The Rules of Type by Druedavis - Desconhecido

7/29/2019 The Rules of Type by Druedavis - Desconhecido

1/196

THE RULES OF TYPE


2/196


3/196

CProessor Selbys Typography 02

CThe University o Kansas, Spring 2012

CDesigned by Drue Davis

THE RU LES OF TYPE


4/196

4


5/196

6.X-height

34.Hyphenation

42.Alignment

48.Justication

58.Combining Typefaces

68.Quotations, Apostraphes, & Dashes

74.Special Characters

92. Bullets

98.Numerals

102.Small Caps

108.Paragraph breaks

122. Headers, Subheads, & Crossheads

132.Captions & Notes

142. Font Specications

TABLE OF CONTENTSCONTENTS


6/196

6

THE BASICSThe ollowing is a compendium o the rules o type

established in this book. You might want to checkthrough these ater completeting a publication.


7/196

CUse only one space between sentences.

CUse real quotation marks.

CUse real apostrophes.

CMake sure the apostrophes are where they belong.

CHang the punctuation off the aligned edge.

CUse en or em dashes, use consistently.CKern all headlines where necessary.CNever use the spacebar to align text, always set tabs and use the tab key.CLeave no widows or orphans.CAvoid more than 3 hyphenations in a row.CAvoid too many hyphenations in any paragraph.CAvoid hyphenating or line brakes of names and proper nouns.CLeave a least 2 characters on the line and 3 following.CAvoid beginning consecutive lines with the same word.

CAvoid ending consecutive lines with the same word.CAvoid ending lines with the words: the, of, at, a, by.

CNever hyphenate a words in a headline and avoid hyphenation in a callout.CNever justify the text on a short line.CKeep the word spacing consistent.CTighten up the leading in lines with all caps or with few ascenders and descenders.CUse a one-em rst-line indent on all indented paragraphs.CAdjust the spacing between paragraphs.CEither indent the rst line of paragraphs or add extra space between them not both.CUse a decimal or right-aligned tab for the numbers in numbered paragraphs.CNever have one line in a paragraph in the column or following.CNever combine two serif fonts on one page.CRarely combine two sans serif fonts on one page.CRarely combine more than three typefaces on one page.

CUse the special characters whenever necessary, including super- and subscript.CSpend the time to create nice fraction or chose a font that has fractions.CIf a correctly spelled word needs an accent mark, use it.

THE BASICS


8/196

8


9/196

9

X-HEIGHT


10/196

10

X-HEIGHTReadability and legibility are two key elements of

printed text that typographers strive to maximize.


11/196

1

READABILITY EXTENDED AMOUNT OF TEXTSUCH AS AN ARTICLE, BOOK, OR ANNUAL

REPORTIS EASY TO READ.

Legibility refers to whether an refers to whether a short burst of textsuch as a headline

catalog listing, or stop signis instantly recognizable. There are several factors that determinewhether a text is readable. When deciding what typeface should be used for a job, consideration

should be given to the typeface and its x-height. It is important to understand how a block of

text can express a message through its texture/color, therefore suiting a particular design

solution. Fonts set in the same size, same leading and column width will produce varying de-

grees of color. In typography, color can also describe the balance between black and

white on the page of text. A typefaces color is determined by stroke width, x-height, character

width and serif styles.

AS A DESIGNER, IF YOU ARE ONLY ASKED TO MAKE THE TEXT READABLE ON THE PAGE

THE FOLLOWING QUESTIONS SHOULD BE ASKED:

Readability and legibility are two key elements of printed text that typographer strive to

maximize. Readability extended amount of textsuch as an article, book, or annual reportis

easy to read. Legibility refers to whether an refers to whether a short burst of textsuch as aheadline catalog listing, or stop signis instantly recognizable.

There are several factors that determine whether a text is readable. When deciding what type-

face should be used for a job, consideration should be given to the typeface and its x-height.

It is important to understand how a block of text can express a message through its texture/

color, therefore suiting a particular design solution. Fonts set in the same size, same leading and

column width will produce varying degrees of color.In typography, color can also describe the

balance between black and white on the page of text. A typefaces color is determined by stroke

width, x-height, character width and serif styles.

AS A DESIGNER, IF ONLY ASKED TO MAKE THE TEXT READABLE

ON THE PAGE THEN THE FOLLOWING SHOULD BE ASKED:CWho is to read it? Someone that wants to read it?

Someone that has to read it?CHow will it be read?

Quickly. In passing. Focused. Near. Far.

X-HIEGH


12/196

12

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................


13/196

13

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................


14/196

14

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

Futurism was first announced on February 20, 1909, when the Paris

newspaper Le Figaro published a manifesto by the Italian poet and

editor Filippo Tommaso Marinetti. The name Futurism, coined by

Marinetti, reflected his emphasis on discarding what he conceived

to be the static and irrelevant art of the past and celebrating change,

originality, and innovation in culture and society. Futurism rejected

traditions and glorified contemporary life, mainly by emphasizing two

dominant themes, the machine and motion. The works were charac-

terized by the depiction of several successive actions of a subject at the

same time. Marinettis manifesto glorified the new technology of the

automobile and the beauty of its speed, power, and movement. He

exalted violence and conflict and called for the sweeping repudiation of

traditional cultural, social, and political values and the destruction of

such cultural institutions as museums and libraries.

Mrs EavesZuzana Licko

X-HEIGHT: SMALL CHARACTER WIDTH: AVERAGE COLOR: LIGHT

Xxhg

X-HIEGHT


15/196

1

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: LARGE CHARACTER WIDTH: NARROW COLOR: LIGHT

Futurism was first announced on February 20, 1909, when

the Paris newspaper Le Figaro published a manifesto by

the Italian poet and editor Filippo Tommaso Marinetti. The

name Futurism, coined by Marinetti, reflected his emphasis

on discarding what he conceived to be the static and irrel-

evant art of the past and celebrating change, originality,

and innovation in culture and society. Futurism rejected tra-

ditions and glorified contemporary life, mainly by empha-

sizing two dominant themes, the machine and motion.

