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Discussion: Milton Glaser

Sketchbook due: Tuesday, March 6th.

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What is Typography?

Typography is the art and technique of

arranging type to make written language most

appealing to learning and recognition.

Typography | Off Book | PBShttp://www.youtube.com/watch?v=eKKDL6lekmA

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• Paula Scher talks about building identity in messaging.

(the Public Theater, the Maps Series, jazz album covers)

• Jonathan Hoefler and Tobias Frere-Jones, typeface designers, outline the importance of selecting the right font to convey a particular feeling. (Archer, Gotham,Whitney)

• Eddie Opara uses texture to create reaction.

• Infographic designers Julia Vakser and Deroy Peraza map complicated data sets into digestible imagery, mixing color, graphics and type.

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1.Typeface vs Font?

Typeface describes an overall family

Example: Time New Roman Helvetica Rockwell

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1.Typeface or Font?

Font describes a specific member of a family

Example: Futura Condensed Extra Bold Futura Condensed Medium Futura Medium Italic Futura Medium Light (o)

(Futura is a geometric sans-serif typeface designed in 1927 by Paul Renner)

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2.What is a serif?

Serifs are the decorative strokes at the ends of some letters.

If a font has no serifs, it is referred to as ‘Sans-serif’.

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Anatomy of Type

ARGD 3.What are some categories of typeface?

1. Serif

Sample:

GaramondGoudyBaskervilleCenturyBodoniDidot

2. Sans-Serif

Sample:

HelveticaGill SansGotham

Futura

ARGD 3.What are some categories of typeface?

3. Slab typeface

Sample:

RockwellArcherSentinel

4. Decorative

Sample:

Cooper BlackStENCIL

ARGD 3.What are some categories of typeface?

5. Script

Sample:

Androgyne

SentinelZapfino

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Bad typography has ruined more than just the Oscars

4.What can we do with type?

Content from clients

Text grouping Type hierachy

ARGD 4.What can we do with type?

Having a high contrast in size, it would capture the attention of the reader.

Screen: 12 ptsPrint: 9-11 pts

Contrast in Size

ARGD 4.What can we do with type?

It refers to how bold type compares with lighter type.

The differences in weight are measured based on the thickness of the strokes between each variation of typefaces.

Heavy areas creates a powerful point of visual attraction or emphasis.

Contrast in Weight

ARGD 4.What can we do with type?

It refers to the distinction between the CAPITAL LETTER of a typeface and its lowercase equivalent, its roman letter, or even its italic variant.

Mixing condensed with expanded types, script types with standard types can be used for dramatic change of form.

Contrast in Form

ARGD 4.What can we do with type?

Vertical or horizontal

Even different angles

The effect of turning one letter, word, or a sentence on its side can have a dramatic effect on layout.

Contrast in Direction

ARGD 4.What can we do with type?

Contrast in Color

A second color is often less empathetic in value than plain black on white.

It’s important to give emphasis to which elements get color.

ARGD 4.What can we do with type?

Texture can be achieved through the density of letter forms.

A small amount of spacing can make a block of text appear as one large black block.

A lot of spacing can create more negative space, and create an opposing texture.

Contrast in Texture

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5.What are some useful typefaces?

Garamond for books

Helvetica for Web

BODONI for Fashion Magazine

Akzidenz-Grotesk for infographics

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6.Do not use

Comic Sans

Hobo

Paparus

Curlz

Brush Script

ARGD 7.Do not

Apply dropshadow

Digitally Stretch

Digitally Stretch

Stack

Type