fontshop - meet your type

8/8/2019 FontShop - Meet Your Type

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MEET YOUR TYPEa feld guide to love & typography



CONTENTS

CONTENTS

TIME TO COMMIT

ont licensing and creationpage 38

page 26

MAKING IT WORKtypographic details

page 16

COULD THIS BE THE ONE?appropriate typeace selection

page 04

TIME FOR “THE TALK”the elements o typography



THE BIRDS & THE BEEStypeace vs. ont

Ø5

Why settle or casual firtation

when looking or a long-lastingrelationship? Finding the perect

match is easy i you know the

rules. MEET YOUR TYPE will help

you overcome common obstacles,

and keep your heart thumping oryour one true love:

typography.



TIME FOR ”THE TALK”the elements o type



08 007

ABCDEGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

FF MILOTHIN.OTF = FONT

A typeace is a single set o characters that share stylistic unity.

A typeace usually comprises an alphabet o letters, numbers,

punctuation and diacritical marks.

Old school typographers dened a ont as a complete character

set o a particular typeace in one size. When type made the leap

to the digital realm, a ont became an electronic le that rendered

the typeace in all sizes.

You may notice that you’re changing. You’re noticing

dierent letterorms. You may eel dierent aroundthem. Don’t be embarrassed; these eelings are natural.A ew basics can help you through the awkward years.

THE BIRDS & THE BEEStypeace vs. ont

TYPEFACE

FONT

A typeace is what you see–

a ont is what you use to makeit happen.

uzzpeach

FF MILO TEXT

FF MILO REGULAR ITALIC

braTRAININGFF MILO THIN

FF MILO EXTRA BOLD



The distance between the baseline

and the top o a capital letter.

The imaginary, yet crucial line

where all obedient letterorms sit.

The enclosed negative

space within a letter.

COUNTERBASELINECAP HEIGHT

Double chin, big eet, or bowed legs. Little details willtell you a lot about your type. Go ahead and check themout – it’s not shallow. It’s your job.

FF DIN PRO

YOU JUST WANT ME FOR MY BODYtype anatomy

Even though it sounds

lie-threatening, it is

just the endpoint o

the letterorm.

Width o a character in relation to

the height. Being wider than you

are tall isn’t always a bad thing.

The height o a lower

case x or the height o

lower case letters.

The male anatomy o a

lower case letter that hangs

below the baseline.

Quite ambitious, this part

o a lower case letter rises

above the x height.

ASCENDER SET WIDTH

TERMINAL

X-HEIGHT

DESCENDER

More than any other part o the body, the xheight can

dramatically aect type readability. Avoid extremely small orvery large xheights i that is important to you.



010 011DOES (POINT) SIZE MATTER?type measurement

You’ve probably heard the rumor: the bigger your type,

the better. While that is sometimes true, on otheroccasions smaller is better. No matter what size you’reworking with, i used properly, it can be eective.

The point system is used by women everywhere

to reward their men or good behavior.

A similarly archaic system, using points and

picas, measures typographic dimensions.

Worrying too much about size can lead to an

ineriority complex. Point size has very little to do

with the actual size o your type anyway. Some

typeaces can appear much larger than others

at the same point size. So measure however

you want – points, picas, inches, centimeters,

or (gulp) millimeters. Just remember to always

print a test page beore committing to a size.

THE POINT SYSTEM

POINT SIZE

to plea∞e you.

Oh,THE LENGTHS I GO

OXTAIL OT

196 PT

17.5 PT

44 PT

72 POINTS = 1 INCH

6 PICAS = 1 INCH

12 POINTS = 1 PICA

POINT

PICA

INCH

When concerned about

readability, pay as

much attention to the

x-height as the point

size. X-heights that are

too small or too large

can dramatically affect

readability.



013

DISPLAY NON-WESTERN SYMBOLSBLACKLETTER

Display aces are

the crazy ones

you date beore

getting married

to someone nice

rom the Midwest.

They’re not built

or long-reading

relationships.

Don’t expect your

parents to

understand the

lure o exotic,

non-Western

type. The

language o love

knows no

bounds.

Blackletter type

was originally

designed to

mimic the

calligraphy o

12th century

European monks.

Poor lonely,

single monks.

