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Typography Basics

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Title: Typography Basics


1
- An Overview
Presented By ADMEC Multimedia Institute
www.admecindia.co.in

2
Introduction
  • Here we are giving brief overview on typography,
    its significance, typefaces, categories
    classification of typefaces, typeface anatomy and
    basic typography terminology.
  • Also you will read about some practical
    guidelines about the use of typefaces

3
What is Typography?
  • The art and skill of designing
  • communication by means of the printed
  • words.

4
  • Typography is means by which words, conceived in
    someones mind and then put down on paper are
    made
  • available to the world at large."

5
Significance
  • Typography forms integral part of a good graphic
    design.
  • Largely used to create moods.
  • Crucial in the design of advertisements,
    magazines, newspaper
  • and corporate identities.
  • Different fonts suggest different context
    ideas.
  • Some typefaces even have special functions.

6
What are Typefaces?
  • Its the set of letters, numbers, and other
  • characters that share common design features.

7
  • We describe the size of type in points and picas,
    not inches. There are approximately 12 points to
    a pica and 6 picas to an inch.
  • 10 12 16 20 24 32 36 48 60 80

8
Points Picas
  • While fonts are measured in points, pages are
    measured in picas (column width).
  • 12 points 1pica
  • 6 picas 1 inch

9
Typeface Classification
  • Roman
  • Antiqua (Old Style), Didone
    (Modern), Sans-serif, Script,
  • Serif, Slab serif, Transitional
  • Black-letter
  • Fraktur, Rotunda, Schwabacher, Textualis
  • Gaelic
  • Angular, Uncial

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11
Typeface Categories
  • Typefaces can be categorized as
  • Serif
  • Sans Serif
  • Script
  • Decorative/Ornamental

12
Serif
13
Sans Serif
14
Script
  • Script typefaces are based upon the varied and
    often fluid
  • stroke created by handwriting. They are
    organized into highly
  • regular formal types similar to cursive
    writing and looser, more
  • casual scripts.

15
Decorative/ Ornamental
  • It includes typefaces of unusual and unique
    designs that do not fit into other
    classification. Decorative and display typefaces
    are generally reserved for specific purposes.
    They are most effective when used at larger
    sizes, such as for headlines, titles display
    purposes( egnewspapers advertisements).

16
Typographical Properties
  • Styling
  • Formatting
  • Text - Align
  • Text - Decoration
  • Text - Indent
  • Text - Transform
  • Text - Shadow
  • Vertical - Align
  • White Space
  • Direction
  • Margins
  • Font - Family
  • Font - Size
  • Font - Weight
  • Font - Style
  • Font - Variant
  • Letter - Spacing
  • Word - Spacing
  • Line - Height

17
Typeface Anatomy
  • Typeface anatomy describes the graphical elements
    that make up printed letters in a typeface.
    Anatomy of type can be classified as
  • 1. Apex 2. Aperture
  • 3. Arm 4. Bar
  • 5. Bowl 6. Bracket
  • 7. Counter 8. Ear
  • 9. Link 10. Shoulder
  • 11. Spine 12. Spur
  • 13. Stem 14. Stress
  • 15. Tail 16. Terminal

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19
Punctuation
Digital Typography
Typography Terminologies
Typographic Units
Typesetting
Paragraph
20
Paragraph
  • A paragraph is a self-contained unit of a
    discourse in writing dealing with a particular
    point or idea. A paragraph comprises of one or
    more sentences. Common terms used are
  • Alignment
  • Justification
  • Leading
  • River
  • Sentence spacing
  • Widows and orphans

21
Punctuation
  • Punctuation is the use of spacing, conventional
    signs, certain typographical devices as aids to
    the understanding and correct reading, both
    silently n aloud, of handwritten printed texts.
    Common terms used are
  • Hanging punctuation  
  • Hyphenation
  •  Quotation mark 
  •  Prime mark 
  •  Dashes

22
Digital Typography
  • Digital typography or desktop publishing refers
    to the creation of documents using page layout
    skills. DTP software can generate layouts
    produce typographic quality text and images
    comparable to traditional typography printing.
    Terms used
  • Character encoding
  • Font formats
  • Hinting
  • Rasterization
  • Typesetting software
  • List of typographic features
  • Web typography

23
Typesetting
  • Typesetting is the composition of text by means
    of arranging physical types or digital
    equivalents.
  • Type design
  •  Type foundry
  •  Calligraphy
  • Phototypesetting
  • Letterpress
  •  Typeface
  •  Font
  • Punchcutting
  • Pangram

24
Typographic Units
  • Typographic units are the units of measurement
    used in typography or typesetting. Common terms
    used are
  • Agate
  • Cicero
  • Em
  • En
  • Figure space
  • Measure
  • Paren space
  • Pica
  • Point
  • Thin space

25
Type Traits
  • Kerning space between characters
  • Leading space between lines of type
  • Tracking space between words characters
  • (how a line of text is spaced out at the
    PARAGRAPH level)

26
Kerning
  • In typography, kerning- less commonly, mortising
    (referring to the process of physically removing
    material from the cast character)- is the process
    of adjusting letter spacing in a proportional
    font. In a well-kerned font, the two-dimensional
    blank spaces between each pair of letters all
    have similar area.

