Lenny's Podcast: Product | Growth | Career

How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author)

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Oct 20, 2024

Explore the hidden power of typography and logos with renowned lettering artist Jessica Hische. She shares insights on why startups often should focus less on logo perfection. Discover the emotional impact different typefaces can have and how to balance creativity with business needs in design. Jessica also delves into her work on children's books, the influence of AI in design, and the need for thoughtful branding strategies in tech. Plus, get a glimpse into her favorite creative pursuits and life lessons!

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ADVICE

Analyzing Fonts for Feeling

Analyze fonts and consider the feelings they evoke.
This helps develop design intuition and understand typography's impact.

INSIGHT

Logos and Brand's Role

Logos and brand assets generate excitement, but the product and team drive a company’s culture.
A good logo sets the tone and gives insight into the product or company.

ADVICE

When to Refresh a Logo

Consider a logo refresh when expanding your brand's physical presence (e.g., swag, conferences).
Custom logos/typography prevent easy copying, especially for successful startups.

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Inside Paragraphs Typographic Fundamentals

Cyrus Highsmith

Inside Paragraphs is a book that delves into the fundamentals of typography by examining what goes on inside a paragraph of printed text. It aims to help students and professionals train their eyes to see text as typographers do. The book begins with general explanations of how type works and how we read, then steps through the different kinds of space within a paragraph, and finally discusses paragraph settings. It includes engaging full-page illustrations and clear, simple language to explain the typographic components of form and space. This updated edition includes a new preface and is intended to provide a solid foundation for understanding typography.

Just kids

Patti Smith

In 'Just Kids,' Patti Smith recounts her formative years and her deep, enduring relationship with Robert Mapplethorpe. The book is a vivid portrayal of their lives as young artists in New York City during the late 1960s and 1970s. It captures their struggles, ambitions, and the vibrant cultural scene they were part of, including encounters with iconic figures like Andy Warhol, Allen Ginsberg, and Sam Shepard. The memoir is a tribute to their artistic collaboration, their personal growth, and the city that shaped them. Smith's writing is poetic, candid, and filled with a sense of nostalgia, making the book a powerful and moving read.

The Emperor of All Maladies: A Biography of Cancer

Siddhartha Mukherjee

The Emperor of All Maladies is a detailed and engaging chronicle of cancer, spanning over 5,000 years. Mukherjee examines cancer with the precision of a cellular biologist, the perspective of a historian, and the passion of a biographer. The book recounts centuries of discoveries, setbacks, victories, and deaths, highlighting human ingenuity, resilience, and perseverance in the face of this disease. It also explores the historical and personal aspects of cancer treatment and research, including the development of chemotherapy, radiation, and modern targeted therapies. The narrative is enriched with case studies and literary allusions, making it a riveting and illuminating read.

The Creative Act: A Way of Being

Rick Rubin

In 'The Creative Act: A Way of Being,' Rick Rubin shares his insights on creativity, gathered from his extensive career in the music industry. The book is not limited to musicians but is designed for anyone interested in creative processes. Rubin discusses the concept of 'Source,' a metaphysical idea representing the infinite and constant flow of creative ideas and inspiration. He advocates for a way of being that incorporates creativity into all aspects of life, emphasizing the importance of awareness, noticing, and practicing mindfulness. The book is structured around 78 areas of thought on creativity, making it a versatile and inspiring read that can be revisited multiple times for new insights.

My First Book of Fancy Letters

Jessica Hische

This inventive picture book by Jessica Hische offers a delightful spin on the traditional alphabet book. It features creatively hand-lettered words for each letter of the alphabet, showcasing how letters can come in various shapes and sizes. The book conveys the value of differences and introduces young readers to 'bigger' words through typography. It is designed to be read aloud and shared, making it a great gift for baby showers, birthdays, and typography enthusiasts.