Scribd
Upload
456 views75 pages

Typography

Typography is the art and technique of: Arranging type - involves the selection of: Typefaces Point size Leading - line spacing Tracking - adjusting the space between a group of letters. A typeface is a set of one or more fonts, in one or more sizes, designed with stylistic unity.

Uploaded by

slvrdlphn
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
456 views75 pages

Typography

Typography is the art and technique of: Arranging type - involves the selection of: Typefaces Point size Leading - line spacing Tracking - adjusting the space between a group of letters. A typeface is a set of one or more fonts, in one or more sizes, designed with stylistic unity.

Uploaded by

slvrdlphn
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 75

Typography

by Joby Provido
And Penny Tan
Typography
• Etymology: typos (type) and
graphos (written)
• Performed by typesetters,
compositors, typographers,
graphic designers, comic book
artists, grafitti artists, and
clerical workers
Typography
• The art and technique of:
• Arranging type – involves the
selection of:
• Typefaces
• Point size
• Leading – line spacing
• Tracking – adjusting the space
between a group of letters
• Kerning – adjusting the space
between a pair of letters
• Type design
• Modifying type glyphs
typefaces
• A set of one or more fonts, in one
or more sizes, designed with
stylistic unity
• Usually comprised of an alphabet
of letters, numbers, punctuation
Typefaces vs. fonts
 Typefaces  Fonts
Families of fonts Variations of a
• Times New typeface
Roman • Arial
• Arial • Arial bold
• Arial italics
• Arial underline
Typeface terms
Typeface terms
Typeface terms
ascender x-height

descender baseline

• Horizontal guideline indicating where the bottom


of characters without descenders appear to
align
• Height of lower case letters with no ascender or
descender
• Part of the lower case letter that extends above
the x-height
• Part of the lower case letter that extends below
Typeface terms

roman italic
Point size

size in points
Point size discrepancy
• Point sizes are not exactly the
same height
• The following are all 50 points
stress
• The direction
and degree of
incline in the
axis of the
font
• Could be
diagonal
(oblique or
stress
biased),
vertical, or
serifs
• Serif
• A short line or finishing stroke that
crosses or projects from stems or
strokes in a character
• Bracket
• Also called a fillet
• Shape that appears at the junction of
a serif and a main stroke
• Hairline
• Thinnest stroke of a letter
serifs
• Slab
• Bold rectangular appearance and
sometimes has fixed widths
• All characters occupy the same
amount of horizontal space
• Wedge
• Where the junction of the serif and
the stem are diagonal, rather
than a bracket
Serifs and brackets

bracketed

Serifs (feet)
Palatino
weight
Condensed and extended
TYPEFACE CATEGORIES
Old style
• Formed the
way scribes
held their
pens in the
1400s
• Warm and
graceful
• Most readable
because they
were meant
Old style
lowercase serifs are slanted diagonal stress

serifs bracketed gentle transition from thick to thin


Old style
Old style samples
modern
• Industrial revolution = mechanical
point of view
• Old style typefaces were becoming
obsolete
• Elegant but severe and cold
• Not very readable
modern

vertical stress lowercase serifs are horizontal

radical thick to thin

serifs subtle or no bracketing


modern
Modern samples
Slab serif
• Also known as square serif
• All characters occupy the same amount of
horizontal space, as printed by a
typewriter
• Industrial revolution = advertising
• Advertising needed thicker typefaces
• Thickening the modern typefaces made it
impossible to read
• Thickened the serifs instead
• Often called CLARENDONS as it epitomizes
the letterform
Slab serif

horizontal lowercase serifs vertical stress

thick, fat serifs subtle thick to thin


Slab serif samples
Sans serif
• Sans means “without” in French
• Created by William Caslon in 1816
because he hated serifs
• The Bauhaus motto “form follows
function” stripped typefaces to
their bare essentials
• Large x-height creates a presence
• Futura is the epitome of this
letterform
Sans serif

large x-height

no serifs subtle or no transition from thick to thin


Sans serif samples
script
• Emulates
handwriting
• Classy and
formal
• In the 1400s
books were
made by
scribes who
wrote in script
Script samples
decorative
• Enhances a theme
• Not meant for anything but
decoration
• Not to be used as text
• Adds punch to a publication
• Creates a look or emphasizes
content
• If overused it can destroy a design
Decorative sample
distressed
• Rules of original typography were
demolished
• Also called fringe, grunge, garage,
deconstructed, or lawless
distorted, deliberately trashed beauty in their ugliness
Distressed sample
Combining
typefaces
conflicting
• 2 or more
typefaces
that are
similar in
style, size,
weight, etc.
• Visually
disturbing
concordant
• One family
• Safe but dull
contrasting
• Typefaces are
clear and
distinct from
each other
Ways to achieve contrast
• Color
• Direction
• Form
• Size
• Structure
• Weight
Contrast by color
Contrast by color
• Typists refer to
density of
text as color
Contrast by color
You can change the

color of a typeface
by modifying any of
the following:
• Leading
• Tracking
• Kerning
• Italicizing
• Weight
• Etc.
Contrast by color
Contrast by color
Contrast by direction

Vertically downward
Direction by which text is read

Vertically upward
D Horizontal
ia
go
na

p
U
lly

l ly
D
na
ow go
n
ia
D

Verdana
Contrast by direction
Contrast by direction

A ta llth in co lu m n o f text
h a s a ve rtica ld ire ctio n
Contrast by direction
Contrast by form
Refers to the

shape of the
blocks of letters
Contrast by form

Templar
Contrast by form

Oxford
Contrast by form

Oxford
Contrast by form
Contrast by form
z e
s i
y i th
b e
w
s t y
t
p
a g
r t b pe t r a
i s t

n t s ty o n
a
o n t r a ll e c
C C o sm th u s
 ke io
a bv
M o

Contrast by size

Arial

Lithe | Classic Typewriter

Rockwell | Century Gothic

Old English | Edwardian Script


Contrast by structure
• Use typefaces from families with
different structures
• Never put typefaces from the same
family structure on the same
page
• Ensure that the contrast is
emphasized
• Limit to only three families
Contrast by structure
Trebuchet |

Garamond Bodoni | Clarendon



Contrast by structure
Contrast by weight
• Refers to the thickness of the
strokes
• Strokes can be bold, semi-bold,
extra-bold, regular, light, etc.
• Great for organizing information
• Again, emphasize the contrast
Contrast by weight
Contrast by weight
Contrast by weight
Contrast by weight
samples
samples
samples
samples
samples
samples
samples

You might also like