonto 1960s/80s inspired tie dyefabric.

Her piece is influenced by retro fromdifferent periods, from thetimelessness of letterpress printingthrough to the more contemporarydecades of the 1960s/80s.

Kate Clift is a letterpress printer andher studio is Retro Press.

retropress.co.ukTwitter: @retropresskate

Saviour by Sickboy

Sickboy moved to London in 2007 andhis street art became prevalentparticularly in the East End boroughsof Shoreditch and Tower Hamlets.

He originally trained in Fine Art and, aswell as painting graffiti on the street,he also paints on canvas and exhibitsconventionally in art galleries. He hasbeen painting street art since 1995. “Ilike the freehand, grab-a-tin-of-spray-paint approach”

thesickboy.com

Sexy by Mind Design

Holger Jacobs of Mind Design explainsthat “We Londoners are usuallyconsidered a bit stiff and there is afamous saying: ‘No sex please—we areBritish’.

“However, we were interested in theswinging 60s when London becamesexy. Our typographic treatment of theword is inspired by the soft,psychedelic, lava lamp-like letteringseen during the hippie era. Like a bighugging blow up cushion.”

“We were interested to see how theword might look three dimensionally.At the same time we were reallycurious to work with one of those new3D printers that become quiteaffordable now.”

“Another lucky coincidence was thatour 18-year old intern Fred knew howto use the 3D software...”

It took a few days and we got ourletters back nicely finished with aglossy black surface. If you look closelyyou can still see how the 3D printerbuilds them up layer by layer. We thenordered a piece of white acrylic andstuck the letters on with super glue.This was a bit tricky as they had to bespaced correctly and the glue driesvery quickly. The final word looks verysexy (Holger’s fat belly doesn’t).”

minddesign.co.uk

Shapeshift

Slushy by Rofi

Society by Sam Head

Spooky by Zoe Chan

Stories by Emli Bendixen

Emli Bendixen is a Danish/Koreanphotographer based in London. Sheshoots editorial and commercial workwith a particular interest in people andtheir environment.

emli.co.uk

Sunny by Veniqua

Superhuman by the LDF Team

Surprising by Ka McCarthy

Sweet by Julie Mauro

Swimming by Kitty

Symbolic by Sarah Hyndman

ITC Zapf Dingbats is one of the morecommon dingbat typefaces. It wasdesigned by the typographer Hermann

Zapf in 1978 and licensed byInternational Typeface Corporation. TheType Tasting piece is a nod to DavidCarson who typeset an entire interviewwith Bryan Ferry in Zapf Dingbats.

sarahhyndman.comTwitter: @sarahhyndman

Team by Leon Held

I wanted to do the UK to show the UKas one big team. On each letter youcan see the logos and flowers ofEngland, Wales, Scotland, Ireland.Leon aged 7.

Temporary by Anthony Peters

“Many of the words picked bycontributing artists for this project arecelebratory, my first word is quite theopposite, A reflection on the homeless‘culture’ and the existence of thehomeless beneath the noses of thedaily grind. Everything is temporarywhen you get moved on, when younomadically source food, shelter andfriendship. The material (cardboard)reflects a material used as shelter andas a ‘padding’ to buffer the hard coldconcrete beds which many peoplesleep on in the city that never sleeps.Cardboard itself is temporary, ideallythis piece of typography would beexhibited in a city doorway, to bepoached and weathered until it is nomore.”

imeusdesign.co.ukTwitter: @imeus

Transmitted by Julieta Hernandez

“I picked transmission as itimmediately made me think about the piece of the Atlantic TelegraphLine that is at the Faraday Museum,which represents in a way one of thethings I love most about London andBritain in general, homeland to greatscientist and inventions that havechanged our world.

“The first approach was via Morsecode, so in came the dichotomicsearch tree, unsatisfied I kept onresearching and came acrossChappe’s Telegraph which gave methe idea on the frequency of thetransmission of a word but notnecessarily attached to syllablecutting. It also made me think aboutthe fact I wanted it to look likesomething that ‘dangles’ from atelegraph line.

“The piece was also influenced onFaraday’s work on electromagnetismand waves transmission, visually Idraw upon James Clerk Maxwell’striangle and the Chromaticity chart.”

julietahadame.wordpress.com

Typeset by James Webb

Born in London likes books & rivers,designer at Webb & Webb.

webbandwebb.co.uk

Undefinable by Elsa Marianelli

Underground by Maria Cox

Maria Cox chose the word‘Underground’ because she has anongoing fascination with this Londonicon. For her Type Tasting piece sheinitially looked at fonts with a curve tothem and thought about drawing atrain running on railway tracks tocreate the typeface.

She came up with the final idea aftersketching thumbnails with differentideas of trains and tracks, and playingwith the meaning of the word so thatpart of the word appeared belowground level.

An accident involving a colleague andsome spilt ink led to an unscheduleddelay (well it is the underground), butwe really like the resultingHitchcockian blood red ink splatteredover the ‘Mind the Gap’ warning.

