Jessica Hische (00:00:00): Most people are better at understanding the feelings and sensations that typography and logos give us than they give themselves credit for, because what we are as people are endless absorbers of patterns, and information, and all this kind of stuff as we move throughout the world. We don't take time to sit and digest it, but it's still coming in and getting logged, and so even as a non-designer, I think you can look at examples of logos where something's not quite right and be like, "Something's not right here, I just don't know how to name it." But I think a good exercise is just like looking at fonts that are available in the world and asking yourself, "What feeling does this give me?" Lenny Rachitsky (00:00:47): Today, my guest is Jessica Hische. Jessica is a design legend, and it was such an honor to both have her on this podcast and also to work with her on a refresh of my newsletter and podcast logo and brand, which is launching around the same time as this episode comes out. Jessica is a lettering artist specializing in typographical work for logos, film, books, and other commercial applications. Her clients include Wes Anderson, the United States Postal Service, Apple, Nike, Tiffany and Company, The Gap, and Penguin Books, and her work has been featured in design and illustration annals, both in the U.S. and internationally. She's helped create logos for Philz Coffee, Eventbrite, and Mailchimp, is a best-selling children's book author, and if you live around the Bay Area, you've seen her work all over the city without knowing it. In our conversation, Jessica shares the process that she went through to update my logo and brand for my newsletter and podcast. (00:01:38): What specific elements of a logo and brand impact how you feel about that brand, why a good enough logo is just buying for a long time for most startups, and when it makes sense to refresh your look, also some really clever productivity tips, design advice, and a bu...