Lenny's Podcast: Product | Career | Growth

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.

insights

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.

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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.

Get the Snipd Podcast app to discover more snips from this episode

Crafting Custom Typography and Branding

02:20 • 7min

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The Art of Logo Redesign

09:46 • 15min

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Designing with Emotion: The Power of Typography

24:25 • 19min

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The Balancing Act of Brand Power in Business

43:00 • 4min

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Outsider Insights: Branding in Tech

46:42 • 19min

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Creating 'My First Book of Fancy Letters'

01:05:50 • 7min

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Exploring Favorites: TV, Unique Products, and Life Lessons

01:12:27 • 3min

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Designing Trust and Collaboration

01:15:15 • 6min

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#47999

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.

#2865

• Mentioned in 9 episodes

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.

#56175

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.

#1261

• Mentioned in 18 episodes

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.

#42932

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.

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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Find the transcript at: https://www.lennysnewsletter.com/p/seeing-like-a-designer-jessica-hische

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Where to find Jessica Hische:

• Threads: https://www.threads.net/@jessicahische

• Instagram: https://www.instagram.com/jessicahische

• Website: https://jessicahische.is

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• X: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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In this episode, we cover:

(00:00) Jessica’s background

(01:32) The logo refresh process

(09:45) When to refresh your logo

(11:45) High-level overview

(18:04) Approaching Lenny’s brand refresh

(24:25) How to see like a designer

(37:53) Lenny’s new logo: where we landed

(44:07) Brand’s role in company success

(50:04) Jessica’s flexible pricing strategies and collaborative design process

(57:14) Balancing multiple creative projects

(01:01:48) Using AI in creative work

(01:05:50) Upcoming projects and final thoughts

(01:08:24) Lightning round

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Referenced:

• Jeni’s: https://jenis.com

• James Edmondson on LinkedIn: https://www.linkedin.com/in/jamestedmondson/

• Figma Config: https://config.figma.com/

• Helvetica: https://en.wikipedia.org/wiki/Helvetica

• MyFonts: https://www.myfonts.com/

• Geometric sans serif fonts: https://www.myfonts.com/pages/tags/geometric%20sans%20serif-fonts

• The Rise of Fractional Executives: https://www.reforge.com/blog/leveraging-fractional-executives

• JH&F: https://jessicahische.shop/pages/my-oakland-store

• Drawling: https://drawling.shop/

• Jessica Hische’s books on Amazon: https://www.amazon.com/stores/Jessica-Hische/author/B082XDN54V

• Dreamforce: https://www.salesforce.com/dreamforce

• Bezier handles: https://www.tella.tv/definition/bezier-handles

• My First Book of Fancy Letters: https://www.amazon.com/My-First-Book-Fancy-Letters/dp/0593385012/r

• The Creative Act: A Way of Being: https://www.amazon.com/Creative-Act-Way-Being/dp/0593652886/

• Inside Paragraphs: Typographic Fundamentals: https://www.amazon.com/Inside-Paragraphs-Fundamentals-Cyrus-Highsmith/dp/1616899417

• Just Kids: https://www.amazon.com/Just-Kids-Patti-Smith/dp/0060936223

• Robert Mapplethorpe: https://en.wikipedia.org/wiki/Robert_Mapplethorpe

• The Emperor of All Maladies: A Biography of Cancer: https://www.amazon.com/Emperor-All-Maladies-Biography-Cancer/dp/1439170916/r

• Severance on Prime Video: https://www.amazon.com/Severance-Toby-Stephens/dp/B001ARYGCU

• Penco brown bag stand: https://penco.jp/en/products/db079/

• XOXO: https://xoxofest.com/

• Mariame Kaba quotes: https://www.goodreads.com/author/quotes/8156101.Mariame_Kaba

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.lennysnewsletter.com/subscribe

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