Maria Cox is a freelance graphicdesigner and artist. She previouslycreated ‘The Face behind the Station’,for which she visited each of theLondon Underground’s 264 currentlyoperating stations and photographed amember of staff at each one, she says“there is more to the LondonUnderground than getting from A to B”

Facebook: /LadiebirdyTwitter @ladiebirdy77

Unexpected by Eyal & Myrthe

“We used one of our own typefacescalled Kristal, the ornaments arecomposed of its characters.”

eyalmyrthe.nl/en-home.php

Unique by Evelin Kasikov

Kasikov’s eclectic mix of letters isdesigned in true London style—trash,glam, techno, kitsch, vintage andsuper-modern all happily mixedtogether. Each letter is different andunique; one is reminiscent ofblackletter, there’s a neon-sign letterand kitsch diamond shapes. Theletters are embroidered onto paper.

Evelin Kasikov is a book designer,typographer and graphic stitchingenthusiast. Kasikov is an Estoniangraphic designer currently based inLondon. She gained her MA fromCentral Saint Martins in 2008. It wasthere she developed her CMYKembroidery technique and distinctiveanalytical approach to craft. Evelin’swork is mainly typographic and rangesfrom editorial illustrations to large-scale installations. Recent clients haveincluded BBH London, McGarryBowen, Laurence King Publishers,Bloomsbury Publishers, Kate SpadeNew York.

evelinkasikov.comTwitter: @Evelin_Kasikov

Used by Roger Dean

“I think it is important to use London.What is the point in putting up with thecommuting, the noise, the crowds andthe expense if you don’t use theplace? Being a photographer I had tofind my word rather than create it andso USED, which I spotted only recentlywhilst out working on Esoteric London,seemed perfect for the London DesignFestival project. It appeals to mevisually, but I also like the way that theword has already been used in oneparticular location, for a particularpurpose, and now I have appropriatedit and reUSED it in another.” RogerDean is a professional photographerliving in London. He currently runs twoblogs, Esoteric London andLondon1to365.

esotericlondon.comlondon1to365.com

Utopia by Siobhan & Rebecca

Validation by Alice Wilson

Vernacular by Anoopa John

“I chose the word ‘Vernacular’ todescribe London as I felt that this cityhas many nuances that are its own.Although it is a city inhabited by peoplefrom different countries from aroundthe world, you will always encountersomething that is peculiarly London. Itcould be the architecture, the food, theCockney slang or the alternative-culture of Camden.

“But for me, probably because I am agraphic designer and because thisparticular thing struck me quitestrongly when I was living in London, itwas the distinctive typographic signsaround the city. They were fromdifferent time-periods and of differentstyles. There is no way that you can bein London without being bombarded bythese signs. Especially, some of theway-finding signs that are so integralto London and its identity.”

Anoopa John is a designer at TheBrand Union in Bangalore, India.

Twitter: @anoopajohn

Victory by Zakhar Shlimakov

Shlimakov lives in Minsk, Russia andexplains that “in my country time isfrozen—government and so manypeople, are still living in the past intimes when USSR won in the WW2. It’sa reason why we have so many names,signs and toponyms with the «Victory»in it. We still living in 1945. This is

lettering from sign of the oldestcinema in the Minsk which name is«Victory» — Победа.”

Art-direction Zakhar Shlimakou,lettering by Pavel Karpovich.

Vital by Kieran O’Keeffe

“I decided to do a lino print of myselected word as I knew the textures Icould generate through the depth anddirection of the cuts would add theelements of industry and creativitywhich I feel are a huge part of myLondon experience.

“I moved to London 4 years ago and Iam constantly amazed at the energyand positive attitude of people I meeteveryday. It’s why I love being here.The typeface I selected is Umbra. Byusing a typeface which is defined onlyby its shadow the composition almostgives the view of an arial shot of abusy city with the word ‘vital’ standingtall influencing all around it.”

Kieran O’Keeffe is a happy creativeguy living in London. He is a graphicdesigner with a keen interest intypography and printmaking.

kieranok.comkieranok.bigcartel.com

Vying by Glenn Rickwood

Watching by Sarah Hyndman

A typeface made from discardedspectacles inspired by a Type Tastingproject called ‘Objectified’.

typetasting.comTwitter: @TypeTasting

Welcoming by Luisa Sieiro

Siero chose the word ‘Welcoming’because when she came to Londonalmost six years ago, she quickly felt at home.

“London opens its doors to all kind ofpeople and cultures, and that is whatmakes it a great city. For the creationof the word I used a real welcome mat.I love exploring with different materialsand in this case I chose a prettystraightforward one, giving a clean and simple look.

“The letters are based on one of myfavourite typefaces, Museo Sans.”

