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AAD 600, Unit 4: Communicating with Type

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UK Arts Administration

on 21 April 2016

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Transcript of AAD 600, Unit 4: Communicating with Type

I. Type Families & Their Personalities
II. Choosing & Pairing Typefaces
III. Common Glyphs
invitations
announcements
advertisements
diplomas
certificates
initial caps
historical
ornate
old fashioned
Decorative & Display
Novelty or Occasional
loud & attention getting
relating to specific period or theme
Ornamental
decorative ornaments
pictures
symbols
depends on the specific use
not for setting text
Serif
Serif typefaces are very legible
traditional
stable
serious
formal
corporate
Sans Serif
sans = without
contemporary
clean
bold
sleek
Slab Serif
square serif or egyptian
posters
billboards
other forms of advertising
modern
bold
clean
masculine
assertive
Script
Created by a Parisian printer in 1643
casual or formal
fancy or whimsical
personal
rules
Understanding & Breaking the Rules
Number of Fonts
Matching Personalities (concord)
Clashing Personalities
Contrast Font Weights
Small Caps
I Love Typography
Hyphen & Dashes
Em Dash
Quotes
Unit 4:
Communicating with Type
Roman
Hyphen
http://ilovetypography.com/2008/02/20/small-caps/
En Dash
"Typographic rules can be a real eye-opener."
"March 3–7, 2012"
"You are the dash—the best dash—to create drama."
“This really makes me feel smart, don't you think.”
2' 36"
Full transcript