Lenny's Podcast: Product | Growth | Career cover image

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.

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.

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