Font Primer Booklet

TH Design, Inc.

A BasicFont

Primer

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IntroductionPersonal computers have brought incredibly sophisti-cated and powerful typography tools to the profes-sional and novice user alike. This guide is intended togive non-graphics professionals a basic understandingof typography (fonts) and their usage.

ContentsBasic Type Terminology ................................. Page 3

Difference Between Font & Typeface ............ Page 3

What’s In A Name?.......................................... Page 4

General Type Categories ................................. Page 4

Sample Fonts: Usage & Character

Serif Fonts ................................................... Page 5

Sans-Serif .................................................... Page 5

Display Fonts .............................................. Page 6

Formal Script Fonts .................................... Page 6

Informal Script Fonts ................................. Page 7

Informal Modern Fonts .............................. Page 7

Blackletter Fonts ......................................... Page 8

Fonts and Computers ..................................... Page 8

Font Usage Guidelines ............................ Pages 9–11

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Height of the lowercase “x” determines the height of allother lowercase letters. Typically, lower case letters are 4/6height of capital letters.

Basic Type Terminology

What is the difference betweena font and a typeface?

SexySTROKE

DESCENDER

BASELINE

THIN ORCROSS STROKE

X-H

EIG

HT

CA

P H

EIG

HT

SERIF

KERNING(space between letters)

A font is the complete assortment of type of one face and one size,including upper and lowercase letters, punctuation, numerals and otherspecial characters. A typeface is a particular style of type design includingthe full range of characters in all sizes.

Typeface: Helvetica NeueFonts (10pt): Helvetica Neue Roman

Helvetica Neue Roman ItalicHelvetica Neue MediumHelvetica Neue Medium ItalicHelvetica Neue BoldHelvetica Neue Bold ItalicHelvetica Neue HeavyHelvetica Neue Heavy ItalicHelvetica Neue BlackHelvetica Neue Black Italic

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General Type Categories

SerifTraditional faces derived fromRoman letterforms with varyingstroke widths. Used primarily forbody text because of its readability.Conveys notions of tradition,stability and dependability.

Sans-SerifModern letterforms with (typically)uniform stroke widths. Designed forlegibility in larger, non-text sizes.

DisplayGeneral term for type set largerthan surrounding text as in head-ings. Many display faces aredesigned to convey distinct moods,cultures or historical referents.

Formal & Informal ScriptFaces derived from cursive hand-writing of an elegant, refined orcalligraphic nature.

Informal ModernFaces derived from informalhandwriting encompassing cursiveand non-cursive letterforms.

BlackletterFaces derived from medievalGerman letterforms. Often referredto as Old English or Gothic.

What’s in a name?Fonts are traditionally named by orfor the individual designer of thetypeface (e.g., Caslon, Garamond &Goudy reflect the names of design-ers William Caslon,1692–1766;Claude Garamond, 1480–1561 andFrederic Goudy, 1865–1947respectively). In modern times,type foundries have appended theirnames to typefaces they havedigitized (e.g., Adobe Caslon, AdobeGaramond, etc.).

Fonts may be named to reflect theirintended purpose or usage (e.g.,Wedding Text or Stencil). In addi-tion, font names may reflectcultural or historical heritage.Helvetica is derived from Confedera-tion Helvetica, the Latin name for

Switzerland. A Swiss designer, MaxMiedinger, designed Helvetica in1957 to compete with the typefaceAkzidnez Grotesk, the first modernsans-serif typeface originallyreleased in 1896 by the Swiss typefoundry H. Berthold AG.

One additional quirk: although afont name can be copyrighted ortrademarked, the actual design ofthe letterforms cannot. Hence, theproliferation of differently namedfonts that look identical—andwhich are, in fact, identical—is dueto this loophole in the law.

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Adobe Caslon Regular9pt/10pt leading

Lorem ipsum dolor sitamet, consectetueradipiscing elit, sed diamnonummy nibh euismodtincidunt ut laoreet doloremagna aliquam eratvolutpat.

Berkeley Book9pt/10pt leading

Lorem ipsum dolor sitamet, consectetueradipiscing elit, sed diamnonummy nibh euismodtincidunt ut laoreet doloremagna aliquam eratvolutpat.

Utopia Regular9pt/10pt leading

Lorem ipsum dolor sitamet, consectetueradipiscing elit, sed diamnonummy nibheuismod tincidunt utlaoreet dolore magnaaliquam erat volutpat.

Avant Garde Book9pt/10pt leading

Lorem ipsum dolor sitamet, consectetueradipiscing elit, seddiam nonummy nibheuismod tincidunt utlaoreet dolore magnaaliquam erat volutpat.

