DESIGN BASIC TRAINING TYPOGRAPHY 

DESIGN BASIC TRAINING TYPOGRAPHY “ As the saying goes, type is a beautiful group of letters, not a group of beautiful letters.” Matthew Carter British typographer and designer 

DESIGN BASIC TRAINING TYPOGRAPHY “ Faces of type are like men’s faces. They have their own expression ; their complexion and peculiar twists and turns of line identify them immediately to friends, to whom each is full of identity.” ­ J. L. Frazier 1925 volume, Type Lore 

DESIGN BASIC TRAINING TYPOGRAPHY “Typography is what language looks like.” Ellen Lupton curator of contemporary design at Cooper-Hewitt National Design Museum 

DESIGN BASIC TRAINING TYPOGRAPHY 

DESIGN BASIC TRAINING TYPOGRAPHY Typeface Font 

DESIGN BASIC TRAINING TYPOGRAPHY A “typeface”, “font face” or “font family” includes all letters of a given alphabet, all the punctuation marks, all numbers and a selected set of symbols. Helvetica, Arial, Times, Blippo. A font used to be the differing attributes such as “weight,” “style,” “size” etc. Today a font refers to the digital file that directs the computer how to display and print the type. 

DESIGN BASIC TRAINING TYPOGRAPHY Groups 

DESIGN BASIC TRAINING TYPOGRAPHY Serifs 

DESIGN BASIC TRAINING TYPOGRAPHY Times Garamond Caslon Serifs 

DESIGN BASIC TRAINING TYPOGRAPHY Times Garamond Caslon Serifs Traditional Elegant Institutional Conservative Formal Authority Easy to read text 

DESIGN BASIC TRAINING TYPOGRAPHY Sans Serifs 

DESIGN BASIC TRAINING TYPOGRAPHY Arial Gothic Calibri Sans Serifs 

DESIGN BASIC TRAINING TYPOGRAPHY Arial Gothic Calibri Modern Mechanical Open Young Casual Inform Easy to read signage Sans Serifs 

DESIGN BASIC TRAINING TYPOGRAPHY Decorative 

DESIGN BASIC TRAINING TYPOGRAPHY Birch Bauhaus Gigi Script Decorative 

DESIGN BASIC TRAINING TYPOGRAPHY Diverse Artsy Entertaining Niche Restrictive Dangerous Best in short headlines, wordmarks Birch Bauhaus Gigi Script Decorative 

DESIGN BASIC TRAINING TYPOGRAPHY Personality 

DESIGN BASIC TRAINING TYPOGRAPHY Jim’s Gym Jim’s Gym Jim’s Gym Jim’s Gym Jim’s Gym Jim’s Gym Personality 

DESIGN BASIC TRAINING TYPOGRAPHY Tracking Kerning 

DESIGN BASIC TRAINING TYPOGRAPHY Tracking A feature in InDesign that uniformly adds or subtracts the same units of space between letters. Kerning A process that adds or subtracts the units of space between letter pairs. 

DESIGN BASIC TRAINING TYPOGRAPHY Tracking & Kerning War 

DESIGN BASIC TRAINING TYPOGRAPHY Tracking War 

DESIGN BASIC TRAINING TYPOGRAPHY Kerning War 

DESIGN BASIC TRAINING TYPOGRAPHY Kerning How much should I kern? Modestly. Until you have the perception that spacing is consistent. Should I kern text upside down? If it works for you! 

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DESIGN BASIC TRAINING TYPOGRAPHY Questions? 

DESIGN BASIC TRAINING TYPOGRAPHY NEXT 9 Welcome and introductions 9:20 What the heck is visual communication? 9:40 Principles and fundamentals 10:40 Break 10:50 Typography 11:40 The creative process 12:30 Lunch 1 10 things you can do to improve advertising 1:50 Break 2 10 things you can do to improve editorial 2:50 Break 3 10 things you can do to improve other stuff 4 Close 

DESIGN BASIC TRAINING TYPOGRAPHY THEN 9 Welcome and introductions 9:20 What the heck is visual communication? 9:40 Principles and fundamentals 10:40 Break 10:50 Typography 11:40 The creative process 12:30 Lunch 1 10 things you can do to improve advertising 1:50 Break 2 10 things you can do to improve editorial 2:50 Break 3 10 things you can do to improve other stuff 4 Close