1 / 22

Type and Typography

Type and Typography. By Dr. Jin Yang. Why study types anyway?. Type carries message and emotion

chas
Download Presentation

Type and Typography

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Type and Typography By Dr. Jin Yang type and typography

  2. Why study types anyway? • Type carries message and emotion • “There are two functions of type: One is to transit the message silently, as a transparent container, which doesn’t get in the way. The other is to distinguish its message, making it memorable in different forms” type and typography

  3. Type Classification Typographical basics To be covered type and typography

  4. Text or body type Silently carry the information Should be invisible Quiet and modest Display type Call attention to it Loud in-your-face effect A type: costume words dress up to convey a tone Loud and conceited Two kinds of type faces type and typography

  5. Old style Modern Slab serif Sans serif Script Decorative Type Classification type and typography

  6. Oldstyle Type • Old typefaces are based on hand lettering of scribes--- image a wedge-tipped pen • They Have serifs • Serifs on low case letters at an angle • The contrast in the stroke is relatively moderate • Ex. Times, Palatino, Garamond, Goudy • Good for extensive amounts of body copy type and typography

  7. Modern • New types no longer followed the pen in hand • They become more mechanical • They have serifs, but serifs are horizontal instead of slanted, they are very thin. • Radical transition from thick to thin in strokes • Cold, elegant look • Ex. Bodoni, Times Bold, Fenice, Ultra • Not a good choice for extended amounts of body copy. type and typography

  8. Slab Serif • Advertising age • Have no transition from the thick to thin, a slight thick/thin contrast • Sometimes called Clarendon style or Egyptian • Ex. Clarendon, Memphis, Cairo, New Century Schoolbook • High on readability scale, often used in children’s books type and typography

  9. Sans Serif • Sans means without • Sans serif typefaces are monoweight: no visible transition in the strokes • Letterforms are same thickness all the way around • Ex. Antique Olive, Franklin Gothic, Futura type and typography

  10. Script • These typefaces appear to have been handlettered with a calligraphy pen or brush, or sometimes with a pencil or technical pen • Use them sparingly • Two kinds: scripts that connect and nonconnect • Ex. Cascade, linoscript type and typography

  11. Decorative • Trendy display type • Has to be used very selectively • Ex. Improv, Juniper type and typography

  12. Typography • What is typography? • Typography is the art and techniques of type design, modifying type glyphs, and arranging type. Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing. • Typography is performed by typesetters, compositors, typographers, graphic artists, art directors, and clerical workers. Until the Digital Age typography was a specialized occupation. Digitization opened up typography to new generations of visual designers and lay users. type and typography

  13. Baseline • BaselineThe implied line that letters align themselves on horizontally. type and typography

  14. X-height • X-Height • The body height of letters from the baseline without the ascender. type and typography

  15. Ascender • AscenderThe part of a letter which extends above the x-height or x-line. type and typography

  16. Descender • Descender • The part of the letter that extends below the baseline. type and typography

  17. Type Terms 1 • JustificationThe manner in which lines of type align to left or right margins. type and typography

  18. Type Term 2 • Tracking and Spacing • Selectively adding or subtracting spaces between all the letters on a line to lessen the impact of spaces between words (rivers of white.) type and typography

  19. Type World 3 • KerningDeleting space between certain letter pairs with parallel diagonal strokes, such as As, Vs and Ws, or between characters such as T and o; to create a more even letter spacing. type and typography

  20. Type World Term 4 • Leading • A term that comes from hot type where actual strips of lead were put between the lines of cast type to increase the space between them; usually one or two extra points plus the actual point size of the type used. type and typography

  21. The important measurement system • Type Size • Type is measured in point size. Line length is measured in picas. There are 6 picas per inch, 12 points per pica, and 72 points per inch. type and typography

  22. Type Size in points, picas and inches 1 inch = 6 picas 1 pica = 12 points same as 12 inches in one feet 1 inch = 72 points Measured from the top of ascender to the bottom of descender Type Letter Terms type and typography

More Related