Serifa: A "Typographical Breakdown"

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SER IFA

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: A “Typographical Breakdown”

BY CARLY DUTCH - GREENE

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The Swiss designer Adrian Frutiger developed Serifa速 in

1964

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In that same year, Jeopardy made its first television debut, and The Beatles came to the United States on tour for the first time.

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Frutiger

based the shapes in on those in Univers, the sans serif family

he designed in

IM

the 1950s.

A

GI N

E ..

.

ABCDEF GHIJKL MNOPQ RSTUV WXYZ

.

.

..a

l

e h t l

&

v i n i l g e l p o pe

A abcdef ghijkl mnopq rstuv wxyz

&

. . . life in peace

123456789 ?!&$@#*“;

A

While Serifa retai

geometric, linear skel of Univers, it has

addition of unbrack

square serif

squatter x-h and boxier c

Because of th

characteris

Serifa is a t

represent

of the sl

(or Egyp

8

ins the

letons

s the

keted

fs, a

height , caps.

hese

stics,

true

tative

lab serif

ptian) style.

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Basic Anatomy of the “Serifa” Letterform:

Cap Height Serif

{ Typog Type Size

Counter

Descender

Ascender

X-Height

graphy { Stem

Baseline

“The whole point with type is for you not to be aware it is there,” Frutiger says and makes an impressive comparison:

re ou y “If te so a

o sp

b er t h e s ha emem pe of ome soup, t a hen th es po o

on w it h

n d

w o po

ha

hi ch

a

D

yo u ju rs st ha pe .

Spoons and letters are tools.

The first we need to ingest

bodily nourishment from

a bowl, the latter we need to ingest mental nourishment from a piece of paper.�

- Adrian Frutiger

STARVE -the ego-

FEED -the soul~ THE GLITCH MOB

“All that we are is a result of what we have thought.”

- Buddha

S R

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S E RI

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CREATED BY: C A R L Y :D U T C H GREENE