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Alec Chunn

on 7 April 2014

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Transcript of Typography

Expressive Typography
Anatomy of
Psychology of Typography
Architecture of Typeface
(Hand Lettering by Sean Wes, Introduction to Typography: Typographic Fundamentals for Lettering Artists)
Chunn, Cunha & Phenix
What's Your Typography?
What is Typography?
Early vs Contemporary
Typography & Branding
History of Typography
Early Moveable Type:
"You may not consciously know it, but when you pick up a book, you are reading its layout and typeface and color palette for clues about the story"
(Typeface vs Font: What’s the Difference? Jen Kim May 3, 2013 Mindgruv.com)
loose tracking
tight tracking
Typeface choice (leading, tracking & kerning)
Color palette.
Design integration
John Smith
Jack Smith
Jim Smith
Typographically Speaking:
Each brother is a font (modifies- weight, size, slant)
Individual spacing between letters
Adjusting spacing across a word, line, or column of text (aka letterspacing)
Distance between baselines of lines of type
Collectively they are the Smith typeface (gives shape)
(8 Simple and Useful Tips for Kerning Type by Joshua Johnson on
31st August 2011, designshack.net)

KernType a kerning game; Mark MacKay for Method of Action
(PracticalEcommerce.com: Typography 101: The Basics, September 20, 2011 • Drew Coffin)
Modern Font...
Sans Serif Font...
Honoring Typography
Typography Considerations
- Legibility of Letterform
Group Exercise
1. Select a book and, using the typeface samples below, select a typeface you believe best suits your text.
Elegance & Sophistication; Company Motto
Recognizable, Bold, Creative, fun
Simple but respectable, stability, reliability. Serif font= calming influence.
Sans Serif...
Bold, untested, progressive, edgy, captures attention of users.
Professionalism, clean, business-like, suggesting will help you complete business objectives.
Age, history, authority.
Association: ancient religious texts- sense of truth.
(Jon Scieszka, Design Matters)
Development of the Printing Press:
Offset Lithography & Photosetting
Digital Age:
First: clay, porcelain, woodblock
Gutenberg: type metal- alloy of lead, tin & antimony
Quicker, more durable
Revolutionized communication book production
Rapid spread of knowledge
Speed & Cost
Early: Secondary to content
Honoring Typography
“An appropriate typeface is one that honors the story and gives the text a visual shape while remaining true to the spirit of the author’s message”
“many typographers believe that the typeface should be invisible, subtly enhancing the text without drawing attention to itself, like drinking wine from a crystal goblet rather than an opaque metal container that hides the wine and changes the flavor”.
Carol Goldenberg (Best Font For the Job)
(19 Finney & Colabucci)
Enhancing Typography
“the typeface selection enhances the story by becoming a more active part of the visual experience. As a result, the type in these books begin to depart from the crystal goblet theory, contributing more overtly to the reading experience”
(20 Finney & Colabucci)
Expressive Typography
“uses changes in one or more qualities of the typeface within the same book to emphasize specific elements of the story”
(20 Finney & Colabucci)
"Drinking from the crystal goblet"
(Kerning, Tracking, Leading, Color choices)
- Does the type capture the flavor of the art?
- Does the type express the spirit of the book?
- Does the type serve as an underlying and/or
unifying structure?
(Parson’s School of Design, Class: Children’s Books, Instructor Steve Kennedy)
Best suited for economically producing large volumes of high quality prints
-Weight: Creates emphasis on text.
- Color: Categorization, Emotion & Social connotations
Filmsetting & computerization
allows for more emphasis and visual weight
- Size:
the overall slope.
Formal = Less Slant
Handwritten= more slant
Typography Considerations Cont.
-Framing: separates particular visual elements
- Formality:
1: Can refer to overall formality of
2. Can denote who is talking
- Flourishes: all aspects of typeface that influence meaning
Enhancing Typography
Poor Examples
Attentive Examples
Poor Examples
Attentive Examples
Attentive Examples
Poor Examples
Nelson, Kadir.
Henry’s Freedom Box

Williams, Vera.
More More More
Said the Baby
St. George, Judith & Small, David.
So You Want to Be President
Young, Ed.
Lon Po Po.
Gerstein, Moricai.
The Man Who Walked Between the Towers
Pilkey, Dav.
The Paperboy
Floca, Brian.
Kerley, Barbara.
What To Do About Alice
Pelletier, David.
The Graphic Alphabet.
Floca, Brian.
Quick, cheap & easy production
Personal computers make designers of anyone
Cronin, Doreen.
Click, Clack, Moo Cows that Type
Berger, Carin.
Raschka, Chris.
Grump Groan Growl
Gerstein, Mordicai.
Carolinda Clatter.
Smith, Lane.
It's a Book
Pinkney, Andrea Davis.
Duke Ellington
DiTerlizzi, Tony.
The Spider an the Fly.
Would your text be best served by a typeface that is :
Honoring Typography
Enhancing Typography
Expressing Typography

What Typography features would you apply or alter?
Weight, Color, Size, Slant, Formality, Flourishes, Framing
Kidd, Chip.
Full transcript