History of Typography

Definitions (Serif and Sans Serif)

Branding and Logo Design

Application to Unit 10 Graphics

Logo Examples

Vin Kelly

Typography / Logo Design

Aims

To offer an introduction to typography and

logo design

Objectives

• To give a brief history of typography

• Definitions (Serif & Sans Serif etc)

• Branding and logo design

• Application of lecture to Unit 10

Typography

 

‘the craft of composing type and printing

from it’

(dictionary.com)

Brief history of typography

Evolved over time following changes in

communication methods and printing

technology.

Pictograms

Simple shapes representing a basic

vocabulary of objects and concepts.

Ideograms

Symbols used to express more complex objects and concepts.

Phonograms

Represent either syllables or basic sounds

Type and technology

Technological advancement impacts on typographic styles:

•stone-carved letters of ancient Roman monuments

•hand-cut wooden type used in early printing acid-etched metal type

•typefaces designed for modern digital output

Type and technology

Other influences:

•social and artistic trends

•widening distribution

•changing applications of printed materials

1400

1500

1700

1800

1900

2000

Serif & Sans Serif

Serif type has "hands and feet" — serifs (or curlicues) — on the ends of the strokes and the characters are made up of both thick and thin strokes.

eg

Times Roman, Garamond, Palatino, Bookman and New Century Schoolbook

S

Serif & Sans Serif

Sans serif type has no serifs - the characters are made up of lines of constant thickness.

eg

Helvetica

S

Serif & Sans Serif

Research shows that serif typeface is more easily read

But serif can look old fashioned and loses definition when displayed on monitors below 14pt

Typefaces - examples

Bookman Old Style

Typefaces - examples

Tahoma

Typefaces - examples

Impact

Definitions

Kerning - to alter the fit of certain letter combinations i.e. adjusting the spaces between pairs of letters

Tracking – to adjust the spacing between characters in a line of text

K erning

Tracking along line of text

Definitions

Leading – derives from early printing - strips of lead metal used for vertical spacing between lines of type.

Now - vertical distance from the baseline of one line to the baseline of the next.

Gaps between

Lines of text

Definitions

Here is some left aligned text blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

Here is some right aligned text blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

Here is some centred text blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

Here is some justified text blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah

Anti aliasing

Causes the edge of objects to be smoothed

Anti aliasing

Avoid anti aliasing for text below 10 point – reduces clarity

Photoshop implements anti aliasing automatically – to turn it off:

Layer / Type / Anti-Alias none

Branding:

Visual identity of related group of products or services from a common source.

Logo is an important part of brand image

Logo

A name, symbol, or trademark designed for easy and definite recognition,

(dictionary.com)

Vehicle for expressing philosophy of company.

Protected by copyright

Logos - examples

19951978

Logos - examples

Logos - examples

Original Restyled

Logos - examples

Reference to the Bible story of Adam and Eve; apple represents the

fruit of the Tree of Knowledge.

Logos - examples

OriginalRestyled

Logos - examples

Application to Unit 10 – Evaluation Task 2, Task 3

Evaluation – evidence of research into font styles, font colours and layout schemes, should be part of Task 2 Design Realisation and Task 3 Implementation.

Why has a certain font and font size been used?

Why was a certain colour chosen ? (readability, evoking an atmosphere…..)

For large areas of text – use of columns, grid, justification of text

Application to Unit 10

Create main body of text using Illustrator 10

Be aware of readability – avoid ‘rivers of white’ and extremely small font sizes.

Kerning and tracking – mention any use of in your evaluations

The appropriate font should be used to serve the purpose.

Application to Unit 10 – Illustrator Element

Create

a logo, incorporating text(perhaps for your ‘design company’, to be added to the credits appearing on your cover art)

and

your CLIENT Logo design for the CD Covers.

Application to Unit 10 – Illustrator Element

Note:

In Illustrator - make your design at lot larger than you actually need.

Save your Illustrator work as an .eps file.

DO NOT FLATTEN THE LAYERS

Save your Illustrator files alongside your Photoshop files to be handed in on the same disc.

Application to Unit 10 – incorporating text

Using files from the web

Scanned Images

Digital Photographs

Develop your client logo in ILLUSTRATOR.

Your client may have an existing logo for you to work on and develop.

Your client may want you to start from scratch and develop a completely new logo.

Produce your own personal Designer’s Logo.

Application to Unit 10 - incorporating text

Illustrator has many functions relating to text.

1. Turn on the type controls

2. Be aware of the technique applying ‘text to a path’

3. You can also warp text in Illustrator, Photoshop and Serif Draw 7.

4. Be aware of and identify your client’s text.

5. Look carefully at all materials your client gives you (business cards, letterheads, brochures etc.