Basic Typography - University of...

67
Basic Typography

Transcript of Basic Typography - University of...

Page 1: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Basic Typography

Page 2: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

AxbiyBaseline

Page 3: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Axbiyx-height

Page 4: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

AxbiyCap height / Capline

Page 5: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

AxbiyAscender

Page 6: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

AxbiyDescender

Page 7: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Axb iBlack Bold Regular Italic

Page 8: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Aaathy fi fi

descender

stem

terminal

ascender

letter 4

italic

counterserif counter or

aperture

cross bar

bowl

terminal

uppercase

majuscule

lowercase

minuscule

roman

cap height

x-height

baseline

no ligature ligature

bowl

anatomy of a letter

adobe

garamond

175 pt

Page 9: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Type Setting

Page 10: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Contemporary

C o n t e m p o r a r y

C o n t e m p o r a r y

Standard tracking

Open tracking (200)

Open tracking (400)

Tracking

Page 11: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Tomorrow

Kerning

Tomorrow

Page 12: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Uppercase and lowercase

typography

TYPOGRAPHY

Page 13: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?
Page 14: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?
Page 15: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?
Page 16: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Uppercase and lowercase

do you read me?

how about this?

Page 17: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Uppercase and lowercase

do you read me?

how about this?

Page 18: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Alignment

Page 19: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Center stacked

Sir NormanFoster

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Alignment

Page 20: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Center stacked Flush right

Sir NormanFoster

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Sir Norman

Foster

Alignment

Page 21: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Sir NormanFoster

Flush left

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Justified

Sir NormanFosterThe quick brown fox jumped over the lazy

brown dog. This is a collection of the pri-

mary compositions discussed in the video

and analysis. These compositions are ref-

erenced in the analysis appearing in the

body copy. You can click the link and it will

take you to this page to viewing the com-

positions. Use the back button (the back

arrow in circle) to return to the original

page previously viewed.

Alignment

Page 22: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?
Page 23: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Sir NormanFoster

40/40

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

11/11

40pt

Leading

Page 24: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Leading is thevertical spacebetween lines of type

70/70

70pt

Leading

Page 25: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?
Page 26: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Sir NormanFoster

40/40

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

40/45

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

Sir NormanFoster

11/11 11/14

40pt 45pt

Leading

Page 27: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Sir NormanFoster

40/40

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

40/45 40/50

The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.

The quick brown fox jumped over the

lazy brown dog. This is a collection of the

primary compositions discussed in the

video and analysis. These compositions

are referenced in the analysis appearing

in the body copy. You can click the link

and it will take you to this page to viewing

the compositions. Use the back button

(the back arrow in circle) to return to the

original page previously viewed.

Sir NormanFoster

Sir NormanFoster

11/11 11/14 11/16

40pt 45pt 50pt

Leading

Page 28: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Type Crimes

Page 29: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Stretching type

stretched

Page 30: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

SquishedSquishing type

squished

Page 31: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Why “fake italic” is wrong

type typeRegular Italic Fake Italic

Page 32: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Why “fake italic” is wrong

type typeBaskerville Regular Baskerville Italic Fake Baskerville Italic

type typeGill Sans Bold Gill Sans Bold Italic Fake Gill Sans Bold Italic

Page 33: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

crampedOverly Tight tracking

cramped

Page 34: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

cramped

vertical

Vertical Stacking

vertical vert

ical

Page 35: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Inappropriate (or just bad) fonts

this is not natural.

this is not handwriting.

this is not funny.

Page 36: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Incorrect characters

"don't forget"

“don’t forget”

Page 37: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Incorrect characters

12” = 1’

12" = 1'

Page 38: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Suggestions

Page 39: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Large

Contrast small information with

Page 40: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

explorevaluechanges

Page 41: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

UltraLightBold

Page 42: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

emphasize with italics

Page 43: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

verticalhorizontal

Page 44: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

explore an

unusual axis

Page 45: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

pushing the boundaries

Page 46: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

integrate with form

Page 47: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Anchor text

Page 48: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

formt y p o g r a p h y

a s

t h e

Page 49: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

DON’T BE AFRAIDTO USE ALL CAPS

Page 50: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

don’t beafraid to useentirelylowercaseletterforms

Page 51: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Keep it simple!

Page 52: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

Suggested Typefaces

Page 53: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

BaskervilleJohn Baskerville1700’sSerifBook faceUK

Page 54: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

BodoniGiambattista Bodoni1800Modern SerifBook faceItaly

Page 55: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

RockwellMonotype Foundry1930’sSlab serifDisplay faceAmerica

Page 56: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

HelveticaMax Miedinger1957Sans serifFamilySwitzerland

Page 57: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

MyriadRobert Slimbach + Carol Twombly2002Sans serifFamilyAmerica

Page 58: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

looking at type

Page 59: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

xxxxSans Serif Old Roman (Serif) New Roman (Serif) Slab Serif

Page 60: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Helvetica (sans serif)

ABCDEFabcdefghiABCDEFabcdefghijklm

Page 61: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Myriad (sans serif )

Page 62: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Old Roman or Old Style (serif)

BASKERVILLE

ABCabcdefghijklmnoprstuv

Page 63: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Old Roman or Old Style (serif )

CASLON

ABCabcdefghijklmnoprst

Page 64: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

New Roman or Modern (serif)

BODONI

ABCabcdefghijklmno

Page 65: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

New Roman or Modern (serif)

WALBAUM

ABCabcdefghijklmno

Page 66: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Slab Serif or Square Serif or Egyptian (serif)

ROCKWELL

ABCabcdefghijklmnop

Page 67: Basic Typography - University of Washingtoncourses.washington.edu/art166/documents/Winter2013/... · typography TYPOGRAPHY. Uppercase and lowercase do you read me? how about this?

ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz

Slab Serif or Square Serif or Egyptian (serif)

CALVERT

ABCabcdefghijklmno