![Page 1: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/1.jpg)
Hot Typography Igniting Fonts in PersuasiveProposals and Presentations
D A V I D L E C O U R S o f L E C O U R S D E S I G N
![Page 2: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/2.jpg)
![Page 3: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/3.jpg)
Agenda Why Typography Matters Choosing Fonts Setting Type Type That Persuades Going Further
![Page 4: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/4.jpg)
Sharing = Caring
@davidlecours #smpsprc
![Page 5: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/5.jpg)
Format Presentation / Stories Participation / Dialogue Notes / Slides
![Page 6: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/6.jpg)
Resources lecoursdesign.com/type
![Page 7: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/7.jpg)
Why Typography Matters
![Page 8: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/8.jpg)
You’re a Graphic Designer Now
![Page 9: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/9.jpg)
![Page 10: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/10.jpg)
Clarity and Professionalism
![Page 11: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/11.jpg)
![Page 12: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/12.jpg)
![Page 13: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/13.jpg)
It’s not the best idea that wins.
WHY
![Page 14: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/14.jpg)
Typography is Voice
![Page 15: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/15.jpg)
![Page 16: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/16.jpg)
Commodity? Just Say No.
WHY
![Page 17: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/17.jpg)
CustomizingSlide Decks & Proposals
WHY
![Page 18: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/18.jpg)
3
![Page 19: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/19.jpg)
LOGOS
ETHOS
PATHOS
![Page 20: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/20.jpg)
Agenda Why Typography Matters
Choosing Fonts Setting Type Type That Persuades Going Further
![Page 21: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/21.jpg)
Choosing Fonts
![Page 22: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/22.jpg)
Type Classification
![Page 23: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/23.jpg)
![Page 24: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/24.jpg)
![Page 25: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/25.jpg)
Serif classic
![Page 26: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/26.jpg)
![Page 27: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/27.jpg)
Sans Serif modern
![Page 28: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/28.jpg)
![Page 29: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/29.jpg)
Slab Serif folksy
![Page 30: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/30.jpg)
![Page 31: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/31.jpg)
Script fancy
![Page 32: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/32.jpg)
![Page 33: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/33.jpg)
![Page 34: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/34.jpg)
Script casual hand
![Page 35: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/35.jpg)
![Page 36: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/36.jpg)
PERIOD time & place
![Page 37: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/37.jpg)
NASA Handel Gothic
1920’s Paris Braggadocio
![Page 38: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/38.jpg)
Mixing Type
![Page 39: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/39.jpg)
![Page 40: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/40.jpg)
![Page 41: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/41.jpg)
![Page 42: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/42.jpg)
![Page 43: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/43.jpg)
![Page 44: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/44.jpg)
![Page 45: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/45.jpg)
HEADLINE This is body copy that is meant to be readable. This is body copy that is meant to be readable. This is body copy that is meant to be readable.
![Page 46: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/46.jpg)
Where To Buy Fonts
![Page 47: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/47.jpg)
![Page 48: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/48.jpg)
![Page 49: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/49.jpg)
![Page 50: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/50.jpg)
![Page 51: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/51.jpg)
![Page 52: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/52.jpg)
![Page 53: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/53.jpg)
![Page 54: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/54.jpg)
10 Friends Vitesse Clarendon
Garamond Avenir Tarzana Wide Interstate Akzidenz Grotesk Extended
Bickham Script Helvetica Neue
Museo Slab
![Page 55: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/55.jpg)
5 Enemies Brush Script
Comic Sans Arial Lithos
Times New Roman
![Page 56: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/56.jpg)
Agenda Why Typography Matters Choosing Fonts
Setting Type Type That Persuades Going Further
![Page 57: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/57.jpg)
Setting Type Top 10 Pro Tips
![Page 58: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/58.jpg)
Use Typographic Rules
![Page 59: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/59.jpg)
![Page 60: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/60.jpg)
![Page 61: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/61.jpg)
NASA Handel Gothic
1920’s Paris Braggadocio
![Page 62: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/62.jpg)
Use Multiple Columns
![Page 63: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/63.jpg)
![Page 64: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/64.jpg)
![Page 65: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/65.jpg)
Use a Typographic Grid
![Page 66: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/66.jpg)
![Page 67: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/67.jpg)
![Page 68: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/68.jpg)
![Page 69: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/69.jpg)
Headline Attracts, Body Copy Doesn’t
![Page 70: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/70.jpg)
![Page 71: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/71.jpg)
One Space After a Period. Ok?
![Page 72: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/72.jpg)
Inches = 12" —vs.—
“Quotation”
![Page 73: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/73.jpg)
Reverse Out Sparingly.
![Page 74: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/74.jpg)
If body copy, then this reversed out text is causes eye fatigue. If body copy, then this reversed out text is causes eye fatigue. If body copy, then this reversed out text is causes eye fatigue. If body copy, then this reversed out text is causes eye fatigue.
If body copy, then this dark text on a light background is easiest on the eyes. If body copy, then this dark text on a light background is easiest on the eyes. If body copy, then this dark text on a light background is easiest on the eyes.
