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

Most people are better at understanding the feelings and sensations that typography and logos give us than they give themselves credit for. Because what we are as people are endless absorbers of patterns and information and all this kind of stuff as we move throughout the world. We don't take time to sit and digest it. But it's still coming in and getting logged. And so even as like a non designer, I think you can look at examples of logos where something's not quite right and be like something's not right here, I just don't know how to name it. But I think A good exercise is just sort of like looking at font that are available in the world and asking yourself, what feeling does this give me?

Today my guest is Jessica Hish. Jessica is a design legend. And it was such an honor to both have her on this podcast And also to work with her on a refresh of my newsletter and podcast logo and brand, which is launching around the same time as this episode comes out. Jessica is a lettering artist specializing in tapographical work for logos, film, books, and other commercial applications. Her clients include Wes Anderson, the United States Postal Service.

Apple, Nike, Tiffany and Company, The Gap, and Penguin Books? And her work has been featured in design and illustration annals both in the US and internationally. She's helped create logos for Phil's Coffee, Eventbrite, and MailChimp. Is a best selling children's book author, and if you live around the Bay Area, you've seen her work all over the city without knowing it. In our conversation, Jessica shares the process that she went through to update my logo and brand for my newsletter and podcast, what specific elements of a logo and brand impact, how you feel about that brand, why a good enough logo is just fine for a long time for most startups, and when it makes sense to refresh your look. Also, some really clever productivity tips, design advice, and a bunch of really fun stories.

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