Shakespeare

1

• Shakespeare
• Shakespeare
• Shakespeare
• Shakespeare
• Shakespeare
• Shakespeare

2
Typefaces and How to Use Them Appropriately

• An introduction to the categories and appropriate
  usage of fonts

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Why Does It Matter

• Design is about communication
• Good design is easier to read and follow
• Effective design is unified, organized, and
  attractive

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Oldstyle Characteristics

• Extremely readable and gives a professional look
• Body text

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Oldstyle Example

• Example in a Product
• Harvard University

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Modern Characteristics

• Cool, elegant look or a striking appearance
  Display text NOT body text

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Modern Example

• Example in a Product
• Vogue Magazine

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Slab Serif Characteristics

• For a simple, less formal look
• Body text

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Slab Serif Example
Example in a Product Baylor University
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San Serif Characteristics

• For fresh, clean look
• Display or body text

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San Serif Example
Example in a Product Sephora
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Script Characteristics

• Use for creative artwork, logo, or letterhead
• Not for body text

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Script Example
Example in a Product Krispy Kreme Donuts
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Decorative Characteristics

• Named for what it resembles
• Sets a mood

Baby Blocks

• Use for creative artwork, logo, or letterhead
• Not for body text

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Decorative Example
Example in a Product Disney
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Review

• Body Text
• Oldstyle
• Slab Serif
• San Serif

• Display
• Modern
• San Serif

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Review
Communications Arts
Communications Arts
Communications Arts
Communications Arts
Communications Arts
Communications Arts