![Page 75: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/75.jpg)
![Page 76: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/76.jpg)
Rarely, is Right
Justified.
![Page 77: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/77.jpg)
![Page 78: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/78.jpg)
L E T T E R S P A C E
L E T T E R S P A C E
n o t f o r l o w e r c a s e
don’t stretch H or V
Generous Leading Improves Readability
![Page 79: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/79.jpg)
Creating Emphasis
![Page 80: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/80.jpg)
You can change it.
![Page 81: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/81.jpg)
You can change it.
![Page 82: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/82.jpg)
You can change it.
![Page 83: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/83.jpg)
You can change it.
![Page 84: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/84.jpg)
You can change it.
![Page 85: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/85.jpg)
You can change it.
JUST SAY NO
![Page 86: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/86.jpg)
![Page 87: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/87.jpg)
Agenda Why Typography Matters Choosing Fonts Setting Type
Type That Persuades Going Further
![Page 88: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/88.jpg)
Type That Persuades
![Page 89: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/89.jpg)
Differentiation
WHY
![Page 90: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/90.jpg)
“People that tell stories rule
the world.”
–Plato
WHY
![Page 91: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/91.jpg)
![Page 92: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/92.jpg)
![Page 93: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/93.jpg)
![Page 94: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/94.jpg)
pms
spot
476
wg1
wg4
382
LOGOLOGO
hex
#f0ecde
#83bb41
#4e3f3a
#bbbaaf
#d8d6c8
c m y k r g b
5 4 12 0 240 236 222
54 4 100 0 131 187 65
57 63 65 48 78 63 58
27 21 29 0
15 11 20 0
187 186 175
216 214 200
Obey the Logo Laws
Never stretch the logo. Never change the colors or font. Avoid shrinking the logo smaller than 1" wide. Only enlarge
the logo if using an .ai or .pdf file (for print). Use .jpg, .png for web or devices, .png has transparent background.
cmyk = cyan, magenta, yellow, black
Used for print, also called 4 color process
rgb = red, green, blue used for on-screen
hex = hexadecimal color system
used to specify website color
pms = pantone matching system for
commercial printing with pantone inks
wg = warm gray
so_logo_clr_1.ai
so_logo_clr_1.pdf
so_logo_clr_1.jpg
so_logo_clr_1.png
so_logo_clr_2.ai
so_logo_clr_2.pdf
so_logo_clr_2.jpg
so_logo_clr_2.png
so_logo_bw.ai
so_logo_bw.pdf
so_icon.aiso_icon.pdf
so_icon.jpgso_icon.png
so_logo_clr_3.ai
so_logo_clr_3.pdf
so_logo_clr_3.jpg
so_logo_clr_3.png
COLORCOLOR
TYPOGRAPHYTYPOGRAPHY
BRAND NAMEBRAND NAME Our formal legal name is SpeakersOffice, Inc. Our trade/brand name is simply SpeakersOffice. This is how we prefer to be
known. Note that SpeakersOffice is one word with a capital S and O to assist readability. While it may be tempting to
shorten the name to SO, please resist. SO may be used for internal discussion between employees, but never for external
communication. Our website URL is speakersoffice.com.
BRAND
PROMISEBRAND
PROMISECorporations, associations, and bureaus trust our speakers to deliver transformational experiences
If words are the content, then typography is the voice used when communicating visually. The logotype is custom, based
on Trade Gothic Bold, set in ALL CAPS. Fonts are available for purchase at adobe.com/type
STATIONERYSTATIONERY
PaperRecommended
Neenah Classic Crest Smooth Avon Brilliant White
110# Cover for business cards
24 # Writing or 70# Text for letterhead, 2nd sheets, envelopesPrinterSir Speedy Printing rep: Alan
3517 Main Street, suite 303
Chula Vista, CA 91911
619.429.7200, [email protected]
Print CMYK or Digital
Avenir 45 Book, Oblique
Trade Gothic Bold, Oblique
Museo Slab 900, Italic
10 pt. Book for body text, w/ 13 pt. leading
18 pt. or larger for Headlines
18 pt. or larger for Headlines
S T Y L E G U I D E T O O U R B R A N D I D E N T I T Y
Note: .ai files are set up for PMS printing
.pdf files are set up for CMYK printing
![Page 95: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/95.jpg)
pms
2935*
3115
cg3
454@ 30%
338
296
S T Y L E G U I D E T O O U R B R A N D I D E N T I T Y
L S A
LOGOLOGO
hex
#0055b8
#293145
#54b7bf
#83b5aa
#dcd9e0
c m y kr g b
100 46 0 00 85 184
85 75 48 4741 49 69
63 0 18 084 183 191
65 0 47 0
2 0 0 20
131 181 170
220 217 224
#f5f4ec
3 2 10 0245 244 236
Obey the Logo Laws
Never stretch the logo horizontally or vertically. Never change the colors or font. Avoid shrinking the logo smaller than .75" wide.
