Just the Ad stuff…

Middle Ages They used rounded elaborate lettering. Calligraphy along with page layout.

www.printmag.com/typography/evolution-

typography-history

15th century, printing press and development of moveable type.

Developed the lighter more ordered page layout with subtle illustrations.

About communicating to the masses.

Signs, posters, newspapers, periodicals and ads.

Typefaces larger and catchier with bolder lettering and shading.

Explore Central Pacific Railroad, The Railroad.

1800 – medieval art and hand crafted individual art developed.

Typography design ruled by convention and intuition.

10 pts is the optimum size for efficient reading for texts according to a study in 1929 by Donald G Paterson and Miles A. Tinker.

In testing fonts, the same scientists found that sans serif Kabel Lite, monospaced American typewriter and neo medieval cloister black were all fine, but typewriter and cloister slowed down the reading.

On screen, in 1998 a study at Carnegie Mellon University found that veranda is preferred.

Boils down to legibility and ease.

Length of the line also matters, the longer the line, the more inclined to read. Fill in the screen.

Billboard, newspaper, poster –typography used to pass the advertisers message. Usually bold, enlarged, colored and highlighted so that the reader doesn’t miss it.

Below is one of Mrs. Gilder’s many ads:

Need to realize the target audience – to draw them into the visual aspect of the ads.

For example, coca cola –note the calligraphy, the white and red. Recognized everywhere.

Advertisement in 1890

Usage of contrast and negative space surrounding it so that it stands out more.

1905-1910

Red background, stands out against the green –complimentary colors.

Square box to bring in more emphasis. Again the calligraphy.

Ad company Pemberton, 1960-1970 – still used today.

Usage of Spencerian script, just changed the C’s.

Know your groupings

www.smashingmagazine.com 5 principals for choosing.

Strokes are all the same.

Less is more ideal.

Strict geometric forms.

Clear, objective, modern, universal – but cold, boring and impersonal.

Examples of Geometric/Realist/Grotesk Sans: Helvetica, Univers, Futura, Avant Garde, Akzidenz Grotesk, Franklin Gothic, Gotham.

Hello, my name is. (franklin gothic).

Derived from handwriting.

Clean and modern – but has something human to their root.

More detail, less consistency, involve thinner and thicker stroke weights.

Seem empathetic, but can look wishy-washy and fake.

Examples of Humanist Sans: Gill Sans, Frutiger, Myriad, Optima, Verdana.

Veranda, veranda, veranda

Gill sans, gill sans, gill sans

Venetian.

Little contrast between thick and thin, curved letters tend to tilt to the left – as in calligraphy.

They are classic, traditional and readable.

Cons, they are classic, traditional and readable.

No one really improved these for over a century and a half

Jenson, Bembo, Palatino, Garamond

Garamond, Garamond, Garamond

Transitional occurred in mid 18th

century. Modern, late 18th century.

More geometric, sharp and virtuosic.

Had thick and thin strokes, long stylish and dynamic.

Con, too conspicuous and baroque (exaggerated, clear, producing drama) to be classic to stodgy (heavy and dull) to be really modern.

Transitional typefaces Baskerville, times new roman,

Modern serifs, Bodoni and didot.

Times new roman, times new roman.

In style now.

Has strokes that have little contrast between thick and thin and are solid.

Convey a sense of authority, but can be friendly,

Rockwell, courier, lubalin –American frontier

Add a wrinkle to anything, but can be conspicuous in the wrong surroundings.

Clarendon, Rockwell, courier, luablin graph, archer.

https://creativemarket.com/blog/typography-rules

Know their origins

It is based on art and science.

Standard ligatures make sure that if the same letter is repeated – there won’t be an unattractive collision.

There is space.

https://creativepro.com/typetalk-standard-vs-discretionary-ligatures/

More decorative.

Historical, ornamental, or fun.

Spacing, spacing should match each neighboring letter otherwise it can appear disturbing in terms of rhythm.

Note the difference above.

Monospaced raster typefaces – (Wikipedia).

Which means?

Crisp clear characters.

Extended characterset.

Good use of whitespace.

'l', '1' and 'i' are

easily distinguished

'0', 'o' and 'O' are

easily distinguished

forward quotes from back

quotes are easily

distinguished -prefer

mirrored appearance

Clear punctuation

characters, especially

braces, parenthesis and

brackets

The psych. Behind it.

Make sure it connects with the audience.

Does it fit the market?

What is kerning?

Fine tuning the spacing between characters.

Don’t mess it up

Needs to be aesthetically even.

Important for logos and headlines.

LESS IS MORE. Gee where have we heard that before?

Needs to have cohesiveness in the pairing.

Do not use two very similar fonts.

Nicky Laatz

No need to always use center aligned and justified. Hard to read in paragraphs.

Left alignment is what we are used to.

Right aligned is fine too, watch out for

bumps in the text.

Justified a nightmare.

The right is not aligned well, what do you look at?

Align this in a visually appealing way.

Edge alignment – places things in a margin.

