How to see like a designer: The hidden power of typography and logos | Jessica Hische
Lenny's Podcast episode, sponsored by the Enterprise Ready Conference from WorkOS and by OneSchema, in which Lenny Rachitsky talks with Jessica Hische, the lettering artist behind logos for Mailchimp, Eventbrite and Philz Coffee and the designer of Lenny's own brand refresh, about how to see like a designer. Hische's premise: everyone is an endless absorber of patterns, so non-designers already feel when a logo is off - they just cannot name it - and the exercise is simply to look at fonts and ask what feeling each one gives. She walks through the process behind Lenny's rebrand, which elements of a logo shape how a brand feels, and why a good-enough logo buys a long time for most startups. She also pushes back on don't-judge-a-book-by-its-cover: a cover should give real insight into the interior, design and content working as one. PARTIAL COVERAGE: this summary highlights the principles and process; the detailed design critique and stories are not covered. These are Hische's own views, not independently verified.
Executive Summary (TL;DR)
Lenny's Podcast episode, sponsored by the Enterprise Ready Conference from WorkOS and by OneSchema, in which Lenny Rachitsky talks with Jessica Hische, the lettering artist behind logos for Mailchimp, Eventbrite and Philz Coffee and the designer of Lenny's own brand refresh, about how to see like a designer. Hische's premise: everyone is an endless absorber of patterns, so non-designers already feel when a logo is off - they just cannot name it - and the exercise is simply to look at fonts and ask what feeling each one gives. She walks through the process behind Lenny's rebrand, which elements of a logo shape how a brand feels, and why a good-enough logo buys a long time for most startups. She also pushes back on don't-judge-a-book-by-its-cover: a cover should give real insight into the interior, design and content working as one. PARTIAL COVERAGE: this summary highlights the principles and process; the detailed design critique and stories are not covered. These are Hische's own views, not independently verified.