1. Graphic Design Working with Type

2. What is Typography?

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

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

5. 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 more than
9 Million books.

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

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

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

9. “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.

10. 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.

11. 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.

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

13. Different Types of Serifs

14. 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.

15. 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.

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

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

18. 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.

19. 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.

20. Kerning – spacing between letters

21. Kerning – spacing between letters

22. Kerning – spacing between letters

23. Preparing for Project 2, Exercises

24. 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.

25. 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

26. Arial Black
Pristina
Arial Rounded
Edwardian Script

27. Different Personalities of Type (To a “T”, video):

28. The Personality of Type

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

30. 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

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

32. Type Can Be Used as Texture

33. Illustrative Type

34. Expressive Type Examples

35. Expressive Type Examples

36. Expressive Type Examples

37. Expressive Type Examples

38. Expressive Type Examples

39. Student Work

40. Student Work

41. “Typolution” Animation by Olivier Beaudoin:

42. To Get More Ideas for Project 2
“Type City”, Great Video to Watch:
2. David Carson (Type Designer)
3. Paula Scher (Graphic Designer)

43. All you need to know about different types of fonts:
More Useful Links
All you need to know about different types of fonts:

44. Downloading Fonts To search for new fonts, go to:
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.