Typography

Typography- Kabir Malkani

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Topics CoveredO A Brief HistoryO Introduction to TypographyO Font AnatomyO Type ClassificationO Terminology

O Font SizeO Weights & StylesO Letter Spacing (Kerning &

Tracking)O Leading (Line Spacing)O GlyphsO LigaturesO Paragraph RulesO Tabs O Indents

O Special FormattingO Hyphens & DashesO Line BreaksO Drop CapsO Raised CapsO Typographer Quotes & Inch MarksO SpacesO Boxed TextO Grid

O Best PracticesO Usage To create MoodO LigaturesO RagO Widows & OrphansO Choosing a TypeO Choosing Pairing FontsO Typography & the Web

O Examples of Good Typography

A Brief History…Ancient writing systems

Egyptian Hieroglyphics3200 BC – AD 400

Sumerian Cuneiform3000 BC

Greek Alphabet System800 BC Still used today as technical symbols in domains such as mathematics, science etc.

A Brief History…Gutenberg Bible – The 1st Printed book

Written in Latin, the Gutenberg Bible was printed by Johannes Gutenberg, in Mainz, Germany, in the 1450s

A Replica of the Gutenberg Printing Press

Johannes Gutenberg1398 - 1468German Engraver & Inventor of the Mechanical Movable Type Printing Press

A Brief History…Geoffroy Troy – Enlightenment & Abstraction

French painter and designer Geofroy Tory believed that the proportions of the alphabet should reflect the ideal human form. He wrote, “the cross-stroke covers the man’s organ of generation, to signify that Modesty and Chastity are required, before all else, in those who seek acquaintance with well-shaped letters.”

Geoffroy Tory 1480 - 1533 Humanist and Engraver - His life's work has heavily influenced French publishing to this day.

A Brief History…Early Typographers

Nicholas Jenson1420 – 1480Typographer, French Engraver, Type Designer

Nicholas Jenson was responsible for the development of the first full roman typeface, which was based on humanistic characteristics and was highly legible.

Creator of the Roman typeface


Aldus Manutius1449 – 1515Humanist, Italian Printer & Publisher

‘Aristotle’ printed by Aldus Manutius, 1495-98

Aldus introduced small and handy pocket editions of the classics.

He commissioned Francesco Griffo to cut a slanted type known today as italic.

He and his grandson are credited with introducing a standardized system of punctuation.

The software company Aldus was named after him.


Claude Garamond1490 – 1561French Publisher, Type Designer & Punch CutterCredited with the introduction of the apostrophe, the accent and the cedilla to the French language.

He was an assistant to Geoffroy Tory

Several contemporary typefaces, including those currently known as Garamond, Granjon, and Sabon, reflect his influence.


Pierre Simon Fournier1712 - 1768French punch-cutter, typefounder and typographic theoretician..

Fournier's contributions to printing were his creation of initials and ornaments, his design of letters, and his standardization of type sizes

He designed typefaces including Fournier & Narcissus

He also developed a system of type measurement, which was further developed by François-Ambroise Didot into the point based system that still exists today.

Fournier’s Type Construction


Giambattista Bodoni1740 - 1813Italian typographer, type-designer, compositor, printer and publisher.

William Caslon1692 - 1766English gunsmith and designer of typefaces

John Baskerville1706 - 1775English businessman, in areas including japanning and papier-mâché, but he is best remembered as a printer and typographer.

http://en.wikipedia.org/wiki/Japanning

http://en.wikipedia.org/wiki/Papier-m%C3%A2ch%C3%A9

Introduction to Typography

ty·pog·ra·phy The term “Typography” comes from Greek words: “typos” (form) & “graphe” (writing)

Definition:Typography is the art and technique of arranging type in order to make language visible.

The 3 goals of typography:

O The 1st goal of typography is readability

O The 2nd goal of typography is to transfer information to the reader in an efficient manner.

O The 3rd goal is to use “type” to provide a sense of order and structure that makes logical and visual sense.

http://en.wikipedia.org/wiki/Typesetting

Introduction to Typography

Typeface or Font?

O A Typeface is a family of typographical symbols and characters. Helvetica, Bodoni, Futura, Verdana, Myriad, Arial etc. are Typefaces.

O A Font, on the other hand, is traditionally defined as a complete character set within a typeface, often of a particular size and style. Myriad Pro Semibold Italic 24 pts, Futura BdCn BT 18 pts etc. are Fonts

Specimen of the Trajan typeface

Font Anatomy

Font Anatomy

Type ClassificationThere are a number of different ways to classify typefaces and type families. The most common classifications are:

O Serifs vs Sans Serif

O Proportional vs Monospaced

O Technical Styles

O Mood

Type Classification

Serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols.

Serif typefaces guides the eyes from letter to letter and are therefore preferred for body copy in print documents. The readability of serifs online has been debated.

Popular serif typefaces: Garamond & Caslon

Sans Serifs lack such serif details on characters. Sans-serif typefaces are more modern in appearance than serifs. ‘Sans’ is a French word, which means ‘without’

Sans Serif types are usually used in magazine headlines and websites for it is easier to read off the computer screen. They are also used to attract attention within a Print Ad for instance.

