Lenny's Podcast: Product | Growth | Career

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

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!

01:21:47

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Quick takeaways

Typography deeply influences emotional perception, allowing individuals to unconsciously communicate their feelings about brands without verbal articulation.

The logo refresh process requires clear communication and trust between clients and designers to balance creativity with brand integrity.

Determining the right time for a logo update hinges on practical needs and strategic shifts within the company, enhancing brand identity.

Deep dives

Understanding Emotional Responses to Typography

Many individuals possess a heightened sensitivity to the emotional impact of typography and branding, often more than they recognize. As people navigate the world, they continuously absorb visual information, forming unconscious impressions that could influence their feelings about brands. This innate ability allows even non-designers to recognize when something feels off about a logo, even if they can't articulate why. Engaging in exercises that analyze how different fonts and typographic styles evoke specific feelings can help enhance this awareness.

Intro

2min

Crafting Custom Typography and Branding

7min

The Art of Logo Redesign

15min

Designing with Emotion: The Power of Typography

19min

The Balancing Act of Brand Power in Business

4min

Outsider Insights: Branding in Tech

19min

Creating 'My First Book of Fancy Letters'

7min

Exploring Favorites: TV, Unique Products, and Life Lessons

3min

Designing Trust and Collaboration

6min

Jessica Hische is a lettering artist and New York Times bestselling author based in Oakland, California. She specializes in typographical work for logos, film, books, and other commercial applications. Her clients include Wes Anderson, The United States Postal Service, Target, Hallmark, and Penguin Books, and her work has been featured in design and illustration annuals both in the U.S. and internationally. She’s been named a Print Magazine New Visual Artist (20 under 30), one of Forbes 30 under 30 in Art and Design, an ADC Young Gun, a “Person to Watch” by GD USA, and an Adweek “Creative 100.” In our conversation, we discuss:

• My new logo and brand!

• Jessica’s process for refreshing my logo/brand

• Why most startups shouldn’t worry about their logo/brand

• The psychology behind different typography choices

• Balancing creativity with business needs in logo design

• Jessica’s unique approach to pricing logo work

• How AI is (and isn’t) impacting the design world

• Jessica’s other creative pursuits, including children’s books and art supply stores

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