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Typography
2.01 Investigate typefaces and fonts.
Where’d they come from?
• Times - developed for newspaper text, books, magazines, office documents, display, and advertising
• Courier New - designed to emulate a typewriter
• Comic Sans MS - originally created for comic books• Century Schoolbook - originally created for
magazines and later widely used in reading primers and texts
• Tahoma – created for small-sized text in dialog boxes and menus; can be rotated and scaled
• Trebuchet MS, Georgia, and Century Gothic were created to optimize digital display
Typefaces, Fonts, and Font Families
• A typeface is a specific style applied to a font
• A font is a specific size, weight, and style applied to a character (letter, number, symbol)
• A font style is a specific slant and weight of a character, such as bold or italics
• A font family is a group of similarly formatted characters
• Four Families of Fonts:
• Serif Ornamental or Decorative
• Sans Serif Script or Cursive
Serifs
• Contain attributes/strokes at the tips of a letter
• Examples of Serif Fonts:• Goudy Times• Bodini Modern No. 20• Courier Rockwell• Century Schoolbook
• Uses • Newspaper text Office documents• Books Magazines• Display Advertising
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Sans Serifs
No attributes (serifs) at the tips of a letter– Mono-weight appearance
• Examples of Sans Serif Fonts– Arial - Berlin Sans– Gill Sans - Verdana
• Uses– Web pages - Digital display– Headings - Captions
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Ornamental or Decorative
Designed strictly to catch the eye – Should be used sparingly
• Examples– Chiller– Webdings
• Uses– Headlines on flyers– Symbols used in logos
Script or Cursive
All typefaces that appear to have been written by hand, with a calligraphy pen or a brush– Should never be used to key in all caps
• Examples• Brush Script• French Script
• Uses– Invitations– Calling cards– Poetry
Three Cs of Typography Design
• Concord
• Conflict
• Contrast
Concord• A calm and harmonious layout
• In this example – Initial cap is larger than the rest of the type– Words "full of sound and fury" have been
italicized – Resulting effect is subdued
Conflict• Using two different typefaces that are similar, but
not different enough to stand apart from each other
• In this example, the words “full of sound and fury” are in a different typeface
Contrast• Effects on typeface, size, and/or weight to
– Direct reading patterns
– Organize information
– Emphasize information
Type Effects
• Monospace
• Proportional
• Leading
• Kerning
• Tracking
• Punctuation
Monospaced Fonts
• Each letter takes up the same amount of space
• Advantages– Easier to see thin punctuation marks
– Similar characters look more different
– If limited to a certain number of characters per line, each line will look alike
• Used often in computer programming and biology
Courier is monospaced
Proportional Fonts
• Proportional– The amount of space each character takes
up is adjusted to the width of that character
– Therefore, an i is not as wide as an m.
• Advantages– Does not take up as much space as
monospaced fonts– Easier to read
• Used in publications
Times New Roman is proportional
Leading
• Vertical spacing between lines of text • Also referred to as expanded or
condensed • Measured from the top of the capital of
one line to the top of the capital of the next.
• Uses– Slightly increase or decrease the length of a
column of text so that it is even with an adjacent column
– To make a block of text fit in a space that is larger or smaller that a text block
Kerning
• Horizontal spacing between pairs of letters
• Used to add or subtract space between pairs of letters to create a more visually appealing and readable text
Tracking
• The adjustment of space for groups of
letters and entire blocks of text
• Makes a block of text more open and airy
or more dense.
• Used to expand or contract a block of text for the purpose of aligning two columns
Typographical Punctuation
• Curly quotes (also called smart quotes) can add interest to pull-quotes in a design
• En dashes – for showing duration or range as in 9:00–5:00 or 112–600 or March 15–31.
• Em dashes — the proper dashes to use in place of single or double hyphens (--)
• Hyphens – used to separate numbers and/or letters, such as in a phone number