Telling someone

how you eel can

be hard to put

into words —

enter dingbats,

or symbol onts —

the best way

to say…

At FONTSHOP.COM you can browse through thousandso onts in these and other categories. Consider it your

personal ”little black & yellow book”.

f+O=Ù

SANS SERIF SLAB SERIFSERIF

ARE WE MEANT FOR EACH OTHER?type history & classiication

Lean and clean,

these love

machines were

designed or the

industrial age.

They’re hard-

working and

modern, with no

need or ancy

seris.

Based on

the carvings

o the ancient

Romans — now

there’s a group

who knew about

lovin’ — seris

eature small

‘eet’ at the end o

the letterorms.

The big-boned

cousin in every

type amily —

their seris are

blunt and

opinionated. No

nonsense here —

say I love you like

you mean it.

Everyone has a past.

While some thingscan be overlooked,type history is notone o them. Pre-screen with alittle backgroundcheck and avoid a loto baggage later.

GARAMOND

SCRIPT

The trashy

romance novel

you hope will

never end —

script evolved

rom cursive

styles. Best used

when things start

to get serious.

WAZAFF SCALA SANS FETTE FRAKTUR HELVETICA CYRILLICSTYMIE ZEBRAWOOD ZAPF DINGBATS

“I I could rearrange the alphabet I would put U and I together.”

http://www.fontshop.com/





014

just wait

Uncle Rick FINALLY MADE

Parole!

until you meet

my family

BLACK ITALIC

SMALL CAPS

CONDENSED BOLD

ROMAN (REGULAR)ITALIC

SMALL CAPS

BOLD

TRADITIONAL FAMILY : FF Scala

SUPER FAMILY : FF Scala /Scala SansThe traditional type amily includes roman, italic,

bold, and small cap styles. Modern amilies can

break the mold and include other styles.

Extended amilies can branch out to include not-so-distant cousins like hairline, black, extended

and condensed styles, to name a ew.

The yours, mine, and ours o typography: some

amilies include seri, sans seri, and every style

in between. They begin to work as complete

typographic systems–in-laws and all.

TRADITIONAL FAMILY

EXTENDED FAMILY

SUPER FAMILY

MEET THE PARENTStype amily

Whoa! It seems early, but sometimes the true test comes

when you meet the amily. Regardless, it’s always good toknow ‘what you’re getting into.’

‘isn’t ourfamily super?’

ï



COULD THIS BE THE ONE?appropriate typeace selection



018

Avoid the embarrassment o typographic rejection

by rst determining the likes and dislikes o your

target audience. Get inside their head. Grab their

attention. Unleash the pheromones and cast yourspell. Understanding their preerences is essential

beore wooing them with type.

In order to attract a mate, you’ve got to set the bait.

Some people are drawn to curvy swashes, some likegrungy scripts, and some go or bold and simple.Knowing what your audience wants can help youchoose a typeace that will make ’em tingle.

THE CHASEtype selection

When surveying the dating

pool, consider the ollowing:age, income, marital status,

dental hygiene, ethnicity, sex,education, geographiclocation, buying patterns,

political interests, etc.

FIRST CRUSH?

COUGAR?

prowlon the

AQUAMARINE OT

POSTER BODONI BT

Make

OFFICE ROMANCE?

PRESENTABLE

yourself

TIMES NEW ROMAN

WHO IS YOURAUDIENCE?

Play theGame

FF FONTESQUE SANS & FF BOKKA SHADOW

B



YES

WHAT’S YOUR MESSAGE?

HOW ARE YOU USING THE TYPE?

headline copy?

does it need to set a mood?

what medium?

large amounts of copy?

NO

NO

NO

PRINT

SCREEN

YES

YES

YESYES

TEXT FACE

DISPLAY FACE

SCREEN FONT

My one

ONLY& FF SERIA

MASS TEXT

friend request

FF SCREEN MATRIX

FF META OFFICE

boy toyFF TOKYO

Life of the partyFF MINIMUM

Ater a wild night on the town, sometimes a littlequiet is what you need. Look or someone who iseasy to read and in it or the long haul. Classic acesmay not be as ashy, but their loyalty and simplicitywill win you over in the end.

Avoid the disappointment o an online prolethat doesn’t quite measure up in real lie. Someonts simply look better on screen while otherslook better in print.

