YouSaid · the spoken record

Jessica Hische

lines on the record: 84
first: 2024-10-20
most recent: 2024-10-20
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“And so I can always just look at something and see whether someone is truly an expert at typography or whether this is like a fun hobby for them when they're pretty fresh at it”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Subtract a bunch of weight from that so that it doesn't get perceived as this dark mark where the letter is happening. So I think about like lowercase R's and lowercase n's. So where the shoulder of the n or the r comes out, sometimes like the top of the r is actually narrower at the top than it is on the bottom. And that's to try to subtract some of that weight in there where that join happens. So anyway, that's just like a fun thing to notice that you have to do that. And then once you start seeing it, you start seeing where it happens more often. And the answer of like why it happens is because you're like correcting for this optical weight issue. And then you're like, oh man, now I have x-ray vision. I can see all these weird things I could never see before. It's very fun. But anyway, a lot of people when they first start out doing typography, whether you're an engineer or whether you're a designer, they don't account for that.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“I'm going to get a little thinner as I come into that. Or if I have, say, I have a two story A, so a two-story A is like the one that's like this and then a bowl, right? You might notice that this vertical of the A there, the bowl actually eats into that stroke a little bit to erase a little bit of that added weight that would have been perceived optically, you know, had you like had you kept everything perfectly regular. And so it's weird because you end up like creating something that's perfect and then have to make it not perfect in order to make it be perceived as perfect. So that's like another just like fun thing to start noticing. And you notice it a lot more on typefaces and typography that is heavier in weight because when things are heavier weight, you're constantly managing these like really inky moments where things join together and you have to”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Metric sans serif, for instance. That's like a category of sans serifs, and they're meant to have a lot of really strong geometry be very regular, you know, like most of the sans serifs that you think of that you're like, I'm in love with this of the last 10 years, like geometric sanzes, but when you really start to examine them, you notice that there's all these little things that people are doing to make them look perfectly geometric, even though they are not mathematically perfectly geometric. So that's another thing that you can do, whether you're doing in Figma or doing it somewhere else, is just like type out a couple of lowercase letters, lowercase specifically are really good for analyzing this because there's more because they're smaller than the uppercase letters, you usually have to accommodate for the weight a little bit differently. And so you'll notice that when strokes combine, so say I have an A and I'm combining the lower bowl of the A.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, another thing to notice because I'm assuming you're like product people, I feel like a lot of product people end up having some engineering background, whether or not they're engineers themselves, right? They have to interface with the engineers and they build stuff. And so they come at it from like a data standpoint. And so I can always tell when there's an engineer that has suddenly got taken an interest in type design and is now a type designer because everything is very, very regular, right? So like you can draw a grid on top of everything and the lines all line up perfectly. And you see lots of reverse justification of that. Like when people are making logos and they have like sort of a more engineering background. The thing to notice that is interesting within type is that yes, you're absolutely following rules, but you're breaking those rules quite often to correct for optical tricks. And so if you look at a GMO”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Trends are real, and what can sometimes happen is like some industry kind of usurps an entire style for a period of time. So then if you use anything within that style, it's like you're aligning yourself to that industry. And so that's why it's sort of important to sort of, I mean, everybody that does branding, one of the things that they do is they analyze the competitors of the company, right? And so you just like look at a landscape of like, what are all the competitors doing? What is their visual vibe? And do I lean into that or do I avoid that? Like if I lean into it, then I'm immediately getting this like everyone that looks at it understands I'm a fintech company because I look like a fintech company. If my whole thing is I'm trying to be divergent from that, I'm trying to show how different I am from the status quo, then you use it as like a reactionary thing of I want to do nothing like that and do something really different so people understand this isn't just an”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“And then just page through, page through page through screenshot stuff that you like and make a folder full of screenshots. And then you can kind of take those screenshots and start categorizing them. Oh, this one feels feminine. This one feels masculine. This one feels aggressive. This one feels whatever. And just kind of take some notes on it. And then you ask yourself