TypographicalBasics

Font features

TypographyCap Height Ascenders

DescendersBaseline

X-Height

Character parts

Typ-o-graf-e Axis Ear Hook Bar

Counter TerminalSerif

Letter form

Hxg Hxg Hxg HxgAriel Times NR Geo Slab Hattenschweiler

KerningInter-character spacing

Time Unkerned type

Time Kerned type TNT

Tracking

Leading (Line spacing)

Leading refers to the space between lines. It can be tightened or expanded as needed to fill space. (1)

Leading refers to the space

between lines. It can be

tightened or expanded as

needed to fill space. (1.4)

Leading refers to the space

between lines. It can be

tightened or expanded as

needed to fill space. (1.25)

Leading refers to the space between lines. It can be tightened or expanded as needed to fill space. (.8)

Relationships

Type is a building block Three types of relationships

Concordant Conflicting Contrasting

Concordant Use one font Use variations on that font

Size Italic Bold Color

Seen as calm, formal

For example . . .

Conflicting

Use of two or more fonts that are similar (same family)

Creates a visual dissonance Should be avoided

For example . . .

Contrast Strong contrast attracts Simple way to create interest Creates energy on a page May involve 2 or more fonts Requires careful planning

For example . . .

Oldstyle

Diagonal stress

Serifs on lowercaseletters are slanted

Moderate thick/thin transition in the stroke

Oldstyle

Modern

Vertical stress

Radical thick/thin transition in the stroke

Serifs are thin and horizontal

Modern

Slab serif

Serifs are horizontal and thick (slabs)

Little or no thick/thin transition of contrast in the strokes

Little vertical stress

Slab serif

Sans serif

No stress because there’s no thick/thinNo serifs

No thick/thin transition in the strokes

Sans serif

Connected Script

Unconnected Script

Decorative

Typographic samples

Typography exists to honor content

Robert Bringhurst, The Elements of Typographic Style