Consider this type when you need to make astatement, put on a show or your riends, or just have some un. These outspoken aces areknown or setting a mood, but can sometimesbe over the top. They may be great or a summering – just don’t ge t too attached.



022 023MAKE ME A MATCHtype pairing

Any love doctor will tell you, to make it work, you’ve got

to be in synch. So when playing matchmaker, chooseyour typeaces careully. Each one has a role to play —whether the task is commonplace or kinky.

One lover at a time; maybe two. No need or

three i you’ve got a winner. Even the most

complicated projects, like the Frederick’s o

Hollywood catalog, can be solved using only

one or two typeaces.

Opposites attract. I your onts are too similar

to each other, it seldom works. Consider

pairing a ashy, extrovert (display ace) with an

understated, introvert (text ace). Also consider

pairing another weight rom the same amily

(type amily that is).

SIMPLICITY

CONTRASTWhen combiningtwo typeaces (even

i they’re the samepoint size), you may

need to adjust theirpoint sizes to maketheir xheights match.



MAKING IT WORKtypographic details



Someone always seems to dominate in a

relationship. It’s important to know when tolead and when to ollow. There are clear wayso establishing hierarchy, regardless o who’swearing the pant-suit.

026TAKING THE LEADhierarchy

HIERARCHY

Hierarchy = Rank = Order of Importance

Eective hierarchy gets people to

look where you want them to look,

when you want them to look there.

Without it the reader is let conused

and rustrated. Emphasis can be

stressed by size, weight, color, style

and placement.

Emphasis can generally

be created by using asingle style change—

nearly eliminating the needto use a bold italic. Ever.

crackTHE WHIP

SCREAMMM!!!

Make your type****************

FF CHAMBERS SANS BLACK ITALIC

FF AVANCE BOLD

BREE THIN

FF CHAMBERS SANS BOLD

POPPI

can you loosen

the handcuffs?

HONEY,

1

3



CENTERED ←→

FLUSH RIGHT → →

FLUSH LEFT← ←

JUSTIFIED 029 WHEN THE STARS ALIGNtype alignment

CENTERED

Handy or prim, poetic passages.

Not meant or large amounts o text.

Perect when things get ormal.

FLUSH LEFT

Type purists preer this deault or

a good reason: it’s the easiest to read

because we read it most oten.

FLUSH RIGHT

A nice break rom the norm, but a bit

hard to read; should only be used or

small captions or special callouts.

JUSTIFIED

A crisp, handsome look, but can lead

to awkward hyphens and rivers (white

gaps running through the text.)

Eective communication will help you avoid classiccourting catastrophes like the snuggle-blunder and the

miss-kiss. When you talk it out and align yourselves,there’ll be no need or a blooper reel.



030

Generally, larger

type requires

tighter kerning.

Even in the best relationship, everybody needs a littlespace. Take some time to breathe. Don’t ruin a beautiulthing just because someone gets clingy.

HOW CLOSE IS TOO CLOSE? kerning, leading, letter spacing

Adjusting the space between individual letters

when things look awkward between them.

KERNING

The overall spacing between letters in a block o

text, it is also known as tracking. Generally, the

larger the type, the less letter spacing required.

LETTER SPACING

The amount o horizontal space between two

lines o text —leading is measured rom

baseline to baseline. A healthy balance between

point size and leading can keep things together

and moving ahead smoothly.

LEADING

XOXOXOXOXOXXOXOXOXOXOXOXOXXOXOXOXXOXOXOXOXOXOXOXOXXOX0

LustXOXOXOXOXOXXOX

OXOXOXOXOXOX

XOXOXOXXOXOXOXO

XOXOXOXOXXOX0

XOXOXOXOXOXXOX

OXOXOXOXOXOX

XOXOXOXXOXOXOXO

XOXOXOXOXXOX0

LEADING

LETTER SPACING

K E R N I N GWhile adding

space between

capital letters isacceptable, extraspace between

lowercase lettersusually causes

the love to ade.Quickly.

Lovel o n e l y smotherhealthy

UPTIGHT AND HARD TO READ

IT‘S GETTING AWKWARD

COMPATIBLE CHARACTERS

PLAYING TOO FAST AND LOOSE

AHH, PERFECTION

WE’RE DRIFTING APART I NEED SOME SPACELOVE AT FIRST SIGHT

FF META PRO MEDIUM

DELICATO BOLD

CORPULENT



032LOVE ME AS I AMtype distortion

Instead o resorting to typedistortion, consider usingFONTSHOP’S TYPE NAVIGATOR.

