Typography

By Broc Sears

Transcript

1. DESIGN BASIC TRAINING
   TYPOGRAPHY
   

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2. 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
   

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3. 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
   

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

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5. DESIGN BASIC TRAINING
   TYPOGRAPHY
   

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6. DESIGN BASIC TRAINING
   TYPOGRAPHY
   Typeface
   Font
   

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7. 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.
   

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8. DESIGN BASIC TRAINING
   TYPOGRAPHY
   Groups
   

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9. DESIGN BASIC TRAINING
   TYPOGRAPHY
   Serifs
   

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10. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Times Garamond Caslon
    Serifs
    

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

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12. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Sans Serifs
    

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13. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Arial Gothic Calibri
    Sans Serifs
    

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

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15. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Decorative
    

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16. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Birch Bauhaus Gigi Script
    Decorative
    

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

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18. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Personality
    

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

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20. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Tracking
    Kerning
    

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21. 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.
    

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22. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Tracking & Kerning
    War
    

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23. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Tracking
    War
    

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24. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Kerning
    War
    

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25. 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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26. DESIGN BASIC TRAINING
    TYPOGRAPHY
    

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27. DESIGN BASIC TRAINING
    TYPOGRAPHY
    

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28. DESIGN BASIC TRAINING
    TYPOGRAPHY
    

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29. DESIGN BASIC TRAINING
    TYPOGRAPHY
    

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30. DESIGN BASIC TRAINING
    TYPOGRAPHY
    

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31. DESIGN BASIC TRAINING
    TYPOGRAPHY
    Questions?
    

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32. 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
    

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33. 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
    

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