1. Typography Chapter 8

2. TYPOGRAPHY The art of letter writing… The art of letter writing…

3. THE POWER OF TEXT! Headings, captions and cutlines Headings, captions and cutlines

4. HISTORY OF TYPOGRAPHY 4 “Stage” History: 4 “Stage” History: –1. Painting –2. Writing –3. Hot Type Production –4. Cold Type Production

5. HISTORY – 1. PAINTING

6. Petroglyphs Petroglyphs

9. HISTORY – 1. PAINTING Pictographs Pictographs

11. HISTORY – 1. PAINTING Ideographs Ideographs

14. HISTORY – 2. WRITING Sumerians Sumerians

15. HISTORY – 2. WRITING Egyptians Egyptians  Determinative:  Hieratic Script:  Demotic Script:

16. HISTORY – 2. WRITING

17. –1799 – Rosetta Stone  3 scripts:

18. HISTORY – 2. WRITING Chinese Chinese –logograms (pictographs) represent words Phoenicians Phoenicians

19. HISTORY – 3. COLD & 4. HOT Scribes Scribes Calligraphy Calligraphy

20. HISTORY – 3. COLD & 4. HOT Five Eras: Five Eras: –1. Pre-Gutenberg –2. Gutenberg

21. HISTORY – 3. COLD & 4. HOT 1440 1440 Johannes Gutenberg Johannes Gutenberg

22. HISTORY – 3. COLD & 4. HOT Gutenberg Bible Gutenberg Bible

24. HISTORY – 3. COLD & 4. HOT Five Eras (continued): Five Eras (continued): –3. Industrial –4. Artistic –5. Digital

25. HISTORY – 3. COLD & 4. HOT Hot Type Hot Type Cold Type Cold Type

26. TYPEFACE FAMILIES Trivia: Trivia: –40,000 typefaces invented –176,000 variations –3,000 used today Blackletter Blackletter

27. TYPEFACE FAMILIES Roman Roman –types:

28. TYPEFACE FAMILIES Script Script

29. TYPEFACE FAMILIES Miscellaneous Miscellaneous

30. TYPEFACE FAMILIES Square Serif Square Serif

31. TYPEFACE FAMILIES Serif Serif –examples:  Times New Roman, Courier New Sans Serif Sans Serif –examples:  Arial, Tahoma, Century Gothic

32. TYPEFACE ATTRIBUTES Font Font –a. –b. Size Size –Point

33. TYPEFACE ATTRIBUTES Color Color

34. TYPEFACE ATTRIBUTES Justification Justification –right justify –left justify –centered –full justify

35. TYPEFACE ATTRIBUTES White Space White Space

36. TYPEFACE ATTRIBUTES Kerning Kerning

37. TYPEFACE ATTRIBUTES Leading Leading

38. TYPEFACE ATTRIBUTES Alley Alley

39. TYPEFACE ATTRIBUTES Gutter Gutter

40. CAP ME! Grabs attention Grabs attention

41. TEXT AS ART Functional design with beauty Functional design with beauty

42. TEXT AS ART

43. HOWEVER… “Unusual fonts…challenge typographical assumptions. After all, design is about breaking the rules. Rule-breakers become rulers.” “Unusual fonts…challenge typographical assumptions. After all, design is about breaking the rules. Rule-breakers become rulers.” –Jonathan Hoefler, designer

44. NEXT TIME… Informational Graphics Informational Graphics –Chapter 10