VA1160 - Class 11
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This document provides an overview of typography concepts including: - The historical development and basic terminology of typefaces. - Examples of different type families (serif, sans serif, script, etc) and guidelines for pairing different families. - Typographic techniques including kerning, ligatures, tracking, leading, alignment, and emphasis; examples are given to demonstrate proper and improper usage. - Brief biographies of influential graphic designers including Saul Bass, Josef Muller Brockmann, Victor Moscoso, Neville Brody, David Carson, and Edward Fella.
VA1160 - Class 11
- 1. Class 11 Text & Typography
- 2. Schedule Historical development Basic terminology Understanding type families Simple design guidelines
- 3. Typography Type is on the page to serve the text. Type can be an image. Type is communication. Type expresses personality. Type is power. Type conveys emotion.
- 4. Aprllinaire
- 5. Aprllinaire
- 6. Lissitzky
- 7. Lissitzky
- 8. Pannard
- 9. Chinese
- 10. Chinese
- 11. Seal
- 12. Seal
- 13. Money
- 14. Money
- 15. Terminology
- 16. Serif Serif
- 18. Apex A A A A A
- 19. Vertex V V V V V
- 20. Terminal C C C C C
- 21. Swash A A A
- 22. Stroke Contrast U U U
- 23. Angle of Stress O O O
- 24. Capital CAPITAL
- 26. Capital My name is WINNIE THE POOH My name is WINNIE THE POOH My name is Winnie the Pooh
- 27. Type Families Blackletter Humanist/Old Style Transitional Modern Egyptian Sans Serif Script Display
- 28. Type Families Blackletter Humanist/Old Style Transitional Modern Egyptian Sans Serif Script Display
- 29. Type Families Blackletter – Lucida Blackletter Humanist/Old Style – Goudy Old Style Transitional - Baskerville Modern - Didot Egyptian - Rockwell Sans Serif - Helvetica Script – Brush Script MT Italic Display – eccentric std
- 30. Good Fonts Baskerville Caslon Century Didot Franklin Gothic Medium Futura Gill Sans Garamond Helvetica Hoefler Text News Gothic MT
- 33. Font Family The roman font is the core or spine from which a family of typefaces derives. Italic fonts, which are based on cursive writing, have forms distinct from roman. SMALL CAPS HAVE A HEIGHT THAT IS SIMILAR TO the lowercase X- HEIGHT. Bold typefaces are used for emphasis within a hierarchy. Bold typefaces each need to include an italic version, too.
- 34. Kerning I love AVA. Takes two.
- 35. Kerning
- 36. Kerning
- 37. Ligature
- 38. Tracking Try to type the following sentence. rubmy back
- 39. Tracking Adjust the tracking for the following. BRYAN CHUNG Bryan Chung bryan chung BRYAN CHUNG BRYAN CHUNG
- 40. Tracking
- 41. Punctuation
- 42. Leading The distance from the baseline of one line of type to another is called line space. It is also called leading, in reference to the strips of lead used to separate lines of metal type. The default setting in most layout and imaging software is slightly greater than the cap height of the letters. Expanding this distance creates a text block with lighter, more open colour. As line spacing increases further, the lines of type become independent linear elements rather than parts of an overall texture.
- 43. Leading – 120% The distance from the baseline of one line of type to another is called line space. It is also called leading, in reference to the strips of lead used to separate lines of metal type. The default setting in most layout and imaging software is slightly greater than the cap height of the letters. Expanding this distance creates a text block with lighter, more open colour. As line spacing increases further, the lines of type become independent linear elements rather than parts of an overall texture.
- 44. Leading – 140% The distance from the baseline of one line of type to another is called line space. It is also called leading, in reference to the strips of lead used to separate lines of metal type. The default setting in most layout and imaging software is slightly greater than the cap height of the letters. Expanding this distance creates a text block with lighter, more open colour. As line spacing increases further, the lines of type become independent linear elements rather than parts of an overall texture.
- 45. Leading – 160% The distance from the baseline of one line of type to another is called line space. It is also called leading, in reference to the strips of lead used to separate lines of metal type. The default setting in most layout and imaging software is slightly greater than the cap height of the letters. Expanding this distance creates a text block with lighter, more open colour. As line spacing increases further, the lines of type become independent linear elements rather than parts of an overall texture.
- 46. Alignment The arrangement of text into columns with hard of soft edges is called alignment. Each basic style of alignment brings aesthetic qualities and potential hazards to the design of page or screen. Justified text, which has even edges on both left and right, has been the norm since the invention of printing with movable type, which enabled the creation of page after page of straight-edged columns. Justified type makes efficient use of space, and it also creates a clean shape on the page. Ugly gaps can occur, however, when the line length is too short in relation to the size of type used. Hyphenation breaks up long words and helps keep the lines of text tightly packed. Letterspacing can also be used to adjust a line.
- 47. Alignment Ugly gaps appear when the designer has made the line length too short, or the author has selected words that are too long.
- 48. Alignment In flush left/ragged right text, the left edge is hard and right edge is soft. Word spaces do not fluctuate, so there are never big holes inside the lines of text. This format, which was rarely used before the twentieth century, respects the flow of language rather than submitting to the law of box. Despite its advantages, however, the flush left format is frought with danger. The designer must work hard to control the appearance of the rag along the right edge. A good rag looks pleasantly uneven, with no lines that are excessively long or short, and with hyphenation kept to an absolute minimum.
- 49. Alignment A bad rag will fall into weird shapes along the right edge, instead looking like random.
- 50. Alignment Flush right/ragged left is a variant of the more familiar flush left setting. It is common wisdom among typographers that flush right text is hard to read, because it forces the reader’s eye to find a new position at the start of each line. This could be true, or it could be an urban legend. At any rate, the flush right setting is rarely employed for long bodies of text. Used in smaller blocks, however, flush right text forms effective marginal notes, sidebars, pull quotes, or other passages that comment on a main body or image. A flush or ragged edge can suggest attraction (or repetition) between chunks of information.
- 51. Alignment Lots of punctuation (at the ends of lines) will attach, threaten, and generally weaken the flush right edge. Watch out for this.
- 52. Alignment Rest in peace May God be with you
- 53. Emphasis Emphasizing a word or phrase within a body of text usually requires only one signal. Italic is the standard form of emphasis. There are many alternatives, however, including boldface, SMALL CAPS, or a change in colour. You can also create emphasis with a different font; a full-range type family has many font variations designed to work together. You may need to adjust the font size so that the x-heights align.
- 54. Emphasis If you want to look like professional, do not use underline for the emphasis.
- 55. Simple Guidelines Match serif and sans serif together instead of both serif or both sans serif. First Heading This is the main text. Does it look similar to the heading, even though its size can be different? You can suggest ways to improve it.
- 56. Simple Guidelines Think before you use default fonts. They can be a bit boring. Helvetica Arial Times New Roman
- 57. Simple Guidelines Printed body text can be of the size 10 to 12 points. 11 is best for printing while 12 is a bit too big. Body text on screen can be a bit larger.
- 58. Simple Guidelines Do not use too long or too short lines. 30-60 characters or around 7 words each line can be optimal for reading.
- 59. Simple Guidelines Paragraph should begin clearly. Use either indent or line space but not both. The first paragraph should not be indented.
- 60. Simple Guidelines Use one space character after full stop (period), not two.
- 61. Simple Guidelines Think before you use ALL CAPITAL as heading or emphasis or even main body text.
- 62. Saul Bass
- 65. Moscoso
- 66. Neville Brody
- 67. David Carson
- 68. Edward Fella