Principles of Visual Design 2720
Principles of Visual Design LCC 2720
Instructor: Brian Schrank
Intro to Typography
Principles of Visual Design 2720
Typography
is the design of arranging text and
modifying letters (type glyphs).
Principles of Visual Design 2720
Which is a better use of typography and why?
Principles of Visual Design 2720
Typography is the visual design of text.
Principles of Visual Design 2720
Text-heavy typography…
Principles of Visual Design 2720
The Basic Principle
Typography establishes a
hierarchy of meaning. The reader
easily looks around without
getting lost or distracted.
Typography is visual leadership.
Principles of Visual Design 2720
Image-heavy typography…
Principles of Visual Design 2720
The Basic Principle
When typography is used in graphic design…
the visual aspects of text become another way meaning is conveyed.
Principles of Visual Design 2720
“Concrete Poetry” uses Typography
Principles of Visual Design 2720
“Concrete Poetry”
uses Typography
Principles of Visual Design 2720
Early 20th century avant-garde art influenced
a century of experiments and inventions
graphic design and typography.
Principles of Visual Design 2720
Futurism
A typographic poem from 1919
evokes explosive machine power
and Fascist ideology.
Principles of Visual Design 2720
=
Constructivism
El Lissitski invented principles of geometric order,
integration, and simplicity to symbolize Communist
ideals via typography.
Principles of Visual Design 2720
Dada
Poster from 1918 uses anarchy, humor, and idiotic
references (notice the chicken) to attack high art.
Principles of Visual Design 2720
Logos use typography in obvious ways…
Principles of Visual Design 2720
What does the typography of “Fanta” signify?
Principles of Visual Design 2720
Logos use typography in subtle ways…
Principles of Visual Design 2720
What IMAGE is subliminally present
in the typography of this logo?
Principles of Visual Design 2720
What IMAGE is subliminally present
in the typography of this logo?
Principles of Visual Design 2720
Principles of Visual Design 2720
Typefaces and Fonts
Principles of Visual Design 2720
Gill Sans is a Typeface
Gill Sans
Gill Sans Bold
Gill Sans Book
Gill Sans Book Italic
Gill Sans Extra Bold
Gill Sans Condensed Bold
Gill Sans Shadow
Principles of Visual Design 2720
Gill Sans is a Typeface
Gill Sans
Gill Sans Bold
Each typeface
has a “family”
of fonts
Gill Sans Book
Gill Sans Book Italic
Gill Sans Extra Bold
Gill Sans Condensed Bold
Gill Sans Shadow
Principles of Visual Design 2720
You should be able to name at least 5 typefaces
and understand when and how to use them.
Principles of Visual Design 2720
Gill Sans Typeface
Eric Gill invented the typeface in 1928.
It was one of the first “successful” sans serif typeface.
It is admired for its gracefulness and versatility.
Principles of Visual Design 2720
Gill Sans in Logos
Principles of Visual Design 2720
Gill Sans in Logos
Principles of Visual Design 2720
Principles of Visual Design 2720
History of Typefaces
Principles of Visual Design 2720
History of Typefaces
Principles of Visual Design 2720
History of Typefaces
Principles of Visual Design 2720
Typefaces are NOT interchangeable
Principles of Visual Design 2720
Each typeface is pre-loaded with cultural meaning:
Principles of Visual Design 2720
Principles of Visual Design 2720
Principles of Visual Design 2720
Serif / Sans Serif
Principles of Visual Design 2720
The Serif
Small decorative strokes added to
the end of a letter's main strokes.
Principles of Visual Design 2720
We visually grasp words as a whole by unconsciously
comparing the different letter patterns in our mind.
Serifs makes this pattern recognition easier.
Principles of Visual Design 2720
Serifs improve readability by leading the eye along
the line of type. Serifs are good for body text.
Principles of Visual Design 2720
Origins of the Serif
A scribe, using a brush, painted the letters onto the stone. A carver then used
these painted strokes as a guide. The serif appeared when the scribe stopped
the brush and lifted it, leaving a bit of a brush edge on the letter. The carver,
not seeing the error, simply chiseled that edge out of the stone as well
creating the serif.
Principles of Visual Design 2720
Principles of Visual Design 2720
Slab
Serifs
In the 19th Century typefaces for attracting attention were
in demand for business: advertising, posters, flyers, etc.
Principles of Visual Design 2720
Sans Serif (Grotesque)
Sans Serif (without serifs) reduces letterforms to the essentials.
The first sans serif typefaces were issued in 1816 Britain, but were considered
unappealing since they lacked the traditional serif and were called Grotesque.
Principles of Visual Design 2720
Bauhaus
another avant-garde movement,
helped popularize Sans Serif in the 1920s.
Principles of Visual Design 2720
Kerning
Principles of Visual Design 2720
Kerning
Kerning is the space between letters.
Principles of Visual Design 2720
Which word is better Kerned?
Principles of Visual Design 2720
Which word is better Kerned?
Principles of Visual Design 2720
Kerning
Mathematic
Visual
Principles of Visual Design 2720
Kerning
Mathematic
Visual
Principles of Visual Design 2720
Questions?