How to see like a designer: The hidden power of typography and logos | Jessica Hische (Lettering Artist, Author) | Lenny's Podcast: Product | Growth | Career (private feed for websong16@gmail.com) | Podwise
This episode explores the process of logo and brand refreshes for startups, featuring insights from lettering artist Jessica Hische. Against the backdrop of common startup constraints, Hische advocates for a pragmatic approach to branding, suggesting that an initially "good enough" logo is often sufficient in early stages. More significantly, she emphasizes the importance of addressing both utilitarian issues (scalability, legibility) and broader brand identity alignment, as demonstrated by her work with Lenny Rachitsky's podcast and newsletter. For instance, her refresh for Jenny's Ice Cream involved fixing a subtle but impactful visual misinterpretation. The discussion pivots to practical advice on identifying when a refresh is needed, highlighting moments like expanding brand rollout or preparing for physical brand assets. Ultimately, Hische's perspective underscores the value of intuitive design assessment, encouraging listeners to tap into their subconscious responses to visual elements and understand the emotional impact of typography and color. What this means for startups is a more strategic and cost-effective approach to branding, prioritizing functionality and long-term brand consistency over premature, large-scale investments.
