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: [ Ссылка ]

Where to find Jessica Hische:
• Threads: [ Ссылка ]
• Instagram: [ Ссылка ]
• Website: [ Ссылка ]

Where to find Lenny:
• Newsletter: [ Ссылка ]
• X: [ Ссылка ]
• LinkedIn: [ Ссылка ]

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

Referenced:
• Jeni’s: [ Ссылка ]
• James Edmondson on LinkedIn: [ Ссылка ]
• Figma Config: [ Ссылка ]
• Helvetica: [ Ссылка ]
• MyFonts: [ Ссылка ]
• Geometric sans serif fonts: [ Ссылка ]
• The Rise of Fractional Executives: [ Ссылка ]
• JH&F: [ Ссылка ]
• Drawling: [ Ссылка ]
• Jessica Hische’s books on Amazon: [ Ссылка ]
• Dreamforce: [ Ссылка ]
• Bezier handles: [ Ссылка ]
• My First Book of Fancy Letters: [ Ссылка ]
• The Creative Act: A Way of Being: [ Ссылка ]
• Inside Paragraphs: Typographic Fundamentals: [ Ссылка ]
• Just Kids: [ Ссылка ]
• Robert Mapplethorpe: [ Ссылка ]
• The Emperor of All Maladies: A Biography of Cancer: [ Ссылка ]
• Severance on Prime Video: [ Ссылка ]
• Penco brown bag stand: [ Ссылка ]
• XOXO: [ Ссылка ]
• Mariame Kaba quotes: [ Ссылка ]

Production and marketing by [ Ссылка ]. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

Lenny may be an investor in the companies discussed.

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