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typography book
Citation preview
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd to 6th Street
INTRODUCTION
CLASSIFICATIONS OF TYPE USED
DESCRIPTION OF BOOK
This book was created for all those people out there who are unfamiliar with type. I limited myself to business signs on Lamar between Barton Springs and 6th street because I’m in that area all the time and because it would be very difficult to identify the thousands of others if I didn’t limit myself. Many people are unsure when it comes to choosing what typeface to use for a certain project and this book is here to help. I set out to find a cool sign of a relatively local business, not so multinational, identify the typeface used, find out why they used it, who designed it, and showcase it. By the time someone is finished reading this book I’m hoping that they will not take the type on a sign for granted. I want to enable people to appreciate type and not always go with Helvetica because it’s simple. Maybe after understanding this book people will try to identify the given typeface and maybe appreciate it a little more. There was not only a lot of thought that went into making this book but there was a lot of thought that went into choosing the perfect typeface for your favorite local stationary store. Type is very interesting and its speaks in more ways than one.
serif sans serif slab serif decorative modern
This book is straight-forward and is hopefully easy to understand. The layout is very similar to this layout where the typeface is shown and located in action on one page and showcased on the other page.
Designed by Roel Macias St. Edwards University 2010
Junior Year - Professor Daniel Lievens
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
215 South Lamar
Spartan home decor
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
serif
Barton Springs Rd to 6th Street
Mrs Eaves Petite Caps
Designed by Zuzana Licko in 1996, this typeface was named after John Baskerville’s live-in housekeeper named Sarah Eaves. Upon Baskerville’s death Sarah finished the unfinished printing volumes he left behind.
wide widthflat footnear vertical stress
heavy strokes
Serif typefaces are usually used for text since the serifs form a link between letters that leads the eye across a line of type. They are characterized by small, finishing strokes on the arms, stems, and tails of characters.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
215 S Lamar, Suite A
Lift cafe
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
Designed by Robert Slimbach, Carol Twombly, Fred Brady, Christopher Slye in 1992, Myriad is popular text and display typeface. Myriad is highly readable due to its humanistic treatment of letter proportions and design detail.
Myriad Pro
angled finialcustom ligature
angled ascender
circular dot
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
215 S Lamar, Suite B
Well People Cosmetics and Beauty Supply
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
TXT Groovy Smooth was designed in 2006 by Lettering Delights publishing. This typeface ads a retro personality to announcements, invitations, signs, etc.
Txt Groovy Smooth
parallel strokes
custom number rounded corners
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
215 S Lamar, Suite E
Hill Country Running Company
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
ITC Machine
ITC Machine was published by Adobe in 1970 as a display typeface. It is a recent revival of bold nineteenth-century faces. It works well on posters and other advertising matter, and as titling in newsletters.
normal corners cut
condensed letterformsonly capitalsno rounded edges
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
221 S Lamar
The Coffee Bean and Tea Leaf
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
serif
Barton Springs Rd to 6th Street
Designed by Edward Benguiat in 1975. Bookman was based off of an old Scotish typeface orginally designed in 1860 by Alexander Phemister. This typeface was originally an alternative to Caslon and is still well suited for book and display.
ITC Bookman Swash
heavy serifs extended swashes
large x-heightcustom finials
Serif typefaces are usually used for text since the serifs form a link between letters that leads the eye across a line of type. They are characterized by small, finishing strokes on the arms, stems, and tails of characters.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
215 S Lamar, Suite C
Bows + Arrows Clothing
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
Prestige Elite
slab serif
Designed in 1953 by Howard Kettler for an IBM typewriter. Prestige Elite is agood choice for price lists, tabular material, and informal office correspondence. This typeface captures the look and feel of the old days.
wide square serifsmonospaced
double story rounded serif
These advertising typefaces made their first appearance in the 19th century. The boldness of these typefaces make them efficient for display type and attention grabbing.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
215 S Lamar
Viva Day Spa
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
Herculanum
decorative
Designed by Adrian Frutiger in 1990. Herculanum is one of Adrian Frutiger’s contributions to the “Type Before Gutenberg” series. It’s named after Herculaneum, one of the ancient Roman cities destroyed by the eruption of Mount Vesuvius in 79 A.D.
Decorative typefaces are used exclusively for decorative purposes, and are not suitable for body text. They have the most distinctive designs of all typefaces.
very narrow very wide
short ascender
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
300 S Lamar
Cole Apartments Austin
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
Aviano Sans
Designed by Jeremy Dooley in 2007, Aviano sans was very popular upon release due to its extended letterforms. Aviano is highly influenced by Art Deco typefaces and has 40 unique ligatures.
upright finials
wide set short middle bar
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
1510 Toomey Rd
Zach Theatre Performing Arts Center
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
Optima Bold
Designed in 1958 by Hermann Zapf, Optima combines the features of both serif and sans serif types into one humanistic design. This typeface is excellent for a variety of uses ranging from corporate identities to medium-length text.
contrasting strokes
wedgestress
flared finials
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
218 S Lamar
Schlotzsky’s Deli
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
Designed by Rudolph Koch in Germany during 1927. Kabel was named in honor of completion of the first trans-Atlantic telephone cable. Kabel is a geometric sans serif, similar to Futura.
