1. Typography 2.01 Investigate typefaces and fonts.

2. Where’d they come from? Times - developed for newspaper text, books, magazines, office documents, display, and advertising Courier New - designed to emulate a typewriter Comic Sans MS - originally created for comic books Century Schoolbook - originally created for magazines and later widely used in reading primers and texts Tahoma – created for small-sized text in dialog boxes and menus; can be rotated and scaled Trebuchet MS, Georgia, and Century Gothic were created to optimize digital display

3. Typefaces, Fonts, and Font Families A typeface is a specific style applied to a font A font is a specific size, weight, and style applied to a character (letter, number, symbol) A font style is a specific slant and weight of a character, such as bold or italics A font family is a group of similarly formatted characters Four Families of Fonts: Serif  Ornamental or Decorative Sans Serif  Script or Cursive

4. Serifs Contain attributes/strokes at the tips of a letter Examples of Serif Fonts: Goudy  Times Bodini  Modern No. 20 Courier  Rockwell Century Schoolbook Uses Newspaper text  Office documents Books  Magazines Display  Advertising k

5. Sans Serifs No attributes (serifs) at the tips of a letter –Mono-weight appearance Examples of Sans Serif Fonts –Arial- Berlin Sans –Gill Sans- Verdana Uses –Web pages- Digital display –Headings- Captions k

6. Ornamental or Decorative Designed strictly to catch the eye –Should be used sparingly Examples –Chiller –Webdings Uses –Headlines on flyers –Symbols used in logos

7. Script or Cursive All typefaces that appear to have been written by hand, with a calligraphy pen or a brush –Should never be used to key in all caps Examples Brush Script French Script Uses –Invitations –Calling cards –Poetry

8. Three Cs of Typography Design Concord Conflict Contrast

9. Concord A calm and harmonious layout In this example –Initial cap is larger than the rest of the type –Words "full of sound and fury" have been italicized –Resulting effect is subdued

10. Conflict Using two different typefaces that are similar, but not different enough to stand apart from each other In this example, the words “full of sound and fury” are in a different typeface

11. Contrast Effects on typeface, size, and/or weight to –Direct reading patterns –Organize information –Emphasize information

12. Type Effects Monospace Proportional Leading Kerning Tracking Punctuation

13. Monospaced Fonts Each letter takes up the same amount of space Advantages –Easier to see thin punctuation marks –Similar characters look more different –If limited to a certain number of characters per line, each line will look alike Used often in computer programming and biology Courier is monospaced

14. Proportional Fonts Proportional –The amount of space each character takes up is adjusted to the width of that character –Therefore, an i is not as wide as an m. Advantages –Does not take up as much space as monospaced fonts –Easier to read Used in publications Times New Roman is proportional

15. Leading Vertical spacing between lines of text Also referred to as expanded or condensed Measured from the top of the capital of one line to the top of the capital of the next. Uses –Slightly increase or decrease the length of a column of text so that it is even with an adjacent column –To make a block of text fit in a space that is larger or smaller that a text block

16. Kerning Horizontal spacing between pairs of letters Used to add or subtract space between pairs of letters to create a more visually appealing and readable text

17. Tracking The adjustment of space for groups of letters and entire blocks of text Makes a block of text more open and airy or more dense. Used to expand or contract a block of text for the purpose of aligning two columns

18. Typographical Punctuation Curly quotes (also called smart quotes) can add interest to pull-quotes in a design En dashes – for showing duration or range as in 9:00–5:00 or 112–600 or March 15–31. Em dashes — the proper dashes to use in place of single or double hyphens (--) Hyphens – used to separate numbers and/or letters, such as in a phone number