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FUNDAMENTALS

DESIGN ELEMENTSTYPOGRAPHY



aGraphic Stle Manualfor undersanding how

T Y P O G A P H Y A F F E C T S D E S I G N

risin cullen

FUNDAMENTALS

DESIGN ELEMENTSTYPOGRAPHY



Definition and Function

In Practice

Anatomy and Terminology

Categories of Type

Selection Considerations

In Combination

Space and Spacing

Alignments and Paragraphs

Hierarchy

Aesthetic Tailoring

Baseline Alignment

Grid Systems

Alternate Methods

Appendie

Readings

Contributors

Image Credits

Index

Acknowledgments

About the Author

Introdution

8

12

16

30

32

52

57

70

76

82

86

92

104

114

118

122

126

138

146

148

152

155

156

160

160

6

CONTENTS



6



Dsignrs ngag wih words, tpographically xprssing

hm wih purpos and pois. ypography is a procss,

a rfind craf making languag visibl. Dsignrs shap

languag wih tp and giv words li and powr o spak

x unly. Lrorms and hir supporing characrs

ar simpl shaps ha do so much. Wih disinc voics

and prsonaliis, tp whisprs dlicaly and shous loud

Communicaion lis a is cor. yp is commanding and

bauiul on momn, analyic and insruciv h nx.

I is dramaic, whimsical, mods, and xravagan.

ypographic pracic (and hos ddicad o i) givs

spokn and wrin languag vialit across im,

gnraions, and culurs.

Rood in vryday xprinc, tp is vr-prsn.

I ofn gos unnoicd. Ohr ims, i radias. A cnra

goal o dsignrs is marrying conn and orm. Funcion

balancs wih ashics. Boundlss mhods xis o visu

aliz x wih tp. Highnd anion and houghul

ariculaion ar ssnial. Disciplin osrs skill and know

dg. Dsigning wih tp or communicaion challngs

and ulfills and coninually offrs nw hings o xplor.

Dgn Elmn: ypogrphy Fundmnlshars

tpographic basics. An insrucional radr rahr han

hisorical survy, i achs h languag o tp and tp-

sing mhods. I is no a publicaion ddicad o sof-

war, ools, or chnical ips, which volv a rapid pac.

Conn ocuss on guiding, wll-oundd principls ha

ndur. Ty s solid ground on which o dsign wih

tp across mdiums. Limilss ponial or maningul

and craiv visual communicaion xiss. ypogrphy

Fundmnlis h fild guid or h journy.

May radrs, spcially sudns sudying tpography,

gain knowldg and rspc or languag and tpographic

dsign. (Wih any luck, hs pags will also spark a

passion or tp and tpography.) Tr is so much o

dligh in and discovr.

INTRODUCTION



IN CONTEXT

TYPE

12 Dnon Funon16 In Pr


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rnly h mo brtl o ll h r. o r whol fom mny prd,

dionnd nd gvn pr, o m hi whol ppr lv nd o p

only ulpur n on pproh h unyldng ffn o pr pogrphy.

For mo popl, vn mpbl pogrphy do no hold ny prulr

h ppl. In bl, rmbl gr mu. Undr h b o

rumn, i grully pd. o rmn nml nd whou p

ppron, y o hv ben o rv o vlubl wor nd o h mll

numbr o viully nv rdrhi, a rul, i h only ompnon

or h long, nd nded nvr-ndng, ndnur o h pogrphr.

fomClay in a Pors Hand

T Form o h Book: Essays on h Moralit o Good Dsign

The Alphabeti Labyrinth:

The Letter in Hitory and Imagination

Johanna Drucker

Letter Perfet: The Marvelou Hitory

of Our Alphabet from A to Z

David Sacks

A Short Hitory of the Printed Word

Warren Chappell

Robert Bringhurst



Textura

Goudy Text

Sudying tpography sars wih s.1Lrormsshar a hriag wih prhisoric cav painings and

arly wriing sysms, noably Sumrian cuniorm

and Egypian hiroglyphs. Ovr im, sparkd by

our human ned o communica, picurs o hings

dvlopd ino concpual marks and sophisicad

symbols o sound, which laid h oundaion or

alphabic wriing sysms. Ancin culurs

h Phonicians, Greks, Eruscans, and Romans

dvisd, adapd, and rfind alphabs. Tousands

o yars in h making, h Roman sysm is our

prsn-day ancsor. Inormd by advancs o cul-

urs pas, i had nt-hre majusculs (upprcas

lrorms) wih consonans and vowls. (J, U, and

Wjoind h alphab in h Middl Ags, o mark

sounds unnedd arlir.) In Alphb: T Hiory,

Evoluon, nd Dgn o h Ltr W U ody,

Allan Haly wris, T Roman capials hav had,

and sill hav, h gras inunc on h dsign

and us o capial lrs, nduring as h sandard

o proporion and dignit or almos o housand

yars. Minusculs (lowrcas lrorms) volvd

ovr hundrds o yars, om hir origins in hand-

wriing. T la ighh and arly ninh cnuris

saw h making o a sandardizd minuscul scrip

wih nhancd lgibilit. Calld h Carolingian

minuscul, i is a ky prdcssor o h lowrcas

lrorms w know now. T nt-six-lr

alphabh har o tpographic pracichas

rmaind largly unchangd or housands o yars.

In Wsrn civilizaion, h ransiion om

lring and handwrin scrips o mchanical

tpsing occurrd in mid-fifenh-cnury Europ,

whn Grman-born goldsmih Johanns Gunbrg

rvoluionizd h movabl-tp prining prss.

(Movabl tp was invnd by Bi Shng in China

during h 1040s, and prind books using movabl

tp mrgd shorly afr in Kora.) Gunbrg cas

lad alloy movabl-tp blocks wih rusabl hand

molds. Making almos 300 characrs, h rplicad

calligraphic scrips o h priod calld xura, a

Blacklr stl (namd so bcaus o is darknss).

Wih narrow, ighly fid orms, characr sroks

ar hick and angular.

Gunbrgs durabl, individual characrs

asily rassmbld and rprind on woodn

prsss. His mal-basd ink ormula uphld br

han war-basd prcursors. Adhring wll o h

mal tp, h ink mad rich blacks wih a uniorm

imprin. Qualit mchanizaion ld o fficin pro-

ducion and circulaion o x, as wll as codifid

tpacs, which sprad across Wsrn culur.

Gunbrgs sysm caapuld tp hrough im

om h Rnaissanc and Enlighnmn o h

Vicorian Ag and Modrnism. Conmporary

tpographrs and tp dsignrs coninu h

lgacy. ypography ndurs and progrsss wih

hrilling advnur pas, prsn, and uur.

Johannes Gutenberg modeled his first

typeface on mid-fifteenth-century calli-

graphic writing called Textura. It is narrow

with tightly fitted characters and dense,

angular strokes. Textura is part of a

larger Blackletter family that includes

Rotunda, Schwabacher, and Fraktur.

Schwabacher

Duc de Berry

Rotunda

San Marco

Fraktur

Fette Fraktur

Deign Element: Typography Fundamental shares

typographic basics. An instructional reader, rather

than historical survey, it teaches the language of type

and typesetting methods. The abridged synopsis here

creates context. Histories of alphabets and typography

are multifaceted stories. Both offer wisdom and enrich

visual communication. Selected readings noted in

chapters support further study. See Appendices:

Readings (page 148) for a complete list.

1



12 ypography Fundamnals

ypography is a procss, a rfind craf ha maks

languag visibl. Dsignrs shap languag wih tp

and giv words li and powr o spak x unly.