like, well, why did I feel that way? And you're like, oh, well, this feels feminine because it reminds me of wedding invitations and wedding invitations feel inherently bridey versus groomy, you know, like. And then all of a sudden you're like, okay, well now I know that if I'm going to do use a script for something, this zone of script feels very wedding. So maybe I avoid that for this brand that's actually like a cutting edge food packaging company or whatever, you know, because it feels too aligned with that industry. And those things happen, like stereotypes are real and”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Totally. Look at your blog folder or go to my fonts or like a place where there's a ton of fonts and just search for something. Like search for sans serif or whatever. Like search for a really basic category of fonts. Serif, sanserif, script, like whatever, like the top level.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“To sort of song exploder your intuition, you know, so you make a decision intuitively or look at something and like intuit what you feel from it. For picking other things, you know.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Know that it's because when you look at stuff printed on a page, it bleeds into the paper a little bit, which means that that softness reminds us in our bodies of a thing that we've seen that was printed. And so it's cool to sort of walk back your feelings also. So you'll look at something and go, that feels like this. And then ask yourself, why does it feel like that? And it might be because you saw it on like a flyer for a band when you were 22 and it brought out that feeling in you of what it felt like to be 22 at that thing. And that's a very specific feeling to you, but it can inform your decisions about design because you can be like, oh, I'm not that much of a special snowflake. Other people might have that same reaction, but have different experiences that are adjacent to that reaction. You know, it's so, it's cool because you are sort of reverse justifying decisions. And I think that's like a really fun exercise to do is like.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Bears the width of the letter. So if it's like really narrow versus really wide, you know, so I always think about the width, the weight, the spacing sort of detailed treatment of things, whether things are very like hard and jagged or soft and how soft it is. Like sometimes we just add a tiny bit of softness so that it just feels like printed. So you can take like a typeface like Helvetica, right? Like just the one everybody knows, right? But if you take Helvetica and just ever so slightly round the edges, just a little bit, all of a sudden you have this typeface that feels more vintage or softer or whatever because we're perceiving it like we would perceive it if it were printed on paper versus perceiving it as this like hard geometric piece of technology that we're viewing. You know what I mean?”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“That feels whatever to me. And then the more you do that, the more you can start seeing similarities in the ones that feel exciting and the ones that feel calm, in the ones that feel whatever, and then get into analyze mode of like, oh, these 10 things that I said feel calm are a lighter weight, have more generous spacing, have rounded edges, have, you know, like have rounder bowls to the letter forms. You know, you just start seeing commonalities between the things. And it's just about sort of like seeing them all together to understand like what those similarities are. So I think anybody can do that. I mean, you're not going to have the language of like the leg of the R and the tittle of the I. Like whatever. Don't worry about that. Like you don't have to know like typography language to like think about it. But anybody's capable of doing.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Spot that thing that's a little bit off, and that thing that's off feels not safe to you. And that it's like thinking about when we look at a meal and there's a thing on the plate that looks like it's moldy or something like that. You understand like that doesn't look right to me. This doesn't smell right to me and your body knows it before your brain knows it. And so even as like a non designer, I think you can look at examples of logos where something's not quite right and be like something's not right here. I just don't know how to name it. But I think a good exercise is just sort of like looking at fonts that are available in the world and asking yourself what feeling does this give me, you know, and just write them down, you know, you just are, and it doesn't matter, just give yourself permission to say whatever is happening in your mind, like the first thing. Don't overanalyze it. Just look at it and be like, that feels calm to me.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think most people are better at understanding the feelings and sensations that typography and logos give us than they give themselves credit for, right? Because what we are as people are endless absorbers of patterns and information and all this kind of stuff as we move throughout the world, we don't take time to sit and digest it, but it's still coming in and getting logged, right? That's why like if you see something funky in the world, you're like, that's weird. I don't like that. I don't know why I don't like it, but I know I don't like it. You know, and I think like even as a non-designer, you can see that in typography, you know, because we like the whole being able to recognize patterns thing. And I talked about this a bit at Config, it's like, it's a safety thing, you know, like looking into the world, your eyes can see.