Typography 8575

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TypographyThe last secret weapon


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Typography


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Typography

The art of printing from

moveable type, including the

skilled planning of typeface

and size, composition, and

layout, to make a balanced

and attractive whole.


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Alphabets


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Alphabets

We actually use several distinct alphabets


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Alphabets


CAPITAL LETTERS are also known asmajuscules or upper case


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Alphabets


CAPITAL LETTERS are also known asmajuscules or upper case

Lower case letters are also known asminuscules


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Upper and Lower

The terms upper case and

lower case date from theearliest days of printing, whenthe different alphabets were

kept in different parts of theprinters case of letters


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CAPITALS


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CAPITALS

The early printers copied theircapital letters frominscriptions carved in stone


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CAPITALS

The early printers copied theircapital letters frominscriptions carved in stone

The letters from TRAJANSCOLUMN in Rome (113 a.d.) are

the classic model for Romantypefaces


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A B C D EF G H I MN O P QVR S T V X


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Italics


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Italics

Italics are a third alphabet based on a popularstyle of cursive handwriting, used in the

Vatican


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Italics


Vatican

They were originally used to save paper andprint cheaper books because they were morecompact than Roman types


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Italics


Vatican

They were originally used to save paper andprint cheaper books because they were morecompact than Roman types

But there were no Italic capitals, so standardRoman capitals were used!


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Pairings

It took until the 16th

Century (in France) beforesomeoneused an Italictype

alongside a Roman type forcontrastand emphasis.


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Serifs


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Serifs

All the early typefaces had serifs the

short cross lines at the end of thestrokes forming the letters


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Serifs

All the early typefaces had serifs the

short cross lines at the end of thestrokes forming the letters

These were based on the way thestonecutters would finish inscriptionalletters with their chisels


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Serifs


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Serifs


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Serifs


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old-style type -15th Century


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transitional type- early 18th C


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transitional type- early 18th C

modern type -later18th C


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Pinnacle


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Pinnacle

The 18th Century was in many waysthe pinnacle of letterpress printing.


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Pinnacle


In the 19th Century, mechanisationoffered greater speed at a lower quality


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Pinnacle


In the 19th Century, mechanisationoffered greater speed at a lower quality

The fine types of Didot and Bodonicouldnt survive the poor conditions


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Grots


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Grots

In the 19th Century, a new form of letterappeared, without serifs.


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Grots


These were called sans-serif typefaces


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Grots



They were also called grotesques orgrots because some thought them ugly


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Grots



They were also called grotesques orgrots because some thought them ugly

They were also (ironically) calledGothics


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Arts and Crafts


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Arts and Crafts

At the end of the 19th Century and beginningof the 20th, the Arts and Crafts movement set

out to revive the use of fine typography


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Arts and Crafts



People like Charles Rennie Mackintosh, WilliamMorris, and (especially) Eric Gill were part of

this movement


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Arts and Crafts



People like Charles Rennie Mackintosh, WilliamMorris, and (especially) Eric Gill were part of

this movement

Eric Gills designs are still in wide use today


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Meanwhile, in Germany


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the new typography movement wasfuturist in outlook and sought to

revolutionise the use of type


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revolutionise the use of type they wanted to do away with capital

letters and serifs, calling them

irrational!


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revolutionise the use of type they wanted to do away with capital

letters and serifs, calling them

irrational! Hitler hated new typography and

insisted that German newspapers usetraditional black letter (called Fraktur)


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futura


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Futurists

Futura was seen as acompletely rational typeface, based on pure

geometric principles


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This early Nazipropaganda postermixes Hitlers

favoured frakturgothic font withultra-modern

Futura


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1938 Newspaper published in Dresden


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Times New Roman


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Times New Roman

Times New Roman was developed around1930 in response to the criticisms of the Arts

and Crafts movement.


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Times New Roman


and Crafts movement. It was a type designed to be robust enough

for high-speed rotary printing.


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Times New Roman


and Crafts movement. It was a type designed to be robust enough

for high-speed rotary printing.

The letters are chunky, solid, yet narrow:much less fragile than the Moderns ofBodoni and Didot.


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Times


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Sans Serifs

There are two styles of sans-serif type One, growing out of the Arts and Crafts

movement, is called humanist (Gill Sans,Helvetica, Frutiger etc.)

The other, growing out of the newtypography movement is calledgeometric (Futura, Avant Garde, 20thCentury etc.)


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Switzerland


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SwitzerlandThe founder of the new typography

movement fled to Switzerland to escape

Hitlers persecution


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Hitlers persecutionHe influenced the Swiss Typographymovement of the 1950s


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Hitlers persecutionHe influenced the Swiss Typographymovement of the 1950s

Swiss Typography is still widelyimitated and looks quintessentially

modern tomost eyes.

S i T


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SwissTypes

S i T


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SwissTypes

The classic Swiss typeface isHelvetica (of whichArial is a copy)

S i T


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SwissTypes

The classic Swiss typeface isHelvetica (of whichArial is a copy)

But look out too forFrutiger

,Eurostyle, and Univers


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Fashion Trends


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Fashion Trends

Everyeratendstoreinventtypography


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Fashion Trends


Inthe80s,theexplosionofcomputer


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Fashion Trends


Inthe80s,theexplosionofcomputertypesawagrowingtrend ingrungetypes


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Fashion Trends


Inthe80s,theexplosionofcomputertypesawagrowingtrend ingrungetypes

Magazines like The Face and EmigreGraphics pioneered the use of this new

vernacular typography

Documents

Typography 8575