Wih rols smanic and ashic, tp ha xprsss

x a is bs srvs boh rols a onc. Words,

lins, and paragraphs carry mssags via lrorms.

yp convys inormaion and provoks moion. I

shars soris and inuncs bhavior. A ims, tpo-

graphic characrs ar absrac consrucs or imags

wih no x o communica, simply baut mad

apparn. ypography is no handwriing, calligraphy,

or lring. Only tp uss sandardizd orms ha

rarrang and rproduc in xac ashion wihou

nd. Sysmaizd characr ss fi or rpad us

wih rangs o x disinguish tpography om ohr

lr-making mhods. Handwriing, calligraphy,

and lring nd o b rsrvd or cusomizaion

in limid-diion and spcial work. Lrorms

disinc om availabl tpacs mad by hand or

digial ools ar uniqu tpographic alrnaivs.

This vintage-inspired pocket planner,

Today Is the Day, includes lovely lettering

by designer and illustrator Jessica Hische.

Intricate letterforms unique in appear-

ance fill pages. Custom lettering offers

one-of-a-kind alternatives to typefaces.

The stylistic range of calligraphy, which

means beautiful writing, is diverse

from ornate and sinuous to rough and

painterly. Tools used, typically a brush or

pen, influence appearance. The logotype

for Piter Pan, a Ukraine rock band, is

handcrafted, then digitally produced.

Dnon Funcon

Projects in all media require distinct

typographic use based on function.

Merge communication with aesthetics

one without the other limits the poten-

tial to convey information effectively

and beautifully. Although projects vary

with individual needs, follow simple

objectives for all when designing

with type for communication.

Convey information with type.

Communicate with clarity.

Ait the reading proe.

Make it accessible (and delightful).

Uphold typefae integrity.

Value it and its makers.

Expre text beautifully.

Create visually inviting work.

Deign with appropriatene.

Do what best serves each project.

1

2

3

4

5



1 Dnon Funcon




ypography is vrywhr, crossing mdiums

ha includ nvironmns, inracs, packaging,

and prin. I will no doub hriv in digial and physical

works o com. ypography is a h cnr o dsign

pracic. Dsigning wih tp or communicaion

is many-sidd. I is analyic and insruciv, dramaic

and whimsical. Dsignrs work wih tp objcivly

and subjcivly wih conomy and xravaganc.

Environmnal signag sysms, or xampl, ar

pracical and dirc; clarit is impraiv. ypography

is also concpual and inrpriv. Moion squncs

appal o viwrs hrough livly tp ramns.

Lrorms prsoni or mo srongly. Rgardlss

o h mdium, balancing uncion and ashics

rigns. Us undamnal principls as h basis o

marry x wih tp. Do so wih approprianss,

a concp rlvan o all hings tpographic.

Macro- and microtpography dscrib approachs

o tpographic dsign. Macrotpography addrsss

composiion or layouh plan and organizaion

o tpographic lmns. Ky considraions includ

spaial posiioning and rlaionship-building among

lmns and whi spac (ngaiv spac). T macro

viw is h composiional body, in which dsignrs

ordr, connc, and balanc tp. I is h firs

imprssion ha ngags viwrs. Wihou immdia

visual inrs, communicaion cass; h inndd

tpographic mssags ar no rcivd.

Microtpography rrs o tpsing ssnials

and dails. Dsignrs ransorm plain x ino a tpo-

graphic sysma hirarchy, wih opical mphasis

and sragic variaion. Lrorm, word, lin, and

paragraph dynamics dmand acu anion. A prin-

cipal micro acor is spacing, which includs krning

and racking. Ashic ailoring, as in rfining punc-

uaion and ragging, ar ohr micro componns.

Microtpography nsurs rfind composiions wih

considrd tp sings. Projcs ar e o disrac-ions and missps ha inhibi rading and communi-

caion. T microtpographic lvl is ofn undcd

by viwrs (a sign o is achivmn). Macro- and

microtpography ar muually dpndn. T succss

o h whol (macro) dpnds on is pars (micro).

Directional and informational signage

for the luxury hotel Estoi Palace Pousada

is clear and consistently applied in sans

serif Flama. Discreet and functional, it

complements the elegant space.

.



1 Dnon Funcon

In this student project, choreographed

letterforms perform the song Que Sera

by Wax Tailor. The motion sequence

visualizes sound and voice. One-off

typographic arrangements in many type-

faces shape scenes. Graphic elements

frame the viewing area and support

typographic action.




Diffrn x in wid-ranging mdiums or assord

viwrs provids xnsiv tpographic opions. Dsignrs

migh naviga mulipl mdiums or spcializ in on or

a limid w. ypography conncs all. Numrous

sprads wih xampls and capions ollow o xhibi

h divrsit o tpographic pracic.

An elegant poster has limited and

striking typography. WB (Werner

Bischof) set in Typonine Stencil is

in distinct contrast to the photograph.

The color commands attention, and

the letterform anatomy defines the

alignment of subordinate text. The

Bstem, for example, is the main

axis for logos and text, set in sans

serif Akzidenz-Grotesk.

Environmental type engages physical

space. The permanent installation at

the University of Washington School

of Business echoes a link between

business and change. Typeset in Trade

Gothic, stainless-steel letterforms in

the stone flooring spell change along

with synonyms like adapt, innovate,

and transform. On each floor, words

outside of the elevator doors connect

with those inside the elevator. Revealed

are phrases such as global change

and manage change.

In Prc




These expressively illustrated pieces

are fine examples of type as image.

Miscellaneous letterforms interact

playfully. Just one element of a larger

campaign for the bar Le Buro, the

spirited typographic works enchant.



1 In Prc

Approximately 5,000 letters by composer

Felix Mendelssohn comprise an edition

of books. Book spines feature TheSans

(from the superfamily Thesis) in a range

of weights. A landscape inspired by

Mendelssohns music in soft shades

of green and yellow appears when the

volumes sit side by side. Connecting

them provides a distinct surprise.



2 In Prc

Diverse applications from buttons

to public spaces comprise the

concept-driven campaign Everything

is . explains the project

as a kind of social design experiment

in subversive positivism. It explores

the relationship between medium

and message, challenges accepted

modes of communication, and pro-

vides everyday citizens with tools

for social commentary. A consis-

tent system of color and type

a trio of Helvetica, Trade Gothic,

and Dot Matrixunify elements

across mediums.

The Ramblas Tapas Bar logotype

features the typeface Augustus.

A speech bubble cleverly replaces

the counter of Rwith a second

bubble off its leg. The shapes inter-

act and suggest the social exchange

that results from sharing many

small plates with others versus

having one apiece while dining.

Helvetica capitals present a durable

faade in the logotype for Compagnie

La Lucette, a boutique real estate

company. It stands solidly with modified

letterforms like the ette in Lucette;

the technique links characters and

adds unique detail.

The round forms and clean lines

of the typeface Avant Garde shape

the logotype for the marketing

firm Fab. Color and transparency

add liveliness and suggest themes

of interaction and exchange.



2 In Prc

Type expresses sentiments and creates

joy. A collection of everyday letterpress

cards reminds us that even simple

gestures merit typographic attention.

Pictured typefaces include Archer and

Futura, as well as a custom face seen

in Word, inspired by Franklin Gothic.

The typeface Akzidenz-Grotesk adds

practical charm to the annual report

for staffing agency Brunel International.

Type size, weight, and color establish

hierarchy. The dominant red text is

unexpected, sharing brief statistics in

an unusual manner. It adds notice and

delivers company background boldly.




A data-driven poster, titled Celestial

Events of the Heavens, tracks the

moons cycle and orbit. The subject

matter inspires the radial structure

and deep blue tones. Type settings,

in Centennial and Gotham, are minimal

and elegant. Lines extend like rays and

call out key astral events. Oriented

parallel to the eye, the text is read-

able from left to right on horizontal,

not angled, baselines.



