Typography

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 Typography is the art and technique of arranging type, type design, and
modifying type glyphs. Type glyphs are created and modified using a variety of
illustration techniques. The arrangement of type involves the selection of typefaces,
point size, line length, leading (line spacing), adjusting the spaces between groups of
letters (Tracking) and adjusting the space between pairs of letters (kerning).

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 A typeface is a set of characters of the
same design. These characters include letters,
numbers, punctuation marks, and symbols.

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 We just call it type.

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 of
Types
type.

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 T
Serif
(Semi-structural details on
the ends of letters.)

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Arms

Feet
 Sans-Serif

T
(Sans is French for
“without”. This style of
typeface is without serifs.)

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No arms

No feet
 Script

T
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Flowing lines
Curves
 t
Handwriting Organic form

Not geometric

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 Type is everywhere we look.

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 It’s really good at telling us not to do things.

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 Type tells us where to go.

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 Type tells us that everything is going to be ok.

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 Text

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 Type has been used to catch a President’s killer.

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 John Wilkes Booth
wanted poster set with
wood and metal type.

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 Type is worth a thousand pictures.

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 Type is the foundation of great design.

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 Typographers: The ones who design type.

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 Type in advertising.

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 So how do you choose the right typeface for your ads?

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 Sometimes the typeface you use in your ads is
dictated by the typeface used by the brand.

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 Or your typeface is based on your idea.

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 Great type beautifies the world.
(Bad type pollutes it)

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 The best typeface for long copy is a serif. It’s rigid
design makes it easier for the eye to read.

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 That’s why newspapers use a serif typeface for articles.

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 Headlines are almost always sans-serif
for visual impact. While the body copy is a serif.

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 Maybe you want to design your own type.

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 Exercise 1: Using your Sharpie, design a poster using
your name or initials. Try to represent interest of yours
in your design. For instance music or skeet shooting.
You’ll be graded on technique when drawing your type.
Use a ruler or hard edge. Sketch your design first with a
pencil before applying Sharpie.

Tuesday, October 5, 2010