ITC Kabel Bold
angled ends angled head
custom ligatures
perfect circle
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
dW. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
P. Terry’s Burger Stand
404 S Lamar
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
This is a strong and noticible custom typeface with broad brush strokes. This calligraphic typeface is slightly inclined. This typeface is well suited for display work such as signage and posters.
Custom Brush Typeface
decorative
[alphabet not available]
tapered strokes large bowlslightly inclined
short x-height
Decorative typefaces are used exclusively for decorative purposes, and are not suitable for body text. They have the most distinctive designs of all typefaces.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
424 S Lamar
Barton Springs Saloon
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
slab serif
Designed by Robert Harling in 1938, Playbill is great for headlines. It falls under the Italienne typeface category where the serifs are thicker than the strokes. This typeface was popular due its its use on wanted ads in westerns.
Playbill
upturned foot thick serif
narrow gap long spur
These advertising typefaces made their first appearance in the 19th century. The boldness of these typefaces make them efficient for display type and attention grabbing.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
500 N Lamar
Title Nine
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
Designed by Roger Roberson for IBM between 1956 and 1962. This typeface first had flared stems similar to its influence Optima. Letter Gothic wasdesigned for use on the IBM Selectric typewriter.
Letter Gothic
monospaced
circular dot ear
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
1011 W 5th St Suite 100
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
West Elm
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
A rounded sans serif typeface with a high x-height.
sans serif
Custom San Serif Typeface
[alphabet not available]
earangled head
symmetrical
rounded finial
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
525 N Lamar
Whole Foods Market
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
serif
Barton Springs Rd to 6th Street
Brighton
Designed by English typograpgher Alan Bright in 1979, Brighton has simple letterform construction suitable for any medium. This typeface gives off a happy feeling through its use of soft terminals.
custom ligature inward facing serif
no center serif center serif
Serif typefaces are usually used for text since the serifs form a link between letters that leads the eye across a line of type. They are characterized by small, finishing strokes on the arms, stems, and tails of characters.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
215 S Lamar
Bridges on the Park Luxury Residences
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
Designed by Roman Gornitsky in 2008, the littera project is an interpretation of the very popular USSR “Textbook Font”. Although slightly it has many of the same characteristics and typographic feel.
Littera Plain Light
custom ear
angled terminal
contrast double story
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
500 N Lamar
Extraordinaire
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
sans serif
First called microgramma in 1952 and only available in capitals, it was designed by Aldo Nevarese. In 1962 the lowercase was added and renamed Eurostile. It produces a look reminiscent of the machinery, technology, and interior design of the 1950s.
Eurostile
rounded cornerssquare dotsquare letterforms
double story
A sans serif typeface is one that does not have the small features called “serifs” at the end of strokes. Sans serif type is more legible in headings than in a long passage of text.
BUSINESS helvetica neue altered
LOCATION 6th and Lamar
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reynold
s Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
Locating Type Vol. 4 Lamar Boulevard
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
ITC Machine
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
serif
Barton Springs Rd to 6th Street
BUSINESS
LOCATION
Locating Type Vol. 4 Lamar Boulevard
Barton Springs Rd
S. L
amar
Blv
d
S. L
amar
Blv
d
W. Riverside Dr
Lee
Bar to
n Dr
Butler Rd
Toomey Rd
Jess
ie S
t
Lady Bird Lake Tr
ail
W. 1st St
W. 1st StW. Cesar Chavez
N. L
amar
Blv
d
N. L
amar
Blv
d
W. Cesar Chavez
B R Reyn
olds Dr
Bayl
or S
t
Bayl
or S
t
W. 3rd St
W. 3rd St
Bow
ie S
t
Bow
ie S
tW. 5th St
W. 6th St
W. 6th St
W. 5th St
Hend
erso
n St
Woo
d St
500 N Lamar
California Closets
CLASS
TYPEFACE
DESCRIPTION
PURPOSE
Barton Springs Rd to 6th Street
modern
Designed by Michael Harvey in 1990, Ellington is named after Jazz musician Duke Ellington. Harvey is a stone carver and knew what type needs. Its tall x-height and narrow width makes it economical for space and is excellent as a display typeface.
Ellington
high contrast thick serifs
narrow letterforms
angled serifs
Modern typefaces are are characterized by extreme contrast between thick and thin lines. Most modern typefaces are less readable than transitional or old style serif typefaces
end