02 IAT 102 Graphic Design 02 Typography Typeface

Typography Content and images taken from: Lupton’s Thinking with Type, Megg’s History of Graphic

metal type Gutenberg’s moveable Type in Europe (1453 -1455 A. D. )

Typographic design is not only an act of mark making, but also of spacing.

Leading refers to the thin strips of lead that divide the horizontal lines of

Typeface Content and images taken from: Craig’s Designing with Type and Saffer’s Designing for

Typefaces commonly called fonts categorized into two groups called serif sans-serif

Serif typefaces are easy to read and are excellent for long passages of text

Old Style Font: (Centaur) - Axis inclined - Moderate contrast

Transitional Font: (Baskerville) - Axis vertical - Moderate contrast

Modern Font: (Bodoni) - Axis vertical - strong contrast

Egyptian Font: (Rockwell) - low contrast - strong serifs

Sans Serif Font (Grotesque): (Helvetica) - no serifs

A single line on the top of a page is also called widow

if the first line of a paragraph appears on its own at the bottom

Typeface is an important choice in any visual interface, providing not only a platform

“Typography is mostly � an act of dividing a limited space. ” Willi Baumeister,

Character spacing (kerning) Word spacing Linespacing (leading)

Flush left: the vertical alignment may seem irregular, especially when the first letter in

Announcements: -Pop Quiz next week -Recognize fonts, Lupton, classification p. 42 -Read Sturken, Practices

Slides: 51

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02 IAT 102 Graphic Design

02 Typography Typeface Spacing

Typography Content and images taken from: Lupton’s Thinking with Type, Megg’s History of Graphic Design and Jubert’s Typography and Graphic Design

metal type Gutenberg’s moveable Type in Europe (1453 -1455 A. D. )

Chinese movable type (c. 1040 AD)

Typographic design is not only an act of mark making, but also of spacing. Letterpress technology a classic typographic page

Leading refers to the thin strips of lead that divide the horizontal lines of type. A font size is determined by the entire piece of metal. Therefore, not all 10 pt. fonts look exactly the same - they can have differing x-heights.

origin

Letter anatomy

Typeface Content and images taken from: Craig’s Designing with Type and Saffer’s Designing for Interaction

Typefaces commonly called fonts categorized into two groups called serif sans-serif

Serif typefaces are easy to read and are excellent for long passages of text (e. g. books) Sans-serif typefaces are generally used for shorter passages of text and for text that is meant to be scanned quickly (e. g. signage) (top) Garamond circa 1500 s and (bottom) Gill Sans 1927 typeface

Typeface, serif + sans serif

Old Style Font: (Centaur) - Axis inclined - Moderate contrast

Transitional Font: (Baskerville) - Axis vertical - Moderate contrast

Modern Font: (Bodoni) - Axis vertical - strong contrast

Egyptian Font: (Rockwell) - low contrast - strong serifs

Sans Serif Font (Grotesque): (Helvetica) - no serifs

widow

A single line on the top of a page is also called widow

if the first line of a paragraph appears on its own at the bottom of a page, we call it an orphan

widows and orphans

Typeface is an important choice in any visual interface, providing not only a platform for useable, readable, and clear labels and text, but also personality.

personality

“Typography is mostly � an act of dividing a limited space. ” Willi Baumeister, 1923.

Character spacing (kerning) Word spacing Linespacing (leading)

kerning

Flush left: the vertical alignment may seem irregular, especially when the first letter in each line is a cap. Letters having straight vertical strokes, such as B, E, F, H, I, M, N, P and R, align perfectly, while IRREGULAR CAP LETTERS SUCH AS A, C, J, O, T, V, W, AND Y, MUST BE ALIGNED OPTICALLY. kerning

optical letter spacing

word spacing

line length

Announcements: -Pop Quiz next week -Recognize fonts, Lupton, classification p. 42 -Read Sturken, Practices of looking

fin