1. Typography Graphic Comm. Mr. Jarrett

2. Learning Objectives What is Typography What is a Serif Kerning, Tracking, & Leading Font Classifications Using Typography in a Design

3. What is Typography The art of expressing ideas in printed form through the selection of appropriate typefaces. Picking the best font style to go with your design Helps to relay your message

4. What is a Serif? The thickened tips or short finishing-off strokes at the top and bottom of a typeface character. Top Serif Bottom Serif No Serif What is it called if a Font Type does not have a Serif? San-Serif

5. Leading The distance between lines of type.  EX: Single spaced / Double spaced

6. Kerning The adjustment of how a letter fits together with its immediate neighbor

7. Tracking The overall adjustment of letter spacing throughout the entire word or paragraph.

8. Font Classifications 6 Different Font Classes 1.San Serif  Serif (Roman) 3.Square Serif 4.Script  Old English  Novelty

9. San Serif Type without tails Used primarily for headlines, larger than 14pt, easily read from a distance. Ex. Arial Impact Tahoma Comic Sans MS

10. San Serif Example

11. Serif (Roman) Type with tails Used as body text, has thick and thin lines Ex. Times New Roman Palatino StenCil Wide Latin

12. Serif Example

13. Square Serif Type that has square tails Combination of Roman and San Serif typeface (titles or body text) Ex. BlackOak Rockwell

14. Square Serif Examples

15. Script Cursive Handwriting (Formal Presentations) Used for wedding invitations, soft and elegant Ex. Lucida Handwriting Monotype Giddyup Quid Pro Quo

16. Script example

17. Old English Calligraphy (Formal Presentations) Historical, Old, Strong, Importance Ex. Lucida Blackletter

18. Novelty Special purposes (Informal Presentations) Decorative, doesn’t fit into other categories Ex. Chiller Mistral SF Fedora Papyrus

19. Novelty Example

20. Using Typography in a Design Select a font that goes along with your design, pictures, and color scheme. Never use more than 2 different font types Total Layout Unity (everything works together)

21. Example What Font Classification is being used? Does the Font used work with the design? Why? Sans-Serif Yes

22. Example What Font Classification is being used? Does the Font used work with the design? Why? Novelty Square-Serif Yes

23. Example What Font Classification is being used? Does the Font used work with the design? Why? Serif Sans-Serif Yes

24. Good or Bad Example?

25. Example Different Font Types Same Message

26. Rest of the Period Finish Chapter 4 Worksheet Lab Work Section of the Assignment Sheet  Read over it  See Example in Projects Folder