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Principles of Visual Design LCC 2720 Instructor: Brian Schrank

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Principles of Visual Design 2720 Typography is the design of arranging ... and idiotic references (notice the chicken) to attack high art. Dada Logos use typography ... – PowerPoint PPT presentation

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Title: Principles of Visual Design LCC 2720 Instructor: Brian Schrank


1
Principles of Visual Design LCC 2720 Instructor
Brian Schrank Intro to Typography
2
Typography is the design of arranging text and
modifying letters (type glyphs).
3
Which is a better use of typography and why?
4
  • Typography is the visual design of text.

5
Text-heavy typography
6
The Basic Principle
  • Typography establishes a hierarchy of meaning.
    The reader easily looks around without getting
    lost or distracted.
  • Typography is visual leadership.

7
  • Image-heavy typography

8
The Basic Principle
  • When typography is used in graphic design
  • the visual aspects of text become another way
    meaning is conveyed.

9
Concrete Poetry uses Typography
10
Concrete Poetry uses Typography
11
Early 20th century avant-garde art influenced a
century of experiments and inventions graphic
design and typography.
12
  • Futurism
  • A typographic poem from 1919
  • evokes explosive machine power and Fascist
    ideology.

13

Constructivism
El Lissitski invented principles of geometric order, integration, and simplicity to symbolize Communist ideals via typography.
14
Dada
Poster from 1918 uses anarchy, humor, and idiotic
references (notice the chicken) to attack high
art.
15
Logos use typography in obvious ways
16
What does the typography of Fanta signify?
17
Logos use typography in subtle ways
18
What IMAGE is subliminally present in the
typography of this logo?
19
What IMAGE is subliminally present in the
typography of this logo?
20
(No Transcript)
21
Typefaces and Fonts
22
Gill Sans is a Typeface
  • Gill Sans
  • Gill Sans Bold
  • Gill Sans Book
  • Gill Sans Book Italic
  • Gill Sans Extra Bold
  • Gill Sans Condensed Bold
  • Gill Sans Shadow

23
Gill Sans is a Typeface
  • Gill Sans
  • Gill Sans Bold
  • Gill Sans Book
  • Gill Sans Book Italic
  • Gill Sans Extra Bold
  • Gill Sans Condensed Bold
  • Gill Sans Shadow

Each typeface has a family of fonts
24
You should be able to name at least 5 typefaces
and understand when and how to use them.
25
Gill Sans Typeface
  • Eric Gill invented the typeface in 1928.
  • It was one of the first successful sans serif
    typeface.
  • It is admired for its gracefulness and
    versatility.

26
Gill Sans in Logos
27
Gill Sans in Logos
28
(No Transcript)
29
History of Typefaces
30
History of Typefaces
31
History of Typefaces
32
Typefaces are NOT interchangeable
33
  • Each typeface is pre-loaded with cultural meaning

34
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35
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36
Serif / Sans Serif
37
The Serif
  • Small decorative strokes added to the end of a
    letter's main strokes.

38
  • We visually grasp words as a whole by
    unconsciously comparing the different letter
    patterns in our mind. Serifs makes this pattern
    recognition easier.

39
Serifs improve readability by leading the eye
along the line of type. Serifs are good for body
text.
40
Origins of the Serif
  • A scribe, using a brush, painted the letters onto
    the stone. A carver then used these painted
    strokes as a guide. The serif appeared when the
    scribe stopped the brush and lifted it, leaving a
    bit of a brush edge on the letter. The carver,
    not seeing the error, simply chiseled that edge
    out of the stone as well creating the serif.

41
(No Transcript)
42
Slab Serifs
In the 19th Century typefaces for attracting
attention were in demand for business
advertising, posters, flyers, etc.
43
Sans Serif (Grotesque)
  • Sans Serif (without serifs) reduces letterforms
    to the essentials.
  • The first sans serif typefaces were issued in
    1816 Britain, but were considered unappealing
    since they lacked the traditional serif and were
    called Grotesque.

44
Bauhaus another avant-garde movement, helped
popularize Sans Serif in the 1920s.
45
Kerning
46
Kerning
  • Kerning is the space between letters.

47
Which word is better Kerned?
48
Which word is better Kerned?
49
Kerning
  • Mathematic

Visual
50
Kerning
  • Mathematic

Visual
51
Questions?
  • ????
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