1. TYPOGRAPHY What is type? Where and how is it used? Video “A Lesson on Typography”

2. TYPOGRAPHY Do you think type is boring? Why or why not? Video: “ASICS 2011 TV Commercial”

3. TYPE BASICS Main goal = LEGIBILITY ◦ It must be readable If no one can read it, it’s no good!

4. TYPE BASICS Separated into four categories:  Serif  Sans Serif  Script  Display

5. SERIF Extra shapes on the letter forms Also referred to as “feet”

6. DIFFERENT TYPES OF SERIFS

7. SERIF Best use = large blocks of text The extra shapes on the letter forms guide the eye and make the lines of text easier to read Has a more traditional look and feel

8. SANS SERIF Sans means “without” No extra shapes on the letter forms

9. SANS SERIF

10. Best use headlines subheadlines captions small blocks of text Has a more modern look and feel

11. SCRIPT Cursive, calligraphic, or “handwritten” type, also includes “graffiti” fonts

12. SCRIPT

13. SCRIPT Best use = one word headlines, logos, anything that needs voice (like a quote) Has more “personality” – can be more sophisticated and elegant, can be more informal and fun

14. DISPLAY Any font that doesn’t fit into one of the other three categories

15. DISPLAY

16. DISPLAY Best use = one word headlines, logos Has more “personality” – can be more sophisticated and elegant, can be more informal and fun

17. IN CLASS TODAY Open up a Word document and create a 4 columned, 2 rowed table (table > insert > table). Label as below. Put 4 fonts under each heading to demonstrate your understanding of that type category (you’ll have a total of 16 fonts). Partnered groups will do 8 fonts per category). Save as T1_Lname and turn in. SerifSans SerifScriptDisplay 1.Adobe Garamond Pro 2.Font name 3.Font name 4.Font name 1.AHJ Advertisers Gothic 2.Font name 3.Font name 4.Font name 1.AHJ Aladdin 2.Font name 3.Font name 4.Font name 1. AHJ Chrisma 1.Font name 2.Font name 3.Font name

18. FOR TOMORROW … Choose a “theme” (Example: Food) Make a list from A-Z of words or phrases that go with that theme  Example: Apple, Banana, Carrot, Doughnut, etc.  You need words for all 26 letters of the alphabet (including Q and X!)