The designer crafted word Typography The designer crafted word

Typography Font Family Bold vs.Light   Italic Extended Condensed Serif Sans Serif Script Kerning Leading Point size

Font Family

Letter Spacing Kerning Leading-"ledding" The vertical spacing between lines of type (between baselines). The name comes from the early hot-metal days of typesetting when the space was achieved with thin bars of lead. Leading is measured in points and includes the point size of the typeface and the actual space between the lines. Kerning

Leading is Space from Baseline to Baseline                                                                                                                                                                                                                                                                                                                                 Leading is Space from Baseline to Baseline

Point Size Arial Rounded 24 pt. Arial Rounded 60 pt.

Serif Serif Fonts A serif is a cross line at the end of a letter stroke that leads the eye onto the following letterform. Examples of serif fonts are Times New Roman, Garamond and Palatino.                                     It is thought that the serif first originated in ancient Rome. At the time, letters were carved into stone columns and tablets using stone carving chisels. These letters were carved after a scribe, using a brush, "painted" the letters onto the stone. The serif appeared when the scribe stopped the brush and lifted it, leaving a bit of a brush edge on the letter. The carver, not seeing the error, simply chiseled that edge out of the stone as well. http://www.rsc-ne-scotland.ac.uk/eolympics/banff/armenia/Typography-170.htm

Sans Serif Verdana Trebuchet Comic Sans Helvetica These fonts are clearer at smaller sizes when viewed on screen. Verdana Trebuchet Comic Sans Helvetica

Extended-Horizontal Stretch-shorter and wider

Condensed Stretches vertically

Italic Leaning!

BE BOLD… or Try to lighted up

What you have learned. Serif Fonts have additional strokes and look more formal and have authority. Sans serif fonts have cleaner lines and look more modern. Words in UPPERCASE are all the same shape and should be used with care. Words in lower case have more shape and are easier and quicker to read. Text styles of bold and italic can add emphasis to text. Typefaces have impact that add to your words’ meanings. Kerning is the adjustment of spacing between letters to create a more aesthetically pleasing arrangement of letterforms.

Name that Text! 1 2 3 5 4 6 7 8

Thank you to Mrs. Little!