Some people go to school for years to learn typography'

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Some people go to school for years to learn
typography.
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Im going to give it to you in five minutes!
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letterforms
type
this is the anatomy of a letterform
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letterforms
type
there are two basic kinds of type . . .
sans serif Aq

• serif
• Aq

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letterforms
type
can you see what the differences are?
sans serif Aq

• serif
• Aq

STROKE WIDTH
COUNTER SIZE
FONT SIZE
X-HEIGHT
SERIFS
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letterforms
type
notice how they look different on the page
sans serif Type is the basic building block of
any printed page. Often it is irresistibly
compelling and sometimes absolutely imperative to
design a page with more than one typeface on it.
But how do you know which typefaces work
effectively together?

• serif
• Type is the basic building block of any printed
  page. Often it is irresistibly compelling and
  sometimes absolutely imperative to design a page
  with more than one typeface on it. But how do you
  know which typefaces work effectively together?

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type families
type
type can be further subdivided into these 5
families

• old style
• transitional
• modern
• Egyptian (slab serif)
• sans serif

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old style
type
dates back to the 17th century, and still looks
good!

• typography
• (Garamond)

Now is the time for all good people to come to
the aid of the party. The quick brown fox jumped
over the stream.
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transitional
type
a refinement of Old Style (can you see the
difference?

• typography
• (Times New Roman)

Now is the time for all good people to come to
the aid of the party. The quick brown fox jumped
over the stream.
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modern
type
serifs and thin strokes got finer (18th century)

• typography
• (Bodoni)

Now is the time for all good people to come to
the aid of the party. The quick brown fox jumped
over the stream.
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Egyptian (slab serif)
type
and then they got chunkier (19th century)

• typography
• (Century Schoolbook)

Now is the time for all good people to come to
the aid of the party. The quick brown fox jumped
over the stream.
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sans serif
type
and then they just disappeared! (20th century)

• typography
• (Arial)

Now is the time for all good people to come to
the aid of the party. The quick brown fox jumped
over the stream.
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script
type
we also have fonts that mimic handwriting styles

• typography
• (Brush Script)

Now is the time for all good people to come to
the aid of the party. The quick brown fox jumped
over the stream.
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decorative
type
and some are just for fun (use with restraint!)

• typography
• (Juice ITC)

Now is the time for all good people to come to
the aid of the party. The quick brown fox jumped
over the stream.
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decorative
type
Yo!
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designing with type
type

• size
• weight
• structure
• form
• direction
• color

these are the variables a type designer works with
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designing with type
type

• font
• serif, sans serif, script, display
• size
• body, headline
• style
• light, bold, italic, underline
• case
• lower, UPPER, SMALL CAPS

we use these tools for character level formatting
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designing with type
type

• letter spacing
• tracking, kerning
• line spacing
• leading
• line width (measure)
• one column, multiple columns
• alignment
• left, right, center, justify

and we use these tools for paragraph level
formatting
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and now you know everything you need to know
about type (time to practice!)