type basics

Hierarchy

hierarchy

angel division archangel of angels cherubim seraphim

pope rUling body cardinal of clergy archbishop bishop

work parts of chapter a text section subsection

I Division of angels A. Angel B. Archangel C. Cherubim D. Seraphim

II Ruling body of clergy A. Pope B. Cardinal C. Archbishop D. Bishop

III Parts of a text A. Work B. Chapter C. Section D. Subsection

Division of angels Angel Archangel Cherubim Seraphim

Ruling body of clergy Pope Cardinal Archbishop Bishop

Parts of a text Work Chapter Section Subsection

division of angels Angel Archangel Cherubim Seraphim

rUling body of clergy Pope Cardinal Archbishop Bishop

parts of a text Work Chapter Section Subsection

symbols, indents, and line breaks

indents and line breaks only

font change, indents, and line breaks

alignment, font change, and line breaks

Scale, leading, alignment, type choice, indentation, and other elements combine to express hierarchies.

hierarchy

One text, different expressions, with emphasis placed on different elements of the text.

144 | thinking with type text | 145

applying styles structurally

Crime Blotter6:00AM | EAST VILLAGE

Noun Found Smothered by AdjectivesMessage lost in dense cloud of confused signals.

11:30AM | UPPER EAST SIDE

Missing the point, revenge is sought by victim.

7:00PM | WILLIAMSBURG

Flood of Clichés Wreaks HavocHipster kicks bucket after biting bullet.

Katie Burk, Paulo Lopez

David Wright, Nelson Hsu

<h1>

<h2>

<h3>

<class=“time”>

<p>

exercise: hierarchy

Choose a text that has a recurring structure, such as a table of contents, a news aggregator, or a calendar of events. Analyze the structure of the content (main title, subtitles, time, location, body text, and so on) and create a visual hierarchy that expresses this structure. Make it easy for readers to find the information they want. For example, in a crime report some readers might scan for location, looking for data about their neighborhood, while others might be more drawn to the lurid details of particular crimes. Use changes in size, weight, leading, style, and column structure to distinguish the levels of the hierarchy. Make a style sheet (in a page layout program for print or in CSS for the web) in order to create several variations quickly.

Callie Neylan, Betsy Martin

Callie Neylan, Betsy Martin

These typographic variations were generated in CSS using the structural hierarchy presented above.

Hierarchy defined in CSS

144 | thinking with type text | 145

applying styles structurally

Crime Blotter6:00AM | EAST VILLAGE

Noun Found Smothered by AdjectivesMessage lost in dense cloud of confused signals.

11:30AM | UPPER EAST SIDE

Missing the point, revenge is sought by victim.

7:00PM | WILLIAMSBURG

Flood of Clichés Wreaks HavocHipster kicks bucket after biting bullet.

Katie Burk, Paulo Lopez

David Wright, Nelson Hsu

<h1>

<h2>

<h3>

<class=“time”>

<p>

exercise: hierarchy

Choose a text that has a recurring structure, such as a table of contents, a news aggregator, or a calendar of events. Analyze the structure of the content (main title, subtitles, time, location, body text, and so on) and create a visual hierarchy that expresses this structure. Make it easy for readers to find the information they want. For example, in a crime report some readers might scan for location, looking for data about their neighborhood, while others might be more drawn to the lurid details of particular crimes. Use changes in size, weight, leading, style, and column structure to distinguish the levels of the hierarchy. Make a style sheet (in a page layout program for print or in CSS for the web) in order to create several variations quickly.

Callie Neylan, Betsy Martin

Callie Neylan, Betsy Martin

These typographic variations were generated in CSS using the structural hierarchy presented above.

hierarchy

yale school of architectUre Posters, 2003–2006. Designers: Michael Bierut and team/Pentagram.

One text, different expressions.

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AN IMMENSITY OF

SPACE

COUNTLESS WORLDS,

what we do with our world,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and perhaprs our species as well .

- carl sagan

NUMBERLESS MOMENTS,

AND TIME.

here we face a crit ical branch in history,

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AN IMMENSITY OF

SPACE

COUNTLESS WORLDS,

what we do with our world,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and perhaprs our species as well .

