1. TYPOGRAPHY BASICS Technical Foundations II

2. Typography Basics  Baseline Apple

3. Typography Basics  Baseline  X-Height Apple

4. Typography Basics  Baseline  X-Height  Ascender Apple

5. Typography Basics  Baseline  X-Height  Ascender  Descender Apple

6. Typography Basics  Stroke Apple

7. Typography Basics  Stroke  Serif Apple

8. Typography Basics  Stroke  Serif  Fillet Apple

9. Typography Basics  Serif (Times, Garamond, Palatino)  Sans Serif (Century Gothic, Helvetica, Arial)  Script (Apple Chancery, Brush Script) Serif Sans Script

10. Five Basic Specs of Type  Size of Type  Linespace  Font  Line Length  Alignment/Format

11. Typography Basics  Size of Type  Measured in Points Adj

12. Typography Basics  Size of Type  Measured in Points Ascender to Descender Adj

13. Typography Basics  6 picas = 1 inch  12 points = 1 pica  ?? points = 1 inch

14. Typography Basics  6 picas = 1 inch  12 points = 1 pica  ?? points = 1 inch 72 Points

15. Typography Basics  Leading space between lines Adj

16. Typography Basics  Leading space between lines vs  Linespace space between lines plus (+) size of type Adj

17. Typography Basics  Leading space between lines vs  Linespace space between lines plus size of type  You use “leading” to move from one line to next! Adj

18. Types of Leading (Linespace)  Absolute Leading  12 pts over 14 pts  Auto Leading  12 pts over auto  Set Solid  12 pts over 12 pts

19. Typography Basics  Letter Spacing space between each letter Adj A by

20. Typography Basics  Letter Spacing space between each letter  vs Word Spacing space between each word  Both affected by kerning or tracking controls Adj A by

21. Typography Basics  Kerning  Adjust space between 2 characters  Tracking  Adjust space between multiple characters Adj A by

22. Typography Basics  Alignment/Format  Flush Left  Flush Right  Centered  Justified  Forced Justified

23. Typography Basics  Fonts  Family name of Type Helvetica, Avant Garde, Palatino, Times  Characteristics Plain, Bold, Italic, Shadow  Legibility is priority one!  Font is a Typeface of specific style and size. Examples??

24. Typography Tips  Line length  Wide of the columns of type  Too long a line, harder to move to next line  Don’t center large amount of type  Two fonts is enough! Too many fonts can compete for attention  Combine Serifs with San Serifs  Choice correct font for the topic

25. Fonts  Papyrus  Brush  Futura  Bauhaus 93  Apple Casual  Baskerville  American Typewritter  Curlz MT Pick Six of These Fonts Think of an appropriate company, slogan or purpose for each font, and tell why.