Thursday, 30 October 2014

Words amplified by typography - Freda Sack

An observation on the 'typographic link' between designers and their audience – illustrated by The Foundry and commissioned typefaces – with a commentary of quotes from typographic friends and heroes. Typography is our common language – that bond between the arrangement of letterforms on a page and the intended communication. All information is filtered through the medium of typography, curiously its disciplined structure allows endless variations in the expression of ideas and facts – the grid is fundamental – adhered to, or broken. 

Good design often appears effortless in the making – importantly it should be effortless in the using. As designers we need both skill and intelligence to transmit the writer’s words in such a way as to be easily, and correctly perceived. Effective design is the result of a process of simplification and refinement – essentially to make a connection, that 'bridge' or link between the reader and the writer.

Freda Sack has a passion for letterforms and enjoys ‘making things happen typographically’. She studied typography at Maidstone College of Art, School of Printing. An increasing interest in the letterforms themselves led to her career as a type designer – working for various font manufacturers and involved with groundbreaking font technology. Freda co-founded The Foundry in 1990 with David Quay to develop their own range of typefaces. From 2001–2013 with her company Foundry Types, she managed The Foundry™ library, and continued with commissioned fonts. Now The Foundry™ typeface library is licensed exclusively by Monotype. Her bespoke typefaces include: WWF, NatWest Bank, Science Museum, Cossette, Yellow Pages, Swiss Airlines, Brunel UK railways, and Lisbon Metro. Currently Freda lives and works in central London as a design consultant, education advisor and mentor. She is a UCA Board governor (University of the Creative Arts) and ISTD Board director (International Society of Typographic Designers).

6 November 2014: 1730-1930: Birmingham City University, P350 Lecture Theatre, Parkside Building, 5 Cardigan Street, Birmingham B4 7BD

Book a FREE ticket here


  1. You have such an interesting blog. Thanks for sharing, I enjoyed reading your posts. All the best for your future blogging journey.

  2. Glad you enjoy the blog, thanks for commenting.