1. Meaningful Jargon Or, All You Need to Know to Speak Like a Geek Design and Typography 3/3/98

2. Format. Format deals directly with the space, size, and shape of the area you are working with. Format deals directly with the space, size, and shape of the area you are working with.

3. Design. Design is organizing elements to support a concept. Design is organizing elements to support a concept.

4. Design Elements. Line. Typography. Shape. –Any element that a designer uses to give form. Texture. –An object's visual or tactile surface characteristics.

5. Balance. The organization of design elements to create a sense of equal (but not necessarily symmetrical) distribution of the visual weight throughout the page. –The lack of balance can create tension, which may be used creatively in a design.

6. Value. The relative lightness or darkness of any design element.

7. Contrast. A distinctive difference in... –shape. –texture. –size. –color or light value. –typeface. –concept.

8. Unity. Successful coordination of all the individual components of the design. –May often be obtained by use of a grid. –And/or by using similar design elements.

9. Font. A typeface or letter set created by a type designer.

10. Styles. Variations within a font (typeface). font: Optima

11. Serif Fonts. These fonts have either sharp triangles or heavy square rectangles (serifs) on the ends of their strokes. Serifs are used to carry the reader's eye across the page. font: Times

12. Lineal (San Serif) Fonts. These fonts have a consistent stroke all the way through, lacking serifs, with a modern, utilitarian appearence. font: Helvetica

13. Script Fonts. Script fonts resemble handwritten or calligraphic letters. They may be formal or casual in style.

14. Proportional Font. Most fonts used in typographic applications are “proportional.” Each letter occupies a different amount of horizontal space, depending on the design of the individual letter.

15. Monospaced Font. Characters as typed by most typewriters are monospaced. Each character occupies the same amount of horizontal space. Width font: Courier

16. Point. A unit of tyographical measurement. –Used to indicate the body size of a font (its point size), or the vertical space between lines of type (leading). There are 72 points to the inch.

17. Leading. The vertical space between lines of type. –Expressed in number of points.

18. Kerning. The space specifed between particular pairs of letters (kerned pairs).

19. Tracking. Some typographical applications allow the adjustment of how “tight” or “loose” the characters may be set.

20. Em Dash; En Dash. Dashes as used in typography. –The em dash (shift - option - hyphen) is longer: —. –The en dash (option - hyphen): is shorter –.

21. Alignment. The organization of the individual lines of text in a text block: –Left aligned. All lines begin at the same point. –Right aligned. All lines end at the same point. –Center aligned. All lines are centered at the same point.

22. Justified. Text alignment in which all lines begin and end at the same point. Few people in the history of this country have had as profound an impact on an institution of higher education and on a city as did Mrs. Lydia Moss Bradley at the turn of the century. This extraordinary woman created what is now Bradley University and helped build the city of Peoria. Her life and career provide lasting proof that one person can make a big difference in this world, for her contributions have positively impacted the lives of thousands of people through the generations.

23. Display Type. A typeface (font) that has eye-catching characteristics which, while not designed for easy readability, make it stand out and command attention. –Used for headlines, titles, and advertising slogans. font: Igloo Laser

24. Body Type. A typeface which is designed for maximum effeciency and readability, allowing the eye to flow easily throughout. Usually a serif font. Few people in the history of this country have had as profound an impact on an institution of higher education and on a city as did Mrs. Lydia Moss Bradley at the turn of the century. This extraordinary woman created what is now Bradley University and helped build the city of Peoria. Her life and career provide lasting proof that one person can make a big difference in this world, for her contributions have positively impacted the lives of thousands of people through the generations. font: Bookman

25. Widows. A widow is the last line of a paragraph, printed by itself at the top of a page. –Avoid if possible. laid the foundations for the school. Early Life Lydia Moss was born July 31, 1816, in Vevay, Indiana. Her father, Zeally Moss, was a Baptist minister and had been a Captain in the Colonial Wars. There were five children in the Moss family. Educational facilities were quite limited, and Lydia Moss received only a rudimentary education at a log schoolhouse. On May 11, 1837, in Vevay, Indiana, Lydia Moss was married to Tobias Smith Bradley. Reportedly, Mrs. Bradley did not want to move to Kentucky, where Tobias' parents lived, because it was a slave-holding state. So they moved to Peoria, Illinois, in 1847, when the place was hardly more than a struggling village, making it their permanent home.

26. Orphans. An orphan is the first line of a paragraph, printed by itself at the bottom of a page. –Avoid if possible. Lydia Moss Bradley Few people in the history of this country have had as profound an impact on an institution of higher education and on a city as did Mrs. Lydia Moss Bradley at the turn of the century. This extraordinary woman created what is now Bradley University and helped build the city of Peoria. Her life and career provide lasting proof that one person can make a big difference in this world, for her contributions have positively impacted the lives of thousands of people through the generations. A Remarkable Woman A most remarkable, courageous, and able woman was Mrs. Lydia Moss Bradley, the founder of Bradley Polytechnic Institute. From 1896, when the state charter for its establishment was granted, to its evolution into a full four-year college, and then in 1946, just a half-century after the issuance of the original charter, the transformation into Bradley University, we see the determination with which Mrs. Bradley laid the foundations for the school. Early Life Lydia Moss was born July 31, 1816, in Vevy,

27. Elements of Type.

28. X-Height. The lower-case character height when ascenders and descenders are excluded.

29. Body Size. The unit height on which the character is mounted. See also Point.

30. Point Size. Equivalent to the body size, the height of body on which the type is cast. –12 point. –20 point. –30 point. –60 point.

31. Ascender. The lower-case letter stem that rises above the x-height, as in b, d or k.

32. Descender. The lower-case letter stem or lower part that falls below the baseline, as in p or g.

33. Arm. The projecting horizontal or upward stroke not enclosed within a character, as E, K or L.

34. Counter. The white space within a bowl.

35. Cross Bar. The horizontal stroke in A, H, f or t; also known as a bar or cross-stroke.

36. Leg. The downwards oblique stroke of the R and K; can also be called the tail.

37. Serif. The small stroke drawn across and out of a stem, arm or tail.

38. Stem. The principle vertical or oblique stroke in a letter as in L, B, V, or A.