27


28
Leading
  • In typography, leading (pronounced /'l?d??/,
    rhymes with heading) refers to the amount of
    added vertical spacing between lines of type. In
    consumer-oriented word processing software, this
    concept is usually referred to as "line spacing.

29


30
Tracking
  • Tracking is very similar to kerning in that it
    is the spacing
  • between individual characters, but
    tracking is the space
  • between groups of letters rather than
    individual letters.  It
  • affects the overall character density of
    the copy. Itll
  • help to eliminate widows and orphans in
    paragraphs. 

31

32
Letter Spacing
  • In typography, letter-spacing, also
    called tracking, refers to the
  • amount of space between a group
    of letters to affect density in
  • a line or block of text. Since the advent of
    personal computers
  • the term tracking is frequently used. In
    professional
  • typography and graphic design the term
    letter-spacing is more
  • commonly used.


33


34
Dos Donts of Typography
35
Dos
  • Do establish a typographic hierarchy
  • Do choose an appropriate font for the body text
  • Do give your text room to breathe
  • Try limit paragraphs to 40-60 characters per
    line
  • Make sure there is enough contrast between your
    text and the background

36
Donts
  • Dont make the text too small
  • Dont use too many different fonts on one page
  • Dont make continuous use of all caps
  • Dont use large amount of centered text
  • Dont use extra leading
  • Dont use negative leading(Good leading is 1.25x
    of the point size)
  • Dont use more than 3 font families in a design.
    Try to use only one if possible
  • Dont use Serif typefaces in headings
  • Dont create lines longer than 15 words

37
Moods Functions of Typefaces
  • If you seek a feminine mood, then you might use
    Isadora
  • For something comical, consider Comic Sans
  • For signage, Helvetica is used worldwide because
    of its functionality
  • For a classic look, try Garamond, designed in
    France almost 500 years ago

38
General Guidelines
  • Writing guides generally suggest that a
    manuscript should have no widows and orphans
    even when avoiding them results in additional
    space at the bottom of a page or column.
  • Widow Generally refers to a single line of a
    paragraph appearing at the top of a
    page.
  • Orphans Generally refers to a single line of a
    paragraph appearing at the
    bottom of a page.

39
  • Techniques for Eliminating Widows
  • Forcing a page break early, producing a shorter
    page
  • Adjusting the leading, the space between lines of
    text (although such carding or feathering is
    usually frowned upon)
  • Adjusting the spacing between words to produce
    'tighter' or 'looser' paragraphs
  • Adjusting the hyphenation of words within the
    paragraph
  • Adjusting the pages margins

40
  • Subtle scaling of the page, though too much
    non-uniform scaling can visibly distort the
    letters
  • Rewriting a portion of the paragraph
  • Reduce the tracking of the words
  • Adding a pull quote to the text (more common for
    magazines)
  • Adding a figure to the text, or resizing an
    existing figure

41
  • An orphan is cured more easily, by inserting a
    blank line or forcing a page break to push the
    orphan line onto the next page to be with the
    rest of its paragraph. Such a cure may have to be
    undone if editing the text repositions the
    automatic page/column break.
  • Most full-featured word processors and page
    layout applications include a paragraph setting
    (or option) to automatically prevent widows and
    orphans. When the option is turned on, an orphan
    is forced to the top of the next page or column
    and the line preceding a widow is forced to the
    next page or column with the last line. This
    automatic adjustment to a page's layout can be a
    source of frustration for someone who is unaware
    of why text is shifted from one page to the next.

42
Common Type Foundries
  • The followings are few category of common
    typeface designing companies
  • Corporate Type Foundries
  • Large Type Foundries
  • Independent Type Foundries

43
Corporate Type Foundries1
  • Adobe Type, a division of Adobe Systems Inc.
  • International Typeface Corporation (ITC)
  • )
  • Letraset
  • Bitstream Inc.
  • Linotype
  • Monotype Corporation

44
2) Large Type Foundries2
  • American Type Founders (Kingsley/ATF)
  • Ascender Corporation
  • Berthold
  • ElsnerFlake
  • Emigre
  • Font Bureau
  • FontShop International
  • Hoefler Frere-Jones (HFJ)
  • House Industries
  • Paratype
  • T26

45
3) Independent Type Foundries
  • Aerotype
  • Apply Interactive
  • Astygmatic One-Eye
  • Atomic Media
  • Baseline Fonts
  • Cape Arcona Type Foundry
  • Characters Font Foundry
  • Crazy diamond design
  • Dalton Maag
  • DSType

46
  • Emtype Foundry
  • Feliciano Type Foundry
  • Fontosaurus
  • Fountain
  • Galapagos Design Group
  • Greater Albion Typefounders
  • JYA Fonts
  • MVB
  • The Type Fetish
  • Thirstype/ Village

47
  • ADMEC Multimedia Institute
  • For more info you can visit
  • www.admecindia.co.in
  • For course related enquiry, ring us at
  • 9811-81-81-22, 011-3130-5055, 011-3203-5055
  • Compiled By Admec Students and Staff

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