The works were characterized by the depiction of several

successive actions of a subject at the same time. Marinettis

manifesto glorified the new technology of the automobile

and the beauty of its speed, power, and movement. He

exalted violence and conflict and called for the sweep-

ing repudiation of traditional cultural, social, and political

values and the destruction of such cultural institutions as

museums and libraries.

Univers

Adrian Frutiger

Xxhg

X-HIEGH


16/196

16

X-HEIGHT: LARGE CHARACTER WIDTH: AVERAGE COLOR: MEDIUM

Futurism was irst announced on February 20, 1909, when

the Paris newspaper Le Figaro published a maniesto by


name Futurism, coined by Marinetti, relected his emphasis

on discarding what he conceived to be the static and irrel-

evant art o the past and celebrating change, originality, and

innovation in culture and society. Futurism rejected tradi-

tions and gloriied contemporary lie, mainly by emphasiz-

ing two dominant themes, the machine and motion. The

works were characterized by the depiction o several succes-

sive actions o a subject at the same time. Marinettis mani-

esto gloriied the new technology o the automobile and the

beauty o its speed, power, and movement. He exalted vio-

lence and conlict and called or the sweeping repudiation o

traditional

MeliorHermann zapf

Xxhg....................................................................................................................................................................................................................................................................................................................................................................................................................................................................

X-HIEGHT


17/196

1

X-HEIGHT: LARGE CHARACTER WIDTH: AVERAGE COLOR: MEDIUM

Futurism was first announced on February 20, 1909, when the

Paris newspaper Le Figaro published a manifesto by the Italian

poet and editor Filippo Tommaso Marinetti. The name Futurism,

coined by Marinetti, reflected his emphasis on discarding what

he conceived to be the static and irrelevant art of the past and

celebrating change, originality, and innovation in culture and

society. Futurism rejected traditions and glorified contemporary

life, mainly by emphasizing two dominant themes, the machine

and motion. The works were characterized by the depiction

of several successive actions of a subject at the same time.

Marinettis manifesto glorified the new technology of the auto-

mobile and the beauty of its speed, power, and movement. He

exalted violence and conflict and called for the sweeping repu-

diation of traditional cultural, social, and political values and the

destruction of such cultural institutions as museums.

Helvetica Neue 55

Max Miedinger

Xxhg....................................................................................................................................................................................................................................................................................................................................................................................................................................................................

X-HIEGH


18/196

18

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: SMALL CHARACTER WIDTH: AVERAGE COLOR: AVERAGE




Marinetti, reflected his emphasis on discarding what he conceived to

be the static and irrelevant art of the past and celebrating change,




terized by the depiction of several successive actions of a subject at

the same time. Marinettis manifesto glorified the new technology of

the automobile and the beauty of its speed, power, and movement.

He exalted violence and conflict.

Baskerville

John Baskerville

Xxhg

X-HIEGHT


19/196

19

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: LARGE CHARACTER WIDTH: NARROW COLOR: DARK

Futurism was first announced on February 20, 1909, when the Paris newspaper

Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso

Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on

discarding what he conceived to be the static and irrelevant art of the past andcelebrating change, originality, and innovation in culture and society. Futurism

rejected traditions and glorified contemporary life, mainly by emphasizing two

dominant themes, the machine and motion. The works were characterized by the

depiction of several successive actions of a subject at the same time. Marinettis

manifesto glorified the new technology of the automobile and the beauty of its

speed, power, and movement. He exalted violence and conflict and called for the

sweeping repudiation of traditional cultural, social, and political values and the

destruction of such cultural institutions as museums and libraries.

DIN MIDDLESHRIFT

Albert Janpool

Xxhg

X-HIEGH


20/196

20

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................




Marinetti, reflected his emphasis on discarding what he conceived to bethe static and irrelevant art of the past and celebrating change, original-

ity, and innovation in culture and society. Futurism rejected traditions

and glorified contemporary life, mainly by emphasizing two dominant

themes, the machine and motion. The works were characterized by the

depiction of several successive actions of a subject at the same time.

Marinettis manifesto glorified the new technology of the automobile

and the beauty of its speed, power, and movement. He exalted violence

and conflict and called for the sweeping repudiation of traditional

FilosofiaZuzano Licko


X x h g

X-HIEGHT


21/196

2

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................


Futurism was first announced on February 20, 1909, when theParis newspaper Le Figaro published a manifesto by the Italianpoet and editor Filippo Tommaso Marinetti. The name Futurism,coined by Marinetti, reflected his emphasis on discarding what heconceived to be the static and irrelevant art of the past and cel-ebrating change, originality, and innovation in culture and society.Futurism rejected traditions and glorified contemporary life, mainlyby emphasizing two dominant themes, the machine and motion.The works were characterized by the depiction of several succes-sive actions of a subject at the same time. Marinettis manifestoglorified the new technology of the automobile and the beauty ofits speed, power, and movement. He exalted violence and conflictand called for the sweeping repudiation of traditional cultural,social, and political values and the destruction of such culturalinstitutions as museums and libraries.

Akzidenz GroteskGunter Gerhard Lunge

Xxhg

X-HIEGH


22/196

22

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................





Marinetti, reflected his emphasis on discarding what he conceived to be

the static and irrelevant art of the past and celebrating change, original-

ity, and innovation in culture and society. Futurism rejected traditions

and glorified contemporary life, mainly by emphasizing two dominant

themes, the machine and motion. The works were characterized by the

depiction of several successive actions of a subject at the same time.

Marinettis manifesto glorified the new technology of the automobile

and the beauty of its speed, power, and movement. He exalted violence

and conflict and called for the sweeping repudiation of traditional

GARAMONDClaude Garamond

Xxhg

X-HIEGHT


23/196

23

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: LARGE CHARACTER WIDTH: NARROW COLOR: MEDIUM

Futurism was irst announced on February 20, 1909, when the

Paris newspaper Le Figaro published a maniesto by the Italian


coined by Marinetti, relected his emphasis on discarding what he

conceived to be the static and irrelevant art o the past and cel-

ebrating change, originality, and innovation in culture and society.

Futurism rejected traditions and gloriied contemporary lie, mainly

by emphasizing two dominant themes, the machine and motion.