2 In Prc

Constructed letterforms creatively

demonstrate an alternate method

of using typefaces. A template set

in the sans serif face Interstate is

the foundation for constructing the

graphic letterforms. The technique

results in an eye-catching poster

for the School of Visual Arts.

.




The Fathom Deep by the Tunnel

displays weathered hand lettering in

the title. The technique integrates text

with image. Delicate type set in Centaur

is quiet and dignified. Red numerals

in Gingko Fraktur add a shot of color.



2 In Prc

The serif typeface Plantin lists design

services offered on a promotional

mailer. Repurposing antique postcards,

type blends with the vintage cards

and preserves a historical look. The

neutral sans serif Helvetica discreetly

conveys contact information.

A bold color palette and delicate

pattern set the stage for this simple

sans serif and serif combination.

The condensed sans serif Chalet

Comprim suggests sureness, and

the serif Miller adds polish. The

contrast is clear, the information

conveyed with ease. A beautiful

ampersand adds an extra touch

of elegance to the design.

.




The Tinkering Monkey website is open

and accessible. Main navigational links

in sans serif Underground lie in the

header. An uppercase setting plus color

clarifies the site structure. Headings

and subheads, such as Taking the

heat and We start tinkering, in the

serif Rooney Web combine well with

Underground. Both typefaces have

warm personalities.



2 In Prc

The package design for Dulce Vida,

a 100-proof, 100% organic tequila,

is contemporary and tasteful. The

brand name in the Blackletter serif

Brauhaus Alternate conveys confi-

dence. Direct and refined, the versa-

tile sans serif Flama accompanies

the graphic logotype.

( )



32 Anomy rmnology

ELEMENTS

ESSENTIAL




Undrsanding tpography undamnals includs

larning is rminology (h languag o tp),

anaomy (h pars o tp), and archicur (h

amwork o tp). Dsignrs shar common rms

ha idni tpographic building blocks. Basic

rminology is tpically consan across mdiums,

which builds muual conncions om on o anohr.

For xampl, all tpacs, rgardlss o hir divrsit,

shar anaomical pars and dails. A sri is always

a sri in digial, prin, or nvironmnal projcs.

Knowing wll h pars ha compris tpographic

pracic aids tp slcion and us. Bs xprssion

coms wih inima knowldg o h ssnial

lmns, which includ characrs, masurs,

and stls. ypographic rsuls aris hrough h

considrd manipulaion o h ssnial lmns.

Culivaing an undrsanding and gaining profi-

cincy bgins wih larning basic rminology,

anaomy, and archicur.

Many typographic terms originate

from metal typesetting days when

typographers and printers set lead

type slugs (cast-metal sorts) by

hand to form words, lines, and para-

graphs. They shape much of the

terminology now used to describe

type anatomy and measure.

Beard/Bevel

Face

Feet

Groove

Nick

Point Size/Body Size

Set Width

Shank

Shoulder

Type Height/Height to Paper

0.918 inch (2.3 cm)

Anomy rmnology



3 Anomy rmnology

Select Glyphs

Alright Sans

Glyph

Glyphs comprise all marks in

a typeface from letterforms and

numerals to punctuation and

symbols. For instance, a diacritic

(accent mark) is a glyph, not a

character. It combines with a

letterform to create a char-

acter, as in (acute) + e= .

Charater

A character is a typographic

element such as a letterform,

numeral, or punctuation mark.

Typefaces might have multiple

versions of each character repre-

sented by glyphs. For example,

the lowercasecharacter can

have three glyphs: single story

g, double story, and small

cap . The term alternates

(or alternate characters)

applies to the variants.



3 Anomy rmnology

Aperture An aperture (open counter)

is the partially enclosed white space

in letterforms such as Cand S, as

well as nand e.

Apex An apex is the top point of a

letterform, where two strokes meet,

as inAand W.

Ar of Stem An arc of stem is a curved

stroke that flows smoothly into a straight

stroke. Examples include f,j, and t.

Arm An arm is a short horizontal or

vertical stroke attached to another

on one end, such as E, F, and L.

Aender An ascender is the part of

lowercase letterformsb, d, f, h, k, and l

that rises above the x-height.

Axi An axis is the invisible line that

bisects character tops and bottoms at

the thinnest points. It indicates character

stress from oblique to vertical.

Bowl A bowl is the curved character

stroke that encloses counters, as seen

in , b,, andp. Bowls are closed or

open, depending on whether or not

the curve connects to the stem.

Chin A chin connects the arm and

spur of the uppercase G.

Counter A counter (counterform) is

the enclosed white space in characters

such as b, d, and o. An open counter

(aperture) is the partially enclosed

white space in characters such as

Cand S, as well as nand e.

Crobar A crossbar (cross stroke)

is the horizontal bar that connects

two strokes (Aand H), crosses stems

(fand t), or bisects stems (Eand F).

Croth A crotch is the acute inside

point where two strokes meet, as in V.

Deender A descender is the part of

lowercase letterforms,j,p, q, andy

that falls below the baseline.

Dot A dot (tittle) is the rounded mark

above the lowercase iandj.

Double tory Double story refers

to specific letterform variations that

have upper and lower closed or open

counters. For example, the lowercase

in some typefaces has a bowl plus

loop. Another double story letterform

is the lowercase . It features a lower

closed bowl with an upper aperture.

Ear An ear is a small stroke that

extends from the bowl of the double

story lowercase.

Eye An eye is the closed counter space

specific to the lowercase e.

Flag A flag is the horizontal stroke

found on the numeral5.

Finial A finial is the curved and tapered

finishing stroke seen in the lowercase

, , and e.

Hook A hook is the curved stroke in

a terminal, as in the lowercase fand r.

Leg A leg is the short, diagonal

stroke that sweeps downward in

the letterforms Kand R.

Link A link is the connecting stroke

between the bowl and loop of the

double story lowercase.

Loop A loop is the enclosed or

partially enclosed counter of the

double story lowercase. It falls

below the baseline and connects

via a link to the upper bowl.

Overhoot Overshoot (overhang) is the

slight character portion that falls below

the baseline or above the cap height or

x-height. Examples areA, , O, o, and

V, v. It gives the optical sense that such

forms are the same size as those sitting

flush on the baseline.

Serif A serif is a small finishing detail

at the start and end of strokes.

Shoulder A shoulder is the downward

curved stroke that extends off a stem,

as in h, m, and n.

Spine A spine is the primary curving

stroke of the S.

Spur A spur is a one-sided, small finishing

detail that slightly extends from a primary

stroke, as in the uppercase E, G, and S.

Stem A stem is the primary vertical

stroke of a letterform.

Stroke A stroke is any curved, straight,

or diagonal line that constructs characters.

Arms, legs, and stems are specific

stroke types.

Swah A swash is an embellished stroke

that replaces a serif or terminal to create

a swash character, a decorative form

that is regarded as lively and elegant.

Tail A tail is a downward finishing stroke.

The uppercase Qtypically features a

distinct, often decorative, tail. Uppercase

letterforms with legslike Kand R

sometimes have curved tails that fluidly

extend from the diagonal stroke.

Terminal A terminal is the curved or

straight end of finishing strokes, as seen

in , , f,j, r, andy. Terminal styles include

ball, beak, and teardrop (lachrymal).




A Marc Chagall monograph detail

offers a look at letterform anatomy.

Serif Plantagenet Cherokee has the

double story letterforms and.

Adnate (bracketed) serifs extend

fluidly with curved stem connec-

tions, as in hand ltheir bottoms

are cupped. The and also feature

teardrop (lachrymal) terminals.

