TypograpTypographyhyChapter 8Chapter 8

TYPOGRAPHYTYPOGRAPHY

The art of letter The art of letter writing…writing…

THE POWER OF TEXT!THE POWER OF TEXT!

Headings, captions Headings, captions and cutlinesand cutlines

HISTORY OF HISTORY OF TYPOGRAPHYTYPOGRAPHY

4 “Stage” History:4 “Stage” History:– 1. Painting1. Painting– 2. Writing2. Writing– 3. Hot Type Production3. Hot Type Production– 4. Cold Type Production4. Cold Type Production

HISTORY – 1. PAINTINGHISTORY – 1. PAINTING

HISTORY – 1. PAINTINGHISTORY – 1. PAINTING

PetroglyphsPetroglyphs

HISTORY – 1. PAINTINGHISTORY – 1. PAINTING

PictographsPictographs

HISTORY – 1. PAINTINGHISTORY – 1. PAINTING

IdeographsIdeographs

HISTORY – 2. WRITINGHISTORY – 2. WRITING

SumeriansSumerians

HISTORY – 2. WRITINGHISTORY – 2. WRITING

EgyptiansEgyptians

Determinative:Determinative: Hieratic Script:Hieratic Script: Demotic Script:Demotic Script:

HISTORY – 2. WRITING

HISTORY – 2. WRITINGHISTORY – 2. WRITING

– 1799 – Rosetta 1799 – Rosetta StoneStone

3 scripts:3 scripts:

HISTORY – 2. WRITINGHISTORY – 2. WRITING

ChineseChinese

– logogramslogograms (pictographs) represent words (pictographs) represent words

PhoeniciansPhoenicians

HISTORY – 3. COLD & 4. HISTORY – 3. COLD & 4. HOTHOT

ScribesScribes

CalligraphyCalligraphy

HISTORY – 3. COLD & 4. HISTORY – 3. COLD & 4. HOTHOT

Five Eras:Five Eras:– 1. Pre-Gutenberg1. Pre-Gutenberg

– 2. Gutenberg2. Gutenberg

HISTORY – 3. COLD & 4. HOTHISTORY – 3. COLD & 4. HOT

14401440 Johannes Johannes

GutenbergGutenberg

HISTORY – 3. COLD & 4. HISTORY – 3. COLD & 4. HOTHOT

Gutenberg Gutenberg BibleBible

HISTORY – 3. COLD & 4. HISTORY – 3. COLD & 4. HOTHOT

Five Eras (continued):Five Eras (continued):– 3. Industrial3. Industrial

– 4. Artistic4. Artistic

– 5. Digital5. Digital

HISTORY – 3. COLD & 4. HISTORY – 3. COLD & 4. HOTHOT

Hot TypeHot Type

Cold TypeCold Type

TYPEFACE FAMILIESTYPEFACE FAMILIES

Trivia:Trivia:– 40,000 typefaces 40,000 typefaces

inventedinvented– 176,000 variations176,000 variations– 3,000 used today3,000 used today

BlackletterBlackletter

TYPEFACE FAMILIESTYPEFACE FAMILIES

RomanRoman– types:types:

TYPEFACE FAMILIESTYPEFACE FAMILIES ScriptScript

TYPEFACE FAMILIESTYPEFACE FAMILIES

MiscellaneouMiscellaneouss

TYPEFACE FAMILIESTYPEFACE FAMILIES

Square SerifSquare Serif

TYPEFACE FAMILIESTYPEFACE FAMILIES

SerifSerif

– examples:examples: Times New RomanTimes New Roman, , Courier NewCourier New

Sans SerifSans Serif

– examples:examples: ArialArial, Tahoma, , Tahoma, Century GothicCentury Gothic

TYPEFACE ATTRIBUTESTYPEFACE ATTRIBUTES

FontFont– a. a. – b. b.

SizeSize– PointPoint

TYPEFACE TYPEFACE ATTRIBUTESATTRIBUTES

ColorColor

TYPEFACE ATTRIBUTESTYPEFACE ATTRIBUTES

JustificationJustification– right justifyright justify

– left justifyleft justify

– centeredcentered

– full justifyfull justify

TYPEFACE ATTRIBUTESTYPEFACE ATTRIBUTES

White SpaceWhite Space

TYPEFACE ATTRIBUTESTYPEFACE ATTRIBUTES

KerningKerning

TYPEFACE ATTRIBUTESTYPEFACE ATTRIBUTES

LeadingLeading

TYPEFACE ATTRIBUTESTYPEFACE ATTRIBUTES

AlleyAlley

TYPEFACE ATTRIBUTESTYPEFACE ATTRIBUTES

GutterGutter

CAP ME!CAP ME! Grabs attentionGrabs attention

TEXT AS ARTTEXT AS ART Functional Functional

design with design with beautybeauty

TEXT AS ARTTEXT AS ART

HOWEVER…HOWEVER…

““Unusual fonts…challenge Unusual fonts…challenge typographical assumptions. typographical assumptions. After all, design is about After all, design is about breaking the rules. Rule-breaking the rules. Rule-breakers become rulers.”breakers become rulers.”– Jonathan Hoefler, designerJonathan Hoefler, designer

NEXT TIME…NEXT TIME…

Informational GraphicsInformational Graphics– Chapter 10Chapter 10