The works were characterized by the depiction o several succes-

sive actions o a subject at the same time. Marinettis maniesto

gloriied the new technology o the automobile and the beauty o

its speed, power, and movement. He exalted violence and conlict

and called or the sweeping repudiation o traditional cultural,

social, and political values and the destruction o such cultural insti-

tutions as museums and libraries.

NEWS GOTHICMorris Fuller Benton

Xxhg

X-HIEGH


24/196

24

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

Futurism was ir st announced on February 20, 1909, when the Paris

newspaper Le Figaro published a maniesto by the Italian poet and


Marinetti, relected his emphasis on discarding what he conceived

to be the static and irrelevant art o the past and celebrating change,


traditions and gloriied contemporary lie, mainly by emphasizing two


terized by the depiction o several successive actions o a subject at

the same time. Marinettis maniesto gloriied the new technology o

the automobile and the beauty o its speed, power, and movement. He

exalted violence and conlict and called or the sweeping repudiation

o traditional

Bembo

Francesco Grio


Xxhg

X-HIEGHT


25/196

2

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: AVERAGE CHARACTER WIDTH: AVERAGE COLOR: DARK

Futurism was irst announced on February 20, 1909, when theParis newspaper Le Figaro published a maniesto by the Italianpoet and editor Filippo Tommaso Marinetti. The name Futurism,coined by Marinetti, relected his emphasis on discarding what heconceived to be the static and irrelevant art o the past and cel-ebrating change, originality, and innovation in culture and society.Futurism rejected traditions and gloriied contemporary lie, mainlyby emphasizing two dominant themes, the machine and motion.The works were characterized by the depiction o several succes-sive actions o a subject at the same time. Marinettis maniestogloriied the new technology o the automobile and the beauty oits speed, power, and movement. He exalted violence and conlictand called or the sweeping repudiation o traditional cultural,social, and political values and the destruction o such culturalinstitutions as museums and libraries.

FuturaPaul Renner

Xxhg

X-HIEGH


26/196

26

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

Futurism was irst announced on February 20, 1909,

when the Paris newspaper Le Figaro published a mani-

esto by the Italian poet and editor Filippo Tommaso

Marinetti. The name Futurism, coined by Marinetti,

relected his emphasis on discarding what he con-

ceived to be the static and irrelevant art o the past and

celebrating change, originality, and innovation in cul-

ture and society. Futurism rejected traditions and glo-

riied contemporary lie, mainly by emphasizing two

dominant themes, the machine and motion. The works

were characterized by the depiction o several succes-

sive actions o a subject at the same time. Marinettis

maniesto gloriied the new technology o the automo-

bile and the beauty o its speed, power, and movement.

He exalted violence and conlict and called or the

sweeping repudiation o traditional

Volta

Konrad Bauer & Walter Baum

X-HEIGHT: AVERAGE CHARACTER WIDTH: WIDE COLOR: DARK

Xxhg

X-HIEGHT


27/196

2

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: LARGE CHARACTER WIDTH: NARROW COLOR: LIGHT

Futurism was irst announced on February 20, 1909, when the

Paris newspaper Le Figaro published a maniesto by the Italian


coined by Marinetti, relected his emphasis on discarding what

he conceived to be the static and irrelevant art o the past and


society. Futurism rejected traditions and gloriied contemporary

lie, mainly by emphasizing two dominant themes, the machine

and motion. The works were characterized by the depiction

o several successive actions o a subject at the same time.

Marinettis maniesto gloriied the new technology o the auto-

mobile and the beauty o its speed, power, and movement. He

exalted violence and conlict and called or the sweeping repu-

diation o traditional cultural, social, and political values and

the destruction o such cultural institutions.

Trade Gothic

Jackson Burke

Xxhg

X-HIEGH


28/196

28

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

Futurism was irst announced on February 20, 1909,

when the Paris newspaper Le Figaro published a mani-

esto by the Italian poet and editor Filippo Tommaso

Marinetti. The name Futurism, coined by Marinetti,

relected his emphasis on discarding what he conceived

to be the static and irrelevant art o the past and cel-

ebrating change, originality, and innovation in culture

and society. Futurism rejected traditions and gloriied

contemporary lie, mainly by emphasizing two dominant

themes, the machine and motion. The works were char-

acterized by the depiction o several successive actions

o a subject at the same time. Marinettis maniesto

gloriied the new technology o the automobile and the

beauty o its speed, power, and movement. He exalted

violence and conlict and called or the sweeping repu-

diation o traditional

Calrendon

Robert Besley


Xxhg

X-HIEGHT


29/196

29

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: AVERAGE CHARACTER WIDTH: AVERAGE COLOR: DARK

Futurism was first announced on February 20, 1909, when the

Paris newspaper Le Figaro published a manifesto by the Italian


coined by Marinetti, reflected his emphasis on discarding what he

conceived to be the static and irrelevant art of the past and cel-

ebrating change, originality, and innovation in culture and society.

Futurism rejected traditions and glorified contemporary life, mainly

by emphasizing two dominant themes, the machine and motion.

The works were characterized by the depiction of several succes-

sive actions of a subject at the same time. Marinettis manifesto

glorified the new technology of the automobile and the beauty of its

speed, power, and movement. He exalted violence and conflict and

called for the sweeping repudiation of traditional cultural, social,

and political values and the destruction of such cultural institutions

as museums and libraries.

Scala SansMartin Majoor

Xxhg

X-HIEGH


30/196

30

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................


the Paris newspaper Le Figaro published a manifesto by


name Futurism, coined by Marinetti, reflected his empha-

sis on discarding what he conceived to be the static and

irrelevant art of the past and celebrating change, origi-

nality, and innovation in culture and society. Futurism

rejected traditions and glorified contemporary life, mainly

by emphasizing two dominant themes, the machine and

motion. The works were characterized by the depiction of

several successive actions of a subject at the same time.

