1. TYPOGRAPHY

2. TYPOGRAPHY
= the art of expressing ideas in a printed form through the selection of appropriate typefaces.

3. TYPOGRAPHY
Typefaces are distinctive designs of visual symbols that are used to compose a printed image. Also known as fonts.

4. TYPOGRAPHY
Characters are the individual visual symbols in a particular typeface –– such as the letters, numerals, punctuation marks.

5. TYPEFACE TERMINOLOGY
Type style is modifications in a typeface that create design variety while maintaining the visual character of the typeface.

6. TYPEFACE TERMINOLOGY

7. TYPEFACE TERMINOLOGY
Waist line is an imaginary line drawn at the middle of the characters.

8. TYPEFACE TERMINOLOGY
Base line is an imaginary line drawn at the bottom of the characters.

9. TYPEFACE TERMINOLOGY
Ascender is the part of the character that extends above the waist line.

10. TYPEFACE TERMINOLOGY
Descender is the part of the character that extends below the base line.

11. TYPEFACE TERMINOLOGY
Point size is the vertical measurement used to identify the size of the typeface. It measures from the top of the ascender to the bottom of the descender.
Measured in points. There are 72 points in an inch.

12. TYPEFACE TERMINOLOGY
Body type is type sizes that range from 4-point through 12 points. These size are found in places where there is a lot of text to be read.

13. TYPEFACE TERMINOLOGY
Display type is type sizes above 12-point type. Typically these sizes are used for headlines, subheadlines … any text that is used to draw attention to a message.

14. TYPEFACE TERMINOLOGY
Kerning allows the user to control the space between characters. This might improve appearance and readability of the text.

15. TYPEFACE TERMINOLOGY
Tracking allows the user to control the letter and word spacing together.

16. TYPEFACE TERMINOLOGY
Reverse type consists of white type on a solid black or color background.

17. TYPEFACE TERMINOLOGY
Serif is the thickened tips or short finishing-off strokes at the top and bottom of the character.

18. TYPEFACE CLASSIFICATIONS

19. TYPEFACE CLASSIFICAITONS
OLDSTYLE or ROMAN
contrast between heavy and light elements
most widely used classification
use of serifs

20. TYPEFACE CLASSIFICAITONS
SANS SERIF
characteristics include a monotone appearance
means “without serifs”
uniform weight of elements

21. TYPEFACE CLASSIFICAITONS
SLAB (SQUARE) SERIF
characteristics include strokes of uniform weight
serifs are square or block-like

22. TYPEFACE CLASSIFICAITONS
BLACK LETTER
resembles calligraphy
most often used for certificates, announcements, mastheads, diplomas, official documents, etc

23. TYPEFACE CLASSIFICAITONS
SCRIPT
simulates handwriting

24. TYPEFACE CLASSIFICAITONS
MODERN
characteristics include thick/thin strokes
thin, horizontal serifs

25. TYPEFACE CLASSIFICAITONS
DECORATIVE
chosen to express a mood or provide a specific appearance for a theme or occasion