- carl sagan

NUMBERLESS MOMENTS,

AND TIME.

here we face a crit ical branch in history,

SPACE

SPACESPA

CE

SPACESPA

CE

i t is well within our power to destroy our c iv il izat ion

AN IMMENSITY

OF

COUNTLESS WORLDS,

NUMBERLESS MOMENTS,

SPACE

SPACESPA

CE

here we face a cr it ical branch

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

in h istory,

SPACE

SPACESPA

CE

SPACE

SPACESPA

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and our small planet

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

and

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

perhaprs our species as well .

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

at this moment,

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

what we do with our world,

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

will propogate down

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

through centuries

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

and powerfully affect

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

the dest iny

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

of our decendants ,

SPACE

SPACESPA

CE

- carl sagan

AND TIME.

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries

an immensity of space

- c a r l s a g a nand time.

i t i s w e l l w i t h i n o u r p o w e r t o d e s t r o y o u r c i v i l i z a t i o ncountless worlds,w h a t w e d o w i t h o u r w o r l d ,

a n d p e r h a p r s o u r s p e c i e s a s w e l l .numberless moments,

h e r e w e f a c e a c r i t i c a l b r a n c h i n h i s t o r y ,

well within our power to

an immensity

numberlessmoments,and powerfully affect

of time and

S

AP

C

countless,worlds,

E

and our small planet

at this moment

what we do

with our world,

- carl sagan

and perhaps our species as well.

will propogate down through centuries

destroy our civilization.

the destiny of our decendants,

here we face a critical branch in history,

branch in history,

Twitter Typography Series. These posters visualize tweets gathered October 13 -15, 2009, from that period’s five most heavily subscribed Twitter feeds. In order to experiment with typography in a quick, immediate way, the designer created 100 posters in 30-minute design sprints. She chose 25 designs to print and display. Design: Krissi Xenakis

Mars Book Sprints. The designer used sprinting to generate typographic concepts for a book design. Her parameters included using variations of centered grid, using only black and white, and using the typefaces HTF Whitney and Bodoni. The text is a quote by Carl Sagan. Design: Christina Beard.

3 GRAPHIC DESIGN THINKING CHAPTER 4

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AN IMMENSITY OF

SPACE

COUNTLESS WORLDS,

what we do with our world,

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will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and perhaprs our species as well .

- carl sagan

NUMBERLESS MOMENTS,

AND TIME.

here we face a crit ical branch in history,

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AN IMMENSITY OF

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COUNTLESS WORLDS,

what we do with our world,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and perhaprs our species as well .

- carl sagan

NUMBERLESS MOMENTS,

AND TIME.

here we face a crit ical branch in history,

SPACE

SPACESPA

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SPACESPA

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i t is well within our power to destroy our c iv il izat ion

AN IMMENSITY

OF

COUNTLESS WORLDS,

NUMBERLESS MOMENTS,

SPACE

SPACESPA

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here we face a cr it ical branch

SPACE

SPACESPA

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SPACE

SPACESPA

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in h istory,

SPACE

SPACESPA

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SPACE

SPACESPA

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and our small planet

SPACE

SPACESPA

CE

SPACE

SPACESPA

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and

SPACE

SPACESPA

CE

SPACE

SPACESPA

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perhaprs our species as well .

SPACE

SPACESPA

CE

SPACE

SPACESPA

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at this moment,

SPACE

SPACESPA

CE

SPACE

SPACESPA

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what we do with our world,

SPACE

SPACESPA

CE

SPACE

SPACESPA

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will propogate down

SPACE

SPACESPA

CE

SPACE

SPACESPA

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through centuries

SPACE

SPACESPA

CE

SPACE

SPACESPA

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and powerfully affect

SPACE

SPACESPA

CE

SPACE

SPACESPA

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the dest iny

SPACE

SPACESPA

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SPACE

SPACESPA

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of our decendants ,

SPACE

SPACESPA

CE

- carl sagan

AND TIME.