Marinettis manifesto glorified the new technology of the

automobile and the beauty of its speed, power, and move-

ment. He exalted violence and conflict and called for the

sweeping repudiation of traditional

Memphis

Rudolf Wolf


Xxhg

X-HIEGHT


31/196

3

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: LARGE CHARACTER WIDTH: NARROW COLOR: DARK


the Paris newspaper Le Figaro published a manifesto by the

Italian poet and editor Filippo Tommaso Marinetti. The name

Futurism, coined by Marinetti, reflected his emphasis on

discarding what he conceived to be the static and irrelevant

art of the past and celebrating change, originality, and inno-

vation in culture and society. Futurism rejected traditions

and glorified contemporary life, mainly by emphasizing two

dominant themes, the machine and motion. The works were

characterized by the depiction of several successive actions

of a subject at the same time. Marinettis manifesto glori-

fied the new technology of the automobile and the beauty

of its speed, power, and movement. He exalted violence and

conflict and called for the sweeping repudiation of traditional

cultural, social, and political values and the destruction of

such cultural institutions as museums and libraries.

Interstate

Tobias Frere-Jones

Xxhg

X-HIEGH


32/196

32

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

Futurism was first announced on February 20, 1909, whenthe Paris newspaper Le Figaro published a manifesto by theItalian poet and editor Filippo Tommaso Marinetti. The nameFuturism, coined by Marinetti, reflected his emphasis on dis-carding what he conceived to be the static and irrelevant artof the past and celebrating change, originality, and innovationin culture and society. Futurism rejected traditions and glori-fied contemporary life, mainly by emphasizing two dominantthemes, the machine and motion. The works were character-ized by the depiction of several successive actions of a subjectat the same time. Marinettis manifesto glorified the new tech-nology of the automobile and the beauty of its speed, power,and movement. He exalted violence and conflict and called forthe sweeping repudiation of traditional

DidotFirmin Didot

X-HEIGHT: AVERAGE CHARACTER WIDTH: AVERAGE COLOR: LIGHT

Xxhg

X-HIEGHT


33/196

33

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

X-HEIGHT: AVERAGE CHARACTER WIDTH: WIDE COLOR: MEDIUM





be the static and irrelevant art of the past and celebrating change,originality, and innovation in culture and society. Futurism rejected






He exalted violence and conflict and called for the sweeping repudia-

tion of traditional cultural, social, and political values and the destruc-

tion of such cultural institutions as museums and libraries.

Gil Sans

Eric Gill

Xxhg

X-HIEGH


34/196

34

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................

Futurism was first announced on February 20, 1909, whenthe Paris newspaper Le Figaro published a manifesto by theItalian poet and editor Filippo Tommaso Marinetti. The nameFuturism, coined by Marinetti, reflected his emphasis on dis-carding what he conceived to be the static and irrelevant artof the past and celebrating change, originality, and innovationin culture and society. Futurism rejected traditions and glori-fied contemporary life, mainly by emphasizing two dominantthemes, the machine and motion. The works were character-ized by the depiction of several successive actions of a subjectat the same time. Marinettis manifesto glorified the new tech-nology of the automobile and the beauty of its speed, power,and movement. He exalted violence and conflict and called forthe sweeping repudiation of traditional

DidotFirmin Didot


Xxhg

X-HIEGHT


35/196

3

..................................................................................................................................................................................................................................

..................................................................................................................................................................................................................................






be the static and irrelevant art of the past and celebrating change,originality, and innovation in culture and society. Futurism rejected






He exalted violence and conflict and called for the sweeping repudia-

tion of traditional cultural, social, and political values and the destruc-

tion of such cultural institutions as museums and libraries.

Gil Sans

Eric Gill

Xxhg

X-HIEGH


36/196

36


37/196

3

HYPHENATION


38/196

38

HYPHENATIONGuidelines on the appropriate use of hyphenation

in headlines and body text.


39/196

39

IN UNJUSTIFIED TEXT, THE TEXT BLOCK IS SET WITH

NORMAL LETTER AND WORD SPACING.

Because of the even word spacing the text will have an even textureno large spaces between

words. The lines will naturally vary in length. a ragged text block can integrate with the layoutand add visual interest to the page. The difculty is making the ragged edge have a pleasing sil-

houette. When the rst line in the text is longer than the second, it becomes separate from the

layout and creates a box-like shape. This destroys one of the advantages of unjustied text. The

ragged edge needs to have a life, but a narrow column can be less active. Another advantage to

ragged text is less hyphenation is needed. Therefore, names, dates or words which are normally

read together can stay together.

IMPORTANT HYPHENATION RULES:CHow the text is read avoid widows (one word on the last line

of a paragraph)

CAvoid hyphenating or line brakes of names and proper nouns

CLeave a least 2 characters on the line and 3 following

CAvoid beginning consecutive lines with the same wordCAvoid ending consecutive lines with the same word

CAvoid ending lines with the words: the, of, at, a, by...

CNever hyphenate a words in a headline and avoid hyphenation in a callout

HYPHENATION


40/196

40

WIDOWS AND ORPHANS.

Never leave widows and orphans bereft on the page. Avoid both of these situations. If you have

editing privileges, rewrite the copy, or at least add or delete a word or two. Sometimes you can

remove spacing from the letters, words, or lines, depending on which program youre work-

ing in. Sometimes widening a margin just a hair will do it. But it must be done. Widows and

orphans on a page are wrong.

WIDOWCWhen a paragraph ends and leaves fewer than seven characters (not

words, characters) on the last line, that line is called a widow. Worse than

leaving one word at the end of a line is leaving part of a word, the other part

being paraphrased on the line above.

ORPHANCWhen the last line of a paragraph, be it ever so long, wont t at the bottom

of a column and must end itself at the top of the next column, that is an

orphan. ALWAYS correct this.

RIVERSCIn typography, rivers, or rivers of white, are visually unattractive gaps

appearing to run down a paragraph of text. They can occur with any

spacing, though they are most noticeable with wide word spaces caused by

either full text justication or monospaced fonts.

HYPHENATION


41/196

4

HEADLINES

The following are examples of incorrect ways to hyphenate words

within a headline and examples of the correct way.

Dont hyphenate headliens. Thats a law.

DON QUIXOTE DE LA MAN-

CHA

Also, watch where the rst line of a two-line

headline endsdoes it create a silly or mis-

leading phrase? Fix it.

PROFESSOR AND THE-

RAPIST TO LECTURE

Dont leave widows (very short last lines) in

headlines.

