TYPOGRAPHY TYPOGRAPHY the art of expressing ideas in

TYPOGRAPHY

TYPOGRAPHY = the art of expressing ideas in a printed form through the selection of appropriate typefaces.

TYPOGRAPHY Typefaces are distinctive designs of visual symbols that are used to compose a printed image. Also known as fonts.

TYPOGRAPHY Characters are the individual visual symbols in a particular typeface –– such as the letters, numerals, punctuation marks.

TYPEFACE TERMINOLOGY Type style is modifications in a typeface that create design variety while maintaining the visual character of the typeface.

TYPEFACE TERMINOLOGY

TYPEFACE TERMINOLOGY Waist line is an imaginary line drawn at the middle of the characters.

TYPEFACE TERMINOLOGY Base line is an imaginary line drawn at the bottom of the characters.

TYPEFACE TERMINOLOGY Ascender is the part of the character that extends above the waist line.

TYPEFACE TERMINOLOGY Descender is the part of the character that extends below the base line.

TYPEFACE TERMINOLOGY Point size is the vertical measurement used to identify the size of the typeface. It measures from the top of the ascender to the bottom of the descender. Measured in points. There are 72 points in an inch.

TYPEFACE TERMINOLOGY Body type is type sizes that range from 4 -point through 12 points. These size are found in places where there is a lot of text to be read.

TYPEFACE TERMINOLOGY Display type is type sizes above 12 -point type. Typically these sizes are used for headlines, subheadlines … any text that is used to draw attention to a message.

TYPEFACE TERMINOLOGY Kerning allows the user to control the space between characters. This might improve appearance and readability of the text.

TYPEFACE TERMINOLOGY Tracking allows the user to control the letter and word spacing together.

TYPEFACE TERMINOLOGY Reverse type consists of white type on a solid black or color background.

TYPEFACE TERMINOLOGY Serif is the thickened tips or short finishing-off strokes at the top and bottom of the character.

TYPEFACE CLASSIFICATIONS

TYPEFACE CLASSIFICAITONS OLDSTYLE or ROMAN contrast between heavy and light elements most widely used classification use of serifs

TYPEFACE CLASSIFICAITONS SANS SERIF characteristics include a monotone appearance means “without serifs” uniform weight of elements

TYPEFACE CLASSIFICAITONS SLAB (SQUARE) SERIF characteristics include strokes of uniform weight serifs are square or block-like

TYPEFACE CLASSIFICAITONS BLACK LETTER resembles calligraphy most often used for certificates, announcements, mastheads, diplomas, official documents, etc

TYPEFACE CLASSIFICAITONS SCRIPT simulates handwriting

TYPEFACE CLASSIFICAITONS MODERN characteristics include thick/thin strokes thin, horizontal serifs

TYPEFACE CLASSIFICAITONS DECORATIVE chosen to express a mood or provide a specific appearance for a theme or occasion