Way of communicating visual image

Font

Size, weight, and width of a typeface

Garamond Roman 12pt is a font

Letterform

Each Distinct part of a letter has its own name and formatting

Page 67, GD School book

Dingbat

Decorative font

Parts of Letterforms

Baseline: Very bottom line where most text lies

Example

Parts of Letterforms

Ascender: Part of font that is above x-height(where bulk of font is)

Example

Top of E and l have an ascender

Parts of Letterforms

Descender: Part of font that is below x-height(where bulk of font is)

Example

Bottom of p has a descender

Parts of Letterforms

Counter: Part of font that makes a closed shape, forms loop downward

bd

The round closed part of these letters

Parts of Letterforms

Bowl: Part of font that makes a closed shape, forms circle

g

The circle closed part in g

Parts of Letterforms

X-height: Part of font that most of letters lie. Middle between ascender and descender

Example

xame are good examples, all letters in x-height

Parts of Letterforms

Weight: How heavy or light a font feels

Example: Bold Regular

More examples: light, extra light, semi-bold, heavy, black

Parts of Letterforms

Kerning: Space in-between letters

Parts of Letterforms

Leading: Space between lines

Legibility and Readability

Legibility: If words can be deciphered

Readability: How easy it is to glance and read type

Serif or Roman

Serif or Roman: Little feet on the end of each stroke

Sans Serif

No serifs: No serifs to lead eye from word to work: good on websites

Script or Fancy

Evolved from handwritten manuscripts. Difficult to read – flourishes, not for body copy

Type AssociationsWhat do you need to consider when

choosing typeface?

HeadlineBody CopyCaptionAudience

Type AssociationsType size, leading, kerning

# of characters and line length

Font selection: serif, etc.

Typeface selection

Type reading assignment:GD School: typography: 62-91Photoshop: Type: pg. 248-259Assignment: Go to virtual library. Look

up periodical about typography. Copy author, name of article, page #, Name of publication. Copy 1st paragraph, print with your name, library assign. 1 and attach to writing assignment.

Reading for next lecture:GD School: Research and concepts: 26-33

GD School: Composition: 54-61

Writing Assignment 5 (pass out)

Due next class:Readings: TypeReadings: CompositionWriting Assignment 5 Library AssignmentProject 2: Travel flyerQuiz (review beginning of next

class)

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