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Understand how these things are meant to blend and cook at different temperatures at different times, you start having this cohesive dish rather than like hot ham water. You know what I mean? And so I feel like a lot of clients come to me and they have hot ham water when it comes to their brand. And it's just about turning that into a soup, like something that feels real.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, and also too, I think that really talks to what I was saying earlier about making sure that everything feels like it was created together rather than it feeling like these disparate elements. Because I think you can have an icon or logo that is quite simple as long as the rest of the brand matches that simplicity. So I think for you, like the biggest thing was making the illustration and the typography just feel like it came from the same universe instead of feeling like these separate elements. When I first moved to San Francisco, I moved to San Francisco from New York. And as a New Yorker, I had an apartment with a full kitchen that never got used. I just ate at restaurants and did takeout like for the seven years or whatever that I lived in New York and learning to cook, at first when you learned how to cook, it's like you're making a pot full of ingredients and none of the ingredients are actually working together. But then the more you do it and the more you”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Real to the client. That's why there's always like the tote bag, you got to put the logo on the tote bag, and then it feels real or whatever. But in our case, we had really specific uses that needed to get explored very early on. And that made it, you know, a slightly different process for me. In terms of things that didn't work, though, I think, you know, just trying to work on the level of detail within the illustration and type so that it could shrink down because we knew like one of the primo examples of the logo being used was on that podcast avatar. And some of the versions felt like a little bit too detailed to shrink down that much and trying to kind of get the balance of that having the illustrations feel illustrative and whole, but not when they scaled up to feel like too simple like a, you know, like we just pulled it from a icon library. Like I think that was like an interesting challenge.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“With working on this refresh, like so much of it was thinking about what are the immediate uses of the logo. And so like your logo, you have these very specific uses that you need it for. Like the avatar for the podcast being like a top one. You know, like some people, they'll design a logo and then have these sort of like illustrative versions of the logo that get rolled out for other things. But I feel like those layouts were actually kind of more important than even just having like a basic letterhead-esque logo. And that's an interesting way to approach it because usually it's like, let's start simple and expand and make it crazier. And I felt like we had to always keep those things in play. You know, so it was like designing brand assets while also designing the logo. And I feel like it's usually like sometimes you'll see examples of that in early explorations just because like it makes it feel.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“But with new cleaner typography, and that was really fun. So we had like I was using a typeface Degular as part of it, which has a nice kind of wonkiness to it. It was drawn by a friend of mine, James Edmondson, who I love all of his stuff. So that was one of the things that we approached because I felt like it could kind of capture the look of the original cut paper-esque type. But yeah, it was really fun to try a lot of different things and work within the iconography that you had used on a few stuff with the microphones and also marshmallows and campfires and all kinds of things and just trying to make like a more unified system.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“They were created in the same by the same hand. A lot of times for me when it comes to doing an exploration like that, it's about like, how do we make sure everything feels like it was created at the same time and not that we just tacked on new things and figuring out how to blend everything together is important. Color was also a big one. I feel like people's color stories are something that like is an immediate like read where if you blur your eyes and look at a brand, you can tell, you can recognize it by its color. And so I think keeping your color similar was a big one too. But then I really wanted to try different approaches with the typography, you know, doing stuff that was a little bit more clean, doing stuff that still had a bit of like a funky edge to it because your original Lenny's podcast type had this sort of like cut papery, you know, a little bit off kilter vibe to it. And so trying to capture that.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“I think with the Lennys brand, you are what I would call a person that has a beloved fan base that we don't want to exclude or offend by shifting gears super crazily. And so when I was looking at redoing your brand, it was about like, what's here that we can look at, that we should keep or at least explore keeping in order to make sure that it still feels the same on the other side. You know, like we didn't want to do anything super drastic. So some of the things to think about in that way are you have this sort of like handwritten approach to a lot of the parts of your brand. And I was like, how do we do something that feels handwritten, that feels like it could jive with the handwriting scripts and stuff that you were using, but might feel like a little bit more refined moving forward. And in a way that could blend with illustration so that the illustration and the letter forms all feel like.