MAN WALKS BAREFOOT ACROSS BAY

BRIDGE

The corrected headline

MAN WALKS BAREFOOT ACROSS BAY

BRIDGE

MAN WALKS BAREFOOT

ACROSS BAY BRIDGE

HYPHENATION


42/196

42

BAD LINE BREAKS.Look for bad line breaks throughout every line of body copy. Of course, do this only on nal

copy, after all editing has been done! Here are several examples of the sorts of things to look for:

CASTING ADDER

BAT

Heresy borsch-boil starry aboarder borsch boil gam

plate lung, lung a gore in-

ner ladle wan-hearse torn

coiled Mutt-ll.

Mutt-ll worsen mush of-

fer torn, butted hatter putty

gut borsch-boil tame, an off

oiler pliers honor tame, door

moist cerebrated worse Cas-

ing. Casing wrsted sickened

basement, any hatter betting

orphanage off .526 (fe toe

sex).Casing worse gut lurking

an furry poplarspatially

wetter gull coiled Any-bally.

Any-bally worse Casings

sweat-hard, any harpy cobble

wandered toe gat merit,

bought Casing worse toe pore

toe becalm Any-ballys

horsebarn. (Boil pliers honor

Mutt-ll tame dint gat mush

offer celery infect, day gut

nosing atroll.)

Butt less gat earn wetter star-

ry

CASTING ADDER BAT

Heresy borsch-boil starry

a boarder borsch boil gamplate lung, lung a gore inner

ladle wan-hearse torn coiled

Mutt-ll.

Mutt-ll worsen mush

offer torn, butted hatter putty

gut borsch-boil tame, an

off oiler pliers honor tame,

door moist cerebrated worse

Casing. Casing wrsted sick-

ened basement, any hatter

betting orphanage off .526

(fe toe sex).

Casing worse gut lurkingan furry poplarspatially

wetter gull coiled Any-bally.

Any-bally worse Casings

sweat-hard, any harpy cobble

wandered toe gat merit, bought

Casing worse toe pore

becalm Any-ballys horsebarn.

(Boil pliers honor Mutt-ll

tame dint gat mush offer celery

infect, day gut nosing atroll.)

Butt less gat earn wetter starry

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

HYPHENATION


43/196

43

8. Horsebarn is a good long word that could be hyphenated; type a dischy.

Better yet, when bought moved up, it gave enough room to move hore-

barn up. If not, try opening the text block or text box wee bit.

1.Justify the headline so it stays on line.

2.Use a line break (Shift Return) to bump a down to the next line, where

it ts very nicely.

3.Kern the line a tiny bit to bring the rest of the word up.

4. Type a dischy in front of the word to bump it down.

5.Never hyphenate a persons name. I had to go up a few lines, bump off

down, which bumped the other line endings down. The also took care of the

inappropriate widow in 6.

7. There is plenty of room to squeeze bought on this line, perhaps by kern-

ing the line a tiny bit.

9.Edit: to get rid of that terrible widow,

exchange a short word for a long word.

6.Never have widows.

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

.................................................................................................................................................................................................................................

HYPHENATION


44/196

44


45/196

4

ALIGNM ENT


46/196

46

ALIGNMENTNo matter what alignment you use, rememberto pay close attention to hyphenation andword/character spacing as well to insure thatyour text is as readable as possible.


47/196

4

IN UNJUSTIFIED TEXT, THE TEXT BLOCK IS SET WITH NORMAL

LETTER AND WORD SPACING.

If someone insists that fully justied text is better than left-aligned text, tell them they are

wrong. If someone else tells you that left-aligned text is better than justied text, tell themthey are wrong.

IF THEY ARE BOTH WRONG, THEN WHATS RIGHT?

Alignment is only a small piece of the puzzle. What works for one design might be totally

inappropriate for another layout. As with all layouts, it depends on the purpose of the piece, the

audience and its expectations, the fonts, the margins and white space, and other elements on

the page. The most appropriate choice is the alignment that works for that particular design.

THERE WILL UNDOUBTEDLY BE WELL-MEANING FRIE NDS, BUSINESS ASSOCIATES,

CLIENTS, AND OTHERS WHO WILL QUESTION YOUR CHOICES.

Be prepared to explain why you chose the alignment you did and be prepared to change it

(and make necessary adjustments to keep it looking good) if the person with nal approval still

insists on something different.

A COMMENT ABOUT CENTER ALIGNMENT:

CThere is nothing inherently wrong with centered text. As with ragged right or

fully-justied text alignment, what works for one design might be totally inap-

propriate for another layout. There are simply fewer situations where centered

text is appropriate. When in doubt, dont center it.

CAs with all layouts, alignment depends on the purpose of the piece, the audi-

ence and its expectations, the fonts, the margins and white space, and other

elements on the page. The most appropriate choice is the alignment that works

for that particular design.

ALIGNMEN


48/196

48

JUSTIFIED TEXT

Traditionally many books, newsletters, and newspapers use full-justication.

They use this as a means of packing as much information onto the page as possible to cut

down on the number of pages needed. While the alignment was chosen out of necessity, it has

become so familiar to us that those same types of publications set in left-aligned text would

look odd, even unpleasant. You may nd that fully-justied text is a necessity either due to

space constraints or expectations of the audience. If possible though, try to break up dense

blocks of texts with ample subheadings, margins, or graphics.

CHARACTERISTICS:COften considered more formal, less friendly than left-aligned text.

CUsually allows for more characters per line, packing more into the same

amount of space (than the same text set left-aligned).

CMay require extra attention to word and character spacing and hyphenation

to avoid unsightly rivers of white space running through the text.

CMay be more familiar to readers in some types of publications, such as books

and newspapers.

CSome people are naturally drawn to the neatness of text that lines up

perfectly on the left and right.

EXAMPLE:


newspaper Le Figaro published a manifesto by the Italian poet andeditor Filippo Tommaso Marinetti. The name Futurism, coined by

Marinetti, reflected his emphasis on discarding what he conceived




dominant themes, the machine and motion.

ALIGNMENT


49/196

49

LEFT-ALIGNED, RAGGED RIGHT

In English and most European languages where words are read left-to-right, text is often

aligned ush left, meaning that the text of a paragraph is aligned on the left-hand side with the

right-hand side ragged. Ragged right text is considered more informal than fully justied text.

