th k tthe rock star

Combining different typefaces should enhance communication not confuse it

Concord – GOODConflict- BADContrast FUNContrast- FUN

Good rule of thumb-If you’re having trouble with typefaces

don’t look for what’s different look for what is similar

Remember contrast good don’t wimp Remember contrast good.. don t wimp out

Counters

SerifAscenders

D d

x-heightBaseline

Descender

Upper Case Lower Case

Serif

Serif on lowercase letters areletters are slanted

Moderate thick/thin transitions in the strokes

Serifs on lowercase letters are thin and horizontal

Vertical Stress

Radical Thick/thin transition in the strokes

Serifs on lowercase letters are horizontal and thick

Vertical Stress

Very little or no thick/thin transitions, or contrast in the strokes

Serifs on lowercase letters are horizontal and thick

Vertical Stress

Very little or no thick/thin transitions, or contrast in the strokes

No Serifs anywhere

No stress because there’s no thick/thin

No thick/thin transitions in the strokes

Hand lettered with a calligraphy pen or brush or sometimes pencil or a technical pen

Ch k lCheesecake analogy-eat sparingly Can be stunning

with contrast and size

Use effectively/sparingly

Fun,

Use as headlines, not body copy

distinctive and often cheap