Paris a book celebrating African

Americans who fought segregation

to play golf at top levels. The title,

set in Gravur Condensed, features

modified counters, which are enclosed

or partially enclosed white spaces

in characters that aid legibility.

Such a look creates a clean diecut

without sacrificing readability.



3 Anomy rmnology

The Mariola Andonegui Arte Cultura

Patrimonio logotype activates letter-

form counters. The extracted counter

spaces from the typeface Century

Gothic provide graphic notice. The

method deepens the aesthetic and

adds dynamic effect.



3 Anomy rmnology

Baselines are imaginary lines on

which letterforms, words, lines, and

paragraphs sit. Baseline alignment

refers to a calculated system of

horizontal guides at equally spaced

vertical intervals that underlie typo-

graphic layouts. A baseline alignment

system designates related positions

for all type, no matter the range of

point sizes. Baselines enable consis-

tent horizontal alignment across

compositions. Lines of type coincide;

they also back up from page-to-

page if viewed one atop another

(see chapter 5).

Aender Line The ascender line marks

the height or highest point of ascenders.

Aent Ascent is the maximum

letterform height from the baseline

beyond the cap line.

Baeline The baseline is the imaginary

line on which letterforms, words, lines,

and paragraphs sit.

Cap Height Cap height is the distance

from the baseline to cap line that

measures uppercase letterform height

(without diacritics).

Cap Line The cap line marks

the height or highest point of

uppercase letterforms.

Deender Line The descender line

marks the lowest point of descenders.

Deent Descent is the maximum

letterform distance below the baseline.

Leading Leading (line spacing)

is the vertical distance from one

baseline to the next measured

in points. The term derives from

metal typesetting days when lead

strips were set between lines of

type to adjust vertical spacing.

Mean Line The mean line (mid line)

marks the height or highest point

of lowercase letterforms minus

ascenders and descenders.

X-height X-height is the distance

from baseline to mean line, or,

typically, the top of the lowercasex.

It measures lowercase letterform

height minus ascenders and

descenders. X-height conveys

perceived typeface size.




1

72

Point Size

Point size (type size) refers to the body

size of a characternot its appearing si

Typefaces that share matching point siz

do not always have the same optical siz

For example, same-sized typefaces with

tall x-heights (the distance from baselin

to mean line, or, typically, the top of the

lowercasex) look larger than faces

with small x-heights.

Body Size

Body size is the area a character inhabit

plus added white space surrounding it.

Body height equals point size. The term

body size originates in metal-typesettin

days when lead-type blocks called slugs

(or cast-metal sorts) contained charact

Lead slugs had bases slightly larger tha

the character size.

Appearing Size

Appearing size refers to optical size

or perceived character size; 12-point

type in one face might look larger

or smaller than the same measure

in other typefaces.

Sidebearing

Digital characters have slight white

spaces on their left and right sides

called sidebearings. Defining the

distance between characters, side-

bearings are substantial factors in

typeface design. The termet width

refers to the combined width of the

character and sidebearings.

Em

An em is a typographic measure equal

to the point size (type size) used.

An em in a 6-point typeface is 6 point;

in a 12-point typeface it is 12 point.

6-point em

12-point em

En

An en is a typographic measure equal

to half an em. An en in an 8-point type-

face is 4 point, in a 16-point typeface

it is 8 point.

4-point en

8-point en

Pia

A pica (abbreviatedp) is a typographic

measure equal to 12 points. Picas

measure line length.

Point

A point (abbreviatedpt) is a typographic

measure equal to 0.0138 inch (0.35 mm).

Points measure type size and leading

(line spacing).

, ,

1

1

6

1 pica = 12 points = 0.166 inch (4.2 mm)

6 picas = 72 points = 1 inch (2.5 cm)

1 point = 0.0138 inch (0.35 mm)

12 points = 1 pica = 0.166 inch (4.2 mm)

72 points = 6 picas = 1 inch (2.5 cm)



4 Anomy rmnology

Contrat

Contratrefers to the relationship

between thick and thin strokes.

Serif typefaces such as Bodoni and

Didot have a high thick-to-thin strok

contrast. Sans serif typefaces such

as Trade Gothic and Univers feature

a low to uniform thick-to-thin

stroke contrast.

Stre

Strerefers to the invisible axis tha

bisects character tops and bottoms

at the thinnest points. Orientation is

oblique or vertical. Stress is detectib

using the lowercase oas a guide.110-point Type Size

Epic and Alright Sans

Jenson

Baskerville

Clarendon

Akzidenz-Grotesk

Jenson

Bembo

Baskerville

Didot

Rockwell

Univers




Serif

A serif is a small finishing detail at the

start and end of strokes. Basic serif

constructions are reflexive and transitive;

bilateral and unilateral; abrupt and adnate.

Variants include cupped, hairline, rounded,

slab, and wedge. The first roman serif

typefaces appeared in the fifteenth cen-

tury. Typifying the Humanist typeface

category, the style was inspired by Italian

handwriting called lettera antica. Other

serif typeface categories include Old

Style, Transitional, Modern, and Slab

(see chapter 3).

San Serif

San erifrefers to type without serifs

and very low to uniform thick-to-thin

stroke contrast. The first known sans serif

typeface by William Caslon appeared

in 1816. Vincent Figgins coined the term

sans serif roughly twenty years later. Sans

serif typeface categories are Grotesque,

Geometric, Humanist, and Transitional

(see chapter 3).

Serif

Epic

Sans Serif

Alright Sans



4 Anomy rmnology

, ,

A typeface is the consistent design, or

distinct visual form, of a type family. It

is a cohesive system of related shapes

created by a type designer. Characters

such as letterforms, numerals, and

punctuation share formal attributes.

In metal typesetting days, a font was

a complete character set of a typeface

in one point size and style12-point

Centaur roman, for example. A font

can also describe family members com-

prising typefaces such as light, regular,

and bold. For instance, Bembo is a

typeface, Bembo italic a font. Digitally

speaking, font refers to a computer

file that makes a typeface available for

use and production. Superfamilies are

full-bodied typeface families that can

include serif, semi serif, sans serif, semi

sans, and slab serif faces. Extensive

weights and widths, as well as optical

styles, are common. Unified by concept

and form, superfamilies add unique

flavor to typographic works, all con-

nected by family ties. See chapter 3

for more on typefaces.

Serifs are small finishing details

at the start and end of strokes.

Serif constructions are reflexive

and transitive; bilateral and

unilateral; abrupt and adnate.

Cupped, hairline, rounded, slab,

and wedge are serif variations.

Abrupt Serif

Abrupt (unbracketed) serifs

extend sharply with angled

stem connections.

Adnate Serif

Adnate (bracketed) serifs

extend fluidly with curved

stem connections.

Bilateral Serif

Bilateral serifs extend off

both sides of the stroke.

Unilateral Serif

Unilateral serifs extend off

one side of the stroke.

Reexive Serif

Reflexive serifs break slightly

at the stroke then continue off

it. They are typically evident

in roman typefaces.

Tranitive Serif

Transitive serifs flow smoothly

out of the stroke without pause.

They are typically evident

in italic typefaces and most

often unilateral.

Abrupt

Bilateral

Reflexive

Abrupt

Unilateral

Reflexive

Adnate

Unilateral

Reflexive

Adnate

Bilateral

Reflexive

Adnate

Unilateral

Transitive

Cupped

Slab

Hairline

Wedge

Rounded




Upperae

Upperaerefers to capital letterforms

(majuscules). They share uniform heights

called cap height. The term uppercase

originates from letterpress printing.

Sectioned type cases held uppercase

and lowercase slugs; uppercase forms

sat in the upper part.