Only enlarge the logo if using an .ai or .pdf file. If a larger .png or .jpg file is needed, create it in Photoshop from the .ai file.
cmyk = cyan, magenta, yellow, black,
also called 4-color process, used for print
pms = pantone matching system for
commercial printing with pantone inks
for exact color matching. PMS 2935* is
LSA blue, used in logo. cg3 = cool gray 3.
rgb = red, green, blue used for on-screen
hex = hexadecimal color system
used to specify website color
Each formula has been chosen for
optimal color reproduction by system.
They are not direct software translations.
lsa_logo_blue_rectangle.ai
lsa_logo_blue_rectangle.pdf
lsa_logo_blue_rectangle.png
lsa_logo_wht.ai
lsa_logo_wht.pdf
lsa_logo_wht.png
(background pattern does not print)lsa_logo.ai
lsa_logo.pdf
lsa_logo.png
COLORCOLOR
TYPOGRAPHYTYPOGRAPHY
BRAND NAMEBRAND NAME Our brand name is LSA. When referring to the firm in speech or writing, use LSA. LSA is not an abbreviation for a longer,
more formal name. It is our name. LSA Associates, Inc. is our legal name and should only be used for contracts and legal
documents. Our website URL is lsa-assoc.com.
POSITIONING
STATEMENTPOSITIONING
STATEMENT
A positioning statement tells the world who we are, what we do, and what makes us unique in the market. Here is ours:
LSA is a 100% employee-owned environmental consulting firm. Clients rely on our four decades of experience and
creativity to anticipate and address their needs.
If words are the content, then typography is the voice used when communicating in print or on screen. Proxima Nova is
used by the Marketing department for print materials and the website. Trebuchet MS is used for everyday communication
like email, .doc and .ppt. Trebuchet MS comes pre-loaded on most PCs.
Note: .ai files are set up for PMS printing, .pdf files are set up for CMYK printing, .png files are for web or devices.
Proxima Nova Regular, Proxima Nova Regular Italic
Proxima Nova Semi-Bold, Proxima Nova Semi-Bold Italic
Proxima Nova Black, Proxima Nova Black Italic
Trebuchet MS Regular, Trebuchet MS Italic
Trebuchet MS Bold, Trebuchet MS Bold Italic
P R I N TS C R E E N
![Page 96: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/96.jpg)
Trends in Typography
![Page 97: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/97.jpg)
![Page 98: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/98.jpg)
![Page 99: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/99.jpg)
![Page 100: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/100.jpg)
![Page 101: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/101.jpg)
![Page 102: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/102.jpg)
![Page 103: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/103.jpg)
![Page 104: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/104.jpg)
![Page 105: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/105.jpg)
![Page 106: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/106.jpg)
![Page 107: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/107.jpg)
6
A R C H I T E C T SKIRKPATRICK
![Page 108: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/108.jpg)
![Page 109: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/109.jpg)
![Page 110: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/110.jpg)
Web Typography
![Page 111: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/111.jpg)
![Page 112: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/112.jpg)
![Page 113: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/113.jpg)
![Page 114: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/114.jpg)
![Page 115: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/115.jpg)
![Page 116: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/116.jpg)
![Page 117: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/117.jpg)
Slide Deck Typography
![Page 118: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/118.jpg)
Less is More
![Page 119: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/119.jpg)
![Page 120: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/120.jpg)
SIGNAL
NOISE
NOISE
NOISE
NOISENOISE
NOISE
NOISE
NOISE
NOISENOISE
NOISE
![Page 121: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/121.jpg)
SIGNAL
![Page 122: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/122.jpg)
Dark Room
![Page 123: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/123.jpg)
![Page 124: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/124.jpg)
Light Room
![Page 125: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/125.jpg)
Max. Contrast
Min. Contrast
![Page 126: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/126.jpg)
Animate with Moderation
![Page 127: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/127.jpg)
Type Quality Control Cost
You Shoot ? Total Time
Royalty Free
Good wysiwyg $
Rights Managed
Better wysiwyg $$
Custom Best Partial $$$
![Page 128: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/128.jpg)
Type Quality Control Cost
You Shoot ? Total Time
Royalty Free
Good wysiwyg $
Rights Managed
Better wysiwyg $$
Custom Best Partial $$$
![Page 129: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/129.jpg)
![Page 130: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/130.jpg)
![Page 131: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/131.jpg)
![Page 132: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/132.jpg)
![Page 133: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/133.jpg)
![Page 134: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/134.jpg)
•bullets •kill
![Page 135: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/135.jpg)
•bullets •kill •too many •audiences
![Page 136: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/136.jpg)
Agenda Why Typography Matters Choosing Fonts Setting Type Type That Persuades
Going Further
![Page 137: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/137.jpg)
Going Further
![Page 138: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/138.jpg)
Web Resources
![Page 139: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/139.jpg)
![Page 140: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/140.jpg)
![Page 141: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/141.jpg)
![Page 142: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/142.jpg)
![Page 143: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/143.jpg)
![Page 144: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/144.jpg)
![Page 145: Hot Typography SMPS Pacific Regional Conference](https://reader035.vdocument.in/reader035/viewer/2022070521/58f9a9e5760da3da068b7350/html5/thumbnails/145.jpg)
Hot Typography Igniting Fonts in PersuasiveProposals and Presentations
D A V I D L E C O U R S o f L E C O U R S D E S I G N