Download - Sally and Jimmy's Rules of Typography
Sally’s Friends
Herbert Bayer
Derek Birdsal
Matthew Carter
Lazar El Lissitzky
Adrian Frutiger
Eric Gill
1900-1985, AustriaGraphic designer and type designerWork includes: German bank notes; Die Neue Linie magazine; Universal typeface
1934-, United KingdomGraphic designer and writerWork includes: Common Worship; Notes on Book Design; Penguin Books
1937-, United KingdomType designer and writer, founded Bitsream Work includes: Bell Centennial, Georgia, Shelley Script and Verdana typefaces
1890-1941, RussiaGraphic designer, painter and writerWork includes: From Two Quadrants; propaganda poster Beat the Whites with the Red Wedge
1928-, SwitzerlandType designer, associated with Deberney and Peignot, and LinotypeWork includes: Univers and Frutiger typefaces
1882-1940, United KingdomType designers, sculptor, carver, print maker and writerWork includes: Essay on Typography; Gill Sans and Perpetua typefaces
Jonathan Hoefler
Laszlo Moholy-Nagy
Josef Muller-Brockmann
Paul Renner
Erik Spiekermann
Jan Tschichold
1970-, United States of AmericaType designer, founded Hoefler Type FoundryWork includes: Hoefler text, Didot HTF and Pavisse typefaces
1895-1946, HungaryGraphic Designer, sculptor, photographer and writerWork includes: Malerei Fotografie Flim
1914-1996, SwitzerlandGraphic designer and writerWork includes: The Graphic Artist and his Design Problems; Zurich Tonhalle posters
1878-1956, GermanyGraphic designer, type designer, painter and writerWork includes: Futura typeface; Typographie als Kunst
1947-, GermanyGraphic designer, type designer and writer, founded Meta Design and FontShopWork includes: Stop Stealing Sheep; Meta, Officina and Info typefaces
1902-1974, GermanyGraphic designer, type designer and writerWork includes: Munich film poster; Die Neue Typographie; Penguin Books; Sabon typeface
Jimmy’s Cronies
David Carson
Neville Brody
Nick Bell
Edward Fella
Jeffery Keedy
Stefan Sagmeister
Carlos Segura of T26
Zuzana Licko of Émigré
1956-, United States of AmericaWorks: Sufer and Raygun magazines
1957-, United KingdomWork: Fuse and Arena magazines; Nike adverts
1965-, United KingdomWork: British Nuclear Fuel Screen animations; Lost & Found exhibition tablecloths; Eye magazine
1938-, United States of AmericaWorks: Fella Parts and Outwest typeface
1958-, United States of AmericaWork: Keedy Sons, Hard Times and Lush Us typefaces
1962-, AustriaWork: Made You Look; cover of Lou Reed album Set the Twilight Reeling
1956-, CubaWork: T26 Font Foundry, Square 45 typeface
1961-, CzechoslovakiaWork: Émigré magazine; Matrix and Base typefaces
Rudy VanderLans of Émigré
Barry Deck
Jonathan Barnbrook
Michael Worthington
Phil Baines
Alan Kitching
Vince Forst
1955-, The NetherlandsWork: Émigré magazine; Suburbon typeface
1962-, United States of AmericaWork: Template Gothic and Caustic Biomorph typefaces
1966-. United KingdomWork: Virus Font Foundry, Mason and Priori typefaces; Adbusters projects; Damien Hirst projects
1966-, United KingdomWork: Typographic Landscapes; X-tra magazines
1958-, United KingdomWork: Type & Typography; Penguin Books; Can You? Typeface
1940-, United KingdomWork: Why Iraq? Why Now? poster; Dazed & Confused: the word issue cover
1964-, United KingdomWork: Big magazine; Nike adverts; D&AD Report
I. Sally knows that she should only use three typefaces per document.Sally knows that simplicity is better than the confusion that the use of many typefaces can cause.
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Sally is a good girl.
She always follows the rules.
Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Euphorigenic, 28pt
Honey Script, 21pt
Quicksand, 10pt
I. Jimmy feels the use of more than three typefaces is OK.
Jimmy feels that using more than three typefaces in a single document can be dynamic and create interest.
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Jimmyis a know-it-all.He does whatever he thinks is best. Jimmy Feelsthat he is in charge of all his designs and therefore
WHATIS BEST.He feels the rules will make his design
boringand predictable. Jimmy does whatever he wants to t ypefacesand makes sure he always does
what he
wants
to do.
KNOWS
II. Sally knows that headlines always need to be large and at the top of the page.
Sally cares about the readers of her designs and knows the best way to show them the headline is to make it large and position it at the top of the page.
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Sally is a good girlShe always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Euphorigenic, 43pt
Quicksand, 10pt
II. Jimmy feels that making headlines large and placing them at the top of the document is boring.
Jimmy feels a simple font weight is sufficient in showing hierarchy. He also feels headlines shouldn’t have to be at the top of the page. The reader is smart enough to find it on their own.
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Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to.
This could be the title.
This could also be the title. Titles could be anywhere!
III. Sally knows that only 8pt-10pt size font should be used for all body copy.Sally wants all of her body copy to be neat and legible. She knows anything smaller would be too difficult too read and anything too larger would be overkill.
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Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Quicksand, 8pt with 11pt leading
Quicksand, 9pt with 12pt leading
Quicksand, 10pt with 13pt leading
III. Jimmy feels body copy type shouldn’t be restricted to 8 pt -10 pt font.
Jimmy thinks limiting type to these sizes can make a document boring. He wants to fill the page is body copy.
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Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to.
Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to.
Quicksand, 24pt with 28pt leading
Quicksand, 6pt with 7pt leading
IV. Sally knows that any typeface that is not legible is not truly a typeface.Sally finds the dingbats and disordered fuse fonts are pointless. You won’t see any of those in Sally’s designs.
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Sally is a good girl. She always follows the rules.
Sally is a good girl. She always follows the rules.
Sally is a good girl. She always follows the rules.
Sally is a good girl. She always follows the rules.
Cheshire Initials
Signerica
PaperCut
Pincoyablack
Wingdings
IV. Jimmy feels if something is considered a typeface, then it is a typeface.
Typefaces, at the root, are just symbols and therefore Jimmy feels dingbats and the like should be used along with other typefaces.
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The light teal area you can see is a part of a “Q” from the typeface, ChunkFive, which is a legible typeface as you can see above this paragraph. You can’t see that’s it’s a “Q” so it’s not legible. If the Commandments are to be adhered to, in this instance is ChunkFive no longer considered a typeface?
ChunkFive "Q"
Cheshire Initials, by contrast, is not strictly legible, but it portrays a sense of highly flourished letter forms, so it does, in a sense, communicate as a typeface.
V. Sally knows that kerning letters is very important.
If Sally kerns her words so the white space becomes visually equalized, it will save her readers time in figuring out the words.
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Sally
SallySally i s a good girl .
Sally is a good girl.
Sally is a good girl.
Without kerning
With kerning
Loose tracking
Normal tracking
Tight tracking
V. Jimmy feels kerning isn’t that important.
Jimmy feels showing different lengths of white space between letters can be interesting and crate a whole new design.
VI. Sally knows how to keep it subtle and not over emphasize the key elements in text. Sally knows if she over emphasizes elements within her text, her readers will become confused and distracted. And no one wants to feel like that.
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Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Italics
Underline
Font weight
Color
VI. Jimmy feels over emphasizing text in a document entices the reader to look closer.
Subtlety isn’t in Jimmy’s vocabulary and feels it shouldn’t make its way into any of his designs, ever.
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Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does.
He feels the rules will make his designs boring and predictable. Jimmy does whatever he wants to typefaces and makes sure he always does what he wants to.
