Typography in Visual Design: Exploring Meaning and Impact

1. Principles of Visual Design LCC 2720Instructor: Brian Schrank Intro to Typography

2. Typographyis the design of arranging text and modifying letters (type glyphs).

3. Which is a better use of typography and why?

4. Typography is the visual design of text.

5. Text-heavy typography…

6. The Basic Principle Typography establishes a hierarchy of meaning. The reader easily looks around without getting lost or distracted. Typography is visual leadership.

7. Image-heavy typography…

8. The Basic Principle When typography is used in graphic design… the visual aspects of text become another way meaning is conveyed.

9. “Concrete Poetry” uses Typography

10. “Concrete Poetry” uses Typography

11. Early 20th century avant-garde art influenced a century of experiments and inventions graphic design and typography.

12. Futurism A typographic poem from 1919 evokes explosive machine power and Fascist ideology.

13. = Constructivism

14. Dada Poster from 1918 uses anarchy, humor, and idiotic references (notice the chicken) to attack high art.

15. Logos use typography in obvious ways…

16. What does the typography of “Fanta” signify?

17. Logos use typography in subtle ways…

18. What IMAGE is subliminally present in the typography of this logo?

19. What IMAGE is subliminally present in the typography of this logo?

21. Typefaces and Fonts

22. Gill Sans is a Typeface Gill Sans Gill Sans Bold Gill Sans Book Gill Sans Book Italic Gill Sans Extra Bold Gill Sans Condensed Bold Gill Sans Shadow

23. Gill Sans is a Typeface Gill Sans Gill Sans Bold Gill Sans Book Gill Sans Book Italic Gill Sans Extra Bold Gill Sans Condensed Bold Gill Sans Shadow Each typeface has a “family” of fonts

24. You should be able to name at least 5 typefaces and understand when and how to use them.

25. Gill Sans Typeface Eric Gill invented the typeface in 1928. It was one of the first “successful” sans serif typeface. It is admired for its gracefulness and versatility.

26. Gill Sans in Logos

27. Gill Sans in Logos

29. History of Typefaces

30. History of Typefaces

31. History of Typefaces

32. Typefaces are NOT interchangeable

33. Each typeface is pre-loaded with cultural meaning:

36. Serif / Sans Serif

37. The Serif Small decorative strokes added to the end of a letter's main strokes.

38. We visually grasp words as a whole by unconsciously comparing the different letter patterns in our mind. Serifs makes this pattern recognition easier.

39. Serifs improve readability by leading the eye along the line of type. Serifs are good for body text.

40. Origins of the Serif A scribe, using a brush, painted the letters onto the stone. A carver then used these painted strokes as a guide. The serif appeared when the scribe stopped the brush and lifted it, leaving a bit of a brush edge on the letter. The carver, not seeing the error, simply chiseled that edge out of the stone as well creating the serif.

42. Slab Serifs In the 19th Century typefaces for attracting attention were in demand for business: advertising, posters, flyers, etc.

43. Sans Serif (Grotesque) Sans Serif (without serifs) reduces letterforms to the essentials. The first sans serif typefaces were issued in 1816 Britain, but were considered unappealing since they lacked the traditional serif and were called Grotesque.

44. Bauhaus another avant-garde movement, helped popularize Sans Serif in the 1920s.

45. Kerning

46. Kerning Kerning is the space between letters.

47. Which word is better Kerned?

48. Which word is better Kerned?

49. Kerning Visual Mathematic

50. Kerning Visual Mathematic