Lowerae

Loweraerefers to small letterforms

(minuscules). They differ from uppercase

in that they have more variation in form,

as well as ascenders and descenders,

which aid readability. The term lower-

case originates from letterpress printing.

Sectioned type cases held uppercase

and lowercase slugs; lowercase forms

sat in the lower part.

Small Cap

Small caps are uniquely designed

uppercase letterforms that share

with lowercase a similar weight and

x-height (small caps are typically

slightly taller). When elements such

as acronyms and abbreviations are

in body text, small caps replace full

capitals, which are optically too

large next to lowercase letterforms.

Use small caps only if offered in a

selected typefacenot all contain

them. Reducing full caps to small-

cap size makes them look too thin

and narrow. Fake small caps

are awkward and discordant.

Uppercase

Lowercase

Small Caps



4 Anomy rmnology

Lining Figure

Lining figures (titling figures) are

numerals that are the same height

as uppercase letterforms. Unlike

non-lining figures, they do not have

ascenders or descenders. Lining

figures are well suited in combi-

nation with full capitals.

Non-lining Figure

Non-lining figures (old-style or

text figures) are numerals with

variable widths, ascenders, and

descenders. Some sit on the base-

line (0, 1, 2, 6, 8); others fall below

it (3, 4, 5, 7, 9). They share weight

and x-height with lowercase letter-

forms and small caps. Non-lining

figures serve body and continuous

text well. They blend fittingly with

lowercase without commanding

attention like lining figures, which

are hulking in such situations

and disrupt fluid reading.

Proportional Figure

Proportional figures are numerals

with variable width or body size.

For instance, the numeral 1has a

narrower width than the numeral3.

They accommodate many texts

except numerical data or columns

of numerals that require vertical

alignment (in which case, tabular

figures are apt). Proportional

figures may be lining or non-lining.

Tabular Figure

Tabular figures are monospaced

numerals, meaning all share the

same character width or fixed

width. They accommodate numer-

ical data or columns of numerals

that require vertical alignment, as

in tables or charts. Tabular figures

may be lining or non-lining.

Inferior and Superior

Inferiors and superiors are small

characters used for special text

such as footnotes, mathematical

notations, and scientific formulas.

Inferiors (subscripts) fall below the

baseline. Superiors (superscripts)

rise above the baseline and hang

from or top-align to the ascender

line. Inferiors and superiors are

specially designed and propor-

tioned forms, not reduced full-

size characters, which appear

too thin when scaled.

Proportional Lining

Proportional Non-lining

Tabular Non-lining

Inferiors

Superiors

Tabular Lining



4 Anomy rmnology

Use only available stylesposture, weight,

and widthof chosen typefaces; these have

been carefully considered and proportioned

by type designers. Avoid relying on software

conversions or manual modifications; select

italic or oblique fonts from within the type-

face. Avoid modifying roman styles by slant-

ing, thus creating objectionable fake italics.

Adding strokes to vary type weight is poor

practice. Equally so is skewing or stretching

letterforms to make narrow or wide alterna-

tives, which diminish proper proportions and

typeface integrity. Choose typefaces with a

stylistic range that best meets needs. Those

fittingly selected and expressed with skilled

treatment produce quality outcomes.

Style is typeface posture, weight, and width.

Poture

Posture is the angle of letterforms relative

to the baseline. Roman letterforms are upright

with a vertical stance. (The term roman also

refers to the regular weight of a typeface.)

Posture also includes italics and obliques,

which typically sit at a 12- to 15-degree slant

from the roman position.

Derived from handwriting, the first italic

appeared in Italy during the fifteenth century.

Venetian printer Aldus Manutius introduced

the style as an alternative to roman body

text. Used in pocket-sized books, the narrower

italic form allowed more words per line, which

saved space and money. Italics and obliques

now create emphasis within roman text rather

than acting as substitutes for it. They are precise

in construction and proportion. Serif typefaces

typically have true italicsharmonious partners

to romans with structurally different designs.

Sans serifs traditionally feature obliques, which

are aptly sloped versions of roman forms.

Many contemporary sans serifs have true

italics, and some serifs have obliques.

Weight

Weightrefers to stroke thickness. Regular

(book or roman) and bold are traditional weights

common to most typefaces. Additional weights

include thin, light, medium, black, and ultra.

Width

Width (how wide the letterforms stand)

indicates horizontal letterform proportion.

Condensed is a typical width narrow in

appearance. Compressed and extra-

condensed are others. Extended refers to

widths with markedly broad appearances.

Posture

Univers 55 Regular, 56 Oblique

Weight

Univers 45 Light, 55 Regular, 65 Bold, 75 Black

Width

Univers 53 Extended, 55 Regular, 57 Condensed, 59 Ultra Condensed



4 Anomy rmnology

Inspired by Constructivism, promotional

materials for Glasgow rock band Sindstry

are bold in execution. A circumflex () above

the Uis for graphic effect not pronunciation.

The diacritic is structurally sharp. It is a

distinct visual notetypographic form

used with dramatic intent. The typeface

is Helvetica Ultra Condensed.

Identity materials for Emigre Film feature the

non-lining numerals5and 2. Set in the serif face

Matrix, the elegant numerals contrast with the

remaining text, which appears in sans serifs

Trade Gothic, Citizen, and Antitled. Such type-

face distinction makes52a focal point, even

though it is small in scale next to Emigre.

Letterforms, diacritics, and punctuation marks

provide meaning and curiosity on the Tema de

Pianlie(Theme of Pyhoanalyi) covers.

The characters, set in Century Schoolbook, are

key elements serving as personified graphics

that support book titles.

.




A ligature is the union of two or

more characters. Varieties include

stylistic, lexical, and discretionary.

Styliti Ligature

Stylistic ligatures resolve unwanted

character collisions that occur when

certain letterforms combine. Such

ligatures deliver aesthetic refinement.

Common examples are , ffi, and .

Lexial Ligature

Lexical ligatures (diphthongs)

represent composite vowels such

as (aesc) and (ethel).

Diretionary Ligature

Several typefaces also contain

discretionary ligatures. They

add stylistic grace with ornate

or historical nuance. Options

include cands.

Amperand

Another ligature is the ampersand,

which symbolizes the Latin word

et, meaning and. Some amper-

sand variations clearly echo their

heritage as eand tligatures;

others vary indirectly, with little

eand tresemblance.

Stylistic Ligatures

Lexical Ligatures

Discretionary Ligatures

Ampersands



5 Anomy rmnology

The Logik logotype conveys

connections via a custom gi

ligature, which also unites with

the k. It is apt for a company

that analyzes text documents

and reveals links among them.

The modified typeface is

Century Schoolbook.

id

A specially designed riligature

enriches the aesthetic and per-

sonality of the Carissa Pelleteri

logotype, which is set in Austin

Bold. A modified rterminal

replaces the dot (tittle) of the

iand shapes the letterform.

Swash characters aand ein the

serif Minion add elegance to the

Havana advertisement. Thes

discretionary ligature in Lifeyle

fits well with the swash characters

and ties together the treatment.

The embellished letterforms also

contrast with the geometric back-

ground and sans serif typeface

Rimouski. Such visual distinction

adds prominence.

.



57 Cgor o yp70 Slon Condron76 In Combnon

TYPEFACES

ON



5

T rms pandonar commonly inrchangd

(and occasionally dispud). A tpac is h consisn

dsign, or disinc visual orm, o a tp amily. I is

a cohsiv sysm o rlad shaps crad by a tp

dsignr. Characrs, such as lrorms, numrals,

and puncuaion, shar ormal aribus.

Fonhas mulipl dfiniions. In mal tpsing

days, a on was a compl characr s o a tpac

in on poin siz and stl, such as 12-poin Cnaur

roman. A on can also dscrib amily mmbrs

comprising tpacs, such as ligh, rgular, and bold.