Although ush left alignment is less l ikely to have typographic rivers or problems, common

to fully justied text, care must be taken to prevent drastic changes in the length of the line.

Abrupt changes from line to line makes the text difcult to read.

CHARACTERISTICS:COften considered more informal, friendlier than justied text.

CThe ragged right edge adds an element of white space.

CMay require extra attention to hyphenation to keep right margin from

being too ragged.

CMay be more familiar to readers in some types of publications, such as

books and newspapers.

CGenerally type set left-aligned is easier to work with (i.e. requires less time,

attention, and tweaking from the designer to make it look good).

EXAMPLE:



editor Filippo Tommaso Marinetti. The name Futurism, coined byMarinetti, reflected his emphasis on discarding what he conceived



traditions and glorified contemporary life, mainly by emphasizing

two dominant themes, the machine and motion.

ALIGNMEN


50/196

50


51/196

5

JUSTIFICATION


52/196

52

JUSTIFICATIONJustiy text only i the line is long enough to preventawkward and inconsistent word spacing.


53/196

53

THE ONLY TIME YOU CAN SAFELY GET AWAY WITH JUSTIFYING TEXT IS IF YOUR TYPE IS

SMALL ENOUGH AND YOUR LINE IS LONG ENOUGH.

This is used in books where the text goes all the way across the page. If your line is shorter,

as in newsletter, or if you dont have many words on the line, than as the type aligns to themargins the words space themselves to accommodate it. It usually looks awkward. Youve seen

newspaper columns where all text is justied, often with a word stretching all the way across

the column, or a little word on either side of the column with a big gap in the middle. Gross.

But thats what can happen with justied type. When you do it, the effect might not be as

radical as the newspaper column, but if your lines are relatively short, you will inevitably end

up with uncomfortable gaps in some lines, while other lines will be all squished together.

HERE IS A GENERAL GUIDELINE FOR DETERMINING IF YOUR LINE LENGTH IS LONG

ENOUGH TO SATISFACTORILY JUSTIFY THE TEXT:

The line length in picas should be about twice the point size of the type; that is, if the type you

are using is 12 point, the line length should be at least 24 picas (24 picas is 4 inches-simply

divide the number of picas by 6, as there are 6 picas per inch). Thus 9-point type should be on

an 18-pica line (3 inches) before you try to justify it, and 18-point type should be on a 36-pica

line (6 inches). The rulers in most programs can be changed to picas, if you like.

JUSTIFIED TEXT WAS THE STYLE FOR MANY YEARS-WE GREW UP ON IT.

But there has been a great deal of research done on readability (how easy something is to read)

and it shoes that those disruptive, inconsistent gaps between the words inhibit the ow of

reading. Besides, they look dumb. Keep your eyes open as you look at professionally printed

work (magazines, newsletters, annual reports, journals) and youll nd theres a very strong

trend to align type on the left and leave the right ragged.

CHECKING FOR RIVERS:

CWhen your work comes out o the printer, turn it upside down and squint

at it. The rivers will be very easy to spot. Get rid o them. Try squinting at theexamples on the ollowing pages.

JUSTIFICATION


54/196

54

Futurism was first announced on February 20, 1909, whenthe Paris newspaper Le Figaro published a manifesto by the


Futurism, coined by Marinetti, reflected his emphasis on dis-

carding what he conceived to be the static and irrelevant art

of the past and celebrating change, originality, and innovation

in culture and society. Futurism rejected traditions and glori-

fied contemporary life, mainly by emphasizing two dominant

themes, the machine and motion. The works were character-

ized by the depiction of several successive actions of a subject at

the same time. Marinettis manifesto glorified the new technol-

ogy of the automobile and the beauty of its speed, power, and

movement. He exalted violence and conflict and called for the

sweeping repudiation of traditional cultural, social, and politicalvalues and the destruction of such cultural institutions as muse-

ums and libraries.

Futurism was first announced on February 20, 1909, when theParis newspaper Le Figaro published a manifesto by the Italianpoet and editor Filippo Tommaso Marinetti. The name Futurism,coined by Marinetti, reflected his emphasis on discarding what heconceived to be the static and irrelevant art of the past and cel-ebrating change, originality, and innovation in culture and society.Futurism rejected traditions and glorified contemporary life, mainlyby emphasizing two dominant themes, the machine and motion.

The works were characterized by the depiction of several succes-sive actions of a subject at the same time. Marinettis manifestoglorified the new technology of the automobile and the beauty of itsspeed, power, and movement. He exalted violence and conflict andcalled for the sweeping repudiation of traditional cultural, social,and political values and the destruction of such cultural institutionsas museums and libraries.

AKZIDENZ GROTESK

DIDOT

75. 90. 120.

75. 90. 120.

JUSTIFICATION


55/196

5









ized by the depiction of several successive actions of a subject at




sweeping repudiation of traditional cultural, social, and politi-cal values and the destruction of such cultural institutions as


Futurism was first announced on February 20, 1909, when theParis newspaper Le Figaro published a manifesto by the Italianpoet and editor Filippo Tommaso Marinetti. The name Futurism,coined by Marinetti, reflected his emphasis on discarding what heconceived to be the static and irrelevant art of the past and cel-ebrating change, originality, and innovation in culture and society.Futurism rejected traditions and glorified contemporary life, mainlyby emphasizing two dominant themes, the machine and motion. The

works were characterized by the depiction of several successiveactions of a subject at the same time. Marinettis manifesto glorifiedthe new technology of the automobile and the beauty of its speed,power, and movement. He exalted violence and conflict and calledfor the sweeping repudiation of traditional cultural, social, and politi-cal values and the destruction of such cultural institutions as muse-ums and libraries.

AKZIDENZ GROTESK

DIDOT

85. 90. 95.

85. 90. 95.

JUSTIFICATION


56/196

56

Futurism was f irst announced on February 20, 1909, whenthe Paris newspaper Le Figaro published a manifesto by the








ized by the depiction of several successive actions of a subject

at the same time. Marinettis manifesto glorified the new tech-

nology of the automobile and the beauty of its speed, power,

and movement. He exalted violence and conflict and called for

the sweeping repudiation of traditional cultural, social, andpolitical values and the destruction of such cultural institu-

tions as museums and libraries.



