Typography

than words

your guide to
finding that
perfect type
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty

Chapter 6: Recognizing Typography

pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty

Chapter 4: Working with Grids

pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty

Chapter 2: Minimalization
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty

Chapter 1: Differences

in its Vernacular Form

pe type type type type type type type type type type type type ty

Chapter 5: Heirarchy
pe type type type type type type type type type type type type ty

Chapter 3: Syntax
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
pe type type type type type type type type type type type type ty
 ? WHAT DO
BIG eyes?

58
e
YOU PREFER

e regular
black

pt arial regular font

Strong Arms

in the letter “e”

as the enclosed area
the eye is represented
Arms are the

F
century horizontal stroke
75pt font

protruding from a
font which does not
F
carlsonoldfaceBT
connect to another
stroke or stem

F
f
cooper black

century regular font

depicts a “thinner”
F
arm than that of
cooper black
 B b B

BOLD
BOLD
BOLD
BOLD
shoulders
are the curved
extensions of a
font off of a stem
futura

PTfont

rlegsstroke
are the extension of a

?
s

on a font
di
leg

33pt
S
ag
on
ng

al

Baskerville The curve

Lo

Cu
spi
ne of an S is
regular font
in

90
r the spine
fluve
en
y ou
bodoni

ce
r
BT
pt
Through thick
stroke
and thin

T Dido’s T helps us reveal the

Embra
ce you
r

T
emphasis behind the outline
of a character when increasing
the stroke by one point

T45 acenders the uppward

T22
pt
extenson of a stroke
from a font
pt
x-height Gill Sans palatino verdana
is the height of the downward
decenders
the lowercase extension of a
letters of the font stroke from a font

Attra
c t
 perfectly
82
observing the stroke to height
ratio between the different
fonts is called the proportion
proportionate as it is the proportion between
the two characteristics

pt
block windsor BT carollingia

u
u
u
u
u bauhaus century

all letters of a font are at the same x-height

when represented in UPPERCASE
a UPPERCASE VS. lowercase
GEORGIA georgia
all in 18pt

regular

GEORGIA italic georgia

GEORGIA bold georgia
GEORGIA bold italic georgia
good posture is always recommended
posture is the optical representation of a font
s åÅ
I your accent!
valiant
the
a
to d ccent i
s
soun ipict th meant ♥
75pt
tep<3 s d as e “au
in “ ”
g
thin cat”
Th t e r
e little
t
ma Accents are always nice when
used to emphasize or stress a
syllable of a word

Monetary symbols
Notice Mathamatical signs are
> the >
are used in written
forms of currency signs used when solving a
problem in writting

+¥pe=:)
paramount
}
Ye

precedence
n

equals
61pt
ratio

addition
 ♥
Open symbol
wingdings 2

nt
❙◗!N❡B@S
Zapf dingbats dingbat

46
As expressed above, dingb@t$

B
sF
and zapf dingbats are special pt

San
characters commonly used in purposes of

rlin
Be
special documentations or notations

100pt

Meeting half way is

just a fraction of fractions are symbols
or glyphs used to
the problem express a portion
Regular and condensed

s Not

tep4
when working with
condensed fonts,
the
pPp
differnces such as the

single
shoulder on the letter
pPp “P” are modified to fit in
regular

Pcondensed closer spaces

hold me
close
don’t ever
life
P

cooperplate let me go anymore

Give some space! Franklin Gothic Medium 80pt
can be very important.

Em space
the en and em space
sentences, knowing

N¼ Em space
Em space
En space
When spacing

N N N NN
N

N⅛
En Space is
square size
of the font

half of the
Em space
EM space
is the
 t

...
Three is crowd...
Bookman Old Style
litgatures are the “marriage”

glyphs that form one sound

e
An elipse is a set of three
of two or more letters or
characters designed to

e
enter or exit an excerpt of
a quotation

e
e
f i= Two is company
a cross bar is the horizontal
191 pt extension of a stroke which

um
is used as a connection of

edi two strokes

slon M cross bar

N Ca it can also be used

ig
to enclose an “eye”

B
of a font
Ste
yo
Step 6: The type accentuates
your senses
Visua
ll
letter y adding
form curvy
appe s s
alling ends a, a hapes to t
signa esthe he
l to th tic
e bra ally
in

