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Course desCriptionthis course is an introduction to the

fundamentals of typography as a critical skill for communication design practice. topics include: history of writing systems and

typography, anatomy of type, basic type measurements, five families of type, copyfitting, type arrangement and grids, typography for optimal

readability and typography as interpretation.

METHODS OF INSTRUCTION: Lecture discussion demonstration Classwork student Critiques &

Feedback

ASSESSMENT METHODS: Grades based on: principals and

elements of design Concept execution presentation Class participation

Introductions. Overview. Introduction to typography and typographical terms. Brief his-tory of type. Explanation of projects and assignments. Assign: First brand design (your name + graphic design) in three variations.Ampersand logo

week one

Creating editorial spread with your images. Resumes and business cards.Review: 4th logo + 1950 posterAssign: Business card + resume + 1960 poster

week five

The anatomy of type. Type as art.Review: 3rd logo + 1940 posterAssign: 4th logo + 1950 poster

week four

The rules of typography. SPACE & MASS. The historical perspective of type and the printed word.Review: Brand ID + Logo oneAssign: 2nd logoHistorical poster: 1930

week two

week six

week seven

week ten

week eight

PRESENTATION Magazines uploaded and reviewed by staff and guests. PDFS to server.

week nine

Creating text for multi page documents, formatting text. Importing text.Review: 2nd logo + 1930 PosterAssign: 3rd logo + 1940 poster + Ubiquitous type images

week three

p u b l i c a t i o n d e s i g ntypography

I N T R O D U C T I O N

P r i n c i P l e s o f t y P o g r a P h y • e l e m e n t s o f d e s i g n

T y P E O N A PA g E : T H E F O R M A T T I N g O F T E x T

L E T T E R F O R M S

T y P O g R A P H y I N M A g A z I N E D E S I g N

A R T D I R E C T I O N

A N g E L E S H A S L E F T T H E B U I L D I N g

T H E F I N A L A N A L y S I S

W E L L , W E L L , W E L L : T H E C R E A T I O N O F A F E A T U R E S T O Ry

P U T T I N g I T A L L T O g E T H E R : M A k I N g A M A g A z I N E

dept: GrpHnumber: 2120

units: 3

STUDENT LEARNING OUTCOMESthe student will:

come to a better understanding of the role of typography in graphic design as both a tool and esthetic. projects

include a variety of design modalities such as logos, book covers, magazine

spreads, posters, t shirt design, advertising and branding.

week two A M P E R S A N D D E S I g N S T U D I O

week seven 1 9 O R M M x I k N I g H T C L U B

week six B E I j I N g H O L I DAy R E S O R T

week five B L A C k L E T T E R B A R + g R I L L

week four B E y O N C É

week three L I g A T U R E P R E S S

publication

LOGO

DES

IGN

TYPOGRAPHY

week

2Each week there will be a new logo assignment to be presented the following week. Each logo will have three variations:1) serif2) handlettered/script3) sans serif

Logos will be type only—no images.Logos will be presented on a tabloid sheet (landscape). Each logo should be indentified with its name and the kind of font it is.

BULLPENSLAB SERIF

FRANKLIN GOTHIC SANS SERIF

HA

ND

LET

TE

RE

D

S PA H O T E L R E S TA U R A N T

Logos are graphic design projects that create a mark or emblem commonly used by commercial

enterprises, organizations and even individuals to aid and promote

instant public recognition. this course is an introduction to the fundamentals

of typography as a critical skill for communication design practice. topics include: history of writing systems and

typography, anatomy of type, basic type measurements, five families of type, copyfitting, type arrangement and grids, typography for optimal

readability and typography as interpretation.

publication

edit

oria

l des

ign

the p

roje

ct

TYPOGRAPHY

week

4 We will be creating a two page editorial spread from your

images. The story will be about type found in public

spaces such as signs, billboards, or graffiti. A caption

will be required of each image such as the location and any information

you can find about the font(s) being used. You will be given a headline,

subhead, byline and body copy for this story.

Be prepared to come into week 4 with at least 12 images. DO NOT PULL

IMAGES FROM THE INTERNET.