For insanc, Bmbo is a tpac, bu Bmbo ialic

is a on. Digially spaking (and in common pracic)

on rrs o a compur fil ha maks a tpac

availabl or us and producion. A on scalabl

o any poin siz mbodis h dsign o a tpac.

Dsignrs slc tpacs and work wih ons.

ypacs inunc communicaion hrough

apparanc and lgibilit. Ashics provid firs

imprssions and xprss prsonaliis, such as

indly, prossional, or swe and youhul, mascu-

lin, or uiliarian. Connoaion, or implid maning,

inhrn in tpacs plays a significan rol, b i

posiiv or ngaiv. Ap tpacs dircly ngag

viwrs and snd convincing mssags. Lgibilit

rrs o h rcogniion o singl characrs and

hir rlaionships whn s sid by sid. yp

dsignrs carully consruc characrs and pay

spcial anion o spac, noably counrs and

sidbarings. Counrs ar nclosd or parially

nclosd whi spacs in characrs, sidbarings

h buil-in spac on hir lf and righ sids.

Characr shap plus whi spac (counrs and

sidbarings) aid lrorm rcogniion. Lgibilit

rlis on h invisibl prsnc o spac. Choos

lgibl tpacs andwih aniv tpsing

shap radabl x. Som tpacs innionally

challng lgibilit. Arisry and xprssion drivuilit, no communicaion. I is xciing o se

such craivit or lovrs o lrorms!

Typefaces exist in many shapes, which can make unending

configurations. Anything imagined is availablefrom alpha-

betic and decorative to symbolic and experimental. With

many choices, make quality selections and use what exists

with discipline and skill.

Blackletter

Halja, Michael Parson, 2008

Brush Lettering

Filmotype Atlas, Charles Gibbons, 2011

Calligraphic

Alana, Laura Worthington, 2011

Chromatic

Rosewood, Carl Crossgrove, Kim Buker Chansler, Carol Twombly, 1994

Distressed

Stomper, Matthew Aaron Desmond, 1997

Experimental

Hunter, Si Scott, 2009

Incised

Albertus, Berthold Wolpe, 19321940

Mathematical

Universal Mathematical Pi, Linotype Design Studio, 1990

Monospaced

Orator, John Scheppler, 1962

Ornamental

Adobe Wood Type Ornaments, Barbara Lind, Joy Redick, 1990

Pixellated

Pixeleite, Rafael Neder, 2005

Period/Retro

Peignot, . .Cassandre, 1937

Sans Serif

Heroic, Silas Dilworth, 2008

Serif

Newzald, Kris Sowersby, 2008

Slab Serif

Caecilia, Peter Matthias Noordzij, 1990

Stencil

, Greg Ponchak, 2011

Symbol

Carta, Lynne Garell, 1986

Typewriter

American Typewriter, Joel Kaden, Tony Stan, 1974

Unicase

Democratica, Miles Newlyn, 1991

Wood Type

Quentin, Studio, 2008




ypacs ar ky ools o visual communicaion.

Dsignrs assmbl languag and orm wih hm.

Applid adply, tpacs cra lasing ffcs. ak

car whn handling hm, and rspc hir makrs.

Invs in hm, and gradually build a qualit tpac

library. Sad gracully by mid-nih-cnury

dsignr Will Burin: Each tpac is a pic o his-

ory, lik a colord son chip in a mosaic ha dpics

h dvlopmn o human communicaion. Each tp-

ac is also a visual rcord o h prson who crad i

his skill as a dsignr, his philosophy as an aris, his

eling or h rlaionship ben h dails o ach

lr, and h rsuling imprssions o an alphab

or a x lin. 1ypacs ar indispnsabl; hy

conduc visibl languag.

Rosen, Ben.

Type and Typography: The Deigner Type Book . Rev. ed.

New York: Van Nostrand Reinhold Company, 1976.

Simple geometric shapes are the basis of

Shape Font. Intended for use in headlines

and titles, the typeface challenges legibility.

The vertical-reading phrase Optical Art

Meets Typography captures the concept

behind the design.

A graphic typeface pushes legibility on

a poster that promotes an experimental

type lecture at the University of Texas

at Arlington. The designer states: The

modular typeface is composed entirely

and ludicrously of circles and provides

a playful visual play of form, counterform,

legibility, and illegibility. The top portion

of the poster delivers lecture details, the

bottom, the key from and 09.

1



5 Cgor o yp

Idniing and organizing mor han 0 yars

o tpography and myriad tpacs is a chal-

lnging ask (no wihou dba among tpophils)

ha has ben akn on by many hroughou h

yars, including Francis Tibaudau, Maximilin

Vox, Alxandr Lawson, Robr Bringhurs, and

Cahrin Dixon. Classificaion bgan in h

ninenh cnury, by prinrs seking o no

linag and classi tpacs during a priod

markd by many nw stls. Various classificaion

sysms xis, ach wih organizaional mhods

basd on acors such as hisorical dvlopmn,

ormal aribus, and inndd us. Ts mh-

ods ar poins o dparur, no prc plans.

Many tpacs fi asily in cagoris; ohrs

ovrlap in mulipl ways or scap classificaion

nirly. Rgardlss o h sysm (and h limia-

ions o ach), caaloging tpacs is a valuabl

xrcis. Classificaion shaps conx and

provids dscripiv rms, which aids gnral

idnificaion and slcion.

Prsnd hr is a schm ha provids

a basic mans o idniing and disinguishing

tpacs or bginning radrs. Ddicad only

o sris and sans sris suid or mos x, i

is no a comprhnsiv modl covring all tp-

acs. Formal rais and hisorical dvlopmn

shap h undamnal tpac cagoris:

1. SrHumanis, Old Stl, ransiional, and

Modrn; 2. Slb SrEgypian and Clarndon;

and 3. Sn SrGrosqu, Gomric,

Humanis, and ransiional.

The Element of Typographi Style

Robert Bringhurst

Manuel franai de typographie moderne

Francis Thibaudeau

Printing Type: An Introdution

Alexander S. Lawson

Type Classification

Twentieth Century Graphi Communiation:

Tehnology, Soiety and Culture

Annual Conference of the Friends of

St Bride Printing Library, London

Catherine Dixon

Cgor o yp




Firt Appeared

Fifteenth century

Arhetype

Jenson

Nicolas Jenson, 1470

Humanist serifs are the original roman

typefaces. They are strikingly different

from Blackletter, the first typeface

style (see chapter 1). Inspired by Italian

handwriting, called lettera antica,

Humanist serifs have a low thick-to-thin

stroke contrast and bracketed serifs.

The lowercase efeatures an angled,

rather than horizontal, crossbar. Round

forms such as ohave an oblique stress.

Typial Charateriti

Low thick-to-thin stroke contrast

Oblique stress

Angled crossbar on the lowercase e

Bracketed serifs

Small x-height

Example

Centaur

Bruce Rogers, 1915

Guardi

Reinhard Haus, 1986

Lynton

Leslie Usherwood, 1980

Maiola

Veronika Burian, 2005

Vendetta

John Downer, 1999

Firt Appeared

Fifteenth and sixteenth centuries

Arhetype

Bembo

Francesco Griffo, 1495

Old Style serifs are more refined,

with smoother and rounder forms

than Humanist serifs. Because of

improvements in type-making tools,

the thick-to-thin stroke contrast is

more apparent. The crossbar of

the lowercase eis horizontal. The

stress of the oshifts vertically,

though not fully so.

