1. 2.01 Investigate typefaces and fonts.
Typography
2.01 Investigate typefaces and fonts.
2.01 Investigate typefaces and fonts.

2. Where’d they come from?
Times - developed for newspaper text, books, magazines, office documents, display, and advertising
Courier New - designed to emulate a typewriter
Comic Sans MS - originally created for comic books
Century Schoolbook - originally created for magazines and later widely used in reading primers and texts
Tahoma – created for small-sized text in dialog boxes and menus; can be rotated and scaled
Trebuchet MS, Georgia, and Century Gothic were created to optimize digital display
2.01 Investigate typefaces and fonts.

3. Typefaces, Fonts, and Font Families
A typeface is a specific style applied to a font
A font is a specific size, weight, and style applied to a character (letter, number, symbol)
A font style is a specific slant and weight of a character, such as bold or italics
A font family is a group of similarly formatted characters
Four Families of Fonts:
Serif  Ornamental or Decorative
Sans Serif  Script or Cursive
2.01 Investigate typefaces and fonts.

4. k Serifs Contain attributes/strokes at the tips of a letter
Examples of Serif Fonts:
Goudy  Times
Bodini  Modern No. 20
Courier  Rockwell
Century Schoolbook
Uses
Newspaper text  Office documents
Books  Magazines
Display  Advertising k
2.01 Investigate typefaces and fonts.

5. k Sans Serifs No attributes (serifs) at the tips of a letter
Mono-weight appearance
Examples of Sans Serif Fonts
Arial - Berlin Sans
Gill Sans - Verdana
Uses
Web pages - Digital display
Headings - Captions k
2.01 Investigate typefaces and fonts.

6. Ornamental or Decorative
Designed strictly to catch the eye
Should be used sparingly
Examples
Chiller
Webdings
Uses
Headlines on flyers
Symbols used in logos
2.01 Investigate typefaces and fonts.

7. Script or Cursive Examples Uses
All typefaces that appear to have been written by hand, with a calligraphy pen or a brush
Should never be used to key in all caps
Examples
Brush Script
French Script
Uses
Invitations
Calling cards
Poetry
2.01 Investigate typefaces and fonts.

8. Three Cs of Typography Design
Concord
Conflict
Contrast
2.01 Investigate typefaces and fonts.

9. Concord A calm and harmonious layout In this example
Initial cap is larger than the rest of the type
Words "full of sound and fury" have been italicized
Resulting effect is subdued
2.01 Investigate typefaces and fonts.

10. Conflict
Using two different typefaces that are similar, but not different enough to stand apart from each other
In this example, the words “full of sound and fury” are in a different typeface
2.01 Investigate typefaces and fonts.

11. Contrast Effects on typeface, size, and/or weight to
Direct reading patterns
Organize information
Emphasize information
2.01 Investigate typefaces and fonts.

12. Type Effects Monospace Proportional Leading Kerning Tracking
Punctuation
2.01 Investigate typefaces and fonts.

13. Monospaced Fonts Each letter takes up the same amount of space
Advantages
Easier to see thin punctuation marks
Similar characters look more different
If limited to a certain number of characters per line, each line will look alike
Used often in computer programming and biology
Courier is monospaced
2.01 Investigate typefaces and fonts.

14. Proportional Fonts Advantages Used in publications Proportional
The amount of space each character takes up is adjusted to the width of that character
Therefore, an i is not as wide as an m.
Advantages
Does not take up as much space as monospaced fonts
Easier to read
Used in publications
Times New Roman is proportional
2.01 Investigate typefaces and fonts.

15. Leading Vertical spacing between lines of text
Also referred to as expanded or condensed
Measured from the top of the capital of one line to the top of the capital of the next.
Uses
Slightly increase or decrease the length of a column of text so that it is even with an adjacent column
To make a block of text fit in a space that is larger or smaller that a text block
2.01 Investigate typefaces and fonts.

16. Kerning Horizontal spacing between pairs of letters
Used to add or subtract space between pairs of letters to create a more visually appealing and readable text
2.01 Investigate typefaces and fonts.

17. Tracking
The adjustment of space for groups of letters and entire blocks of text
Makes a block of text more open and airy or more dense.
Used to expand or contract a block of text for the purpose of aligning two columns
2.01 Investigate typefaces and fonts.

18. Typographical Punctuation
Curly quotes (also called smart quotes) can add interest to pull-quotes in a design
En dashes – for showing duration or range as in 9:00–5:00 or 112–600 or March 15–31.
Em dashes — the proper dashes to use in place of single or double hyphens (--)
Hyphens – used to separate numbers and/or letters, such as in a phone number
2.01 Investigate typefaces and fonts.