0pt
lar 33
r regu
e
Bould
Everything is

falling
TO PLACE
But you must
STAND
try to

the rules of type

Syntax
chapter 3
 ru1e
Do not get

Typography can get pretty tricky. Selecting the correct words to

convay a message can become difficult to do. By choosing the
correct fonts and visual representation, you will be on your way to
creating the perfect layout and design. od
mr
Ni 74pt
 visual substitutions
your Nor
mal

70pt
set
Bas

Typography is quite visual. Visual substituions can be very

important in the use of typography. It can send a message
across in an unconventional way. By thinking
creatively, you can achieve a heightened
message that attracts the reader moreso
than with plain type.
 in your stomach
77pt

As an example of visual
substitution an actual “knot” has
visually replaced the letter “o” in
the word. This picture gives a
Arial Rounded MT BOLD representation of the word itself.
 cochin4-32pt
type to form a shape
Typographic signs can be used to form
different shapes and more complex signs
of the message attempting to be relayed.
By not sticking to the rules of type, you
could find yourself in a “heap of trouble.”
Pegasus Regular
102 pt.

the
Visual equations
and heirarchy
In this example, the reader can
understand the visual
interpretation of the word,
“weak.” Here, the word (and the
phrase) has been transformed
into its literal meaning.
75pt
optima

Heirarchy is used when

showing the levels of the text.
Heirarchy can be achieved
through size, color, contrast
and placement of text.
 Barriers
Barriers
Communication

Chapter 4: Working with Grids

 complete
Communication

Barriers
received
having

THROUGH
BREAK
without
HOW
AND

something
TO

Words and how

them do
BOULDER

PT FONTS
8 AND 13
REGULAR
we say them do we say
matter, so it's
very important to and how
be careful how n.Words
you communicate
to others. The informatio
misuse and
careful carelessness of
to be how you relay your
thoughts are two
important of the main issues
that undermine
and can eventually
it's very
matter, so destroy your
misuse and piece. That doesn't
mean you can't
others. The speak your mind;
it just means
ate to you're being
communic respectful and
mindful of another
how you person's feelings
 ment to to do with it.
snap-judge Words and how we
say them do
apply a matter, so it's very
important to be
person can careful how you
to it, or a communicate to
others. The misuse
more of our five
judgement
BOULDER

PT FONTS
8 AND 13
REGULAR
apply a senses and
through intuitive
and never processes. Then
we must judge that
information information and
can receive decide what we
think of it or what
cause is obvious. A person
To utilize separately.
information we
have to do two applied
things with it. First
we must perceive
can be
it; that is take it in and each
through one or processes
and vulnerabilities.
Language barrier. separate
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breakdown. distinctly
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It happens all the
time, but why? These are
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important to be careful how you communicate to others. The misuse and carelessness of how you relay your thoughts are two of the main issues that undermine and can eventually
vulnerabilities. Language barrier. Communications breakdown. Misunderstanding. It happens all the time, but why? Sometimes the cause is obvious. To utilize information we have
To utilize information we have to do two things with it. First we must perceive it; that is take it in through one or more of our five senses and through intuitive processes. Then we

of it or what to do with it. These are two distinctly separate processes and each can be applied separately. A person can receive information and never apply a judgement to it, or a
barrier. Communications breakdown. Misunderstanding. It happens all the time, but why? Sometimes the cause is obvious. To utilize information we have to do two things with it.
receive information and never apply a judgement to it, or a person can apply a snap-judgement to something without having received complete information.Words and how we say

undermine and can eventually destroy your piece. That doesn't mean you can't speak your mind; it just means you're being respectful and mindful of another person's feelings and

