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Typography

Typography. Chapter 8. TYPOGRAPHY. The art of letter writing…. THE POWER OF TEXT!. Headings, captions and cutlines. HISTORY OF TYPOGRAPHY. 4 “Stage” History: 1. Painting 2. Writing 3. Hot Type Production 4. Cold Type Production. HISTORY – 1. PAINTING. HISTORY – 1. PAINTING.

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Typography

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  1. Typography Chapter 8

  2. TYPOGRAPHY • The art of letter writing…

  3. THE POWER OF TEXT! • Headings, captions and cutlines

  4. HISTORY OF TYPOGRAPHY • 4 “Stage” History: • 1. Painting • 2. Writing • 3. Hot Type Production • 4. Cold Type Production

  5. HISTORY – 1. PAINTING

  6. HISTORY – 1. PAINTING • Petroglyphs

  7. HISTORY – 1. PAINTING • Pictographs

  8. HISTORY – 1. PAINTING • Ideographs

  9. HISTORY – 2. WRITING • Sumerians

  10. HISTORY – 2. WRITING • Egyptians • Determinative: • Hieratic Script: • Demotic Script:

  11. HISTORY – 2. WRITING

  12. HISTORY – 2. WRITING • 1799 – Rosetta Stone • 3 scripts:

  13. HISTORY – 2. WRITING • Chinese • logograms (pictographs) represent words • Phoenicians

  14. HISTORY – 3. COLD & 4. HOT • Scribes • Calligraphy

  15. HISTORY – 3. COLD & 4. HOT • Five Eras: • 1. Pre-Gutenberg • 2. Gutenberg

  16. HISTORY – 3. COLD & 4. HOT • 1440 • Johannes Gutenberg

  17. HISTORY – 3. COLD & 4. HOT • Gutenberg Bible

  18. HISTORY – 3. COLD & 4. HOT • Five Eras (continued): • 3. Industrial • 4. Artistic • 5. Digital

  19. HISTORY – 3. COLD & 4. HOT • Hot Type • Cold Type

  20. TYPEFACE FAMILIES • Trivia: • 40,000 typefaces invented • 176,000 variations • 3,000 used today • Blackletter

  21. TYPEFACE FAMILIES • Roman • types:

  22. TYPEFACE FAMILIES • Script

  23. TYPEFACE FAMILIES • Miscellaneous

  24. TYPEFACE FAMILIES • Square Serif

  25. TYPEFACE FAMILIES • Serif • examples: • Times New Roman, Courier New • Sans Serif • examples: • Arial, Tahoma, Century Gothic

  26. TYPEFACE ATTRIBUTES • Font • a. • b. • Size • Point

  27. TYPEFACE ATTRIBUTES • Color

  28. TYPEFACE ATTRIBUTES • Justification • right justify • left justify • centered • full justify

  29. TYPEFACE ATTRIBUTES • White Space

  30. TYPEFACE ATTRIBUTES • Kerning

  31. TYPEFACE ATTRIBUTES • Leading

  32. TYPEFACE ATTRIBUTES • Alley

  33. TYPEFACE ATTRIBUTES • Gutter

  34. CAP ME! • Grabs attention

  35. TEXT AS ART • Functional design with beauty

  36. TEXT AS ART

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

  38. NEXT TIME… • Informational Graphics • Chapter 10

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