Typographic basics

Typographical

Font features

TypographyCap Height Ascenders

DescendersBaseline

X-Height

Character parts

Typ-o-graf-e

Axis Ear Hook Bar

Counter Terminal

Serif

Letter form

Hxg Hxg Hxg HxgAriel Times NR Geo Slab Hattenschweiler

Kerning

Inter-character spacing

Time Unkerned type

Time Kerned type TNT

Tracking

Leading (Line spacing)

Leading refers to the space between lines. It can be tightened or expanded as needed to fill space. (1)

Leading refers to the space

between lines. It can be

tightened or expanded as

needed to fill space. (1.4)

Leading refers to the space

between lines. It can be

tightened or expanded as

needed to fill space. (1.25)

Leading refers to the space between lines. It can be tightened or expanded as needed to fill space. (.8)

Relationships

Type is a building block

Three types of relationships

Concordant

Conflicting

Contrasting

Concordant

Use one font

Use variations on that font Size

Italic

Bold

Color

Seen as calm, formal

For example . . .

Conflicting

Use of two or more fonts that

are similar (same family)

Creates a visual dissonance

Should be avoided

For example . . .

Contrast

Strong contrast attracts

Simple way to create interest

Creates energy on a page

May involve 2 or more fonts

Requires careful planning

For example . . .

Oldstyle

Diagonal stress

Serifs on lowercase

letters are slanted

Moderate thick/thin

transition in the stroke

Oldstyle

Modern

Vertical stress

Radical thick/thin transition

in the stroke

Serifs are thin

and horizontal

Modern

Slab serif

Serifs are

horizontal and

thick (slabs)

Little or no

thick/thin transition

of contrast in the

strokes

Little vertical stress

Slab serif

Sans serif

No stress because

there’s no thick/thinNo serifs

No thick/thin transition

in the strokes

Sans serif

Connected Script

Unconnected Script

Decorative

Typography exists

to honor content

Robert Bringhurst, The Elements of Typographic Style