Typography

TYPOGRAPHY

The art of type

TYPE All the letters (abc),

Numbers (123)

& characters (; ? @)

of the alphabet.

MONOTYPE

Trade name for hot metal

composition system

Monotype

Corporation

Machine Shop

Hot Metal

Composition

FONT

Type or letter style

Examples:

Impact

Baskerville Old Face

Agency Cooper Black

Broadway

VARIATIONS OF TYPE

Width of letters:

regular, or

Weight of letters:

light, regular, bold, heavy

TYPESTYLE CATEGORIES

• SERIF: Letters that have feet or tails.

• SAN SERIF: Letters without feet or tails.

• SCRIPT: Letters that simulate handwriting (cursive)

and/or calligraphy

• DECORATIVE: Letters that have character,

are unique in style.

SERIF

Examples of TYPESTYLE CATEGORIES

SERIF SERIF SERIF SERIF

Having

feet or

tails

More examples of “SERIF” fonts

Having

feet or

tails

SAN SERIF

Examples of TYPESTYLE CATEGORIES

SAN SERIF SAN SERIF SAN SERIF

SAN SERIF SAN SERIF

Having

NO feet

or tails

More examples of “SAN SERIF” fonts

Having

NO feet

or tails

Script Examples of TYPESTYLE CATEGORIES

Script Script Script

Resembles handwriting,

cursive lettering or calligraphy.

More examples of “SCRIPT” fonts

Rule of thumb: When using a Script

font, do not write in all capital letters,

it is too hard to read.

SCRIPT

Examples of TYPESTYLE CATEGORIES

DECORATIVE

DECORATIVE

DECORATIVE DECORATIVE

More examples of “DECORATIVE” fonts

Fonts that are unique in style and typically only

used for headlines, or one word emphasis.

POINT

Type is measured in points

Smallest typographical unit.

1 point = 1/72 of an inch

36 point = ½ of an inch

72 point = 1 inch

TRACKING: T R A C K I N G

Adjusting space between all letters equally.

KERNING: AV A V A V

Adjusting space between two letters.

LEADING:

Adjusting space between sentences.

SPACING

This is an example of leading between sentences.

This is an example of leading between sentences.

This is an example of leading between sentences.

BASELINE

The line where all

letters stand on.

Typographical Designers

Study all the information in orange of the next few pages

Three Famous English Type Designers

• William Caslon

• John Baskerville

• Stanley Morison

William Caslon

Caslon Font

1. William Caslon [English] 1692-1766

• Engraver, type founder, type designer.

• The first of a family of English type founders (Caslon I, II, III, IV)

• 1716: started business in London as an engraver and started a

type foundry

• 1725: sets up his own type foundry,

– it continued to operate for 200 years.

• 1734: Caslon’s first one-page specimen: 47 of his typefaces

• Created Caslon font: used for the Declaration of Independence

• Influenced many contemporary typographers

• Known style: old style, roman

John Baskerville

Baskerville Font

2. John Baskerville [English] 1706-1775

• Father of printing in England

• Skilled engraver of Tombstones

• Generated Baskerville font, still present today

• Established a paper mill, printing office and type foundry.

• Known style: between old style and modern style called ``Transitional'' type

• Major innovations in printing

– making a flatter, sturdier bed in press construction

– printing ink (blacker, opaque, more even, and quicker-drying)

– papermaking (wove instead of laid)

– letter design

– he made changes to the way in which metal type was made, enabling him to produce finer, more delicate lettering than any before him had achieved.

Stanley Morison

Times New Roman

3. Stanley Morison [English] 1889-1967

• Typographer, type designer

• 1923–67: typography consultant to Monotype Corporation*.

• 1929–60: typography consultant to "The Times" daily newspaper.

• Created font Times New Roman, still present today

• 1932: The first issue of "The Times™" with font Times New Roman™, is printed.

• Produced some of the most popular text faces of the 20th century

*Montoype: trade name for hot metal composition system,

It consists of two units: a keyboard and a casting machine.

Famous American Type Designer

• Morris Benton

Morris Benton

Franklin Gothic

Morris Benton [American]

1872-1948

• 1892-1937: Type designer for ATF*

• Developed over 200 alphabets, all of which were published by ATF

• Leading American type designer

• *ATF: American Type Foundry conglomeration. It owns the rights to one of the world’s greatest libraries of original typefaces, largely directed and created by Morris Benton.

Broadway

Hobo

New Century School Book

Commercial Script

Designed by Morris Benton

Caslon Font (designed by Caslon)

Baskerville Font (designed by Baskerville)

Times New Roman (designed by Morrison

New Century School Book (designed by Benton

COMPARISONS

Foundries are organizations that

manufacture fonts. Some are large

companies, while others are just a

designer or two. Type foundries have

existed since the 1450s, the birth of

printing in Europe.

If you typed your notes, be sure it is only

one page long, to conserve paper and

toner. You can make font size smaller or

change some of the spacing. Type your

name at the top, print and place in your

notebook. If you hand wrote your notes

place them in your notebook regardless

of how long it is.

When you are finished with these notes

check out the following websites

pertaining to typography.

http://www.myfonts.com

http://www.dafont.com