Typography. TYPOGRAPHY: The art of type TYPE All the letters (abc), Numbers (123) & characters...

Typography

TYPOGRAPHY:The art of type

TYPEAll the letters (abc),

Numbers (123) & characters (; ? @)

of the alphabet.

MONOTYPETrade name for hot metal

composition system

FONTType or letter style

VARIATIONS OF TYPEWidth of letters:

regular, extended or condensed

Weight of letters:light, regular, bold, heavy

TYPESTYLE CATEGORIES• SERIF: Letters that have feet or tails.

• SAN SERIF: Letters without feet or tails.

• SCRIPT: Letters that simulate handwriting (cursive) and/or calligraphy

• DECORATIVE: Letters that have character, are unique in style.

POINTType is measured in pointsSmallest typographical unit.1 point = 1/72 of an inch36 point = ½ of an inch72 point = 1 inch

SPACINGTRACKING:Adjusting space between all letters equally.

KERNING:Adjusting space between just two letters.

LEADING:Adjusting space between sentences.

BASELINE

The line where all letters stand on.

Typographical Designers

Three Famous English Type Designers

• William Caslon• John Baskerville• Stanley Morison

William Caslon

Caslon Font

William Caslon[English]1692-1766

• Engraver, type founder, type designer.• The first of a family of English type founders (Caslon I, II, III, IV)• 1716: started business in London as an engraver and started a

type foundry• 1725: sets up his own type foundry,

– it continued to operate for 200 years.• 1734: Caslon’s first one-page specimen: 47 of his typefaces• Created Caslon font: used for the Declaration of Independence • Influenced many contemporary typographers• Known style: old style, roman

Foundries are organizations that manufacture fonts. Some are large companies, while others are just a designer or two. Type foundries have existed since the 1450s, the birth of printing in Europe.

John Baskerville

Baskerville Font

John Baskerville[English]1706-1775

• Father of printing in England• Skilled engraver of Tombstones• Generated Baskerville font, still present today• Established a paper mill, printing office and type foundry.• Known style: between old style and modern style called ``Transitional'' type• Major innovations in printing

– making a flatter, sturdier bed in press construction– printing ink (blacker, opaque, more even, and quicker-drying) – papermaking (wove instead of laid)– letter design– he made changes to the way in which metal type was made, enabling him

to produce finer, more delicate lettering than any before him had achieved.

Stanley Morison

Times New Roman

Stanley Morison[English]1889-1967

• Typographer, type designer• 1923–67: typography consultant to Monotype Corporation*.• 1929–60: typography consultant to "The Times" daily newspaper.• Created font Times New Roman, still present today• 1932: The first issue of "The Times™" with font Times New Roman™, is printed.• Produced some of the most popular text faces of the 20th century

*Montoype: trade name for hot metal composition system, It consists of two units: a keyboard and a casting machine.

Famous American Type Designer

• Morris Benton

Morris Benton

Franklin Gothic

Morris Benton[American]1872-1948

• 1892-1937: Type designer for ATF*• Developed over 200 alphabets, all of which were published by ATF• Leading American type designer

• *ATF: American Type Foundary conglomeration. It owns the rights to one of the world’s greatest libraries of original typefaces, largely directed and created by Morris Benton.

Broadway

Hobo

New Century School Book

Commercial Script

Designed by Morris Benton

Caslon Font (designed by

Caslon)

Baskerville Font (designed by

Baskerville)

Times New Roman (designed

by Morrison

New Century School Book (designed by Benton

COMPARISONS