Popular sans serif typefaces: Helvetica & Futura

Serifs vs Sans Serifs

Type Classification

Sub-classification of Serifs

Old Style serifs (also called humanist)

Transitional serifs

Modern serifs

Slab serifs

Sub-classification of Sans Serifs

Grotesque

Neo-grotesque

Humanist

Geometric

Serifs vs Sans Serifs

Type Classification

Proportional typefacesThe space a character takes up is dependent on the natural width of that character. An “i” takes up less space than an “m”, for example. Times New Roman is a proportional typeface.

Monospace typefacesEach character takes up the same amount of space. Narrower characters simply get a bit more spacing around them to make up for the difference in width. Courier New is a monospace typeface.

Proportional vs. Monospaced

Type Classification

Blackletter

Blackletter is the earliest printed type, and is based on hand-copied texts. It is traditionally associated with medieval German / Gothic and Old English.

Dates back to around 1450

OldstyleOldstyle is typified by a gradual thick-to-thin stroke, gracefully bracketed serifs, and slanted stress, as indicated by the red line through the uppercase ‘O’, and as measured through the thinnest parts of a letterform.


By Technical Styles (in chronological order)

Type Classification

Italic

Usually considered a component of the roman typeface, italic really deserves its own class. italics are casual as opposed to the more formal roman forms of a font. Italics are generally used for emphasis, captions, and the like, and not for body text. Italics for sans-serifs are often called obliques.

Dates back to around 1500Script

Script is a formal replication of calligraphy. As type, script is unsuitable for a large body of text, but is widely used to lend a formal element to a layout.



Type Classification

Transitional

As the name implies, transitional bridges the gap between oldstyle and modern. It embodies greater thick-to-thin strokes, and smaller brackets on serifs. Stress moves to be more vertical.


ModernModern typefaces embodies extreme thick-to-thin strokes, and hairline serifs. Many modern typefaces lose readability if set too tight, or at too small a size, particularly those with strong vertical stress.



Type Classification

Egyptian / Slab Serif

Egyptian or slab serif was developed for heavy type in advertising. It appeared during the Egyptology craze in Europe. It generally has little variation in stroke weight and is generally more geometric, and less calligraphic.


Sans SerifGained popularity as a move towards an international aesthetic in typography. Sans serif can be strictly geometric, as in Futura, or more humanist, as with Gill Sans. More recently, sans serifs with a variation in stroke weight are becoming more common (Optima, Myriad).



Type Classification

Serif / Sans serif

A fairly recent development are families of typefaces with both serif and sans serif fonts. These provide the designer with even more unified variation than an extensive family of serif or sans serif.


GrungeNow part of the common lexicon of typography, grunge was a development spring from postmodernism and deconstructionism. Type was developed as primarily image, and less for its readability. Grunge typography was a big enough movement to rate its own category, and encompasses a wide variety of ‘dirty’ typefaces.



Type Classification

Postmodern / Display

Postmodern or Display types encompass a wide variety of styles and are unsuitable for body text.

Contemporary

HandwrittenSeemingly a contradiction in terms, these fonts actually can be considered scripts, but their generally informal nature tends to separate them out.

Contemporary


Type ClassificationBy Mood

O Different typefaces have strikingly different moods.

O Commonly used moods include:O formal vs. informalO modern vs. classic/traditional & O light vs. dramatic.

O Times New Roman is a formal font, and is used for business correspondence.

O Comic Sans, on the other hand, has a more informal mood and should be avoided for official correspondence

TerminologyPoint size

TerminologyStyles, Weights & Width

StyleThe combination of properties including typeface, width and weight defines the “Style” of a font

Helvetica Cnd Obl-Light 24 pts is a particular style that belongs to the Helvetica typeface.

WeightThe weight determines how bold the typeface looks, how heavy the strokes making up the characters are.

The traditional weights are Light, Regular, Semibold, Bold, and Black

WidthThe width determines how wide the characters are.

The traditional widths are Extended, Condensed, Extra Condensed or Compressed

Terminology

Kerning and Tracking are the two components of letter spacing.

Letter Spacing

Tracking defines the amount of space between the characters in a word uniformly regardless of the characters

Kerning adjusts the space based on character pairs. There is strong kerning between the V and the A, and no kerning between the S and the T.

Tracking

Kerning

TerminologyLeading (Line Spacing)This is the vertical space between lines of text. The name comes from the physical piece of lead that used to be used in mechanical printing process to separate lines of text

TerminologyGlyphsRefer to all the available characters in a font, from letters to numbers and all the special characters.

Tahoma Glyph Set accessed using the Windows Character Map

TerminologyLigaturesTwo or more letters combined into one character make a ligature. When parts of the anatomy of characters either clash or look too close together, they can be combined in what are called Ligatures.

Common Ligatures are:

‘fi’ ligature type, size 12pt Garamond.

AssignmentO Create an artwork which represents at least 5

principles of Design discussed in this presentation

O Choose from projects listed below:

O Ad campaign (series of 3 or more Print Ads)O Package Design (at least a series of 3 different packaging

samples)O Brochure Design (for a luxury or consumer brand)O Web Design (for a luxury or consumer brand)

* Final Date for submitting this assignment is the 31st of March 2013

Date post:	27-Jan-2015
Category:	Design
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