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She works as a font developer for Hallmark Cards in Kansas City, Missouri where she creates proprietary typefaces based on handwriting, calligraphy, and lettering.

She asks lots of questions, has become an accidental specialist in multi-sensory typography and known for her interest in the psychology of type.

She is the founder of the innovative Type Tasting studio; driven by her passion for changing the way we think and talk about typography.

Sarah is also known for her thought-provoking and highly entertaining typography workshops, events and books including Why Fonts Matter and the type dating card game Whats Your Type.

Sarah explores typefaces through the eyes of the type consumer.

For the last few years she has taken her pop-up lab to events with a range of experiments designed to engage participants in thought-provoking activities while also gathering data she can then share.

Her experiments include profiling typeface personalities, exploring letterforms as cultural codes, and investigating how type interacts with all the senses.

She will talk about some of her experiments, giving insights into the process and how some of the failed experiments have taught her the most.

Be prepared to join in, her talks are fun and interactive with lots of games for the audience to take part in.

Her studio works for international and domestic clients but also in self-initiated projects.

As a typographer and type designer, she is specialized in all sorts of projects involving custom lettering and type design, for branding and publishing design.

Her design approach is to create unique solutions for every assignment, based on the concept, the content and the context, always in close collaboration with art directors and designers.

She designs and produces typefaces which are distributed through her own digital type foundry Type--Tones, that is also a member of TypeNetwork.

She also teaches typedesign and typography in different schools.

Lauras work has been featured in several publications and exhibitions such as the Graphic DesignNow in Production in 2011-2012.

She also holds awards from the ADG-FAD (The Art Directors Graphic Designers Association, Spain), and TDCs for her typefaces Rumba Lalola and Qandus.

I will put some emphasis on specific projects that had been relevant to me, from lettering to type design, always trying to emphasize my personal approach when designing Latin typefaces and also in relation to other writing systems.

Fili was art director of Pantheon Books for eleven years, where she designed close to 2000 book jackets.

She is a member of the Art Directors Hall of Fame, and received the medal of lifetime achievement from the AIGA and the Type Directors Club.

She also co-authored and designed Italianissimo and The Cognoscentis Guide to Florence.

With her husband, the design historian Steven Heller, she is co-author of Italian Art Deco, British Modern, Dutch Moderne, Streamline, French Modern, Deco Espaa, German Modern, Deco Type, Design Connoisseur, Counter Culture, Typology, Stylepedia, Euro Deco, Scripts, Shadow Type, Stencil Type, and Slab Serif Type.

From book jackets to restaurants to food packaging, and most recently font design, every new chapter has been inspired by a trip to Italy.

This talk will show the pasticceria papers discovered in a magazzino, the Deco beach signs of Viareggio, and typefaces inspired by Futurist and Stile Liberty letterformsand how they have informed her work.

Tipografia Club America Vector 2018