1. The Art and Technique of Arranging Type
Typography
The Art and Technique of Arranging Type

2. Some Typeface Examples
Quick brown foxes jump - Times New Roman
Quick brown foxes jump - Bookman Old Style
Quick brown foxes jump - Courier New
Quick brown foxes jump - Trebuchet MS
Quick brown foxes jump - Comic Sans MS
 - Webdings

3. The root words that make up Typography are…
Typo - type
Graphy - drawing

4. Typography and Print Typography is defined in relation to print
History of (Western) printing
Johannes Gutenberg
Europe’s first printer (42-line Bible, 1455)
First designer of typeface
Gothic type: modeled after German script
Goal: To replicate the look of a manuscript Bible
Aldus Manutius
Designed “Italic” type (“of Italy”) in the 1490s
Modeled on handwriting of Venetian clerks
Compact form allowed for printing of smaller books

5. Typography and Print: Creating Type
Basic letterform for capital letters
Stone Engravers’ Style:
As few curves as possible

6. Typography and Print: Creating Type

7. When designing with type…
Remember that the negative space is just as important as the positive space.

8. The arrangement of type involves the selection of…
• Font - a complete set of characters in a specific style
• Typeface - a set of one or more fonts designed with stylistic unity. A Typeface is comprised of letters, numerals, symbols & punctuation marks.
• Point Size - the smallest unit of measure. .72 pts to 1in

9. Typeface
Choosing a typeface that matches the content is important.

11. Legibility / Legibility
• Legibility - the ease in which type can be understood under normal reading conditions.

12. Type Classifications
Serif - Has cross-lines at the ends of strokes.

13. Type Classifications
Sans Serif - “without serifs”

14. Type Classifications
Decorative and Display - a vast category that includes types that do not fit in other categories. By definition, these types would be illegible at text size.

15. Type Classifications
Glyphic - Based on letters carved in stone.

16. Type Classifications
Monospaced - Typewriter types in which each letter occupies exactly the same space.

17. Type Classifications
Script and Handlettered - Closest approx. of hand lettering. Ranges from formal to casual.

18. Type Classifications
Symbol and Ornaments - simple illustrations and representational and nonrepresentational symbols

19. Type Classifications
Blackletter - also called Gothic and Old English.

20. The Anatomy of Type

21. The Anatomy of Type
• Cap height - the height of capital letters, measured from baseline to top of the letterforms.
Ascender - the part of the lowercase letters that extend above the median in b, d, f, h, l and t.
Median - the invisible line that defines the top of the lowercase letters that have no ascender.
X-height - the distance from the baseline to the median in lowercase letters. Named after the lowercase x.
Baseline - invisible line on which letterforms sit.
Descender - the part of the lowercase letters that extend below the baseline in g, j, p, q and y.

22. The Anatomy of Type

24. Legibility and alignment
Legibility ‘refers to perception’ and
readability ‘refers to comprehension

28. Typography and Print: The Power of Typography
Importance of “new typography” today
Considered blank space to be as much as a formal element of typography as black type
Continued to encourage standardization
Blurred the line between “high art” and “mass media”
Blurred the distinction between image and language
Predicted the future importance of typographic design to advertising

29. Digital Typography Some digitally created typefaces Trebuchet MS
1996, Microsoft typeface designed to be readable at small sizes and at low resolutions
Based on humanist sans serif typeface designs of the 1920s and 30s
Comic Sans MS
1994 (developed), released as part of Windows 95 Plus! Pack
Based on the generic lettering style of comic strips
 (Webdings)
1997, designed in response to web designers’ need for easy method of incorporating graphics in their pages