typography basics technical foundations ii. typography basics baseline apple
TRANSCRIPT
TYPOGRAPHY BASICS
TYPOGRAPHY BASICS
Technical Foundations II
Typography BasicsTypography Basics
Baseline
Apple
Typography BasicsTypography Basics
Baseline X-Height
Apple
Typography BasicsTypography Basics
Baseline X-Height Ascender
Apple
Typography BasicsTypography Basics
Baseline X-Height Ascender Descender
Apple
Typography BasicsTypography Basics
Stroke
Apple
Typography BasicsTypography Basics
Stroke Serif
Apple
Typography BasicsTypography Basics
Stroke Serif Fillet
Apple
Typography Basics
Serif (Times, Garamond, Palatino) Sans Serif (Century Gothic, Helvetica, Arial) Script (Apple Chancery, Brush Script)
Serif Sans
Script
Five Basic Specs of TypeFive Basic Specs of Type
Size of Type Linespace Font Line Length Alignment/Format
Typography BasicsTypography Basics
Size of Type Measured in Points
AdjAdj
Typography BasicsTypography Basics
Size of Type Measured in Points
Ascender to Descender
AdjAdj
Typography BasicsTypography Basics
6 picas = 1 inch 12 points = 1 pica ?? points = 1 inch
Adj
Typography BasicsTypography Basics
6 picas = 1 inch 12 points = 1 pica ?? points = 1 inch
Adj72 Points72 Points
Typography BasicsTypography Basics
Leadingspace between lines Adj
Adj
Typography BasicsTypography Basics
Leadingspace between linesvs
Linespacespace between lines plus (+)size of type
AdjAdj
Typography BasicsTypography Basics
Leadingspace between linesvs
Linespacespace between lines plussize of type
You use “leading” to move from one line to next!
AdjAdj
Types of Leading (Linespace) Absolute Leading
12 pts over 14 pts Auto Leading
12 pts over auto Set Solid
12 pts over 12 pts
Typography BasicsTypography Basics
Letter Spacingspace between each letter Adj
A by
Typography BasicsTypography Basics
Letter Spacingspace between each letter
vs Word Spacing space between each word
Both affected by kerning or tracking controls
AdjA by
Typography BasicsTypography Basics
Kerning Adjust space
between 2 characters
Tracking Adjust space
between multiplecharacters
AdjA by
Typography BasicsTypography Basics
Alignment/Format Flush Left Flush Right Centered Justified Forced Justified
Typography BasicsTypography Basics
Fonts Family name of Type
Helvetica, Avant Garde, Palatino, Times Characteristics
Plain, Bold, Italic, Shadow Legibility is priority one! Font is a Typeface of specific style and size.
Examples??
Typography TipsTypography Tips
Line length Wide of the columns of type Too long a line,
harder to move to next line Don’t center large amount of type Two fonts is enough! Too many fonts can
compete for attention Combine Serifs with San Serifs Choice correct font for the topic
Fonts
Papyrus Brush Futura Bauhaus 93
Apple Casual Baskerville American
Typewritter Curlz MT
Pick Six of These Fonts
Think of an appropriate company, slogan or purpose for each font,
and tell why.