ALPHABETIC SOUP:TYPOGRAPHY 1

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• ALPHABETIC SOUPTYPOGRAPHY 1

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Objectives

• Enable you to identify typeface categories
• Introduce typeface terminology
• Enable you to make more informed decisions
  regarding typeface appropriate aesthetic

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Typography is to printing as dramatics and
elocution are to the spoken word. Best Book
Erik Spiekermann Stop Stealing Sheep
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A
A
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Lascaux, c.15,000BC
Papyrus of hunefer, c.1370 BC
Schoensperger, 1517
Leap Year Ball, 1888
Douce apocalypse, 1265
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Bauhaus Typography
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International Style Swiss Design
Hofmann, Ballet Poster, 1959
Muller Brockman, Public Awareness Posters, 1960
1953
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1980s 90s
Neville Brody, Various Design, 1990s
Poster for "Snow White the Seven Pixels"
presentation. April Greiman, 1986
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counter
arm
serif
bowl
ABER
apex
stem
tail
bar
counter
UPPER CASE
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cross stroke
ascender
ear
crotch
bfpry
serif
descender
tail
stem
counter
lower case
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Font Categories
Handgloves

• Serif
• Sans Serif
• Script
• Display
• Symbols

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handgloves
handgloves
handgloves
handgloves
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VARIETY
variety
UPPER CASE
Vs.
lower case
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A
A
Vs.
Serif Sans Serif
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A

• Short finishing strokes
• More traditional
• Easier reading
• Main body text

Serif
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A

• Abrupt ends
• Even in thickness
• Modern
• Upward flowing

Sans Serif
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A
A

Serif Sans Serif
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A
A
250 pts
250 pts
Times New Roman Arial
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Hp
Point size measured from baseline to baseline.
Axb
Cap height
X-height
baseline
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reason
There should be a
for your choice of typeface
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Typography as Identity
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Typography as Emotion
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lonely
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Summary - think about...

• Letter shape - sans serif vs serif
• Word shape - caps vs lower
• Identity - typography gives extra meaning to
  words
• Suitability
• Size - relation to space
• Aesthetics aim for elegance above novelty