Type February 6, 2014

Image source: http://cravagolina.files.wordpress.com/2011/03/death_by_typography_by_gcore1.jpg

Type Sets the Tone

•Font

•Typeface or Font Family

•Glyph

Image source: http://fineartamerica.com/images-medium/neon-sign-series-featuring-the-alphabet-in-red-michael-ledray.jpg

Parts of a Font

Image source: http://365.idtech.com/tutorials/typography_illustrator/ http://www.fontshop.com/glossary/

Image source: http://martinsilvertant.deviantart.com/art/Typography-Series-01-Anatomy-of-typography-329617642

Image source: http://www.idtech.com/blog/looking-at-typography/

Font Categories

• Sans Serif

• Serif

• Script

• Decorative

• Modern

Image source: http://enfuzed.com/the-psychology-of-fonts-infographic/

Font Categories

Glyphs Most fonts have a set of 265 glyphs

Image source: http://www.fontspring.com/poster_imgs/73/14ed/2ed4a2990a857022fba66a3273/fp-720.png

Applying Additional Font Styling

• Font size

• Bold and Italic

• All CAPS

• Spacing

Image source: http://www.indezine.com/products/powerpoint/learn/textandfonts/format-font-styles-ppt2010.html

The Right Font for the Job

Choosing & Using Fonts

• Choose one font for your copy body • No. 1 consideration? READABILITY!

• Choose a second font for your headlines • Can be wild and derative, script and elegant or sans serif and ultra hip

Font Size

Image source: http://www.imaging.org/IST/pdfs/appendixa.pdf

Name a FONT FAMILY

Image source: http://bottom-of-the-glass.blogspot.ca/2012/02/birds-2-lethal-tweet.html http://designtaxi.com/news/361384/A-Meticulous-Illustration-Of-The-Brooklyn-Bridge-Done-Entirely-In-Type/

Choosing Fonts for the Web

• The number of Web font is limited

• Choose fonts that render well onscreen

Image source: http://www.zeald.com/site/zeald2/images/Articles/fonts/web_fonts.jpg

Spacing - Leading

• Space

between

lines

Image source: http://www.fonts.com/content/learning/fontology/level-2/display-typography/line-spacing

Spacing – Kerning vs Tracking

• Negative space between two characters

• Adjusting the space across a string of characters such as a sentence or a paragraph.

Image source: http://www.fonts.com/content/learning/fontology/level-2/text-typography/kerning-text-type http://www.fonts.com/content/learning/fontology/level-2/display-typography/spacing-display-type http://graphicdesign.stackexchange.com/questions/2606/difference-between-kerning-vs-letter-spacing

Typesetting Lengthy Copy

• Paragraph indicator

• Heading & Subheading

• Display fonts

• Bulleted lists

• Hanging indents

Image source: http://www.attitudedesign.co.uk/2006/a-guide-to-practical-typography

Taking a Page from Newspaper Design

• Story headlines

• Columns

• Justification

Image source: http://www.ndsu.edu/pubweb/~rcollins/313editing/hobbiesnewsletterdirections.htm

What is a GLYPH?

Type: Not Just for Reading Anymore

•Bold & Italic

• SMALL CAPS • Reversed Type

Image source: http://cravagolina.files.wordpress.com/2011/03/hendrix-typography.jpg

Typesetter’s Punctuation • Apostrophes

• Brackets of various kinds [ ], ( ), { }, ⟨ ⟩

• Colons and semicolons

• Commas

• Dashes and hyphens ‒, –, —, ―

• Ellipsis

• Exclamation and question marks

• Quotation

• Marks

• Slashes

• Special characters ©®¼½¾

Image source: http://www.newrepublic.com/article/113101/smart-quotes-are-killing-apostrophe

OpenType for Print Design

• Ligature

• Swash alternates

• Old style figures

• Dingbats

Image source: http://desktoppub.about.com/od/microsoft/ig/Microsoft-Publisher-2010/Publisher-2010-Ligatures.htm http://designshack.net/articles/typography/add-flair-to-projects-with-alternate-lettering/ http://blog.rockymountaintraining.com/adobe-indesign-assigning-old-style-figures-through-grep-styles/

What you Need to Know about Logo Design

Image source: https://self-issued.info/?cat=20

• Logos should be unique to the subject/product/organization

• Logos must be scalable

• Simplicity is a virtue

• Limit the number of colors

• Make sure the logo is reproductible in black only

• Logo can be reversed

• Logos should not be too vertical or too horizontal

If you Must Design a Logo

•Consider a type-only logo

•Avoid using the font-du-jour

•No clip art

•Add a simple shape

• Test it out

• Turn fonts to graphics

Image source: http://www.logodesignmadeeasy.com/world_best_logos http://breezycreativedesign.com/2010/01/21/5-different-types-of-logos/

Did I use a SERIF or a SANS SERIF font for this presentation?