AKZIDENZ GROTESK

DIDOT

95. 100. 110.

95. 100. 110.

JUSTIFICATION


57/196

5

Futurism was first announced on February 20, 1909, when theParis newspaper Le Figaro published a manifesto by the Italian


coined by Marinetti, reflected his emphasis on discarding what

he conceived to be the static and irrelevant art of the past and


society. Futurism rejected traditions and glorified contemporary

life, mainly by emphasizing two dominant themes, the machine

and motion. The works were characterized the depiction of sev-

eral successive actions of a subject at the same time. Marinettis

manifesto glorified the new technology of the automobile and

the beauty of its speed, power, and movement. He exalted vio-

lence and conflict and called for the sweeping repudiation of

traditional cultural, social, and political values and the destruc-tion of such cultural institutions as museums and libraries.

Futurism was first announced on February 20, 1909, when the Parisnewspaper Le Figaro published a manifesto by the Italian poet andeditor Filippo Tommaso Marinetti. The name Futurism, coined byMarinetti, reflected his emphasis on discarding what he conceivedto be the static and irrelevant art of the past and celebrating change,originality, and innovation in culture and society. Futurism rejectedtraditions and glorified contemporary life, mainly by emphasizing twodominant themes, the machine and motion. The works were charac-

terized by the depiction of several successive actions of a subjectat the same time. Marinettis manifesto glorified the new technologyof the automobile and the beauty of its speed, power, and move-ment. He exalted violence and conflict and called for the sweepingrepudiation of traditional cultural, social, and political values and thedestruction of such cultural institutions as museums and libraries.

AKZIDENZ GROTESK

DIDOT

70. 75. 80.

70. 75. 80.

JUSTIFICATION


58/196

58









ized by the depiction of several successive actions of a subject

at the same time. Marinettis manifesto glorified the new tech-

nology of the automobile and the beauty of its speed, power,

and movement. He exalted violence and conflict and called for

the sweeping repudiation of traditional cultural, social, andpolitical values and the destruction of such cultural institu-

tions as museums and libraries.



AKZIDENZ GROTESK

DIDOT

95. 100. 130.

95. 100. 130.

JUSTIFICATION


59/196

59









ized the depiction of several successive actions of a subject at




sweeping repudiation of traditional cultural, social, and politi-cal values and the destruction of such cultural institutions as


Futurism was first announced on February 20, 1909, when theParis newspaper Le Figaro published a manifesto by the Italianpoet and editor Filippo Tommaso Marinetti. The name Futurism,coined by Marinetti, reflected his emphasis on discarding what heconceived to be the static and irrelevant art of the past and cel-ebrating change, originality, and innovation in culture and society.Futurism rejected traditions and glorified contemporary life, mainlyby emphasizing two dominant themes, the machine and motion. The

works were characterized by the depiction of several successiveactions of a subject at the same time. Marinettis manifesto glori-fied the new technology of the automobile and the beauty of itsspeed, power, and movement. He exalted violence and conflict andcalled for the sweeping repudiation of traditional cultural, social,and political values and the destruction of such cultural institutionsas museums and libraries.

AKZIDENZ GROTESK

DIDOT

85. 110.130.

85. 110.130.

JUSTIFICATION


60/196

60


61/196

6

COMBIN ING TYPEFACES


62/196

62

COMBINING TYPEFACESRestrict yoursel to two typeaces within a document.The inclusion o multiple seri or sans seri typeaceswill cause unwanted tension.


63/196

63

WHEN COMBINING SER IF AND SANS SERIF TEXT FONTS, ONE SHOULD TRY

AND MATCH THESE CHARACTERISTICS:

Form, type color, proportion, and x-heights. Although there is not recipe there is a place to

start: keep an eye on the characteristic shapes of the letterform. A well designed page containsno more than two different typefaces or four different type variations such as type size and bold

or italic style (Using 2 different serif fonts or 2 different sans serifs fonts in the same composi-

tion is never a good idea).

TIPS FOR EFFECTIVE TYPE COMBINATIONS:

CGo for high contrast: size, strength, and typographic color

CA sans serif typeface is easier to read at a glance, and, thus,

more effective for headlines.

CSerifs in a typeface facilitate the forward movement of reading, making

serif typefaces an ideal choice for body copy

COMBINING TYPEFACES


64/196

64

WORDS IN LIBERTYA Prologue to Futurism: Futurism was

first announced on February 20, 1909, when

the Paris newspaper Le Figaro published

a manifesto by the Italian poet and editor

Filippo Tommaso Marinetti. The name

Futurism, coined by Marinetti, reflected his

emphasis on discarding what he conceived

to be the static and irrelevant art of the past

and celebrating change, originality, and

innovation in culture and society. Futurism

rejected traditions and glorified contemporary

life, mainly by emphasizing two dominant

themes, the machine and motion. The works

were characterized by the depiction of several

successive actions of a subject at the same

time. Marinettis manifesto glorified the new

technology of the automobile and the beauty

of its speed, power, and movement.

WORDS IN LIBERTYA Prologue to Futurism:Futurism was firstannounced on February 20, 1909, when

the Paris newspaper Le Figaro published

a manifesto by the Italian poet and editor

Filippo Tommaso Marinetti. The name

Futurism, coined by Marinetti, reflected his

emphasis on discarding what he conceived

to be the static and irrelevant art of the past

and celebrating change, originality, and

innovation in culture and society. Futurism

rejected traditions and glorified contemporary

life, mainly by emphasizing two dominant

themes, the machine and motion. The works

were characterized by the depiction of several

successive actions of a subject at the same

time. Marinettis manifesto glorified the new

technology of the automobile and the beauty

of its speed, power, and movement.

aa BB ee GGgg aa BB ee GG gg

CThere is a visible contrast between these two

typeaces, which is urther punctuated by the bold

style o the sans seri ont. Both o these typeaces

have organic aspect that compliment each other.

CThis is a more prominent contrast between the two

typeaces. The large x-height and bolding o sans

seri typeace is easier to read than the body copy,

which outlines a clear delineation in heirarchy.

