Typography

1
Typography

• An introduction on how to use typefaces
• adapted from the book The Non-Designers Type
  Book by Robin Williams

2
Why Does It Matter?

• Design is about communication
• Good design is easier to read and follow
• Readable and legible type communicates
  effectively

3
Parts of a Typeface
Typography
4
Categories of Typeface

• Old Style
• Slab Serif
• Modern
• Sans Serif
• Script
• Decorative

5
Characteristics of Oldstyle
Oldstyle

• Extremely readable and gives a professional look
• Use for body text

6
Examples of Oldstyle

• Centaur
• Garamond
• Perpetua

• Example Harvard University

7
Characteristics of Modern
Modern

• Conveys a cool, elegant, or striking look
• Use for display text

8
Examples of Modern

• Elephant
• Niagara Solid
• Bodini MT

• Example Vogue Magazine

9
Characteristics of Slab serif
Slab serif

• Conveys a simple, less formal look
• Use for body text

10
Examples of Slab serif

• Lucida Bright
• Century Schoolbook
• Rockwell

• Example Baylor University

11
Characteristics of Sans serif
Sans serif
no stress

• Conveys fresh, clean look
• Use for body or display text

12
Examples of Sans serif

• Century Gothic
• Arial
• Verdana

• Example Sephora

13
Characteristics of Script
Script
mimics hand lettering

• Use for creative artwork, logos, drop caps, or
  letterhead
• Not for body text

14
Examples of Script

• Blackadder ITC
• Edwardian Script ITC
• Vivaldi

• Example Krispy Kreme Donuts

15
Characteristics of Decorative
Blocks
named for what it resembles
can help set a mood

• Use for creative artwork, logos, drop caps, or
  letterhead
• Not for body text

16
Examples of Decorative

• Baby Blocks
• Chiller
• Jokerman

• Example Disney

17
Resource

• Williams, R. (1994). The non-designer's type
  book. Berkeley, CA Peachpit Press.