Search or the perecttypographic proportions likewidth, height and weight attypenav.ontshop.com

Don’t orget to hold

down the shit key whenscaling to preserve

natural proportions!

FF META & FF META SERIF

“I’m not

stretched, I’m

just big boned”

The longer you’re with someone, the more

aws you notice. When things get really bad,remember your mother’s warning: you can’tchange ’em. True love is unconditional.Love them the way they are.

I you eel the urge to widen, shorten or outline

your type — resist! Abuse is not the answer.

Type designers have meticulously created

the ideal proportions or each and every

letterorm. I the type isn’t working, never eel

ashamed to get out o the relationship and nd

a dierent type that suits you better.

DISTORTED RELATIONS: VERTICAL HORIZONTAL FAUX ITALICS

http://www.typenav.fontship.com/

http://www.typenav.fontship.com/



034

X

NUMBERS

LIGATURES

ALTERNATIVE TYPE STYLESspecial characters

O

An elegant expression o typographic ondness,

ligatures create a single character out o two.

Old style fgures1 are designed to work within

a line o text, while lining fgures2 align better

when used in charts and graphs.

Curvy smart quotes are a sign o true typographic

nesse. I you need a quote or apostrophe, leave

the inch and eet marks to the amateurs.

On occasion, some typographers preer

characters with a little more style and ourish

than those set in straight letterorms. Used in

moderation, these alternate or swash characters

are a great way to dress up boring type.

Some characters are in a class o their own. While theymay seem amboyant or eccentric, don’t be araid to give

them a try. Adding a little spice can be very liberating.

SMART QUOTES

SWASH CHARACTERS Make sure to always activate

SMART QUOTES and LIGATURES

in your application preerences.

456 7891 2



TIME TO COMMITont licensing and ont creation



039

BA L L &

C HA I N

MAKING IT LEGALlicensing a typeace

When you’re sure you’ve ound the one, you gotta lock it

down. Licensing a ont sounds like a big commitment,but making it ofcial supports the development o thenext generation o beautiul type. Do it or the kids.

Cold eet? Shack

up frst. Many typeoundries oer atrybeoreyoubuy

option. Previewbeore you purchase

your avorite onts atFONTSHOP.COM.

FONT LICENCE

¡

I, (insert name), do take you, (insert typeace),

to be my lawully wedded ont. To love, honor and

cherish — and not pass around in class, post online,

email to riends, siblings, or co-workers — rom this

day orward until death do us part. Amen.

Congratulations! You’ve just committed to a

single-user ont licence. Luckily, type oundries

are also open to less traditional relationships and

will gladly license their onts to multiple users.





040 41

Designing a typeace is a big commitment.

Prepare or long hours, sleepless nights and a lot o

nasty surprises—it̓ s denitely not or everyone.

For those up to the challenge, designing original

type can be a very rewarding experience.

Now that you’ve ound your match, it’s only natural towant to make beautiul type together. Maybe it’s timeto start thinking about expanding your amily.

NINE MONTHS LATERtype creation

BE ADVISED:

I you decide tocreate your owntypeace, theertility experts atFONTSTRUCT.COM

can provide all the

necessary tools orthe typographicincubation process.

A word o caution: Don’t be embarassed i it ̓s not

happening or you. Some people aren̓t able to

conceive. For them, adoption might be the best

bet. Ater all, there are plenty o onts out there just

waiting to be adopted, nurtured, and loved.

Abduction is not the same thing as adoption.

http://www.fontstruct.com/




045044IT DOESN’T HAVE TO END THIS WAY



045044

FontStruct fontstruct.comHate the game? Make the typeace o your dreams with this

online ont generator. You don’t even have to wait or a visa!

When it comes to love, some people are clearly more

experienced than others. Look to these tried and trueFontShop resources as your own typographic supportgroup— always on hand when an ugly relationship isgetting you down.