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries

an immensity of space

- c a r l s a g a nand time.

i t i s w e l l w i t h i n o u r p o w e r t o d e s t r o y o u r c i v i l i z a t i o ncountless worlds,w h a t w e d o w i t h o u r w o r l d ,

a n d p e r h a p r s o u r s p e c i e s a s w e l l .numberless moments,

h e r e w e f a c e a c r i t i c a l b r a n c h i n h i s t o r y ,

well within our power to

an immensity

numberlessmoments,and powerfully affect

of time and

S

AP

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countless,worlds,

E

and our small planet

at this moment

what we do

with our world,

- carl sagan

and perhaps our species as well.

will propogate down through centuries

destroy our civilization.

the destiny of our decendants,

here we face a critical branch in history,

branch in history,

Twitter Typography Series. These posters visualize tweets gathered October 13 -15, 2009, from that period’s five most heavily subscribed Twitter feeds. In order to experiment with typography in a quick, immediate way, the designer created 100 posters in 30-minute design sprints. She chose 25 designs to print and display. Design: Krissi Xenakis

Mars Book Sprints. The designer used sprinting to generate typographic concepts for a book design. Her parameters included using variations of centered grid, using only black and white, and using the typefaces HTF Whitney and Bodoni. The text is a quote by Carl Sagan. Design: Christina Beard.

3 GRAPHIC DESIGN THINKING CHAPTER 4Christina Beard, GD MFA Studio, MICA, 2009

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AN IMMENSITY OF

SPACE

COUNTLESS WORLDS,

what we do with our world,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and perhaprs our species as well .

- carl sagan

NUMBERLESS MOMENTS,

AND TIME.

here we face a crit ical branch in history,

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t is

AN IMMENSITY OF

SPACE

COUNTLESS WORLDS,

what we do with our world,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny of our decendants,

and our small planet at this moment,

will propogate down through centuries

and powerfully affect the destiny

of our decendants,and our small planet

at this moment,will propogate down

through centuries and powerfully affect

the destiny

and perhaprs our species as well .

- carl sagan

NUMBERLESS MOMENTS,

AND TIME.

here we face a crit ical branch in history,

SPACE

SPACESPA

CE

SPACESPA

CE

i t is well within our power to destroy our c iv il izat ion

AN IMMENSITY

OF

COUNTLESS WORLDS,

NUMBERLESS MOMENTS,

SPACE

SPACESPA

CE

here we face a cr it ical branch

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

in h istory,

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

and our small planet

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

and

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

perhaprs our species as well .

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

at this moment,

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

what we do with our world,

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

will propogate down

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

through centuries

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

and powerfully affect

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

the dest iny

SPACE

SPACESPA

CE

SPACE

SPACESPA

CE

of our decendants ,

SPACE

SPACESPA

CE

- carl sagan

AND TIME.

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries and powerfully affect the destiny of our decendants,

the destiny of our decendants,and our small planet at this moment,will propogate down through centuries

an immensity of space

- c a r l s a g a nand time.

i t i s w e l l w i t h i n o u r p o w e r t o d e s t r o y o u r c i v i l i z a t i o ncountless worlds,w h a t w e d o w i t h o u r w o r l d ,

a n d p e r h a p r s o u r s p e c i e s a s w e l l .numberless moments,

h e r e w e f a c e a c r i t i c a l b r a n c h i n h i s t o r y ,

well within our power to

an immensity

numberlessmoments,and powerfully affect

of time and

S

AP

C

countless,worlds,

E

and our small planet

at this moment

what we do

with our world,

- carl sagan

and perhaps our species as well.

will propogate down through centuries

destroy our civilization.

the destiny of our decendants,

here we face a critical branch in history,

branch in history,

Twitter Typography Series. These posters visualize tweets gathered October 13 -15, 2009, from that period’s five most heavily subscribed Twitter feeds. In order to experiment with typography in a quick, immediate way, the designer created 100 posters in 30-minute design sprints. She chose 25 designs to print and display. Design: Krissi Xenakis

Mars Book Sprints. The designer used sprinting to generate typographic concepts for a book design. Her parameters included using variations of centered grid, using only black and white, and using the typefaces HTF Whitney and Bodoni. The text is a quote by Carl Sagan. Design: Christina Beard.

3 GRAPHIC DESIGN THINKING CHAPTER 4

Krissi Xenakis, GD MFA Studio, MICA, 2009