typography

basics.
lettering should be simple, legible, appropriate and attractive.

simplicity in typography.
Serif D
Serif typefaces are:
• stable
Sanserif
D
• practical
Sanserif typefaces are:
• mature

D
• contemporary
• formal
• bold
• traditional
• sleek
• elegant

Slabserif

Slabserif typefaces are:

seif / sanserif fonts
• contemporary
• bold
• serious
• no nonsense font
type classification

Serif San Serif Slab Serif

Script Display Black Letter

Sbo
symbols/ dingbats
serif

Times Eighteen LT Centaur MT Std

AgfaRotisSemiSerif Century Expanded LT

Bauer Bodoni LT Charlemagne

Brighton Medium Dante Titling MT

ITC Caslon 224 Std Didot LT Std

san serif

Digi Grotesk LT Geneva CY

Eurostile LT Gill Sans

Folio LT Helvetica LT Std

Frutiger LT Letter Gothic Std

Futura LT Univers LT
slab serif

Aachen Bold

Authentic Small Serif LT

Blackoak Std

Calvert MT

Rockwell

Memphis LT
script

Aristocrat Cancellaresca Script

Balmoral Cancellaresca Script

Bickham Script Pro Coronet LT Std

Shelley LT Diskus LT Std

Brush Script Std Arcana GMM Std

display symblos

Wingdings Aristocrat
Anna ITC
Zapf Dingbats Wingdings
Ford Antenna Comp
Ale Signs LT Diskus LT Std

Ale Transport LT Diskus LT

Afroculture LT Diskus LT Std

type anatomy-1
 X HEIGHT
type anatomy-2 The height of a lower
case x or the height of
lower case letters.

ASCENDER SET WIDTH

This part Width of a character in relation to
of a lower case letter rises the height.
above the x height.

DESCENDER TERMINAL
The part of a It is the
lower case letter that hangs endpoint of
below the baseline. the letterform.
Design is intended to communicate information, not SHOUT OUT!

Use one to two typefaces per layout / ad

Do not use ALL CAPS for headings

As your type gets larger, adjust your tracking, leading

& line-length.
Use styles to emphasize, not for entire body text

Choose Font Sizes relative to elements on your page

hierarchy = rank = order of importance
Effective hierarchy gets people to look where you want them to look:
such as headings and body text.

‘Emphasis’ can be stressed by size, weight, color, style and placement.

h1
abcdefghijklm
h2 abcdefghijklmnopqrst
h3 abcdefghijklmnopqrstuvwxyzab
abcdefghijklmnopqrstuvwxyzabcdefghijklm
body copy
Winter Sports !

5526338AA
Sign On Time is Looming. before
Promote Your
Registrations for the Best
Chances of a Healthy
2014 Club Sign On.
By Promoting your club code in the
Winter Sport Sign On Advertising
hierarchy
Feature. Publishing in the Northern
Star and Your choice of Community Consider emphasizing only one word as necessary
Newspaper. like slogan by scaling, changing color/value, style of
Feature Booking Deadlines are
Closing Soon. lettering, using capitals, italicizing or underlining.
Reserve Your Space by contacting
your Media Sales Consultant Today
Phone 6620 0500

after
 no all caps
A Moment Of Silence • readablity issues
Greg Shanley • in-you-face / shouting out and not

1960-2010 polite
• in a social context means you’re
Over the 23 years we’ve known Greg, we’ve yelling
admired his courosity about the world as well as
• in some caes it can be used for
his ability to speak knowladgably about anthing
from poliitcs to horticulture. We’ll all miss his emphasizing
engaging concervation, his love for Iowa, and his
award winning Double Burgers.
Why no to allcaps?
Because text in all caps reduces the
shape contrast for each word.
Human mind reads blocks of text not
letter by letter. Words in lower case
A MOMENT OF SILENCE have distinct shapes / contrast
GREG SHANLEY compared to all caps therefor easier
1960-2010 to grasp.

OVER THE 23 YEARS WE’VE KNOWN GREG, WE’VE

ADMIRED HIS COUROSITY ABOUT THE WORLD AS CONTRAST CONTRAST
WELL AS HIS ABILITY TO SPEAK KNOWLADGABLY
ABUT ANTHING FROM POLIITCS TO HORTICULTURE. no contrast in shape
WE’LL ALL MISS HIS ENGAGING CONCERVATION, HIS
LOVE FOR IOWA, AND HIS AWARD WINNING

Contrast Contrast
DOUBLE BURGERS.

contrast in shape
good usage of all caps
• use all caps in small doses
• all cap settings work well for brief emphasis, for subheads and
column headings
 Winter Winter Sports!
Sports! Sign On Time is Looming.
Sign On Time is Looming.
Promote your Promote your registration
registration for the Best for the Best Chance of a
Chance of a Healthy Healthy 2014 Club.
2014 Club.
By promoting your club code
By promoting your club code in the Winter Sport sign on
in the winter Sport Sign on Advertising Feature.
Advertising Feature.
Feature booking deadlines are closing soon. Feature booking deadlines are closing soon.
Reserve your space by contacting your
Reserve your space by contacting your
Media Sales Consultant today!
Media Sales Consultant today!
Phone: 6620 0500 Phone: 6620 0500

• confusing • use bold, italics, and different sizes of fonts

• cluttered look for captions, subheadings, decks, and other
design elements.
• consistent look
• functional
use fewer fonts
theme base font
Celebration KristenNotSoITC
Celebration : to do something special or enjoyable
for an important event, occasion, holiday, etc.
Celebration Chipper

Celebration Agrafie LT

Celebration Airstream ITC

Celebration Bendigo

Celebration Biffo MT

Fonts used are very child like, fun, frivolous, irregular and jumpy keeping in Celebration Coconino ITC
mind the theme celebration and kids. Creates a very happy mood.