First we must perceive it; that is take it in through one or more of our five senses and through intuitive processes. Then we must judge that information and decide what we think
another person's feelings and vulnerabilities. Language barrier. Communications breakdown. Misunderstanding. It happens all the time, but why? Sometimes the cause is obvious.
Words and how we say them do matter, so it's very important to be careful how you communicate to others. The misuse and carelessness of how you relay your thoughts are two

them do matter, so it's very important to be careful how you communicate to others. The misuse and carelessness of how you relay your thoughts are two of the main issues that
do matter, so it's very breakdown. separate processes and each

apply a judgement to it, or a person can apply a snap-judgement to something without having received complete information. Words and how we say them do matter, so it's very
to do two things with it. First we must perceive it; that is take it in through one or more of our five senses and through intuitive processes. Then we must judge that information

person can apply a snap-judgement to something without having received complete information. Words and how we say them do matter, so it's very important to be careful how
and decide what we think of it or what to do with it. These are two distinctly separate processes and each can be applied separately. A person can receive information and never
must judge that information and decide what we think of it or what to do with it. These are two distinctly separate processes and each can be applied separately. A person can
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important to be careful how Misunderstanding. It can be applied separately. A

destroy your piece. That doesn't mean you can't speak your mind; it just means you're being respectful and mindful of another person's feelings and vulnerabilities. Language
of the main issues that undermine and can eventually destroy your piece. That doesn't mean you can't speak your mind; it just means you're being respectful and mindful of
you communicate to others. happens all the time, but person can receive
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of how you relay your obvious. To utilize a judgement to it, or a person
thoughts are two of the main information we have to do can apply a snap-judgement
issues that undermine and two things with it. First we to something without having
can eventually destroy your must perceive it; that is take received complete
piece. That doesn't mean you it in through one or more of information. Words and how
can't speak your mind; it just our five senses and through we say them do matter, so it's
means you're being respectful intuitive processes. Then we very important to be careful
and mindful of another must judge that information how you communicate to
person's feelings and and decide what we think of others. The misuse and

Communication
vulnerabilities. Language it or what to do with it. carelessness of how you relay
barrier. Communications These are two distinctly your thoughts are two of the

barriers
barriers
barriers
barriers
barriers
barriers
breakdown. separate processes and each main issues that undermine
Misunderstanding. It can be applied separately. A and can eventually destroy
happens all the time, but person can receive your piece. That doesn't

Communication
why? Sometimes the cause is information and never apply mean you can't speak your
obvious. To utilize a judgement to it, or a person mind; it just means you're
information we have to do can apply a snap-judgement being respectful and mindful
barriers
barriers
barriers
barriers
barriers
barriers
two things with it. First we to something without having of another person's feelings

Communication
must perceive it; that is take received complete and vulnerabilities. Language
it in through one or more of information. Words and how barrier. Communications
our five senses and through we say them do matter, so it's breakdown.
intuitive processes. Then we very important to be careful Misunderstanding. It

Communication
must judge that information how you communicate to happens all the time, but

barriers
barriers
barriers
barriers
barriers
barriers
and decide what we think of others. The misuse and why? Sometimes the cause is
it or what to do with it. carelessness of how you relay obvious. To utilize
These are two distinctly your thoughts are two of the information we have to do

Communication
separate processes and each main issues that undermine two things with it. First we
can be applied separately. A and can eventually destroy must perceive it; that is take
person can receive your piece. That doesn't it in through one or more of
barriers
barriers
barriers
barriers
barriers
barriers
information and never apply mean you can't speak your our five senses and through

Communication
a judgement to it, or a person mind; it just means you're intuitive processes. Then we
can apply a snap-judgement being respectful and mindful must judge that information
to something without having of another person's feelings and decide what we think of
received complete and vulnerabilities. Language it or what to do with it.
information. Words and how barrier. Communications These are two distinctly
we say them do matter, so it's breakdown. separate processes and each
very important to be careful Misunderstanding. It can be applied separately. A
how you communicate to happens all the time, but person can receive
others. The misuse and why? Sometimes the cause is information and never apply
carelessness of how you relay obvious. To utilize a judgement to it, or a person
your thoughts are two of the information we have to do can apply a snap-judgement
main issues that undermine two things with it. First we to something without having
and can eventually destroy must perceive it; that is take received complete
your piece. That doesn't it in through one or more of information. Words and how
mean you can't speak your our five senses and through we say them do matter, so it's
mind; it just means you're intuitive processes. Then we very important to be careful
being respectful and mindful must judge that information how you communicate to
of another person's feelings and decide what we think of others. The misuse and
and vulnerabilities. Language it or what to do with it. carelessness of how you relay
Words and how we say them do matter, so it's very important to be careful how you communicate to others. The misuse and carelessness of how you relay your thoughts
are two of the main issues that undermine and can eventually destroy your piece. That doesn't mean you can't speak your mind; it just means you're being respectful and
mindful of another person's feelings and vulnerabilities. Language barrier. Communications breakdown. Misunderstanding. It happens all the time, but why? Sometimes
the cause is obvious. To utilize information we have to do two things with it. First we must perceive it; that is take it in through one or more of our five senses and
through intuitive processes. Then we must judge that information and decide what we think of it or what to do with it. These are two distinctly separate processes and
each can be applied separately. A person can receive information and never apply a judgement to it, or a person can apply a snap-judgement to something without having
received complete information. Words and how we say them do matter, so it's very important to be careful how you communicate to others. The misuse and carelessness
of how you relay your thoughts are two of the main issues that undermine and can eventually destroy your piece. That doesn't mean you can't speak your mind; it just
means you're being respectful and mindful of another person's feelings and vulnerabilities. Language barrier. Communications breakdown. Misunderstanding. It happens
centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur
matter, so it's very important to be