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“But yeah, I feel like a lot of it is like misreads, you know, when you think about logos and things like that, you want it to be something that at a super fast glance people can read it right away. You know, that doesn't mean that everything has to be simple, but it just means that everything has to be incredibly legible, especially when you're starting a new company or you have a less recognizable brand because eventually you become a household name and then people can look at just the color and recognize that it's you or like whatever, but it takes a long time building equity before you get that. And until that, it's really important that the legibility is just super tight.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, sometimes there's like a legibility issue that is really glaring once you see it, and then people are too close in to notice it. So this is why it's like, you have to show it to a lot of people that aren't familiar with looking at those letter forms and stuff. The one that came to mind immediately when you asked was when I did a refresh for Jenny's ice cream, which is a really like amazing ice cream brand based out of Columbus, Ohio. And they had a few utilitarian things in mind, like they had this long J that created this pocket of white space underneath it that made it really hard to design with. But then the biggest glaring one was that they decided to make the apostrophe of the Jennies over the eye as like a cool thing. And it made the word look like it said penis because of the way that Jay was drawn. Like it had a little loop at the top of the J. And so that was like the most specific fix that I've ever had to do is like make the logo not say penis anymore.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“That is not an uncommon experience, though. This is why, you know, like there's a few things that I'm not opposed to that I know people that are very opposed to. I'm not opposed to Frankensteining options together. To me, it's like I'm giving you a menu of all the things that we can do. And if you're and, but I'm like a chef that puts a menu together where you can kind of combine different appetizers and different mans and they all still make sense. Some people will give you a menu. And if you try to do that, it's insane and it tastes.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“To clients to try in situ like really early on if what we're trying to do is solve utilitarian issues and most other people are like, no, you don't get the files until we do the final because I don't want you to like run away with this or whatever. So there has to be some trust with it. So yeah, figure out what we're trying to accomplish and always keep those goals in mind and then scope out the process based on what those goals are. And so for each round, we're addressing different things. Like first round might be about like just capturing the overall look and trying things as broad as we can. And then the next round is, okay, well now we have like generally a look that we want, but is it the right weight? Is it the right letter height? Do we have enough details, that kind of thing? And then we kind of get narrower and nerdier as we go along in the process.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“They're about to pivot the company to like try to attract a different audience or things like that. So they might have this really cool and successful group of people that are like their super users, but they're trying to expand it. So then it's about like, what can we do to like shift the vibe to make it include these new people without excluding our core folks? And so my first round is sort of figuring out what that scope is, like how experimental, how broad are we going to go for that first round? Because then everything else cascades from there. So if we go really broad for the first round, then we're in this process of narrowing down the scope as we go down. Whereas if we go really close in for the first round, we're already just talking about really technical stuff. And then this is another thing that is a little bit unique to me that not everybody else does, but I will like hand off file.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Sure, of course. So super high level, it's figuring out what the goals are. Some people have a goal where they want their customers to notice it at all. You know, like they're like, oh, everybody loves this, but I, the person with a design eye, can see all the problems with it. And I need to roll something out that fixes the problems that I see, but that no one else really notices. So if that's like one approach to it, right, which is like a very close in refresh where we're just like trying out little things to make it feel custom or fixing things that have come up when stress tested, like whether it looks crazy when you scale it and looks like horsey and sort of heavy-handed when you scale it too big or when you scale it too small, you lose a lot of legibility and stuff like that. So that's what would be like a really close-in exploration. And then for other people, they might have bigger goals.