Then, center alignment.

You have to establish the order that you wish your audience to see first otherwise it is too challenging.

Ensures that every little thing on the page is placed in relation to something else.

This is found in

Photoshop.

Not needed all the time.

Only use a max. of 3 different font styles.

This is another billboard Mrs. Gilder photographed.

Note the 2 different

Fonts used by

BBDO.

Title, subhead and body of text.

First font captivating, 2nd

same thing.

Not all fonts are the same width nor height.

When you pair fonts, make sure that they have the same height.

There is a pt. system in illustrator that helps.

No dark text on a dark background, or a small font over a high contrast image.

Here is a no.

Choose them wisely.

Look at color theory.

Orange increases appetite – so use that for a food magazine.

Also make sure you color choices are not too distracting.

One is a no, one is a yes. Guess which one.

Don’t have columns or words overlap.

Windows is when the whole paragraph goes on top of another. Orphan is when it’s a word or a letter.

Doing this takes away its efficiency and value. How it’s designed.

Yes, Mrs. Gilder needs to stop saying, ‘empty space.’

White space can bring attention to something.

Let’s the design breathe.

Adds sophistication.

Osabee top view in photos.

Below ‘white space’ brings attention to the fact that these headphones cancel out noise.

They are valuable to your design toolbox.

You can add swirls, textures and lines to anything you find.

Use them as art.Blue journal, greenery flatlay, steeped creative design in photos.

Like a bad haircut.

Once the trend is gone, your image will look old fashioned and dull.

This will be ‘dated’ in a few years if not now.

Fairly straight forward, no need to go into this.

Go on line, look at text and design and layout, color ect.

Graphic Design of Canada Awards.

Depends on the company.

Cool / aloof / minimal.

T E C H N I C A L

Rounded and approachable.

friendly

Sometimes all it takes is one tweak to make this look creative. Or change all.

Creative

Slab serif type face, looks solid and dependable.

RELIABLE

First letter envelopes the others to show caring.

Caring

Thin and thick strokes to

Shows sophistication. Exclusivity.

For you logo:

Look at:

Casing – lower? Upper? Or camel case? (2 words together, the 2nd one capitalizing the first letter.) or title.

lurenda gilder

LURENDA GILDER

LurendaGilder

Lurenda Gilder

Could change the 2nd

word with a tint or a color or a difference in weight or type style.

Lurenda Gilder

Lurenda Gilder

Lurenda Gilder

Tight or loose?

We can stack the type too.

I can also have the bottom match the top in length.

lurenda gilder

l u r e n d a g i l d e r

LURENDA

GILDER

Have on one feature that stands out.

If anymore, too complicated to read.

Why do we need them and what they are...

At the very beginning of each design process, there are brainstorming and inspiration stages.

Answer the basic questions, what role should play the design in the overall context. What does the design look like and what emotional impact will it have on the audience?

Collect many visuals first, research.

Narrow it down to a few strong inspirations.

Rid inconsistency.

Look at the Gestalt Principles, ‘they explain that humans cluster visuals based on their color, shape and size.’

Get a feel of what your audience wants. This lessons errors.

Your audience is myself and your classmates by the way.

Think about your audience and their values.

Talk to others and see what they like.

Collect random on line photos or graphic images. This needs to have a theme of somekind.

Reduce the number of ideas you have. Have a few expressive and powerful words or small sentences.

Avoid vague words like ‘awesome, lasting, quality’ too boring and everyone uses them.

Same as step 1, replace words with images. Could also have your client look up images too. No worries on image copyrights, mood boards are for private use only.

If you cannot find images on line, create your own.

Choose best images and arrange them. Create a precise, expressive mood board that makes it possible to envision plans.

Now look at the different sizes, fonts, layouts, colors. Show me first. I’ll sign off on it if it looks good.

And start designing.

Choose which companies you would do a logo for. You need to choose 3.

Do a mood board for each company. Telling me why you are going that route. Information on mood boards are below this ppt on my site.

Have 2 extra alternates.

1. Record Company – alternative / pop / dance.

2. A new competing company of Netflix called Forever Flicks.

3. A tech company called, Storm.

4. An opera group called – you give her/him a stage name.

5. An ad agency called Alienation

6. Your choice. A lottery name.

7. Sports store – Planet Superstar or Sports Chek.

8. Logo for a Rockstar / pop diva / country singer / or a folk singer. You decide on whom.

9. logo for our school

10. logo for a fashion store –something along the lines of Versus.

A B C D

Presentation is outstanding used many rules discussed in this lecture.

Presentation is strong used rules discussed in this lecture.

Presentation is okay. Not done

Used both illustrator and photoshop.

Used mostly photoshop.

Used photoshop only.

Original and creative. Original and somewhat creative.

It’s done.

Strong usage of color and other elements of design.

Good usage of color and other elements of design.

Not many elements of design used.

Design is highly complex and memorable.

Design is good. Done quickly.

Mood board was strong.

Mood board okay. Mood board a bit disorganized.