lecture - 3 what is typography? vdis10020 typography 1

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What is typography? Introduction to Typography 1 VDIS10020: Lecture 1

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An introductory slide show to typography as visible language. Part 1. This is not a definitive statement about typography, it is part of an online teaching program and includes tasks and discussions within the Virtu community of learners. The aim is to explore the concept of typography as the visible branch of language.

TRANSCRIPT

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What is typography?

Introduction to Typography 1 VDIS10020: Lecture 1

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Google the question above and you’ll get a multitude of definitions. Bearing in mind the Erasmus warning you can take your pick.

Most dictionary definitions will talk about ‘the arrangement of metal type’ but Wikipedia thankfully, immediately brings in the important issue of language:

Typography (from the Greek words (typos) = form and (graphe) = writing) is the art and technique of arranging type in order to make language visible. (My emphasis!)

What is Typography?(All definitions are dangerous – Erasmus)

Metal type setting, type-writing, digital composition, texting, and so on, all or none of these (or what the future may bring) really matters. The technology that produces the image will continue to develop and change. What matters is what the reader sees, on whatever surface that is readable. Graffiti. The visible language.

Visible language is different to visual language. Visual language is a term used to describe the whole visual field including graphics, photographs, lines and all sorts. Visible language specifically refers to words in visual form – or what used to be called typography because texts were set in metal type to be printed on paper.

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I take the view that typography (in all its varieties) represents the visible language as part of the whole language system. Message making is the most important and exciting aspect of this visible language.

Language is arguably the most significant and distinguishing feature that humans hold over all other species. For the last 6,000 years we have also developed written forms of the language to record and extend our culture and technology. Understanding the relationships between the spoken and orthographic (written/printed/screen) languages as social codes and visual registers is an essential attribute for the designer.

The spoken word can have a powerful impact on the listener and for similar reasons the manner in which the orthographic language is structured (layout) can have a profound influence on the way the information is interpreted by the reader.

Your main text for this unit is also titled ‘What is Typography’ (David Jury) and reading through this book over the next few weeks will expand and unpack in detail, the various forms of typography, many aspects of which we shall cover in this program. This introductory ‘lecture’ is therefore not a one-way script from me (it’s not actually a lecture).

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We will attempt to collectively explore the visible language through a few exercises over the next week, and to redefine typography as visible language; to examine message making in various registers, leading toward design approaches using rhetorical principles in formulating messages. Further on we shall focus on the basic typographic conventions: why they are how they are and what designers do about them. Which is where we develop an understanding of the visual-graphic form of language as that relates to reader-centred needs.

You will notice that the emphasis here is about the reader needs and not you as an originator of typographic art. Good typography is about communication, not self-expression.

Jury, David 2006 What is Typography?Read and reflect on pages 8–19.Jury takes a broad sweep on writing, typesetting and the digital generation of words. Think about how you have developed your own writing. Do you already have experience of typography and if so, how does that affect your writing?

Reading 1

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Swann, Cal 1991 Language & Typography?Read Chapter 1 pages 1–21. (PDF supplied) Spoken language and visual signs are explored, along with basic communication models.

Activity 1: Send an sms to a close friend or family relative, about an issue that concerns you. Your intention is to persuade your buddy to share your thinking. The issue might be political, or anti the live-sheep trade, whatever concerns you – choose an issue you feel strongly about.

Activity 2: Write a letter as a Word doc to the local newspaper on the same issue, with the intention to alert/persuade a broader, public group. Do this as an email or Word document, to be sent email.

Reading 2

What is typography: a workshop approach

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There will be another phase to this message making which I will reveal next...

Submit your letters/docs to the Virtu blackboard by (TBA)

Activity 3: Read the group efforts and offer your comments online:What ‘strategies’ have people taken to persuade their friend? Have you taken a similar or different approach?How does the personal appeal to a close friend differ from the general letter to the public? What approaches are likely to work and why?

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Google “What is typography” on Youtube and you’ll find lots to giggle at – if you can stand the American accents. For example:

http://www.youtube.com/watch?v=Ki�rcXvUWP0

http://www.youtube.com/watch?v=tWFWJGA�qrc

http://www.youtube.com/watch?v=��XKOlfj�GI