VII. Sally knows never to use all capital letters when setting vast amounts of body copy.Sally want it to be as easy as possible to read vast amounts of body copy. She knows the varying heights of ascenders and descenders helps to do so.
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Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
SALLY IS A GOOD GIRL. SHE ALWAYS FOLLOWS THE RULES. SALLY KNOWS THAT IS SHE FOLLOWS THE RULES, HER DESIGNS WILL BE BETTER THAN ALL OF THE OTHER BOYS AND GIRLS. IF SHE STRAYS, HER DESIGNS WILL BE MESSY AND UNATTRACTIVE. SALLY KEEPS ALL OF HER TYPEFACES IN ORDER AND MAKES SURE SHE ALWAYS DOES WHAT SHE IS TOLD.
Uppercase and lowercase text
Uppercase text
VII. Jimmy feels using all capitals in body copy shows it’s importance.
Jimmy knows that the varying geometric forms of some typefaces can create some fairly amazing designs. It also is still fairly easy for his readers to read.
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JIMMY IS AKNOW IT ALL.HE DOES WHATEVER HE THINKS IS
BEST. JIMMY FEELS THAT HE IS IN CHARGE OF ALL OF HIS DESIGNS AND THEREFORE KNOWS WHAT IS BEST
FOR EVERYTHING
HE DOES. HE FEELS THE RULES WILL MAKE HIS DESIGNS
BORING
AND PREDICTABLE. JIMMY DOES WHATEVER HE WANTS
TO TYPEFACES AND MAKE SURE HE ALWAYS DOES WHAT HE WANTS TO.
VIII. Sally knows she must always align every letter and word on a baseline.It’s hard to read words when they aren’t positioned on a baseline. Sally always aligns her text on an invisible, straight line.
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Sally is agood girl.Word Deviation
Letter Deviation
Vertical Deviation
S e a w y f l o s t e r l s.h l a s o l w h u e
Sally
is
a
good
girl.
VIII. Jimmy feels aligning letters and words on a baseline is only one way to approach type.
Typefaces may have been created on a baseline, but Jimmy feels there is no expectation in leaving them that way.
IX. Sally knows to always use flush-left, ragged right when aligning her type.Any other alignment strains the eyes and makes it more difficult to read which is why Sally always uses left align.
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Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs
will be much better than the other boys and girls. If she strays, her designs will be messy and
unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs
will be much better than the other boys and girls. If she strays, her designs will be messy and
unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Flush-left, ragged right text
Flush-right, ragged left text
Justified text
Centered text
IX. Jimmy feels using different alignments can be just as legible as using flush left, ragged right.
Jimmy feels using the unusual alignments makes his compositions more interesting.
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Jimmy is a know it all. He does whatever he thinks is best. Jimmy feels that he is in charge of all of his designs and therefore knows what is best for everything he does.
Jimmy is a know it all.He does whatever he thinks is best. Jimmy feels
that he is in charge of all of his designs and therefore knows what is best for everything he does. He feels the rules will make his designs
boring and predictable.
Jimmy does whatever he wants to typefaces and makes sure he
always does what he wants.
Jimmy does whatever he wants to typefaces and makes sure he always
does what he wants to.
He feels the rules will make his designs boring and
predictable.
X. Sally knows not to make lines of text long or short. If Sally uses between forty and seventy characters per line then her text will be easier for her readers to read.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
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Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Sally is a good girl. She always follows the rules. Sally knows that if she follows the rules, her designs will be much better than the other boys and girls. If she strays, her designs will be messy and unattractive. Sally keeps all of her typefaces in order and makes sure she always does what she is told.
Short lines
Medium lines
Long lines
X. Jimmy feels making lines of text longer or shorter can lead the reader’s eye around the document.
If Jimmy creates long lengths of type, he can lure his readers to different parts of the page they might not have otherwise gone.
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thereforeknowswhatisbest.Hefeelstheruleswillmakehisdesignsboringand predictable.Jimmydoeswhateverhewantstotypefacesand makes sure he always does what he wants to do.