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Jessica Hische

1 episode

Episodes

How to see like a designer: The hidden power of typography and logos | Jessica Hische

Oct 20, 20241h 21m

Guest: Jessica Hische - Lettering Artist. Jessica is a renowned lettering artist specializing in typographical work for logos, film, books, and other commercial applications. Her clients include Wes Anderson, Apple, Nike, and Penguin Books, and she's a best-selling children's book author. Key Takeaways: Understanding Typography: Most people can intuitively sense when typography feels off, even if they can't articulate why. A good exercise is to look at fonts and note the feelings they evoke. Logo Refresh Timing: Consider a logo refresh when you're expanding your brand's reach, printing swag, or if your current logo uses popular, easily replicable fonts. Design Process: Start with broad goals for a logo refresh, then narrow down to specifics. Be open to combining different elements to find the right fit. Seeing Like a Designer: Pay attention to elements like letter spacing, weight, and edges. These details significantly impact the perception of a brand. Role of Brand in Startups: For many startups, brand should not be the primary focus initially. Invest in brand development as the company grows and pivots. Topics Covered: Typography insights, logo refresh process, design decision-making, role of brand in startups, exercises to see like a designer, Jessica's diverse projects.

Notable Quotes

โ€œMost people are better at understanding the feelings and sensations that typography and logos give us than they give themselves credit for.โ€

Typography and logos

โ€œThe cover of the book should be giving you incredible insight into what is on the interior of the book and setting the tone.โ€

Branding and expectations

โ€œHope is a discipline.โ€

Positivity and agency