Typial Charateriti

Medium thick-to-thin stroke contrast

Oblique stress

Horizontal crossbar on the lowercase e

Bracketed serifs

Round open characters

Example

Aldus Nova

Hermann Zapf, Akira Kobayashi, 2005

Berling

Karl-Erik Forsberg, 19511958

Galliard

Matthew Carter, 1978

Granjon

George William Jones, 1928

Sabon

Jan Tschichold, 1967

Humanist

Old Style

Transitional

Modern

Egyptian

Clarendon

Grotesque

Geometric

Humanist

Transitional




Firt Appeared

Nineteenth century

Arhetype

Clarendon

Robert Besley, 1845

Clarendon slab serifs feature bracketed

serifs and low thick-to-thin stroke contrast.

Serifs smoothly transition into strokes,

a detail making Clarendons appear more

refined than Egyptians. A distinct trait

is the bulbous ball terminals seen on

characters such as lowercase , f, andy.

Typial Charateriti

Low thick-to-thin stroke contrast

Vertical stress

Horizontal crossbar on the lowercase e

Square bracketed serifs

Round ball terminals

Example

Egizio

Aldo Novarese, 1955

Oxtail

Stefan Hattenbach, 2006

Stag

Christian Schwartz, 2006

Trilby

David Jonathan Ross, 2009

Volta

Konrad F. Bauer, Walter Baum, 1956

Firt Appeared

Nineteenth century

Arhetype

Akzidenz-Grotesk

Gnter Gerhard Lange, 1898

Grotesque styles were the first

commercially widespread sans serif

typefacesspecific to the late nine-

teenth and early twentieth centuries.

They show little to uniform thick-to-

thin stroke contrast. Curved strokes

on letterforms such as , e, andend at

an angle. Grotesque typefaces inspired

Transitional sans serifs, which date

from the mid-twentieth century.

Bureau Grot (19892006) and Bau

(20012004) are contemporary

typefaces based on Grotesques.

Typial Charateriti

Slight thick-to-thin stroke contrast

Vertical stress

Curved strokes like Cend at an angle

Example

Basic Commercial

Linotype Design Studio, 1900

Bell Gothic

Chauncey H. Griffith, 1937

Franklin Gothic

Morris Fuller Benton, 1904

Monotype Grotesque

Frank Hinman Pierpont, 1926

Scheltersche Grotesk

Schelter & Giesecke Foundry, 1880

Humanist

Old Style

Transitional

Modern

Egyptian

Clarendon

Grotesque

Geometric

Humanist

Transitional



6 Cgor o yp

Firt Appeared

Twentieth century

Arhetype

Futura

Paul Renner, 1928

Geometry and modularity inspire

Geometric sans serif typefaces.

Typically based on circles, squares,

or triangles, they are rational

in construction with uniform

stroke contrast.

Typial Charateriti

Uniform stroke contrast

Vertical stress

Inspired by geometric shapes

Example

Avant Garde

Herb Lubalin, Tom Carnase, 1970

Brandon Grotesque

Hannes von Dhren, 20092010

Bryant

Eric Olson, 2002

Mostra Nuova

Mark Simonson, 2009

Neutraface

Christian Schwartz, 2002

Firt Appeared

Twentieth century

Arhetype

Gill Sans

Eric Gill, 19271930

Humanist sans take their inspiration

from Humanist serifs. A handwritten

influence is evident by the slightly

more (though subtle) thick-to-thin

stroke contrast, which distinguishes

them from other sans serif typefaces.

Typically, Humanist sans serifs feature

true italics distinct from romans.

Typial Charateriti

Very low thick-to-thin or uniform

stroke contrast

Slight oblique to vertical stress

Calligraphic influence

True italics

Example

Agenda

Greg Thompson, 19932000

Elido

Sibylle Hagmann, 2010

Leska

Alexandra Korolkova, 2008

Mr Eaves

Zuzana Licko, 2009

Neue Sans

Andr Leonardt, 2007

Firt Appeared

Twentieth century

Arhetype

Univers

Adrian Frutiger, 1957

From the mid-twentieth century on,

Transitional sans serifs began as refreshed

Grotesques, which are specific to the late

nineteenth and early twentieth centuries.

Characters feature uniform stroke contrast

and vertical stress. Early Transitional sans

serifs, such as Helvetica and Univers, have

curved letterforms such as , e, and that

end horizontally rather than an angle.

Oblique italics are common.

Typial Charateriti

Uniform stroke contrast

Vertical stress

Neutral personality

Curved strokes like Cend horizontally

Example

Aktiv Grotesk

Ron Carpenter, Fabio Haag, 2010

Maquette

Angus R. Shamal, 1999, 2010

Corporate S

Kurt Weidemann, 1990

Dagny

rjan Nordling, Gran Sderstrm, 2009

Helvetica

Max Miedinger with Edard Hoffmann, 195




Hand-embossed business cards feature

the Humanist serif typeface Centaur. Set

solely in tracked uppercase, the typeface

is elegant. Capitals are one of Centaurs

finest assets. Subtle changes in type

size, color, and value aid hierarchy.



6 Cgor o yp

Old Style typeface Garamond pairs with

Benton Sans (a contemporary revival

of the 1903 Grotesque typeface News

Gothic). Garamond conveys spirited

messages framed in colorful talk bubbles.

The letterforms are warm and friendly.




The iconic work for Harper Bazaar

by famed designer Alexey Brodovitch

inspires the Anna McGregor logotype.

TheAis grand, typeset in the Modern

serif Bauer Bodoni. The black and

white palette reflects the extreme

contrast inherent in the face.

The Hartney logotype is set in Century

Schoolbook, a Transitional serif type-

face. Lowercase letterforms feature

a tall x-height and open counters.

The typeface personality is welcoming;

a touch of italic adds sophistication.

Geometric sans serif Futura in limited

use complements the serif typeface.




Web banners for an online course exhibit

strong figure-ground relationships. Slab

serif typefacesGiza (an Egyptian slab)

with a pinch of Sentinel (a Clarendon slab)

seamlessly interact with closely cropped

photographs. Letterforms, numerals, and

punctuation function as words, graphic

forms, and image carriers.



6 Cgor o yp

The photograph provides an implied

vertical axis from which the book

title Oper Nah Wagnerrises. Title

and author connect perpendicularly

and echo the image. Orientation

and type size variations order the

text, set in Futura, the archetype

of Geometric sans serifs.

Grotesque sans serif Akzidenz-Grotesk

grabs attention. Color identifies the

band namesNeat Neat Neatand

The Dalleon the 7" (18 cm) record

sleeve. Mixing with graphic elements

and photography, type commands

the design. Its scale and flush-left

alignment give it a solid presence.



6 Cgor o yp

Classic Transitional sans serif Univers

sits convincingly in a poster that pro-

motes a lecture by designer, professor,

and author Karen Cheng. Each line

of the three-part title Karen Cheng

knows your type changes weight

from top to bottom65 Bold to

55 Roman to 45 Light.

The May Fair Hotel logotype is refined

and contemporary. A redrawn version

of the Humanist sans serif, Topaz has

thin strokes that evoke timeless elegance.

Collateral materials extend the logotype

and capture the glamour and heritage

of the London landmark.




ypographr Baric Ward wro: Tr ar bad

tps and good tps, and h whol scinc and ar o

tpography bgins afr h firs cagory has ben s

asid.2Wha consius a good tpac? I is a sysm

o houghully concivd and consrucd characrs

working oghr as words, lins, and paragraphs. I

is highly lgibl, wih wll-considrd spac buil in and

around h characrs. Good tpacs usd wih car

and craivit srv xs, auhors, and radrs. Smar

slcions giv dsignrs h prcis ki o pars o do

his. Howvr, vryhing is rlaiv. Qualit tpacs

do no guarane succssrgardlss o hir lgibilit

or anion o dail. A gra ac poorly handld sill

lavs x unradabl, jus as ill-chosn tpacs snd

mixd mssags. Convrsly, fiing acs o mdiocr

mri work i tps wll. Tr ar w absolus.