Frutiger Roman9pt/10pt leading

Lorem ipsum dolor sitamet, consectetueradipiscing elit, seddiam nonummy nibheuismod tincidunt utlaoreet dolore magnaaliquam erat volutpat.

Zurich Roman9pt/10pt leading

Lorem ipsum dolor sitamet, consectetueradipiscing elit, sed diamnonummy nibheuismod tincidunt utlaoreet dolore magnaaliquam erat volutpat.

Samples

UsageBooks, magazines and newspapersusually deploy a serif face for themajority of their body text becausenumerous studies have shown seriffaces cause the least eye fatigueover extended periods of readingtime. Serif fonts are versatile andcan be used across all media.

CharacterSerif fonts are traditional andsuggest a certain sense of formalityand dependability. They can reflectqualities of competence and/ortrustworthiness.

UsageSans-serif faces, like serif faces, areused extensively throughout allprint and web media. Designed forlegibility, sans-serif faces are idealwhere text must be set small due tospace limitations and/or conversely,set very large to communicatecritical information (think: roadsignage) under varying and oftenimperfect lighting conditions.

CharacterSans-serif fonts are clean, direct,simple and suggest modernity.They can reflect a high-tech sensi-bility and at times a certain formalelegance or sophistication. In othercontexts, sans-serif fonts cansuggest a down-and-dirty, lowestcommon denominator (think:“everyday low pricing”) kindof quality.

SANS-SERIF FONTS

SERIF FONTS

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Ad Lib 14pt

The Thursday Business Meeting GroupChevalier 12pt

The Thursday Business Meeting Group

Thunderbird 10pt

The Thursday BusinessMeeting Group

SamplesDISPLAY FONTS

UsageDisplay fonts are used in logos,headers of fliers, advertisements,posters, packaging and POPdisplays to create specific moods,feelings and associations suggestedby the design of the font itself. Theyare not intended to use as body text.

CharacterDisplay fonts are typically exuber-ant, boisterous and in-your-face.Display fonts do not strive to besubtle in the mental images theyseek to conjure; they beat youabout the head and say “payattention to me!”

Amazone 18pt

The Thursday Business Meeting GroupLiberty 24pt

The Thursday Business Meeting GroupSnell Roundhand 20pt


FORMAL SCRIPT FONTS

UsageFormal script fonts are used almostexclusively in materials (invitations,logotypes, advertisements, etc.)related to weddings and formalevents. They do not function well atsmall point sizes (less than 14pt)and should be used sparingly.

CharacterFormal script fonts conveyelegance, tradition, sophisticationand upscale formality.

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INFORMAL SCRIPT FONTS

UsageInformal script fonts are used (likemany display fonts) in fliers, logos,ads, packaging, etc. They are notsuited for use as body text and loselegibility the smaller they arereproduced.

CharacterInformal script fonts can be playful,frivolous, happy and spontaneous.While some may suggest artistry,most convey a sense of liberty;casualness and/or relaxation.

Samples

Brush Script 18pt

The Thursday Business Meeting GroupMartina 18pt

The Thursday Business Meeting GroupRuach 18pt


Democracy Free Form 16pt


Mother Goose 24pt

The Thursday Business Meeting GroupTom Fool 18pt


INFORMAL MODERN FONTS

UsageInformal modern fonts are arelatively recent (since 1990)development brought about by thewidespread availability andaffordability of computers, scannersand font-digitizing software. Inessence another flavor of displayfont, informal moderns are used infliers, advertisements, posters, etc.targeting a youth demographic.

CharacterInformal modern fonts arepersonal, whimsical, quirky andsuggest extreme informality. Somemay suggest anger or alienation.

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BLACKLETTER FONTS

Samples

American Text 24pt

The Thursday Business Meeting GroupOld English 20pt

The Thursday Business Meeting GroupCloister Black 20pt


UsageBlackletter fonts have beentraditionally used in diplomas, stockcertificates or other documents ofan historical nature. In recent years,they’ve become popular as logo-types for horror films and heavymetal (Goth) bands.

CharacterBlackletter fonts, via their anteced-ents in German Gothic lettering(think: Gutenberg Bible), evokereligion, tradition, integrity andformality. They are also evocative ofmedieval Germany’s preoccupationwith morbidity and the occult.

Fonts and Computers

Why is type measured in“points” instead of inches?In essence, because it’s easier. Bydefining an inch as equivalent to 72points, smaller type sizes could bedefined easily without resorting tocumbersome fractions.