Head: UBIQUITOUST Typesub: The presence of typography, both good and bad, can be seen everywherepull: “Typography is the craft of endowing human language with a durable visual form, and thus with an independent existence.”byline: By MyRNA LOyphotographed by your name.body copy is 9 on 12 point times roman and is found on the instructor server in the shared files as “Typography makes two kinds of sense”There are 12 images on the spread, which can be uniform or various sizes. The headline, subhead and pull quote can be any size, any font, but ALL copy MUST fit in the the pages at the size stated. Consider alignment and tracking as methods of adjustment. Copy needs to be aligned to the baseline (columns should line up). There should be a four line drop cap in the same font as headline font.Type should have indents and watch for widows and orphans.

As a profession, editorial design encompasses one of the largest

employers of graphic designers. the amount of media that is

created between the fields of book design, newspaper publication,

magazine design and their online counterparts demands the attention

of many different designers with varied specialties. Even though the development of the computer has put many publishers, newspapers

and magazines out of business there are many who are also finding a

home in electronic media that include online blogs, ipad, iphone apps and

electronic publications.editorial design is where type and imagery hit the road running. of

all graphic design professions, editorial design may be where there

is the most freedom to use type in interesting ways.

t h e c r a f t o f g r i d s , b a s e l i n e s a n d d e t a i l s

week

5t h e c r a f t o f g r i d s , b a s e l i n e s a n d d e t a i l s

publication

font

rep

ort

Grading

a This assignment is to create a report on a famous typographer. This will be one spread (two 8.5x11”) with selected text and images of your choosing. The concept is to tell us about the type designer and more importantly, an instance of a typeface they designed. Paul Renner, for example, designed many fonts, so the idea would be to choose a font that you like and report on that font and its creator. This spread should contain a sample of the font or fonts, an example of that font in usage and a short biog-raphy that you will format and integrate into your layout.NOTE: PLEASE IDENTITFY ALL THE FONTS USED IN YOUR ARTIcLE.

GoudyIn 1903, Goudy and Will Ransom founded the Village Press in Park Ridge, Illinois. This venture was mod-

eled on the Arts and Crafts movement ideals of William Morris. It was moved to Boston, then New York. In 1908, he created his first significant typeface for the Lanston Monotype Machine Company: E-38, sometimes known as Goudy Light. However, in that same year the Village Press burned to the ground, destroying all of his equipment and designs. In 1911, Goudy produced his first "hit," Kennerly Old Style, for an H. G. Wells anthology published by Mitchell Kennerly. His most widely used type, Goudy Old Style, was released by the American Type Founders Company in 1915, becoming an instant classic.

From 1920 to 1947, Goudy was art director for Lanston Monotype. Beginning in 1927, Goudy was a vice-president of the Continental Type Founders Association, which distributed many of his faces. By the end of his life, Goudy had designed 122 typefaces and published 59 literary works. Goudy was the originator of the well-known statement, "Any man who would letterspace blackletter would shag sheep."[citation needed] (More commonly misquoted as: "Anyone who would letterspace lowercase would steal sheep." and "Anyone who would letterspace blackletter would steal sheep.") Patrick Ames, the publisher for Adobe Press, loved the quote and suggested it as the title for the book Stop Stealing Sheep and Find Out How Type Works, and changed it, for obvious reasons. The book was intended for typographic novices, and those were most likely not deemed grown-up enough for the four letter word. Others doubt this story, as the Briticism "shag" was unknown in American slang.[1] It has also been said that the original verb was fuck, and that like "steal," "shag" was a more recent toning down of the original.

Goudy wasn't always a type designer. "At 40, this short, plump, pinkish, and puckish gentleman kept books for a Chicago realtor, and considered himself a failure. During the next 36 years, starting almost from scratch at an age when most men are permanently set in their chosen vocations, he cut 113 fonts of type, thereby creating more usable faces than did the seven greatest inventors of type and books, from Gutenberg to Garamond."[2]

Asked how to say his name, he told The Literary Digest "When I was a boy my father spelled our name 'Gowdy' which didn't offer any particular reason for verbal gymnastics. Later, learning that the old Scots spelling was 'Goudy,' he changed to that form, while I, for some years, retained the old way. My brother, in Chicago, still spells with the w. However, I find that occasionally a stranger pronounces the word with ou as long o in go, sometimes as ou in soup, or goo and less frequently with the ou as oo in good. I retain the original pronunciation with ou as in out." (Charles Earle Funk, What's the Name, Please?, Funk & Wagnalls, 1936.)

