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

TYPOGRAPHY

TYPOGRAPHY

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

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

TYPOGRAPHY

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

TYPOGRAPHY

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

TYPEFACE TERMINOLOGY

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


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


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


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


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.

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.


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.


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


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


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


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


TYPEFACE CLASSIFICATIONS

OLDSTYLE or ROMAN

contrast between heavy and light elements

most widely used classification

use of serifs

TYPEFACE CLASSIFICAITONS

SANS SERIF

characteristics include a monotone appearance

means “without serifs”

uniform weight of elements


SLAB (SQUARE) SERIF

characteristics include strokes of uniform weight

serifs are square or block-like


BLACK LETTER

resembles calligraphy

most often used for certificates, announcements, mastheads, diplomas, official documents, etc


SCRIPT

simulates handwriting


MODERN

characteristics include thick/thin strokes

thin, horizontal serifs


DECORATIVE

chosen to express a mood or provide a specific appearance for a theme or occasion


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