What is “leading”?Prior to the age of modern com-puter technology, type was setusing a machine (invented byOttmar Mergenthaler in 1884) thatused hot lead to set one line of typeat a time. When greater spacingwas desired between lines of type,a lead ingot was added to each line

When the process of porting existing typesetting technology to computersbegan in earnest in the 60’s & 70’s, the terminology and nomenclature ofthe old linotype technology was retained. This has created great confusionand misunderstanding among computer users whose backgrounds are notin the graphic arts. Here are a few frequently asked questions about whatthe terminology means.

of type. Hence, “leading” refers tothe space between lines of text.

Why does 10pt Utopia lookbigger than 10pt Caslon?The designation “10pts” refers to ameasurement within which acharacter set must fit. Typefacesvary in how much space is built-inabove and below the characters aswell as in their width, x-height andstroke weight. A further complica-tion is the use of different systemsof measurement (both historicallyand geographically) which contrib-utes to the lack of consistency intype sizes we see today.

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Font Usage GuidelinesThe following are some general rules in using fonts to their best advantagefor your communication and marketing materials.

Fonts can convey feelings, attitudes and/orcreate associations that can either enhance,detract from or contravene your message.For example, which of the following is likely toenhance the efforts of a financial services companyto attract clients with high incomes?

The Farnsworth Group

The Farnsworth Group

Limit the number of fonts in documents,advertisements or web pages.The general rule of thumb is use no more than twotypefaces in a piece. Typically, a combination of a serifface for body text with a sans-serif heading (or viceversa) is all you need.

Use ALL CAPS sparingly.All caps can be used in headers (1 to 3 lines of text)and to EMPHASIZE a word or phrase. Do NOT setlengthy blocks of body text in all caps because itbecomes very difficult to read.

Do NOT set script or “fancy” fonts in all caps.

Compare

CONGRATULATIONSto

Congratulations

Use bold or italic faces for emphasis.Avoid underlining.Underlining text for emphasis is a conventionfrom typewriter days. With a variety of bold weightsand italic faces available, it is not necessary to useunderlines to create emphasis. (One exception is theconvention of indicating links on a web pagewith underlines.)

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Computer-set fonts use proportional letterspacing (e.g., a lowercase “i” uses lessspace than a lowercase “m”) unlike typewrit-ers in which letters were monospaced (e.g.,the spaces surrounding all letters wereequal). Consequently, there is no need tofollow the typewriter convention of addingtwo spaces following a period unless you areusing a monospace typeface:

“American Typewriter” is a monospace“typewriter” font which retains the spacingcharacteristics of a typewriter. Two spacesfollowing the period is acceptable whenusing this font.

Avoid reversing type with thin strokes and/orusing such type on tinted backgrounds.

Example Number One

Example Number Two

When justifying body text, avoid having 3 ormore lines end in hyphens.

me to live in Maine but I’m notfrom Maine,” says Susan Ken–ney, who was born in New Jer–sey. “It’s quiet and comparative–ly unstressful here. Imagine, livinglife without parking meters!

Separate sequential headings and body textwith more space above the heading thanbelow the heading.

Font Usage Guidelines

This:

DOG FIGHTSIn September, every Fridaynight at Eric’s house (inWooster) will feature . . .

CHICKEN FIGHTSIn September, every Saturdaynight at Eric’s house (inWooster) will feature . . .

As opposed to this:

DOG FIGHTSIn September, every Fridaynight at Eric’s house (inWooster) will feature . . .

CHICKEN FIGHTSIn September, every Saturdaynight at Eric’s house (inWooster) will feature . . .

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Know the differences between a hyphen,en-dash and em-dash.

Hyphens separate compound words (African-American) and indicate breaks in polysyllabic wordsacross lines of text.

An en-dash, typically the same width as the lowercase “n” in any given typeface, is used to separatedates and is a substitute for the word “to”:

January 24, 2007 – February 23, 2008

An em-dash, typically the same width as the lowercase “m” in any given typeface, is used to offsetparenthetical clauses inserted into a sentence and/or to substitute for a semi-colon:

An em-dash — typically the same width as the lowercase “m” in any given typeface — is used to offsetparenthetical clauses inserted into a sentence.It can also substitute for a semi-colon when addingexclamatory text at the end of a sentence — like this!

Include punctuation marks when italicizing orbolding text in a sentence.

For example, the comma after “example” is italicized,and note the bold period at the end of this sentence.

Decrease leading when using fonts at largesizes (30+ points) in headlines.

We Sell AllMajor Brands!

versus

We Sell AllMajor Brands!

Font Usage Guidelines

36pt/30ptleading

36pt/43.2ptleading(Default)

Font Primer Booklet

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