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Like, tell people why having custom logo or custom typography can really matter is that if you're using something that's available to everyone, the chances of someone else coming in and copying you are very easy and high. Like you might be one of these lucky companies that just out the gate is like outrageously successful. But with success comes people climbing up behind you trying to copy your success. And if that success is very easily copiable, like and people will try to like sort of trick your customers into coming their way by repeating the things that you're doing, including the branding. One way to avoid that is by doing something that's more customized when it comes to the logo and brand.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Well, one of the things is if suddenly you're starting to deal with the greater rollout of the look and feel of the brand. So like if you at first just basically had like a really beta website and like small version of the app, but you're about to do a new one that kind of updates and expands it, that could be a really good time to roll it out. So one of the things that a lot of people do when they're starting a company is that they'll make a logo with a font that is really popular or widely available or free. And if you are about to, let's say like print a bunch of swag for new hires or you're hosting a conference or, you know, whatever is that event where suddenly you're going to physically invest money in making stuff with your brand on it, that might be a good time to do it. One of the reasons why I”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“I understand that a lot of people have to like just have something to put on decks and have something to put on a holding page or whatever. And internal teams are totally capable of doing that early work. But then if it does become successful, you don't want to get locked into whatever it is that you had to throw together like before an investor meeting or something. And so I come in then to take existing vibe and smooth it out, address any of the concerns that came up. A lot of times it's really utilitarian stuff like this doesn't scale well or this thing falls apart in this context or we never had a good avatar version of it or whatever. And so sometimes it's really specific utilitarian fixes and sometimes it's just about sort of growing it up and sophisticating it without losing like what was there in the first place that people got excited about.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Where you're like, oh, I understand what I was getting into. This got me excited about starting it and whatever. It kind of keeps that ball rolling. But with the refresh work that I do, a lot of people start companies and they have a certain amount of money. If they're bootstrapping it, they have less if they get venture money. They have a little bit more. But what they don't want to do is spend venture money on like a massive brand exploration when you're still in the hiring process, you're still trying to get early stage engineers and all that kind of stuff. And so I”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Sure, yeah, of course. So one of the things, like everybody that starts a company knows that they need a logo, right? That that is like a big thing. Some people start a company and think the logo is going to drive the culture of the company, which I don't think that that is true. I think that, you know, like the product itself and the team you build and the people you put together are the thing that should be driving things forward. But I do think the logo and the brand assets can generate a lot of both like internal and external excitement and just kind of like tell people what to expect from the thing that they're about to engage with. You know, in that way, like when I, you know, some people say like, don't judge a book by its cover. I'm like the opposite where any book should, like the cover of the book should be giving you incredible insight into what is on the interior of the book and setting the tone and setting the vibe so that when you open the book and read the book, you understand like you, it's a symbiotic thing.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes, well, I will describe what I am most prominently known for because I'm a person who just does a lot of things. But the thing that I do the most professionally is custom typography, like bespoke lettering pieces. And so that translates to working for all kinds of things. Sometimes it's for film and television. I've done it, I've done like movie titles and things like that and television credits and stuff. Sometimes it's book covers, actually a lot of times it's book covers. And then a big part of my business is doing logos and logo refreshes and things like that. So basically being like the person who knows all the things so you don't have to have that person on staff when it comes to typography.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source
“Most people are better at understanding the feelings and sensations that typography and logos give us than they give themselves credit for. Because what we are as people are endless absorbers of patterns and information and all this kind of stuff as we move throughout the world, we don't take time to sit and digest it, but it's still coming in and getting logged. And so even as like a non-designer, I think you can look at examples of logos where something's not quite right and be like something's not right here. I just don't know how to name it. But I think a good exercise is just sort of like looking at fonts that are available in the world and asking yourself what feeling does this give me.”
2024-10-20 · Lenny's Podcast · How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) · IDENTIFIED FROM THE TRANSCRIPT · source