Siero is a Spanish graphic designerspecialised in logo design andbranding, working for small and bigbrands all around the world.

luisasieiro.com

Wild by Emily Bornoff

Emily Bornoff is an illustrator andsurface designer. Born and raised inLondon, she takes inspiration from allover the world.

emilybornoffdesigns.com

Winning by Hazel Gale

Multiple National and Internationalkickboxing and boxing champion HazelGale started kickboxing at age 25. “Ithought I was too old to really achieveanything great but within a couple ofyears I had won a national title and gotpicked to represent GB at the WorldChampionships. Sport turned my lifearound. Having been working inhospitality ever since graduating fromCSM, my life was in a bit of adownward spiral, truth be told. Thefocus demanded by kickboxing helpedme to swap a number of veryunhealthy habits for a love of sportand I’ve never looked back.

“I found hypnotherapy during my battlewith ME (which was an unfortunateconsequence of my commitment tosport) and have now been practicingfor almost 3 years.” Gale is now asuccessful cognitive hypnotherapistwho specialises in sports hypnosis.

hazelgale.co.ukTwitter: #HGHypnotherapy

typetasting.com@TypeTasting

Type Tasting with the London DesignFestival at the V&A

14-19 September 2013London Design Festival HubDesign Studio, Sackler CentreV&ACromwell RoadLondon SW7 2RL

Organised and curated by Sarah Hyndman

Live lettering

Oli Frape is a hand-letter and illustratorwho draws words for a living.olifrape.co.uk

Volunteers

Thank you to the creative andenthusiastic volunteers helping outwith the event: Eunjung Ahn, LissyBonness, Emily Bornoff, Zoë Chan, Eva Gabor, Lucy Pendlebury, LucyMcArthur, Ruth Rowland, Peter Strauli,Qian Yuan and Nicola Yuen.

Photography

Photographs in this brochure are by Sarah Hyndman and Qian Yuan,process photos have been supplied by the contributors.

Typography

The Type Tasting logo is in Clarendon,the body copy is in Franklin Gothic.

Design

All materials designed by With Relishwithrelish.co.uk

Supporters

Cass Art, London’s leading independentart stores and provider of the world’stop creative art materials, is delightedto support Type Tasting creativeactivities at the London Design Festival.Cass Art is committed to encouragingeveryone to realise their creativetalents, supporting numerous artinitiatives and prizes across the capital.

Let’s fill this town with artists.cassart.co.uk

Reade SignsThe typography of signage is a subject close to our hearts; ReadeSigns are delighted to be supportingType Tasting with the London DesignFestival at the V&A.

readesigns.com

Type Tasting

Typography workshops and typesafaris, typography training with acreative twist.

Type Tastings are sessions whichcombine hands-on creativity withlearning about typography as weexperience it in our everyday lives—through pop culture not referencebooks. We take participants awayfrom their computers to get messyand experiment, to make letters out of marks, turn sounds into words, oron a Type Safari to explore signage.Type Tastings are not just fordesigners. Whilst they providetypography training and creativitysessions for experienced designers,they also offer creative thinking forprofessional development, and are an introduction to typography for nondesigners and those interested inlearning more.

Type Safaris have proved popular andreinforce our 'typography is all aroundus' message. We take you on a tour ofan area of London, for exampleDalston, and show you how the historyof the area is revealed through thesignage, explaining the origins of thedifferent typefaces and discussing whythey are (or aren't) appropriate foreach sign.

If you would like to talk to us aboutarranging a Type Tasting session orseries of workshops please get intouch with type@typetasting.com

Sarah Hyndman

Type Tasting was set up by SarahHyndman in February 2013, launchingwith a Valentine's evening of'Typographic Swearing & Cussing'. In just over six months Hyndman hasrun workshops at high profile eventssuch as Pick Me Up and now with theLondon Design Festival at the V&A.

Hyndman has worked in the designindustry for over 15 years, at agenciesincluding Hill & Knowlton, Ammunitionand Spin. She is the founder andcreative director of design companyWith Relish (withrelish.co.uk) which she started in 2003. The company isdedicated to creative thinking andprovides unique communication toolsfor a variety of organisations who haveranged from start-ups to the AlmeidaTheatre and Coutts bank.

After studying an MA in Typo/Graphicsat the London College of Communication(University of the Arts London),Hyndman was subsequently invitedback as a guest tutor to set up and run the successful year longExperimental Typography eveningcourse, which she did for six yearsalongside her commercial practice.

Sarah has been interviewed by The New York Times for her quirky, selfinitiated Olympic Logo a Day project. She also gives talks, such as for the ‘My Way’ event for students organisedduring the London Design Festival and‘Mission Impossible’ with Ladies whoImpress at the Groucho Club.

sarah@typetasting.com

Main imagesCover ‘Creative’ by Ralph SteadmanPage 1 ‘Design’ by Martin CahillPage 2 ‘Beanfeast’ by Sam Roberts,‘Cultural’ by Jessica Jacobs, ‘Clean’ by Nick WattsBack cover ‘Home’ by Caspian Ievers