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Typography & Design - Unit 1

The document discusses the origin and evolution of alphabets from pictography to the Phoenician alphabet. It then covers typography, including Gutenberg's movable type printing press invention and the development of typefaces, type bodies, fonts and their physical forms. The document also discusses aesthetics in typography including classical, lineal, fancy and handwritten categories. It provides examples and features of different typefaces and concludes with the psychology of fonts covering uppercase vs lowercase, sizes, spacing and formatting.

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jetlydiksha6
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49 views30 pages

Typography & Design - Unit 1

The document discusses the origin and evolution of alphabets from pictography to the Phoenician alphabet. It then covers typography, including Gutenberg's movable type printing press invention and the development of typefaces, type bodies, fonts and their physical forms. The document also discusses aesthetics in typography including classical, lineal, fancy and handwritten categories. It provides examples and features of different typefaces and concludes with the psychology of fonts covering uppercase vs lowercase, sizes, spacing and formatting.

Uploaded by

jetlydiksha6
Copyright
© © All Rights Reserved
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
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Colour & Design

Unit 1
Typography & Design
Origin of Alphabets
•Pictography – Earliest system of writing via pictures

•Egyptians involved this into Hieroglyphics – better understood as


Carving

•Syllables came after carving – invented by Sumerian Tribe

•22 symbols were shortlisted by Phoenicians – Eastern Businessmen

•Greeks refined these by adding Vowels to support sound. Romans gave


the current alphabet series used worldwide
Typography & Design
Typography & Design
Typography as a Communication Tool

•Decision to Read

•Develop Visual Hierarchy

•Graphical Contrast and Movement

•Influence people via Eye Movement & attention

•Unique Branding
Typography & Design
Gutenberg & Movable Type

•Original printing started with woodblocks.

•Problems? Rearrangement of same page was impossible. Slow


Process. Shortage of Ink. Quantity.

•Johann Gutenberg invented movable type.

• This helped to type characters to be arranged in any order and used as


per need.

• Other inventions by him include Printing Press and Printing Ink.


Typography & Design
Typography & Design
Letterform

•Signographic
• Sign Writing
• Drawn, painted and fabricated
• Aim is to make Artistic Letters – even in Digital era

•Calligraphic
• Free Hand Written Letters
• Aim is to make Artistic and Personalized Communication
Typography & Design
Letterform

•Typographic
• Use of a Mechanical System to write – Type
• Image of a letter we get on a paper
• These letters are standardized
• Typography is always same; Other two forms vary with every
alphabet
Typography & Design
Physical Form

•Three parts are there: Type Body, Typeface and Font

•Type Body
• Origin – Hot metal type with images in rectangles.
• Same height, different width
• Letters on rectangle form a mirror image.
• Letter Combinations form words
Typography & Design
Physical Form

•Type Face
• This part receives ink and makes contact with the paper
• It is the design of letters/characters with same visual properties
• The strokes of letters of different styles associate with specific typefaces.

Note: The strokes and styles make different Face


Structures
Structure of a Typeface and Parts of a
Face are related, but different
Typography & Design
Typography & Design
Typography & Design
Physical Form

•Font

• When well-defined shapes for each symbol are same

• Earlier, fonts were made by artists who sued movable typeface to ident
which typeface is suitable in different circumstances

• In digital world, font means a general shape of a set of characters

• Typeface and font are used as synonyms


Typography & Design
Aesthetics in Typography (Design Style)

•It is difficult to remember so many different Typefaces for Designers

•This is why 4 categories were created as per broad themes

•Classical, Lineal, Fancy and Handwritten

•These categories are based on 2 factors:


• Strokes of Characters
• Development of Typefaces over time
Typography & Design
Typography & Design
TypeFace Features
Classical - Text - Thick strokes and
Eg. Black Face and Old Angular Strokes
English - Dark composition
- Old English font style
- Used in Newspaper
Masthead, Degrees,
Certificates, etc.
Typography & Design
TypeFace Features
Classical – Roman - Thick and Thin strokes within a letter
Eg. Palatino, Perpetua, Baskerville, Bodoni, - Short crossline on the main strokes
Calendonia, Century - This is called SERIF
- This developed over time with 3 sub
categories
- Old style, Transitional, and Modern
Typography & Design
TypeFace Features
Classical – Roman – Old - Letterforms are based on Geometrical
Eg. Palatino, Perpetua shapes
- Mechanical visibility
- Heavy serifs, low x-height
- Thin and thick strokes NOT in contrast
Typography & Design
TypeFace Features
Classical – Roman – Transitional - Uneven proportion in width
Eg. Baskerville - Bracketed and thin serifs
- They resemble old afces but hint at the
onset of new modern style
Typography & Design
TypeFace Features
Lineal - Resembles Roman due to SERIFS
- Square Serif attracts attention but
The body characteristics are even and decreases readability
mathematical - Sans Serif is also called Gothic
Eg. Helvetica, Serifa, Futura, Gill Sans - Most readable and clean in 20th century
- Sans = French = WITHOUT
Typography & Design
Fancy

Attract Attention Two Weight


No Serif No Serif
Display ONLY Text + Display
Typography & Design
Handwritten

- Handwritten is same for all letters Used in Invitation cards or Announcements


- Calligraphy differs in same letters Needs upper and lowercase
- Face is designed by pen or brush NO LONG TEXT
Typography & Design

Psychology
of
Fonts
Typography & Design

Psychology
of
Fonts
Typography & Design

Psychology
of
Fonts
Typography & Design
Uppercase vs Lowercase

Sizes
Typography & Design
Word Spacing

Letter Spacing/Kerning
Typography & Design
Line Spacing
Typography & Design

Setting Formats (Alignment)


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