Typography by linxiaoqin


									Graphic Communications Chapter 4
   Distinctive designs of visual symbols that are
    used to compose a printed page.
     Ie: Magneto, Times New Roman, Baskerville,
     Garamond, Gothic, Papyrus
   Characters are the individual visual symbols
    in a particular typeface
     A, F, H, @, 5, 9,
   The art of expressing ideas in
    printed form through the
    selection of APPROPRIATE            Dell Computers
                                        Leading the Way in
      ▪ Example: using a modern style
        typeface for a new electronic
   Uppercase        Counter
   Lowercase        Point size
   Body Height      Hairline
   Ascender         Stem
   Descender        Stroke
   Base Line        Serif
   Waist Line       Set Width
   Nicolas Jenson from France
     Designed the style known as “Roman” in 1469,
      based on monuments made by Romans nearly
      1500 years earlier.
     Developed a lower case alphabet based on his
      “Roman” Uppercase alphabet.
 Claude Garamond, 1540
  ▪ Elegant and refined typeface influenced by Roman
 Anton Janson, 1675
  ▪ Lightened lines for better printing
 William Caslon, 1722
  ▪ Lighter lines, open designs
 John Baskerville, 1750
  ▪ Designed solely for printing
 Giambattista Bodoni, 1780
  ▪ Greater difference between light and heavy elements
   Roman (Serif)   Times New Roman
   Sans serif
   Square serif    Rockwell
   Black Letter    Old English
   Script          French Script
   Novelty         Showcard Gothic
   Italic          Italic (of any typeface)
   Families- bold, italic, bold italic
   Series- range of sizes of each typeface in a family
   Font- consists of all the characters that make
    up the typeface
   Points- vertical height of type
   Picas- line length and composition depth
   Em- height and width of “M”
     12-point type: 12 points wide and 12 points high
   En- half of an em
   Units- splitting an em into equal spaces
   Set size- width of a character
   Tracking- Tight, normal, l o o s e
   Justifying type- lines are equal in length
   Kerning- closing space between certain
    characters to improve appearance and
   How easy or difficult it is to read printed
    matter (Readability)
   Consider the purpose
     readability, aesthetics
   Factors:
     Visibility, letter forms, definition, type size, line
      length, and leading

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