Lik much in tpography, xibl principls guid

h procss or choosing and combining tpacs.

o bgin, sar wih h xno h tp. ak

im o rad and grasp i as wll as possibl. G a sns

o is mood and nrgy. Pinpoin h main mssag.

Conx iniias dcision-making. Nx, carully map

h x. No is quanit and varit, or tps o x,

hn ordr i by imporanc. Drmin h chnical

neds o a tpac, such as stlisic rang (posur,

wigh, and widh) or spcial aurs (ligaurs,

numral stls, and small caps), o cra hirarchy.

A projc wih limid tps o x neds lss tpac

rang han on wih mulipl variabls. For xampl,

books ar xually rich, wih many opions such as

body x, hadings, capions, oors, and olios. Whn

hinking abou tpacs, bgin wih h x largs in

quanit, mos ofn body x. An idal choic is a ac

dsignd or xndd rading a small sizs in ihr

sri or sans sri. In conras, posrs ofn conain

minimal x, such as ils, das, and bri dscripions.

An anion-grabbing display ac migh cho h il

prcly, as a mods ac convys supporing x.Tink firs o h x and is tpsing neds, hn

mak appropria choics.

Beatrice Warde, On the Choice of Typeface,

in Text on Type: Critial Writing on Typography,

eds. Steven Heller and Philip B. Meggs

(New York: Allworth Press, 2001), 196.

Typeface quality depends on character

construction and how well the forms

work together. This poster promotes

the typeface Skolar, designed by David

Bezina. Skolar is a hearty text face with

strong serifs and tall x-height, which

aid reading at small sizes.

Slcon Consdron

2



7 Slcon Consdron

The name Emily Pilloton set in Gotham

Rounded knocks out of a graphic back-

ground in a poster promoting a lecture at

the Maryland Institute College of Art. The

face is friendly and contemporary. A sec-

ond typeface, Klavika, contrasts Gotham.

The sharp sans serif presents supporting

text with clarity. A hand-lettered subtitle

complements the typefaces.

The One Atlantic wine labels feature a

custom typeface designed in collaboration

with Darden Studio. It is distinctive and

adds value. Letterforms demonstrate

a posture shift from roman to oblique

that marks the wine type. Color

reinforces the typographic nuance.

Drmin h mdium, usrs, and viwing

condiions. ypacs or nvironmns obsrvd

om a disanc vary graly om abls sen

inchs away. Tos or corpora annual rpors

diffr om childrns books, as do h viwrs.

T ormr may lnd isl o rsrvd tpacs

s consrvaivly, h lar o indly acs

s xprssivly. Shor-rm assignmns migh

rquir conmporary acs ha spak o prsn-

day social condiions. rusorhy, classic char-

acrs migh bs assis long-rm vnurs.

Innovaiv concps can bnfi om cusom

tpacs. Inormd choics ar ssnial.

Tr ar vas numbrs o tpacs o discovr

(wih many mor o com). Rgardlss o h

mdium, sek xclln xampls. Obsrving

tp in pracic is a gra way o larn.




Paricular mdia ncssia spcial considraion.

yp or h wb, as wll as digial dvics and gsural

inracs, me challngs bcaus condiions vary,

unlik fixd mdiums such as prin. Mulipl browsrs,

plaorms, and scren sizs prsn tp diffrnly.

ypacs suid o on migh no sui anohr. Expc

h unxpcd in digial ralms. B xibl and rspon-

siv. Digial ormas know no bounds. Unlimid virual

spac offrs ponial unsen in ohr aras. Digially

displayd, qualit tpography is progrssing swifly.

For insanc, wb on chnology advancs a a rapid

pac and maks availabl qualit tpacs ha work

samlssly on scren. Dsignrs hav opions akin o

fin prin work minus h chnical hurdls ha onc

limid wb and digial display tp. Barrirs across

plaorms and dvics, as wll as mdiums, ar mini-

mizd. Dmand or and accss o firs-ra tpographic

sings (and h chnical mans o xcu i) in

digial mdiums is growing. Such gra tpographic

ponial and invnion xiss!

ypacs cra amosphr. Ty spark moions

and xprss hisorical, conmporary, or culural con-

noaionsall bor h x is rad. Subl mssaging

via h physical characrisics o tpacs promps

viwr paricipaion. Som acs ar casual or dignifid,

ohrs mchanical or playul. Univrs is nural and

no-nonsns and can b drssd up or down. I looks

good in vryhing. Robus and indly Clarndon

sis firmly wihou inimidaion. Mrs Eavs charms;

i is radiional wih conmporary air. A fiing

tpac prsonalit maks an imprssion.

An apt twenty-six typefaces

add typographic character

to the Alphabetical website.

Letterforms from A to Z,

each distinct, organize the site,

which is a portfolio and news

stream fusion. Support text,

as seen in the contact infor-

mation, dates, and headings,

are set in Gotham.



7 Slcon Consdron

A Baskerville revival, Zuzana Lickos

Mrs Eaves is a serif typeface featurin

open counters and supple curves.

A notable feature is its extensive

ligatures. Named after Sarah Eaves,

John Baskervilles housekeeper and

later wife, Mrs Eaves is stylish,

charismatic, and gracious.

Robert Besley created the original

Clarendon in 1845. ( In the 1900s, it

was updated by Monotype and again

later by Hermann Eidenbenz.) Its

distinctive slab serifs make it stand

out in display settings. Bracketed

serifs and ball terminals contribute

to its friendly, stout personality.

Univers, designed by Adrian Frutiger

in 1957, was the first typeface to use

a numerical naming system for each

font (the original design contained

twenty-one fonts). The first number

defines type weight, the second wid

The typeface offers variety in a cohe

sive, legible package. Its neutral tone

is an asset. Univers can wear many

hats and satisfy diverse projects.




Examin h dsign o tpacs. Look or lgibl,

wll-proporiond, and aculy crafd characrs.

Whn tps, words and lins rad uidly. Rliabl

tpacs hav consisn stls (posur, wigh,

and widh) o provid or tpographic variaion and

mphasis. Dpnding on h quanit and varit

o x, a rang o stlsom ligh o bold wighs

and condnsd o xndd widhsadd vrsailit.

Likwis, ligaurs, swash characrs, and alrna

glyphs offr divrsit. Crain tpacs, including

Minion by Robr Slimbach, hav opical stls,

commonly capion, body, subhad, and display.

Opical stls aur subl adjusmns in lr-

orm conras, proporion, and wigh ha nhanc

apparanc a spcific poin sizs. For xampl,

i sing tp abov 24 poin, us h display stl,

which appars oo hin a small sizs. Convrsly,

- o -poin tp siz rquirs capion stls,

which look oo havy a larg sizs. Opical stls

rprsn fin anion o dail. No mar h

tp siz nedd, opimal orms xis. Ampl

tpacs offr tpographic opporuniis.

Slight adjustments in contrast, proportion,

and weight optimize typefaces used at

specific point sizes. Caption and body styles

designed for comfortable and extended

reading perform well at small sizes. They

are too dense and muddy enlarged. Subhead

and display styles crafted to shine at large

sizes fall short when they are reduced.

Stroke quality is lost. Optical styles main-

tain typeface legibility and elegance at

all sizes when used as planned.

Caption

6 to 8 point

8 pt Minion

Body

9 to 14 point

14 pt Minion

Subhead

14 to 24 point

24 pt Minion

Display

24 point and up

48 pt Minion

Display, Subhead, Body

Documents

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