Frederic i 72 pt. Goudy oldstyle

Copperplate Bold

r e s e a r c h f o r t h e u s e o f a f o n t

Designed by Philippe Starck, the Beijing

Holiday Resort is a state-of-the-art modern

luxury hotel located in the heart of China.

This is the first modern hotel in China and is

similar to the Jia Hotel in Hong Kong.

The client wishes to avoid any and all cliches

surrounding China: dragons, chinese letters,

flowers, etc.

Type should be unique, distinct and yet

visually compelling.

This logo will be going on the website,

advertising and products within the hotel.

T Y P e

week five 5

hippest new hotel in china. Very high end, modern and trendy.

Beijing Holiday Resort ReSTAURANT + SpA

r e s e a r c h f o r t h e u s e o f a f o n t

Beijing Holiday Resort ReSTAURANT + SpA

publication

Bran

d Yo

u

In class, using either a mouse or Wacom pen, create an identity for yourself with a handlettered “logo” for yourself. Using your last name, include graphic designer in the design.Next week, present as many (but a minimum of 3) various design versions of your logo.The chosen version will attend all your design projects as ID.

typography

week

1

M i c h a e l

western

romantic

art deco classicart noveau

distressed

scriptcondensed extended

old English

modern

star Wars

Star WarsStar Wars

Star Wars

star Wars

star Wars

Star Wars

Star wars

Star Wars

Star Wars

Star Wars

Star Wars

Star Wars

Star wars

western

romantic

art deco classicart noveau

distressed

scriptcondensed extended

Old English

modern

C R E A T E T H E S TA R W A R S L O g O I N E A C H O F T H E F O L L O W I N g T y P E S T y L E S

week three L I g A T U R E P R E S S

E S TA B L I S H E D 1 9 9 0

L I g A T U R E P R E S S

publication

LOGO

DES

IGN

TYPOGRAPHY

week

2 Ligature Press is a high end publishing firm that uses letterpress to publish their work.The client would like a very retro yet modern feel with something that pertains to their name. No images of printing equipment or an easy references to printing.

Logos are graphic design projects that create a mark or emblem commonly used by commercial

enterprises, organizations and even individuals to aid and promote

instant public recognition. this course is an introduction to the fundamentals

of typography as a critical skill for communication design practice. topics include: history of writing systems and

typography, anatomy of type, basic type measurements, five families of type, copyfitting, type arrangement and grids, typography for optimal

readability and typography as interpretation.

Each logo will have three variations:1) serif (slab)2) handlettered/script3) sans serif

client copy

week ten L A S T PA g E P R O j E C T

E S TA B L I S H E D 1 9 9 0

week

10The last page of your portfolio should contain:

1) your branded logo2) type characters of 8” and smaller3) a quote you create about typography

WHITE SPACE.one the least understood elements

of graphic design is the thing called white space. many designers feel

the need to fill every space with shapes, rules, dots, flowers, etc.

they are not trusting the white space.white space, when used properly,

suggests elegance and sophistication in a design project.

it is important to see not just the type on a page but the space in which the

type lives.

the

typography

publication

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TYPOGRAPHY

week

5

résumé.One thing that every prospective employer wants to see is your resume. A résumé is heavily formatted document that records your goals, achievements, abilities, experience and references. A résumé can be saved as a PDF, JPEG or Word document. resumes are most often emailed and/or downloaded from a website.the other essential business id is a business card. A business card and résumé should reflect one another. A business card can be two sided and should include a phone number, email address and website (if owned).the business card is a printed piece.Following the accepted format for résumés, please construct your résumé and business card .BRINg IN 3 SAMPLES OF BOTH PROjECTS NExT WEEk

g r a p h i c d e s i g n f o r t h e w e a l t h y

my life...so far

publication G R A D I N G

Grades are based on a point system. Each project has a value of 25 points. Projects are graded on a system of 1-5, 5 being excellent. The considerations are:

Concept the presentation of information that has meaning, influence and innovation.

Content and development All the elements that are contained and developed within the overall design.

Design The arrangement of all parts in creating a balanced and unified work of art.

Execution Producing a specific design to the given rational and specifications.

Presentation To offer up for show, exhibit or critique the verbal introduction of a project.

5 | above average 4 | exceeds expectations 3 | meets expectations 2 | needs improvement 1 1 not sufficient caliber

a b c