1. Typography An introduction on how to use typefaces
adapted from the book The Non-Designer’s Type Book by Robin Williams

2. Why Does It Matter? Design is about communication
Good design is easier to read and follow
Readable and legible type communicates effectively

3. Parts of a Typeface
serif
ascender
Typography
x-height
descender

4. Categories of Typeface
Old Style
Slab Serif
Modern
Sans Serif
Script
Decorative

5. Characteristics of Oldstyle
serifs on lowercase letters are slanted
serifs
diagonal stress
slight transition between the thick/thin strokes
Extremely readable and gives a professional look
Use for body text

6. Examples of Oldstyle Centaur Garamond Perpetua
Example: Harvard University

7. Characteristics of Modern
serifs on lowercase letters are horizontal and thin
vertical stress
extreme transition between the thick/thin strokes
Conveys a cool, elegant, or striking look
Use for display text

8. Examples of Modern Elephant Niagara Solid Bodini MT
Example: Vogue Magazine

9. Characteristics of Slab serif
serifs on lowercase letters are horizontal and thick
serifs
vertical stress
very little transition between the thick/thin strokes
Conveys a simple, less formal look
Use for body text

10. Examples of Slab serif Lucida Bright Century Schoolbook Rockwell
Example: Baylor University

11. Characteristics of Sans serif
no serifs
no thick/thin transition in the strokes
no stress
Conveys fresh, clean look
Use for body or display text

12. Examples of Sans serif
Century Gothic
Arial
Verdana
Example: Sephora

13. Characteristics of Script
letters are usually connected
mimics hand lettering
Use for creative artwork, logos, drop caps, or letterhead
Not for body text

14. Examples of Script Blackadder ITC Edwardian Script ITC Vivaldi
Example: Krispy Kreme Donuts

15. Characteristics of Decorative
Blocks
named for what it resembles
can help set a mood
Use for creative artwork, logos, drop caps, or letterhead
Not for body text

16. Examples of Decorative
Baby Blocks
Chiller
Jokerman
Example: Disney

17. Resource
Williams, R. (1994). The non-designer's type book. Berkeley, CA: Peachpit Press.