Basic Typography

AxbiyBaseline

Axbiyx-height

AxbiyCap height / Capline

AxbiyAscender

AxbiyDescender

Axb iBlack Bold Regular Italic

Aaathy fi fi

descender

stem

terminal

ascender

letter 4

italic

counterserif counter or

aperture

cross bar

bowl

terminal

uppercase

majuscule

lowercase

minuscule

roman

cap height

x-height

baseline

no ligature ligature

bowl

anatomy of a letter

adobe

garamond

175 pt

Type Setting

Contemporary

C o n t e m p o r a r y

C o n t e m p o r a r y

Standard tracking

Open tracking (200)

Open tracking (400)

Tracking

Tomorrow

Kerning

Tomorrow

Uppercase and lowercase

typography

TYPOGRAPHY

Uppercase and lowercase

do you read me?

how about this?

Uppercase and lowercase

do you read me?

how about this?

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Alignment

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Center stacked

Sir NormanFoster

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Alignment

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Center stacked Flush right

Sir NormanFoster

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Sir Norman

Foster

Alignment

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Justified

Sir NormanFosterThe quick brown fox jumped over the lazy

brown dog. This is a collection of the pri-

mary compositions discussed in the video

and analysis. These compositions are ref-

erenced in the analysis appearing in the

body copy. You can click the link and it will

take you to this page to viewing the com-

positions. Use the back button (the back

arrow in circle) to return to the original

page previously viewed.

Alignment

Sir NormanFoster

40/40

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

11/11

40pt

Leading

Leading is thevertical spacebetween lines of type

70/70

70pt

Leading

Sir NormanFoster

40/40

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

40/45

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

Sir NormanFoster

11/11 11/14

40pt 45pt

Leading

Sir NormanFoster

40/40

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

40/45 40/50

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Sir NormanFoster

Sir NormanFoster

11/11 11/14 11/16

40pt 45pt 50pt

Leading

Type Crimes

Stretching type

stretched

SquishedSquishing type

squished

Why “fake italic” is wrong

type typeRegular Italic Fake Italic

Why “fake italic” is wrong

type typeBaskerville Regular Baskerville Italic Fake Baskerville Italic

type typeGill Sans Bold Gill Sans Bold Italic Fake Gill Sans Bold Italic

crampedOverly Tight tracking

cramped

cramped

vertical

Vertical Stacking

vertical vert

ical

Inappropriate (or just bad) fonts

this is not natural.

this is not handwriting.

this is not funny.

Incorrect characters

"don't forget"

“don’t forget”

Incorrect characters

12” = 1’

12" = 1'

Suggestions

Large

Contrast small information with

explorevaluechanges

UltraLightBold

emphasize with italics

verticalhorizontal

explore an

unusual axis

pushing the boundaries

integrate with form

Anchor text

formt y p o g r a p h y

a s

t h e

DON’T BE AFRAIDTO USE ALL CAPS

don’t beafraid to useentirelylowercaseletterforms

Keep it simple!

Suggested Typefaces

BaskervilleJohn Baskerville1700’sSerifBook faceUK

BodoniGiambattista Bodoni1800Modern SerifBook faceItaly

RockwellMonotype Foundry1930’sSlab serifDisplay faceAmerica

HelveticaMax Miedinger1957Sans serifFamilySwitzerland

MyriadRobert Slimbach + Carol Twombly2002Sans serifFamilyAmerica

looking at type

xxxxSans Serif Old Roman (Serif) New Roman (Serif) Slab Serif

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Helvetica (sans serif)

ABCDEFabcdefghiABCDEFabcdefghijklm

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Myriad (sans serif )

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Old Roman or Old Style (serif)

BASKERVILLE

ABCabcdefghijklmnoprstuv

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Old Roman or Old Style (serif )

CASLON

ABCabcdefghijklmnoprst

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

New Roman or Modern (serif)

BODONI

ABCabcdefghijklmno

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

New Roman or Modern (serif)

WALBAUM

ABCabcdefghijklmno

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Slab Serif or Square Serif or Egyptian (serif)

ROCKWELL

ABCabcdefghijklmnop

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Slab Serif or Square Serif or Egyptian (serif)

CALVERT

ABCabcdefghijklmno