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Typography

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9 views20 pages

Typography

Uploaded by

tarasova.1312
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Typography

Typeface: ​A typeface refers to the design features of a set of characters, glyphs,


and symbols. Essentially, a typeface is a family or grouping of fonts with the same
set of characteristics.
Font: A font refers to a specific subset or style within a typeface. For example,
Helvetica Light is distinct from its Helvetica cousins by its notably light visual
‘weight.’

Watch a video an say for which purposes these


typefaces can be used
🎨 Branding & Logo Design Brief Example
Clean Sweep is a small business that’s ready to expand its renowned cleaning services to a larger
market. Sherry, the business owner and operator, recognizes that much of her success comes from her
personable, down-to-earth approach to service. Although she wants to grow her business, she wants
this same quality to characterize her brand’s new visual identity.

✔️ Overview
Established just 2 years ago, Clean Sweep is a small business that provides home cleaning services
specifically to pet owners. As a dog lover and busy professional, Sherry spent years searching for a
cleaning service that would accommodate her unique needs as a pet owner. Seeing an opportunity,
Clean Sweep was born. Her current logo features a dog with a broom and is used on invoices, t-shirts,
business cards, and social media.

She defines her current brand as:


Friendly and approachable, caring, and, above all, pet loving
Efficient, but knowledgeable and personable, taking the time to explain the nuances and techniques
of cleaning a space where pets also live

✔️ Scope
Sherry's planning on expanding to other cities throughout Washington, but first, she wants a new logo
and visual identity and a little help with her brand identity.

For the deliverables, Sherry would like:

A new logo design, along with guidance on how and where to use it in print and digital mediums
Definition of brand colors, typography, and other guidelines

✔️ Objectives
Sherry appreciates the growth and progress she’s made with Clean Sweep, but she wants to establish
her brand as more than a small business with a handful of clients. Many of her customers are unaware
that Clean Sweep employs more than 30 full-time workers.

As a result of her new branding efforts, Sherry’s goals are to:

Pay homage to her original logo and maintain the business’s existing brand identity while giving her
brand’s visual identity a professional veneer
Establish her brand in new markets across Washington and eventually California
Lay the foundations for future plans of a web presence, including a brand publication catering to pet
owners

✔️ Target Audience
Attained mostly by word-of-mouth, the majority of Sherry’s existing customers are career-minded
homeowners who are usually too busy to clean their homes themselves. As pet owners, they’re
frustrated with generic cleaning services that never seem to get all the pet hair out of the carpets and
furniture.

Over half of Clean Sweep’s customers opt for its micro-cleaning services, which provide deep cleaning
once per month and daily “clean sweeps” during the week. These services also help customers with
simple pet care during daily visits.

✔️ Timeline and Budget


Sherry has plans to launch her services in three other cities by the end of the year, with an initial test
run in a Seattle suburb in 2 months. She’d like her logo by then but can wait longer for other brand
materials. While she’s flexible, Sherry would like to keep her budget under $5,000.
What is it?
Alignment

Alignment is the way that the different elements in a design are arranged, usually in
relation to a page or document. In typography, alignment, which can also be called
range, is the setting of text relative to a column, tab or page. It’s very easy to notice
when elements in a design aren’t aligned.
Legibility
The measure of how easy it is to
distinguish one letter from the
next. Legibility has a lot to do
with your choice of typeface and
how you use it, i.e. simpler serif
or sans serif typefaces are
generally better for smaller body
copy.

Type anatomy
Hierarchy
The visual arrangement of design
elements in a way that signifies
importance. For example, you might
make a title big and bold to ensure it
attracts more attention than a small,
lightly colored image caption.

Kerning
The adjustment of space between two
characters in your type. Kerning is s
common design term and usually aims
to achieve a more proportional and
pleasing balance of space between
each character.

Leading
Pronounced ‘ledding’, leading refers to
the space between lines of type.
Overly tight leading can cause tension
and overlap, making the content
unreadable, and too-loose leading can
equally make the type appear
disjointed, so we usually try to find a
nice balance between the two.

Tracking
Tracking concerns the space between
letters. When we track bodies of text,
we are adjusting space between every
letter in a word in order to change the
density or appearance of a large block
of type (i.e. body copy). Tracking
shouldn’t be confused with kerning,
which concerns the adjustment of
space between individual pairs of
letters.
Comment on the mistakes in these examples using Present Perfect.
Example: you have used inappropriate kerning here. The letters are too close to each other.
logo design
Bad typography has ruined
more than just the Oscars

cue card
snafu
a ballot
bullet points
to file a lawsuit

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