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TypographyThe last secret weapon
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Typography
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Typography
The art of printing from
moveable type, including the
skilled planning of typeface
and size, composition, and
layout, to make a balanced
and attractive whole.
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Alphabets
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Alphabets
We actually use several distinct alphabets
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Alphabets
We actually use several distinct alphabets
CAPITAL LETTERS are also known asmajuscules or upper case
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Alphabets
We actually use several distinct alphabets
CAPITAL LETTERS are also known asmajuscules or upper case
Lower case letters are also known asminuscules
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Upper and Lower
The terms upper case and
lower case date from theearliest days of printing, whenthe different alphabets were
kept in different parts of theprinters case of letters
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CAPITALS
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CAPITALS
The early printers copied theircapital letters frominscriptions carved in stone
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CAPITALS
The early printers copied theircapital letters frominscriptions carved in stone
The letters from TRAJANSCOLUMN in Rome (113 a.d.) are
the classic model for Romantypefaces
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A B C D EF G H I MN O P QVR S T V X
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Italics
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Italics
Italics are a third alphabet based on a popularstyle of cursive handwriting, used in the
Vatican
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Italics
Italics are a third alphabet based on a popularstyle of cursive handwriting, used in the
Vatican
They were originally used to save paper andprint cheaper books because they were morecompact than Roman types
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Italics
Italics are a third alphabet based on a popularstyle of cursive handwriting, used in the
Vatican
They were originally used to save paper andprint cheaper books because they were morecompact than Roman types
But there were no Italic capitals, so standardRoman capitals were used!
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Pairings
It took until the 16th
Century (in France) beforesomeoneused an Italictype
alongside a Roman type forcontrastand emphasis.
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Serifs
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Serifs
All the early typefaces had serifs the
short cross lines at the end of thestrokes forming the letters
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Serifs
All the early typefaces had serifs the
short cross lines at the end of thestrokes forming the letters
These were based on the way thestonecutters would finish inscriptionalletters with their chisels
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Serifs
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Serifs
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Serifs
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old-style type -15th Century
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old-style type -15th Century
old-style type -16th Century
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transitional type- early 18th C
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transitional type- early 18th C
modern type -later18th C
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Pinnacle
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Pinnacle
The 18th Century was in many waysthe pinnacle of letterpress printing.
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Pinnacle
The 18th Century was in many waysthe pinnacle of letterpress printing.
In the 19th Century, mechanisationoffered greater speed at a lower quality
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Pinnacle
The 18th Century was in many waysthe pinnacle of letterpress printing.
In the 19th Century, mechanisationoffered greater speed at a lower quality
The fine types of Didot and Bodonicouldnt survive the poor conditions
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Grots
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Grots
In the 19th Century, a new form of letterappeared, without serifs.
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Grots
In the 19th Century, a new form of letterappeared, without serifs.
These were called sans-serif typefaces
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Grots
In the 19th Century, a new form of letterappeared, without serifs.
These were called sans-serif typefaces
They were also called grotesques orgrots because some thought them ugly
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Grots
In the 19th Century, a new form of letterappeared, without serifs.
These were called sans-serif typefaces
They were also called grotesques orgrots because some thought them ugly
They were also (ironically) calledGothics
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Arts and Crafts
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Arts and Crafts
At the end of the 19th Century and beginningof the 20th, the Arts and Crafts movement set
out to revive the use of fine typography
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Arts and Crafts
At the end of the 19th Century and beginningof the 20th, the Arts and Crafts movement set
out to revive the use of fine typography
People like Charles Rennie Mackintosh, WilliamMorris, and (especially) Eric Gill were part of
this movement
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Arts and Crafts
At the end of the 19th Century and beginningof the 20th, the Arts and Crafts movement set
out to revive the use of fine typography
People like Charles Rennie Mackintosh, WilliamMorris, and (especially) Eric Gill were part of
this movement
Eric Gills designs are still in wide use today
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Meanwhile, in Germany
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Meanwhile, in Germany
the new typography movement wasfuturist in outlook and sought to
revolutionise the use of type
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Meanwhile, in Germany
the new typography movement wasfuturist in outlook and sought to
revolutionise the use of type they wanted to do away with capital
letters and serifs, calling them
irrational!
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Meanwhile, in Germany
the new typography movement wasfuturist in outlook and sought to
revolutionise the use of type they wanted to do away with capital
letters and serifs, calling them
irrational! Hitler hated new typography and
insisted that German newspapers usetraditional black letter (called Fraktur)
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futura
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Futurists
Futura was seen as acompletely rational typeface, based on pure
geometric principles
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This early Nazipropaganda postermixes Hitlers
favoured frakturgothic font withultra-modern
Futura
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1938 Newspaper published in Dresden
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Times New Roman
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Times New Roman
Times New Roman was developed around1930 in response to the criticisms of the Arts
and Crafts movement.
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Times New Roman
Times New Roman was developed around1930 in response to the criticisms of the Arts
and Crafts movement. It was a type designed to be robust enough
for high-speed rotary printing.
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Times New Roman
Times New Roman was developed around1930 in response to the criticisms of the Arts
and Crafts movement. It was a type designed to be robust enough
for high-speed rotary printing.
The letters are chunky, solid, yet narrow:much less fragile than the Moderns ofBodoni and Didot.
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Times
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Sans Serifs
There are two styles of sans-serif type One, growing out of the Arts and Crafts
movement, is called humanist (Gill Sans,Helvetica, Frutiger etc.)
The other, growing out of the newtypography movement is calledgeometric (Futura, Avant Garde, 20thCentury etc.)
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Switzerland
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SwitzerlandThe founder of the new typography
movement fled to Switzerland to escape
Hitlers persecution
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SwitzerlandThe founder of the new typography
movement fled to Switzerland to escape
Hitlers persecutionHe influenced the Swiss Typographymovement of the 1950s
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SwitzerlandThe founder of the new typography
movement fled to Switzerland to escape
Hitlers persecutionHe influenced the Swiss Typographymovement of the 1950s
Swiss Typography is still widelyimitated and looks quintessentially
modern tomost eyes.
S i T
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SwissTypes
S i T
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SwissTypes
The classic Swiss typeface isHelvetica (of whichArial is a copy)
S i T
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SwissTypes
The classic Swiss typeface isHelvetica (of whichArial is a copy)
But look out too forFrutiger
,Eurostyle, and Univers
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Fashion Trends
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Fashion Trends
Everyeratendstoreinventtypography
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Fashion Trends
Everyeratendstoreinventtypography
Inthe80s,theexplosionofcomputer
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Fashion Trends
Everyeratendstoreinventtypography
Inthe80s,theexplosionofcomputertypesawagrowingtrend ingrungetypes
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Fashion Trends
Everyeratendstoreinventtypography
Inthe80s,theexplosionofcomputertypesawagrowingtrend ingrungetypes
Magazines like The Face and EmigreGraphics pioneered the use of this new
vernacular typography