1
theme base font
Classy : having qualities that make someone or something
special and attractive, having or showing class, elegant, stylish.

Classy Futura LT

Classy ITC Avant Garde Gothic LT

Classy LinotypeErgo

Classy Metro LT

Fonts used are formal, minimalistic, simple, elegant, light, uptown and Classy ITC Benguiat Gothic LT
modern, not cluttered. Characters starts and ends smoothly. No serif fonts
used keeping in mind the picture provided, although in some cases certain
serif fonts may also be appropriate.
theme base font
Feminine : relating to, or suited to women or girls, characteristic
unique to women.

Feminine Futura LT

Feminine Helvetica Neue LT

ITC Avant Garde

Feminine Gothic LT

Feminine ITC New Baskerville

Feminine Monotype Modern

Soft, delicate, clean looking fonts. Could be serif, sanserif. The typeface
should give a curvey, light and airy look. Feminine Palace Script MT

Feminine Bodoni Sev Swash ITC

theme base font
Decorative : used to make something more
attractive : used for decoration, purely ornamental.

Decorative Snell Roundhand

Decorative Cancellaresca Script

Decorative Aristocrat

Typeface used are fancy, ornamental, decorative, grand and rich yet pleasing to
the eye and elegant. Its very important that fonts should be readable and clear.
Preferable fonts in script.

3
theme base font
Elegant : showing good taste
: graceful and attractive, of a high grade or quality.

Elegant Univers LT

Elegant ITC Avant Garde

Gothic LT

Elegant Americana LT

Elegant Helvetica Neue LT

Classy, airy, light weight fonts both serif and sanserif fonts
can be used.
theme base font
Sophisticated : having or showing a lot of experience and
knowledge about the world and about culture, art, literature, etc.

Sophisticated Americana LT

ITC Avant Garde

Sophisticated Gothic LT

Sophisticated Bauer Bodoni

Sophisticated ITC New Baskerville

Typeface used are rich, smooth and decent flow of space between eachcharacter.
Formal and high end.
theme base font
Luxury: a condition or situation of great comfort, ease, and wealth
: a condition of abundance or great ease, adding to pleasure.

Luxury Minion Pro

Luxury Monotype Modern

Luxury Bauer Bodoni LT

Luxury Bodoni Sev Swash ITC

The word ‘luxury’ means richness, abundance, high end or high class,
therefore typeface should give a very rich, classy, comfortable yet formal look.
Luxury ITC Avant Garde Gothic LT
Extra Light
Thin, light weight, airy serif fonts could be a good choice here as they are stylish
and have character. San serif fonts can also work well.
theme base font

Sadness : expression of grief or unhappiness

Sadness Bodoni Sev Swash ITC

AgfaRotisSansSerif
Sadness Light

Sadness Aparajita

Sadness Futura Lt Light

Its a very emotional and delicate situation and therefore the fonts should be Sadness Gill Sans
formal yet very subtle, quiet and low. Never use ‘all caps’ here because it is
inappropriate to the sitiation or concept.

11
theme base font
Fast : moving or able to move quickly, happening quickly, taking
a short amount of time

Fast Compacta Italic

Fast Rory LT

Fast Atomatic LT

Crillee Extra Bold

Fast Italic

Appropriate typeface in this case should be strong, active. Looks as if moving

forward or racing. Giving a modern look.

5
theme base font
Heavy Duty : designed to do difficult work without
breaking, able to withstand unusual strain.
eg: heavy–duty trucks

Heavy Duty Impact

Helvetica Neue LT 97
Heavy Duty Black condensed

Heavy Duty Aachen LT

HEAVY DUTY Flyer LT

Fonts are strong, bold, heavy and tough. Type with strong slab serif can also
HEAVY DUTY ITC Machine LT
be used. In this case ‘all caps’ can also work well, because it ‘emphasises’ and
gives more ‘weightage’ to the concept of heavy duty.

7
theme base font
Masciline: relating to, or suited to men or boys.
: includes most of the words referring to males.

Masculine Minion Pro

Masculine Crillee Bold Italic

Masculine Eurostile LT

Masculine Aachen LT

Masculine strong, modern, powerful, dominating font style. Each characters of the
word ‘masculine‘ are clear, clean and straight.
Masculine Compacta

9
theme base font
Powerful : having the ability to control or influence people or things
: having a strong effect on someone or something
: having or producing a lot of physical strength or force

Powerful Minion Pro

Powerful Impact

Frutiger
Powerful CE 75 Black

Bell Centennial
Powerful Bold Listing Alternate

Here the word ‘powerful‘ is emphasized using thick and heavy fonts which looks Powerful Crillee Italic
strong. In rare cases all caps can also be used to emphasise the importance, but better
avoided as it might seem rude or as if screaming out to the observer.
theme base font
Tough : physically and emotionally strong, able to do hard work,
to deal with harsh conditions, etc.
Tough Crillee Bold Italic

Tough Helvetica Inserat LT Cyrillic

Tough Aachen Medium

Tough Trump Mediaeval LT

Tough Transport

Typeface with particular characteristic features modern, bold and heroic.

Tough Eurostile LT

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