FOLDSTRUCT

IT DOESN’T HAVE TO END THIS WAYFontShop resources

046IT ONLY GETS SWEETER





046

TheFontFeed fontfeed.comImpress them with your typographic knowledge. This über blog has it all:

interviews, eye candy and new typeaces, all gleaned rom sources worldwide.

FontShufe apple.com/iphone/apps-for-iphoneSay goodbye to boring dates! Bust out this handy app when your date just isn’t

cutting it. Just don’t let him catch you drooling at all the other FontFont hotties.

FontShop Education fontshop.com/help/educationEveryone needs a mentor. Come here or answers to all o your type-related

questions. There’s even some ino or your know-it-all proessors.

FontCase fontshop.com/products/fontcaseIt’s hard to keep track o them all, so let this award-winning ont manager keep

your onts organized and at your ngertips.

Type Glossary fontshop.com/help/glossaryThe language o love has a lingo all its own. Use this ofcial Type Glossary to

gain uency in essential type terminology.

Font fontshop.com/blog/fontmagTalk about ree love! Create a FontShop account, and get this acclaimed

typography publication and regular new ont updates or nothing.

“Baby, i you were on a page, they’d call you fne print.”

IT ONLY GETS SWEETERmore FontShop resources

048 049

TERMS OF ENDEARMENTWATCH & LEARN

http://www.fontfeed.com/

http://apple.com/iphone/apps-for-iphone

http://fontshop.com/help/education

http://www.fontshop.com/products/fontcase

http://www.fontshop.com/help/glossary

http://fontshop.com/blog/fontmag

http://fontshop.com/blog/fontmag

http://www.fontshop.com/help/glossary

http://www.fontshop.com/products/fontcase

http://fontshop.com/help/education

http://apple.com/iphone/apps-for-iphone

http://www.fontfeed.com/



048 049 TERMS OF ENDEARMENTindex

ALIGNMENT 028

ASCENDER 009

BASELINE 008

BLACKLETTER 013CAP HEIGHT 008

CENTERED 028

CLASSIFICATION 012

COUNTER 008

DESCENDER 009

DISPLAY FACE 013

FLUSH LEFT 028

FLUSH RIGHT 028

FONT 007FONT LICENCE 039

JUSTIFIED 028

HIERARCHY 026

KERNING 030

LEADING 030LETTER SPACING 030

LIGATURE 034

NON WESTERN 013

NUMBERS 034

POINT SIZE 010

SANS SERIF 012

SCREEN FONT 021

SCRIPT 013

SERIF 012SET WIDTH 009

SLAB SERIF 012

SMART QUOTES 034

SPECIALCH ARACTERS 034

SWASH CHARACTERS 034SYMBOL 013

TERMINAL 009

TEXT FACE 021

TYPE CREATION 040

TYPE DISTORTION 032

TYPEFACE 007

TYPE FAMILY 014

TYPE PAIRING 022

TYPE SELECTION 018X-HEIGHT 009

Websites & Blogs100types.com

aiga.org

bitique.co.uk

dailydropcap.comdesignobserver.com

designworklie.com

ormityive.com

riendsotype.com

graikcache.com

ilovetypography.com

ministryotype.co.uk

tdc.org

thinkingwithtype.com

thevisualdictionary.net

typographer.orgtypographica.org

typophile.com

welovetypography.com

MagazinesCommunication Arts commarts.com

Creative Review creativereview.co.uk

Eye eyemagazine.com

HOW howdesign.com

Idea idea-mag.comPrint printmag.com

BooksDesigning Type by Karen Cheng

Designing With Type: The Essential Guide to Typography

by James Craig, William Bevington, Irene Korol Scala

Stop Stealing Sheep by Erik SpiekermannThe Complete Manual of Typography by Jim Felici

The Elements of Typographic Style by Robert Bringhurst

Thinking With Type by Ellen Lupton

Type: The Secret History of Letters by Simon Loxley

“What’s a nice ligature like you doing in a place like this?”

WATCH & LEARNother resources

© 2010 FSI FONTSHOP INTERNATIONAL. ALL RIGHTS RESERVED.

BOOK CONCEPT, WRITING & DESIGN: BYU, CLASS OF ‘09–’10.



ERIK SPIEKERMANN

M E E T Y O U R

T Y P E

I’m obviously a typomaniac. Other people like looking

at girls’ bottoms. I get my kicks out o looking at type.

fontshop - meet your type

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