1. Typography The Art of designing with words and letters

2. Type In visual communication we can treat type as a design element

3. Type http://www.webstock.org.nz/

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5. Type - Categories Serif Fonts  Oldstyle  Transitional  Modern  Slab Serif Sans Serif Fonts Script Decorative Monospaced

6. Type - Categories Serif Fonts  Oldstyle: Times, Garamond  smooth transitions between thick and thin strokes  rounded (bracketed) serifs, slanted serifs  diagonal stress  Transitional: Baskerville  transition between oldstyle & modern  Squared off serifs  Modern: Bodoni, Didot  obvious transition between thick and thin strokes  angular (unbracketed serifs)  vertical stress  Slab Serif: Memphis, Rockwell  Slight transitions between thick and thin strokes  Serifs are thick, fat, horizontal  vertical stress

7. Type - Categories  Oldstyle: Times, Garamond  smooth transitions between thick and thin strokes  rounded (bracketed) serifs, slanted serifs  diagonal stress

8. Type - Categories  Modern: Bodoni, Didot  obvious transition between thick and thin strokes  angular (unbracketed serifs)  vertical stress

9. Type - Categories  Transitional: Baskerville  transition between oldstyle & modern  Squared off serifs

10. Type - Categories  Slab Serif: Memphis, Rockwell  Slight transitions between thick and thin strokes  Serifs are thick, fat, horizontal  vertical stress

11. Type - Categories Sans Serif Fonts: Arial, Helvetica, Futura, Franklin Gothic  Without serifs  Usually monoweight: no thick to thin transitions  Large x-height Script Decorative - experimental, graphic

12. Type - Categories Monospaced - uniform spacing (fixed-width) Proportionately spaced fonts – font rules determine the width of the characters and space around each character (kerning-pairs)

13. Type - Size  Points (1/72 inch)  Pica (1 pica = 12 points) – often used to measure width  10, 12, 14, 16, 18, 24, 32, 36  X-height: height of lowercase letters excluding ascenders and descenders Web (CSS)  Absolute units (points, picas, millimeters, centimeters, inches)  Relative units (em, ex, pixel, %)

14. Terminology - spacing Horizontal Spacing  Kerning  Horizontal space between individual letters  Tracking  Horizontal space between all characters (across word, line, column)  Web (CSS properties)  letter-spacing  word-spacing

15. Terminology - spacing Vertical Spacing  Leading  Vertical Spacing between lines of text  Web (CSS properties)  Line-height

16. Terminology - leading

17. Type Legibility  The ease with which type can be understood under normal reading conditions  Clarity and recognition of letterforms, weight and proportion, all caps vs. lowercase, x-height, serif vs. sans serif Readability  The quality of attracting and holding a reader’s interest, the comfort of the read  Type size, letterspacing, word spacing, linespacing, line length

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21. http://trentwalton.com/2009/11/08/things-ive-learned-from-car-guys/

22. Type http://www.webstock.org.nz/ http://www.alistapart.com/

23. Type http://www.underconsideration.com/

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27. http://www.onedaywithoutgoogle.org/idea.html

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30. Sources An Introduction to Type  http://graphicdesign.spokanefalls.edu/tutorials/process/type_basics/default.htm http://graphicdesign.spokanefalls.edu/tutorials/process/type_basics/default.htm Thinking with Type  http://www.papress.com/thinkingwithtype/text/tracking.htm http://www.papress.com/thinkingwithtype/text/tracking.htm