1. The designer crafted word
Typography
The designer crafted word

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

3. Font Family

4. 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

5. Leading is Space from Baseline to Baseline
                                                                                                                                                                                                                                                                                                                               
Leading is Space from Baseline to Baseline

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

7. 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.

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

9. Extended-Horizontal Stretch-shorter and wider

10. Condensed
Stretches vertically

12. Italic
Leaning!

13. BE BOLD… or Try to lighted up

14. 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.

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

18. Thank you to Mrs. Little!