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Basic Typography
AxbiyBaseline
Axbiyx-height
AxbiyCap height / Capline
AxbiyAscender
AxbiyDescender
Axb iBlack Bold Regular Italic
Aaathy fi fi
descender
stem
terminal
ascender
letter 4
italic
counterserif counter or
aperture
cross bar
bowl
terminal
uppercase
majuscule
lowercase
minuscule
roman
cap height
x-height
baseline
no ligature ligature
bowl
anatomy of a letter
adobe
garamond
175 pt
Type Setting
Contemporary
C o n t e m p o r a r y
C o n t e m p o r a r y
Standard tracking
Open tracking (200)
Open tracking (400)
Tracking
Tomorrow
Kerning
Tomorrow
Uppercase and lowercase
typography
TYPOGRAPHY
Uppercase and lowercase
do you read me?
how about this?
Uppercase and lowercase
do you read me?
how about this?
Sir NormanFoster
Flush left
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
Alignment
Sir NormanFoster
Flush left
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
Center stacked
Sir NormanFoster
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
Alignment
Sir NormanFoster
Flush left
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
Center stacked Flush right
Sir NormanFoster
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
Sir Norman
Foster
Alignment
Sir NormanFoster
Flush left
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
Justified
Sir NormanFosterThe quick brown fox jumped over the lazy
brown dog. This is a collection of the pri-
mary compositions discussed in the video
and analysis. These compositions are ref-
erenced in the analysis appearing in the
body copy. You can click the link and it will
take you to this page to viewing the com-
positions. Use the back button (the back
arrow in circle) to return to the original
page previously viewed.
Alignment
Sir NormanFoster
40/40
The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.
11/11
40pt
Leading
Leading is thevertical spacebetween lines of type
70/70
70pt
Leading
Sir NormanFoster
40/40
The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.
40/45
The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.
Sir NormanFoster
11/11 11/14
40pt 45pt
Leading
Sir NormanFoster
40/40
The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.
40/45 40/50
The quick brown fox jumped over the lazy brown dog. This is a collection of the primary compositions discussed in the video and analysis. These compositions are referenced in the analysis appearing in the body copy. You can click the link and it will take you to this page to viewing the compositions. Use the back button (the back arrow in circle) to return to the original page previously viewed.
The quick brown fox jumped over the
lazy brown dog. This is a collection of the
primary compositions discussed in the
video and analysis. These compositions
are referenced in the analysis appearing
in the body copy. You can click the link
and it will take you to this page to viewing
the compositions. Use the back button
(the back arrow in circle) to return to the
original page previously viewed.
Sir NormanFoster
Sir NormanFoster
11/11 11/14 11/16
40pt 45pt 50pt
Leading
Type Crimes
Stretching type
stretched
SquishedSquishing type
squished
Why “fake italic” is wrong
type typeRegular Italic Fake Italic
Why “fake italic” is wrong
type typeBaskerville Regular Baskerville Italic Fake Baskerville Italic
type typeGill Sans Bold Gill Sans Bold Italic Fake Gill Sans Bold Italic
crampedOverly Tight tracking
cramped
cramped
vertical
Vertical Stacking
vertical vert
ical
Inappropriate (or just bad) fonts
this is not natural.
this is not handwriting.
this is not funny.
Incorrect characters
"don't forget"
“don’t forget”
Incorrect characters
12” = 1’
12" = 1'
Suggestions
Large
Contrast small information with
explorevaluechanges
UltraLightBold
emphasize with italics
verticalhorizontal
explore an
unusual axis
pushing the boundaries
integrate with form
Anchor text
formt y p o g r a p h y
a s
t h e
DON’T BE AFRAIDTO USE ALL CAPS
don’t beafraid to useentirelylowercaseletterforms
Keep it simple!
Suggested Typefaces
BaskervilleJohn Baskerville1700’sSerifBook faceUK
BodoniGiambattista Bodoni1800Modern SerifBook faceItaly
RockwellMonotype Foundry1930’sSlab serifDisplay faceAmerica
HelveticaMax Miedinger1957Sans serifFamilySwitzerland
MyriadRobert Slimbach + Carol Twombly2002Sans serifFamilyAmerica
looking at type
xxxxSans Serif Old Roman (Serif) New Roman (Serif) Slab Serif
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
Helvetica (sans serif)
ABCDEFabcdefghiABCDEFabcdefghijklm
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
Myriad (sans serif )
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
Old Roman or Old Style (serif)
BASKERVILLE
ABCabcdefghijklmnoprstuv
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
Old Roman or Old Style (serif )
CASLON
ABCabcdefghijklmnoprst
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
New Roman or Modern (serif)
BODONI
ABCabcdefghijklmno
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
New Roman or Modern (serif)
WALBAUM
ABCabcdefghijklmno
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
Slab Serif or Square Serif or Egyptian (serif)
ROCKWELL
ABCabcdefghijklmnop
ABCDEFGHIJKLMNOPQRSTUVWXYZ!?abcdefghijklmnopqrstuvwxyz
Slab Serif or Square Serif or Egyptian (serif)
CALVERT
ABCabcdefghijklmno