TypographyChapter 8

TYPOGRAPHY

The art of letter writing

THE POWER OF TEXT!Headings, captions and cutlines

HISTORY OF TYPOGRAPHY4 Stage History:1. Painting2. Writing3. Hot Type Production4. Cold Type Production

HISTORY 1. PAINTING

HISTORY 1. PAINTINGPetroglyphs

HISTORY 1. PAINTINGPictographs

HISTORY 1. PAINTINGIdeographs

HISTORY 2. WRITINGSumerians

HISTORY 2. WRITINGEgyptians

Determinative:Hieratic Script:Demotic Script:

HISTORY 2. WRITING

HISTORY 2. WRITING1799 Rosetta Stone

3 scripts:

HISTORY 2. WRITINGChinese

logograms (pictographs) represent words

Phoenicians

HISTORY 3. COLD & 4. HOTScribes

Calligraphy

HISTORY 3. COLD & 4. HOTFive Eras:1. Pre-Gutenberg

2. Gutenberg

HISTORY 3. COLD & 4. HOT1440Johannes Gutenberg

HISTORY 3. COLD & 4. HOTGutenberg Bible

HISTORY 3. COLD & 4. HOTFive Eras (continued):3. Industrial

4. Artistic

5. Digital

HISTORY 3. COLD & 4. HOTHot Type

Cold Type

TYPEFACE FAMILIESTrivia:40,000 typefaces invented176,000 variations3,000 used todayBlackletter

TYPEFACE FAMILIESRomantypes:

TYPEFACE FAMILIESScript

TYPEFACE FAMILIESMiscellaneous

TYPEFACE FAMILIESSquare Serif

TYPEFACE FAMILIESSerif

examples:Times New Roman, Courier NewSans Serif

examples:Arial, Tahoma, Century Gothic

TYPEFACE ATTRIBUTESFonta. b. SizePoint

TYPEFACE ATTRIBUTESColor

TYPEFACE ATTRIBUTESJustificationright justify

left justify

centered

full justify

TYPEFACE ATTRIBUTESWhite Space

TYPEFACE ATTRIBUTESKerning

TYPEFACE ATTRIBUTESLeading

TYPEFACE ATTRIBUTESAlley

TYPEFACE ATTRIBUTESGutter

CAP ME!Grabs attention

TEXT AS ARTFunctional design with beauty

TEXT AS ART

HOWEVERUnusual fontschallenge typographical assumptions. After all, design is about breaking the rules. Rule-breakers become rulers.Jonathan Hoefler, designer

NEXT TIMEInformational GraphicsChapter 10