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What is Type?
Typography Fundamentals
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Expressive
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Expressive
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Expressive
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Decorative
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Nostalgic
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Occupational Identifier
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Image
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Image
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Identity
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Image & Identity
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Cultural Identity
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Community Property
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Essential to the Design Business
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Essential for Specifying and Explaining Design
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Instructive
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Instructive
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Instructive
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Finding
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Finding, Discovering…
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Finding, Discovering and Getting Lost
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Available and Accessible
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Ubiquitous
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Suspect
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COTSISSNOW
Malleable
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Immortal
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Every information problem can be solved with four typefaces.
— Wolfgang Weingart, November 15, 2000
Why is it Worth Doing Well?
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Serif and Sans Serif
Serif
Sans Serif
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X-Height
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Stroke Proportion
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Type Size
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Type Weight
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Word Spacing
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Solving Information Problems with Type
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Solving Information Problems with Type
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Line Length
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Leading (line spacing)
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Shifting Type
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Signaling with Type
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Placeholder
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Privacy and anonymity
are increasingly valued.
Economy Drives Typographic Change
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We seek pattern involuntarily.
Elements of letters, words, sentences, paragraphs, labels and so on, all form patterns.
Typographic Signals
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Weight
Shift
Line spacing
Letter spacing
Font
Case
Italics
Position and Composition
Contrast
Color
Signals
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A ready-to-use component.
Type is (Already) Designed
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Would your design survive
paper, web, television, phone
and audio only presentations?
Could your solution adapt to
currently unknown rendering
technologies?
Questions
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Would your design survive
paper, web, television, mobile
and audio only presentations?
Could your solution adapt to
currently unknown rendering
technologies?
Questions
Can you design without knowing something about typography?