Chapter 4Typography

Objectives (1 of 2)

• Differentiate among calligraphy, lettering, and typography.

• Gain knowledge of type definitions and nomenclature.

• Learn about type measurement, basic type specifications, and classifications of type.

• Identify parts of letters.• Pick up the basic principles of designing

with type.• Understand the interrelated visual factors

involved in typographic design.

Objectives (2 of 2)

• Become familiar with three types of spacing.

• Learn design considerations of form, direct and secondary meanings, and graphic impact.

• Consider the relationship of type and visuals.

• Use type creatively and expressively.

• Acquire tips on type from esteemed professionals.

Typographic Definitions (1 of 3)

• Typography– The design of letterforms and the

arrangement of them in two-dimensional space (for print) and in space and time (for digital media)

Typographic Definitions (2 of 3)

• Letterform– The particular style and form of each

individual letter of our alphabet– Each letter of an alphabet has unique

characteristics that must be preserved to retain the legibility of the symbols as representing sounds of speech.

– Used by designers in three primary forms:• Calligraphy – drawn by hand, it a stroke or

strokes of a drawing instrument, literally “beautiful writing”.

• Lettering – letters that are custom designed and executed by conventional drawing or by digital means.

• Typography – letterforms produced mechanically, usually with a computer.

Typographic Definitions (3 of 3)

• Typeface– The design of a single set of

letterforms, numerals, and signs unified by consistent visual properties

• These properties create the essential character, which remains recognizable even if the face is modified by design.

• Type style– Modifications in a typeface that

create design variety while retaining the essential visual character of the face

The Type Family Chart

• By Martin Holloway

The Typographic Font Chart

• By Martin Holloway

Letterforms Terms Chart

• By Martin Holloway

Metal Type Terms Chart

• By Martin Holloway

Classifications of Type Chart

• By Martin Holloway

Examples of Typefaces

Typographic Measurement• The traditional system of typographic

measurement utilizes two basic units: point and pica.

• The height of type is measured in points.• The width of a line of type is measured in

picas.• Most type is available in sizes ranging from 5

points to 72 points.• Type that is 14 points and under is used for

setting text or body copy, and is called text type.

• Size above 14 points are used for display type, such as titles, subtitles, headlines, and sub headlines

The Principles of Design Applied to Type: Emphasis

• When typographic elements are arranged according to emphasis, most often there is a focal point.

• When creating emphasis with typography, consider:– Position– Rhythm– Color contrast– Size contrast– Weights of the type– Initial caps– Roman vs. italic

Type Alignment• The primary type alignment options are as

follows:– Flush left/ragged right: text that aligns on

the left side and is uneven on the right side– Justified: text that aligns on the left and

right sides– Flush right/ragged left: text that aligns on

the right side and is uneven on the left side– Centered: lines of type centered on an

imaginary central vertical axis– Asymmetrical: lines composed for

asymmetrical balance — not conforming to a set, repetitive arrangement

The Principles of Design Applied to Type: Unity

• To establish unity in a typographic design, consider:– Choose typefaces that complement each

other.– Use contrasting styles, faces, and weights,

rather than using similar faces.– Typefaces with pronounced or exaggerated

design characteristics seldom mix well.– Avoid mixing two or more sans serif typefaces

in a design.– Establish harmonious size relationships.– Determine how the size and choice of

typefaces will work with the visuals.– Establish correspondence and alignment.

Spacing

• The three types of spacing to control– Letter spacing

• The space between letters

– Word spacing• The space between words

– Line spacing• The distance between lines of type

How to use type creatively and expressively?

Type and Expression

Type is often verbal, but it can also be visual when it expresses the entire message

Designing with Type

Consider four (4) main points, in order to design with type :

Type as form

Type as a direct message (primary meaning)

The secondary meaning (connotation) of type

Graphic impact

Each letterform is made up of +ve and –ve forms

Form

They create visual interest

The strokes of the letterform are the +ve forms

The spatial areas created and shaped by the letterform are the –ve forms

When two letterforms are next to each other, -ve forms are created in between them (counterforms)

To read the message easily, consider the following :

Direct Message

Typefaces have individual spirits or personality

Type also has a voice (can scream or whisper)

Consider the aesthetics (underlying beauty of typography)

So graphic impact is a better term because people could not agree on what beauty is

Graphic Impact

To determine graphic impact :

- Measure the texture or color of the solution

- Determine the appropriateness of the style for the client, the message and the audience

Summary (1 of 2)

• Typography is the design of letterforms and the arrangement of them in two-dimensional space (for print) and in space and time (for digital media).

• For both print and digital media, visual communication professionals must consider some fundamental issues of form and structure, design, message/content, and expression.

• Learn to differentiate among letterforms.• Understand how letterforms are

structured as well as generated.

Summary (2 of 2)

• When arranging typographic elements, you should consider balance, emphasis, rhythm, unity, positive and negative space, and the manipulation of graphic space to create illusion.

• Consider the interrelated visual factors of visual weight, position, and arrangement.

• Consider form, direct and secondary meanings, and graphic impact.

• Considering the subtle, precise relationship of type and visuals in a design solution is crucial to creating visual messages with impact.

• It is essential to understand how type can be used creatively and expressively.

Example

Exercise

• What is typography? (2m)

• What three primary forms typography that designer can use in their design? (3m)

• Give five classification of type. (5m)

• Give three types of spacing. (3m)