OLD STYLE

9/12 Adobe Garamond

OLD STYLE

9/12 Bembo

HUMANIST SANS SERIF12/16 Frutiger

GROTESQUE SANS SERIF12/16 Akzidenz Grotesk

COMBINING TYPEFACES


65/196

6

WORDS IN LIBERTYA Prologue to Futurism:Futurism was firstannounced on February 20, 1909, whenthe Paris newspaper Le Figaro publisheda manifesto by the Italian poet and editorFilippo Tommaso Marinetti. The nameFuturism, coined by Marinetti, reflected his

emphasis on discarding what he conceivedto be the static and irrelevant art of thepast and celebrating change, originality,and innovation in culture and society.Futurism rejected traditions and glorifiedcontemporary life, mainly by emphasizingtwo dominant themes, the machine andmotion. The works were characterized bythe depiction of several successive actionsof a subject at the same time. Marinettismanifesto glorified the new technology ofthe automobile and the beautyo its speed,power, and movement.

WORDS IN LIBERTYA Prologue to Futurism: Futurism was

irst announced on February 20, 1909,

when the Paris newspaper Le Figaro

published a maniesto by the Italian poet

and editor Filippo Tommaso Marinetti.

The name Futurism, coined by Marinetti,

relected his emphasis on discarding whathe conceived to be the static and irrelevant

art o the past and celebrating change,

originality, and innovation in culture and

society. Futurism rejected traditions and

gloriied contemporary lie, mainly by

emphasizing two dominant themes, the

machine and motion. The works were

characterized by the depiction o several

successive actions o a subject at the same

time. Marinettis maniesto gloriied the

new technology o the automobile and the

beauty o its speed, and power.

aa BB ee GG gg aa BB ee GG gg

CAlthough there is a clear dierence between

the heading and the body copy, the stroke o

utura seems a bit heavy, which creates a similar

typographic color as the bold, enlarged title and

creates tension.

CBoth o these typeaces maintain organic

attributes that compliment each other well. The

humanist sans seri unctions well as the body

copy. Both are very approachable.

TRANSITIONAL

12/16 Baskerville

TRANSITIONAL

12/16 Bookman

GEOMETRIC SANS SERIF9/12 Futura

HUMANIST SANS SERIF9/12 Syntax

COMBINING TYPEFACES


66/196

66

WORDS IN LIBERTYA Prologue to Futurism: Futurism was firstannounced on February 20, 1909, whenthe Paris newspaper Le Figaro publisheda manifesto by the Italian poet and editorFilippo Tommaso Marinetti. The nameFuturism, coined by Marinetti, reflected his

emphasis on discarding what he conceivedto be the static and irrelevant art of thepast and celebrating change, originality,and innovation in culture and society.Futurism rejected traditions and glorifiedcontemporary life, mainly by emphasizingtwo dominant themes, the machine andmotion. The works were characterized bythe depiction of several successive actionsof a subject at the same time. Marinettismanifesto glorified the new technology ofthe automobile and the beauty of its speed,

power, and movement.

Words in LibertyA Prologue to Futurism: Futurism wasfirst announced on February 20, 1909,

when the Paris newspaper Le Figaro

published a manifesto by the Italian poet

and editor Filippo Tommaso Marinetti.

The name Futurism, coined by Marinetti,

reflected his emphasis on discarding

what he conceived to be the static and

irrelevant art of the past and celebrating

change, originality, and innovation in

culture and society. Futurism rejected

traditions and glorified contemporary

life, mainly by emphasizing two

dominant themes, the machine and

motion. The works were characterized

by the depiction of several successive

actions of a subject at the same time.

Marinettis manifesto glorified the

new technology of the automobile andthe beauty of its speed, power, and

movement.

aa BB ee GG gg aa BB ee GG gg

CEven though seri onts are good choices or

body copy, Modern typeaces like Bodoni were

dedigned as display onts. The variations in stroke

and width contrasts with uturas uniorm width.

CThis is a cobimation that demonstrates clear hier-

archy. the title is easy to read and the modern seri

typeace is more subdued, but legible

MODERN

12/16 Baur Bodini

MODERN

9/12 Didot


GROTESQUE SANS SERIF12/16 Akzidenz Grotesk (bold)

COMBINING TYPEFACES


67/196

6

WORDS IN LIBERTYA Prologue to Futurism:Futurismwas first announced on February 20,1909, when the Paris newspaper Le Figaropublished a manifesto by the Italian poetand editor Filippo Tommaso Marinetti.The name Futurism, coined by Marinetti,

reflected his emphasis on discarding whathe conceived to be the static and irrelevantart of the past and celebrating change,originality, and innovation in culture andsociety. Futurism rejected traditions andglorified contemporary life, mainly byemphasizing two dominant themes, themachine and motion. The works werecharacterized by the depiction of severalsuccessive actions of a subject at the sametime. Marinettis manifesto glorified thenew technology of the automobile and the

beautyo its speed, power, and movement.

Words In LibertyA Prologue to Futurism: Futurism wasfirst announced on February 20, 1909,when the Paris newspaper Le Figaropublished a manifesto by the Italian poetand editor Filippo Tommaso Marinetti.The name Futurism, coined by Marinetti,

reflected his emphasis on discardingwhat he conceived to be the static andirrelevant art of the past and celebratingchange, originality, and innovation in cultureand society. Futurism rejected traditionsand glorified contemporary life, mainly byemphasizing two dominant themes, themachine and motion. The works werecharacterized by the depiction of severalsuccessive actions of a subject at thesame time. Marinettis manifesto glorifiedthe new technology of the automobile andthe beauty of its speed, and power.

aa BB ee GGgg aa BB ee GG gg

CThe large x-height o Futura creates a contrast

with the small x0height o Mrs. Eaves

CThe strenth o Akzindenz Grotesk as the body

copey competes with thte header. This makes hei-

rarchy hard to see.

NEW TRANSITIONAL

16/21 Mrs.Eaves

NEW TRANSITIONAL

21/24 Perpetua


HUMANIST SANS SERIF9/12 Berthhold Akzindenz Grotesk

COMBINING TYPEFACES

7/29/2019 The Rules of Type by Druedavis - D

Date post:	14-Apr-2018
Category:	Documents
Upload:	tiago-vieira-dillenburg
View:	213 times
Download:	0 times

The Rules of Type by Druedavis - Desconhecido

Documents