What is Type? Typography Fundamentals. Expressive.

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What is Type? Typography Fundamentals

Transcript of What is Type? Typography Fundamentals. Expressive.

Page 1: What is Type? Typography Fundamentals. Expressive.

What is Type?

Typography Fundamentals

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Expressive

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Expressive

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Expressive

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Decorative

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Nostalgic

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Occupational Identifier

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Image

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Image

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Identity

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Image & Identity

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Cultural Identity

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Community Property

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Essential to the Design Business

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Essential for Specifying and Explaining Design

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Instructive

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Instructive

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Instructive

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Finding

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Finding, Discovering…

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Finding, Discovering and Getting Lost

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Available and Accessible

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Ubiquitous

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Suspect

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COTSISSNOW

Malleable

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Immortal

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Every information problem can be solved with four typefaces.

— Wolfgang Weingart, November 15, 2000

Why is it Worth Doing Well?

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Serif and Sans Serif

Serif

Sans Serif

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X-Height

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Stroke Proportion

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Type Size

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Type Weight

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Word Spacing

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Solving Information Problems with Type

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Solving Information Problems with Type

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Line Length

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Leading (line spacing)

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Shifting Type

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Signaling with Type

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Placeholder

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Privacy and anonymity

are increasingly valued.

Economy Drives Typographic Change

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We seek pattern involuntarily.

Elements of letters, words, sentences, paragraphs, labels and so on, all form patterns.

Typographic Signals

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Weight

Shift

Line spacing

Letter spacing

Font

Case

Italics

Position and Composition

Contrast

Color

Signals

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A ready-to-use component.

Type is (Already) Designed

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Would your design survive

paper, web, television, phone

and audio only presentations?

Could your solution adapt to

currently unknown rendering

technologies?

Questions

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Would your design survive

paper, web, television, mobile

and audio only presentations?

Could your solution adapt to

currently unknown rendering

technologies?

Questions

Can you design without knowing something about typography?