eventually destroy your piece. That

piece. That doesn't mean you can't

you relay your thoughts are two of
separate processes and each can be
carelessness of how you relay your

doesn't mean you can't speak your

respectful and mindful of another

the time, but why? Sometimes the

the time, but why? Sometimes the

that information and decide what
we think of it or what to do with

without having received complete

Misunderstanding. It happens all

Misunderstanding. It happens all

applied separately. A person can
careful how you communicate to

vulnerabilities. Language barrier.

important to be careful how you

through one or more of our five
Words and how we say them do

mind; it just means you're being

information.Words and how we

and can eventually destroy your

the main issues that undermine
misuse and carelessness of how
say them do matter, so it's very
information we have to do two

processes. Then we must judge

speak your mind; it just means

issues that undermine and can

snap-judgement to something
receive information and never
Communications breakdown.

Communications breakdown.
thoughts are two of the main

apply a judgement to it, or a

things with it. First we must

communicate to others. The

mindful of another person's

senses and through intuitive
perceive it; that is take it in

feelings and vulnerabilities.

you're being respectful and
cause is obvious. To utilize

cause is obvious. To utilize

it. These are two distinctly
others. The misuse and

person's feelings and

person can apply a

Language barrier.
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all the time, but why? Sometimes the cause is obvious. To utilize information we have to do two things with it. First we must perceive it; that is take it in through one or
more of our five senses and through intuitive processes. Then we must judge that information and decide what we think of it or what to do with it. These are two
distinctly separate processes and each can be applied separately. A person can receive information and never apply a judgement to it, or a person can apply a
snap-judgement to something without having received complete information. Words and how we say them do matter, so it's very important to be careful how you
communicate to others. The misuse and carelessness of how you relay your thoughts are two of the main issues that undermine and can eventually destroy your piece.
That doesn't mean you can't speak your mind; it just means you're being respectful and mindful of another person's feelings and vulnerabilities. Language barrier.
Communications breakdown. Misunderstanding. It happens all the time, but why? Sometimes the cause is obvious. To utilize information we have to do two things with
it. First we must perceive it; that is take it in through one or more of our five senses and through intuitive processes. Then we must judge that information and decide
what we think of it or what to do with it. These are two distinctly separate processes and each can be applied separately. A person can receive information and never
centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur
piece. That doesn't mean you can't
you relay your thoughts are two of
separate processes and each can be

separate processes and each can be

the time, but why? Sometimes the
that information and decide what

that information and decide what

we think of it or what to do with

we think of it or what to do with

without having received complete

without having received complete

Misunderstanding. It happens all

applied separately. A person can

applied separately. A person can

important to be careful how you

information. Words and how we

information. Words and how we
through one or more of our five

through one or more of our five

and can eventually destroy your
the main issues that undermine
misuse and carelessness of how
say them do matter, so it's very
information we have to do two

information we have to do two

processes. Then we must judge

processes. Then we must judge

speak your mind; it just means

snap-judgement to something
snap-judgement to something
receive information and never

receive information and never

Communications breakdown.
apply a judgement to it, or a

apply a judgement to it, or a

things with it. First we must

things with it. First we must

communicate to others. The

mindful of another person's

senses and through intuitive

senses and through intuitive

perceive it; that is take it in

perceive it; that is take it in

feelings and vulnerabilities.
you're being respectful and

cause is obvious. To utilize

it. These are two distinctly

it. These are two distinctly

person can apply a

person can apply a

Language barrier.

centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur 5pt centaur
apply a judgement to it, or a person can apply a snap-judgement to something without having received complete information. Words and how we say them do matter, so
it's very important to be careful how you communicate to others. The misuse and carelessness of how you relay your thoughts are two of the main issues that undermine
and can eventually destroy your piece. That doesn't mean you can't speak your mind; it just means you're being respectful and mindful of another person's feelings and
vulnerabilities. Language barrier. Communications breakdown. Misunderstanding. It happens all the time, but why? Sometimes the cause is obvious. To utilize
information we have to do two things with it. First we must perceive it; that is take it in through one or more of our five senses and through intuitive processes. Then we
must judge that information and decide what we think of it or what to do with it. These are two distinctly separate processes and each can be applied separately. A
person can receive information and never apply a judgement to it, or a person can apply a snap-judgement to something without having received complete information.
Words and how we say them do matter, so it's very important to be careful how you communicate to others. The misuse and carelessness of how you relay your thoughts
are two of the main issues that undermine and can eventually destroy your piece. That doesn't mean you can't speak your mind; it just means you're being respectful and
 o l a a es p h o n t n e ; . n
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 Communicatio
Communication
Words and how we say Words and how we say them do matter, so it's
very important to be careful how you communi-
them do matter, so it's cate to others. The misuse and carelessness of
how you relay your thoughts are two of the main
very important to be issues that undermine and can eventually destroy
careful how you your piece. That doesn't mean you can't speak
your mind; it just means you're being respectful
communicate to others. and mindful of another
person's feelings and
The misuse and vulnerabilities. Language
carelessness of how you barrier. Communications
breakdown. Misunder-
relay your thoughts are standing. It happens all
the time, but why?
two of the main issues Sometimes the cause is
that undermine and can eventually destroy your piece.
That doesn't mean you can't speak your mind; it just
means you're being respectful and mindful of another
person's feelings and vulnerabilities. Language barrier.
Communications breakdown. Misunderstanding. It
happens all the time, but why? Sometimes the cause is
obvious. To utilize information we have to do two things
with it. First we must perceive it; that is take it in through
one or more of our five senses and through intuitive
10 & 6pt
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 I
n this chapter, you will learn how
to set your priorities when it
comes to choosing the correct
typeface for your design. You
should figure out what is most and
what is least important to you.
These series of steps will help you
judge just that.

Heirarchy
Chapter5
 1:
step
Prominence
Create Unity Through
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By using varied lines, color, and weight, you can create
ty
prominence in your piece making for an attractive design.
 e
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k
Pull quotes are commonly
used to attract the reader to
step 4
pulling a certain article. It is a way of
gaining attention to the
the wool over your eyes subject at hand in order to
“pull” the reader into the
story and continue reading.
Pull Quotes are a great tool
in any literary work, such as
a magazine, where the
reader might only gaze at
the article for a few seconds.
Sometimes pull quotes break
the column of the articles.
They should incorporate the
main idea of the article.
More often the quotes
themselves are dressed up or
are incorporated into the
design element. Sometimes
pull quotes break the
column of the articles too to
add to the dramatic look of
the overall design. nueva Std
step 5
Shades of Gray

USE to gain
color heirarcy

onyx regular
 step 6
Realizing your
needs and wants

Figure out what

MTTERS
A

MOST
ClearviewATT
y

AN D WHAdesign
Your typographic TTER
T MAmust S LE
correctly AST
illustrate
your most important parts of the peice.
Typographical unity is achieved when all parts are
equally balanced as a whole. to obtain this, you
must excentuate the most important parts of your
design by letting your eyes do the walking.
 Congratulations!
By now you should have a good understaning of what
to look for when choosing the perfect typeface for your
design. Now all that’s left to do is take the plunge!
Dive right in. It’s time to realize that typography is all
around you.

you are here

Chapter 6 - Recognizing Typography in its Vernacular Form