Meaningful Jargon

1
Meaningful Jargon
3/3/98

• Or,
• All You Need to Knowto Speak Like a Geek
• Design
• and
• Typography

2
Format.

• Format deals directly with the space, size, and
  shape of the area you are working with.

3
Design.

• Design is organizing elements to support a
  concept.

4
Design Elements.

• Line.
• Typography.
• Shape.
• Any element that a designer uses to give form.
• Texture.
• An object's visual or tactile surface
  characteristics.

5
Balance.

• The organization of design elements to create a
  sense of equal (but not necessarily symmetrical)
  distribution of the visual weight throughout the
  page.
• The lack of balance can create tension, which may
  be used creatively in a design.

6
Value.

• The relative lightness or darkness of any design
  element.

7
Contrast.

• A distinctive difference in...
• shape.
• texture.
• size.
• color or light value.
• typeface.
• concept.

8
Unity.

• Successful coordination of all the individual
  components of the design.
• May often be obtained by use of a grid.
• And/or by using similar design elements.

9
Font.

• A typeface or letter set created by a type
  designer.

10
Styles.

• Variations within a font (typeface).

font Optima
11
Serif Fonts.

• These fonts have either sharp triangles or heavy
  square rectangles (serifs) on the ends of their
  strokes. Serifs are used to carry the reader's
  eye across the page.

font Times
12
Lineal (San Serif) Fonts.

• These fonts have a consistent stroke all the way
  through, lacking serifs, with a modern,
  utilitarian appearence.

font Helvetica
13
Script Fonts.

• Script fonts resemble handwritten or calligraphic
  letters. They may be formal or casual in style.

14
Proportional Font.

• Most fonts used in typographic applications are
  proportional.
• Each letter occupies a different amount of
  horizontal space, depending on the design of the
  individual letter.

15
Monospaced Font.

• Characters as typed by most typewriters are
  monospaced.
• Each character occupies the same amount of
  horizontal space.

Width
font Courier
16
Point.

• A unit of tyographical measurement.
• Used to indicate the body size of a font (its
  point size), or the vertical space between lines
  of type (leading).
• There are 72 points to the inch.

17
Leading.

• The vertical space between lines of type.
• Expressed in number of points.

18
Kerning.

• The space specifed between particular pairs of
  letters (kerned pairs).

19
Tracking.

• Some typographical applications allow the
  adjustment of how tight or loose the
  characters may be set.

20
Em Dash En Dash.

• Dashes as used in typography.
• The em dash (shift - option - hyphen)is longer
  .
• The en dash (option - hyphen) is shorter .

21
Alignment.

• The organization of the individual lines of text
  in a text block
• Left aligned.
• All lines begin at the same point.
• Right aligned.
• All lines end at the same point.
• Center aligned.
• All lines are centered at the same point.

22
Justified.

• Text alignment in which all lines begin and end
  at the same point.

Few people in the history of this country have
had as profound an impact on an institution of
higher education and on a city as did Mrs. Lydia
Moss Bradley at the turn of the century. This
extraordinary woman created what is now Bradley
University and helped build the city of Peoria.
Her life and career provide lasting proof that
one person can make a big difference in this
world, for her contributions have positively
impacted the lives of thousands of people through
the generations.
23
Display Type.

• A typeface (font) that has eye-catching
  characteristics which, while not designed for
  easy readability, make it stand out and command
  attention.
• Used for headlines, titles, and advertising
  slogans.

font Igloo Laser
24
Body Type.

• A typeface which is designed for maximum
  effeciency and readability, allowing the eye to
  flow easily throughout. Usually a serif font.

Few people in the history of this country have
had as profound an impact on an institution of
higher education and on a city as did Mrs. Lydia
Moss Bradley at the turn of the century. This
extraordinary woman created what is now Bradley
University and helped build the city of Peoria.
Her life and career provide lasting proof that
one person can make a big difference in this
world, for her contributions have positively
impacted the lives of thousands of people through
the generations.
font Bookman
25
Widows.

• A widow is the last line of a paragraph, printed
  by itself at the top of a page.
• Avoid if possible.

laid the foundations for the school. Early
Life Lydia Moss was born July 31, 1816, in Vevay,
Indiana. Her father, Zeally Moss, was a Baptist
minister and had been a Captain in the Colonial
Wars. There were five children in the Moss
family. Educational facilities were quite
limited, and Lydia Moss received only a
rudimentary education at a log schoolhouse. On
May 11, 1837, in Vevay, Indiana, Lydia Moss was
married to Tobias Smith Bradley. Reportedly, Mrs.
Bradley did not want to move to Kentucky, where
Tobias' parents lived, because it was a
slave-holding state. So they moved to Peoria,
Illinois, in 1847, when the place was hardly more
than a struggling village, making it their
permanent home.
26
Orphans.
Lydia Moss Bradley Few people in the history of
this country have had as profound an impact on an
institution of higher education and on a city as
did Mrs. Lydia Moss Bradley at the turn of the
century. This extraordinary woman created what is
now Bradley University and helped build the city
of Peoria. Her life and career provide lasting
proof that one person can make a big difference
in this world, for her contributions have
positively impacted the lives of thousands of
people through the generations. A Remarkable
Woman A most remarkable, courageous, and able
woman was Mrs. Lydia Moss Bradley, the founder of
Bradley Polytechnic Institute. From 1896, when
the state charter for its establishment was
granted, to its evolution into a full four-year
college, and then in 1946, just a half-century
after the issuance of the original charter, the
transformation into Bradley University, we see
the determination with which Mrs. Bradley laid
the foundations for the school. Early Life Lydia
Moss was born July 31, 1816, in Vevy,

• An orphan is the first line of a paragraph,
  printed by itself at the bottom of a page.
• Avoid if possible.

27
Elements of Type.
28
X-Height.

• The lower-case character height when ascenders
  and descenders are excluded.

29
Body Size.

• The unit height on which the character is
  mounted. See also Point.

30
Point Size.

• Equivalent to the body size, the height of body
  on which the type is cast.
• 12 point.
• 20 point.
• 30 point.
• 60 point.

31
Ascender.

• The lower-case letter stem that rises above the
  x-height, as in b, d or k.

32
Descender.

• The lower-case letter stem or lower part that
  falls below the baseline, as in p or g.

33
Arm.

• The projecting horizontal or upward stroke not
  enclosed within a character, as E, K or L.

34
Counter.

• The white space within a bowl.

35
Cross Bar.

• The horizontal stroke in A, H, f or t also
  known as a bar or cross-stroke.

36
Leg.

• The downwards oblique stroke of the R and K
  can also be called the tail.

37
Serif.

• The small stroke drawn across and out of a stem,
  arm or tail.

38
Stem.

• The principle vertical or oblique stroke in a
  letter as in L, B, V, or A.