TYPOGRAPHY BASICS Technical Foundations II

Typography Basics  Baseline Apple

Typography Basics  Baseline  X-Height Apple

Typography Basics  Baseline  X-Height  Ascender Apple

Typography Basics  Baseline  X-Height  Ascender  Descender Apple

Typography Basics  Stroke Apple

Typography Basics  Stroke  Serif Apple

Typography Basics  Stroke  Serif  Fillet Apple

Typography Basics  Serif (Times, Garamond, Palatino)  Sans Serif (Century Gothic, Helvetica, Arial)  Script (Apple Chancery, Brush Script) Serif Sans Script

Five Basic Specs of Type  Size of Type  Linespace  Font  Line Length  Alignment/Format

Typography Basics  Size of Type  Measured in Points Adj

Typography Basics  Size of Type  Measured in Points Ascender to Descender Adj

Typography Basics  6 picas = 1 inch  12 points = 1 pica  ?? points = 1 inch

Typography Basics  6 picas = 1 inch  12 points = 1 pica  ?? points = 1 inch 72 Points

Typography Basics  Leading space between lines Adj

Typography Basics  Leading space between lines vs  Linespace space between lines plus (+) size of type Adj

Typography Basics  Leading space between lines vs  Linespace space between lines plus size of type  You use “leading” to move from one line to next! Adj

Types of Leading (Linespace)  Absolute Leading  12 pts over 14 pts  Auto Leading  12 pts over auto  Set Solid  12 pts over 12 pts

Typography Basics  Letter Spacing space between each letter Adj A by

Typography Basics  Letter Spacing space between each letter  vs Word Spacing space between each word  Both affected by kerning or tracking controls Adj A by

Typography Basics  Kerning  Adjust space between 2 characters  Tracking  Adjust space between multiple characters Adj A by

Typography Basics  Alignment/Format  Flush Left  Flush Right  Centered  Justified  Forced Justified

Typography Basics  Fonts  Family name of Type Helvetica, Avant Garde, Palatino, Times  Characteristics Plain, Bold, Italic, Shadow  Legibility is priority one!  Font is a Typeface of specific style and size. Examples??

Typography Tips  Line length  Wide of the columns of type  Too long a line, harder to move to next line  Don’t center large amount of type  Two fonts is enough! Too many fonts can compete for attention  Combine Serifs with San Serifs  Choice correct font for the topic

Fonts  Papyrus  Brush  Futura  Bauhaus 93  Apple Casual  Baskerville  American Typewritter  Curlz MT Pick Six of These Fonts Think of an appropriate company, slogan or purpose for each font, and tell why.