Graphic Design Working with Type

What is Typography?

Type as Visual Communication Middle Ages – Illuminated Manuscripts were created by hand

Type as Visual Communication 1455 – Guttenberg’s printing press (movable type cast from metal) Gutenberg’s block of text

Type as Visual Communication 1455 – Gutenberg’s printing press (movable type cast from metal) Guttenberg’s Bible Before Gutenberg’s press - 30,000 books throughout Europe. By 1500 - more than 9 Million books.

Type as Visual Communication Guttenberg’s press was used for the next 500 years. Example of modern movable type

As books became more widespread, printers began developing more interesting typefaces Nicholas Jenson, a French printer and publisher, designs “Trajan” typeface.

William Caslon designs “Caslon” typeface - 18th c. Giambattista Bodoni designs “Bodoni” - 1788

“Hot Type” Press – starting 1800 HOT TYPE - a machine-set type formed from molten lead cast into letterforms. LEADING (pronounced ledding) Derived from the line or slug of lead from a Linotype machine that separated each line of type.

Modern Printing Processes COLD TYPE is type produced through a photographic process. Cold type process was created in 1950. DIGITAL TYPE is type electronically produced on a computer. Example: The 5×7 ASCII character font from 2513 character generator ROM.

Think of letters as shapes and designs in their own right. Main Type Categories Think of letters as shapes and designs in their own right. Serif Typefaces Serifs are appendages, or little feet found on tops and bottoms of letters.

Origin of Serif Fonts Serif typefaces originate from Roman Imperial inscriptions (capitals) and Renaissance humanist minuscule (lower case).

Different Types of Serifs

Type Categories San Serif Typefaces Fonts that don’t have serifs. Typical Sans Serif fonts have low contrast or no visible contrast between vertical and horizontal strokes at all.

Origin of San Serif Fonts San Serif Typefaces These fonts were widely used in the beginning of the 20th century by the Bauhaus designers interested in the simplicity of form.

The Anatomy of Type BASELINE BASELINE – the bottom edge or invisible line on which the type sits.

The Anatomy of Type DESCENDER – Part of the letter below the baseline.

Leading – spacing between lines This term derives from “hot type” typesetting (strips of lead were placed between lines of type) and refers to the amount of spacing between lines of type.

Leading – spacing between lines How much leading? One rule of thumb suggests adding about 20% or around 2 points to the point size of your text as a starting point for adjusting line spacing. Less is generally too crowded. Type size: 32 pt. / Leading Size: 34 pt.

Kerning – spacing between letters

Kerning – spacing between letters

Kerning – spacing between letters

Preparing for Project 2, Exercises

What is Expressive Typography? Typography is a seamless melding of the verbal and the visual. Letters are not just abstract notions, carriers of meaning; they are also real, physical shapes. Paying attention to those shapes, and using them as a visual element in graphic design, is an essential part of the art of typography.

Selecting Appropriate Fonts Each typeface has it’s own distinct personality. Type should be selected for it’s appropriateness to your design, message and audience. Type can be: Stylish Elegant Bold Friendly

Arial Black Pristina Arial Rounded Edwardian Script

Different Personalities of Type (To a “T”, video): http://www.typeculture.com/academic_resource/movies/

The Personality of Type

The Personality of Type Which one of these logos is more successful?

Type Can Be Used as Texture We can look at lines of black type as creating color on a page. There are several ways to create a gray effect on a page: use lightweight vs heavy typefaces Arial Heavy Arial Narrow

Type Can Be Used as Texture There are several ways to create a gray effect on a page: increase kerning or leading.

Type Can Be Used as Texture

Illustrative Type

Expressive Type Examples http://www.barrettcreates.com/blog/designing-expressive-words/

Expressive Type Examples

Expressive Type Examples

Expressive Type Examples

Expressive Type Examples

Student Work

Student Work

“Typolution” Animation by Olivier Beaudoin: http://www.youtube.com/watch?v=zVPfTlpCKaw

To Get More Ideas for Project 2 “Type City”, Great Video to Watch: http://www.veer.com/ideas/typecity/land.aspx 2. David Carson (Type Designer) http://www.hillmancurtis.com/index.php?/film/watch/david_carson/ 3. Paula Scher (Graphic Designer) http://www.hillmancurtis.com/index.php?/film/watch/paula_scher/

All you need to know about different types of fonts: More Useful Links All you need to know about different types of fonts: http://www.paratype.com/help/term/

Downloading Fonts To search for new fonts, go to: http://www.dafont.com http://www.urbanfonts.com To add new fonts to your PC: Download the font you want. Find the folder and unzip it. Extract all fonts. Go to Start / Control Panel / Fonts. Copy and paste the typeface you downloaded into the Fonts folder.