TYPOGRAPHYTYPOGRAPHYE S S E N T I A L SE S S E N T I A L S

a b c d eSans-Serif Serif Slab-Serif Script Monotype

FONT VARIETIES

fonts have personalitiesC H O O S E T H E R I G H T O N E F O R Y O U R P U R P O S E

Timeless Neutral Fashion

Kids Party AUTHORATIVE Elegant

Code Hipster User Friendly

COMMON TERMINOLOGYT H E D I F F E R E N C E B E T W E E N “ K E R N I N G ” A N D “ L E A D I N G ”

COMBINING FONTSH O W T O G E T F O N T S T O W O R K I N H A R M O N Y

font

TYPEFACE

kerning

LEADING

tracking

NOTTOO

SIMILAR

SerifSans Serif

WeightContrast Size

Matters

Historically, in metal typesetting, a font is a particular size, weight and style of a typeface.

Today, most people use typeface and font interchangeably

Kerning is the process of changing the space between twoconsecutive letters.

Tracking is the uniform spacebetween the letters in a word.

Leading (otherwise known as “Line Height” in CSS) is the process of changing the vertical space between lines.

Typeface is a set of one or more fonts, each composed of glyphs thatshare common design features.

For example, “Helvetica” is a typeface that consists of the fonts; Helvetica Bold, Helvetica Oblique, Helvetica Regular etc.

Alineheight

d

Abcd

www.latitudegroup.com