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Typography can be delivered out history and the visual information at the same time through sight. It makes people can have aesthetic inspiration as conďŹ guring the contents visually convincing. We are in the 21st century and many of our social values have changed along the way. As the social values have changed, the desired type and visual communication has also changed. Typography and letterform contracture has changed along with the ow of time.

Typography

Through the centuries, type design has been inuenced by aesthetic movements, technological changes and cultural contexts. There is quite a stark difference between the two periods, from mid-15th century to 19th century and 20th, 21st centuries. That is easy to say, it is serif fonts versus sans serif fonts. First, the period from mid-15th-century to the 19th century is the prime time of serif typeface development. First-ever Nicolas Jenson created Roman type in 15th century. Jenson made roman typeface to remedy the disadvantage of black letter, which looked condensed and smaller counter spaces together when printed. During the French Renaissance, serif typeface develop into three parts, old style typeface by William Caslon, Transitional typeface by John Baskerville from England and modern style typeface by Francois Didot from France and Giambattista Bodoni from Italy.

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Contrary to type designs of the Renaissance is the area from 20th century to current is the era of sans-serif typeface development. The first sans serif typestyle appeared in an 1816 specimen book of the English type founder William Caslon IV. The early 20th century brought was reductive functional. Paul Renner from Germany created Futura, was based on simple geometric shapes. It was called geometric sans. Around similar time, Eric Gill, a British type designer, created Gill Sans, which was similar to geometric sans, combined serif and sans serif qualities. It is humanist sans.

21stCentury Early sans types were classed as Grotesques in the United Kingdom, Grotesk in Germany and Gothic in the United States. Morris Fuller Benton began drawing Franklin Gothic for American Type Founders (ATF) in 1902. His work is important interpretation of 19th century grotesques. Franklin Gothic was introduced with only one weight, and though additional variants were added for several years after it released. The Heaviness and boldness of Frankiin Gothic gives off the impression of being serious and important. However unlike most bold typefaces, Franklin Gothic has “finesse, lightness and something warm and friendly about it”.(Johnson) So Franklin gothic’s popularity grew, and it influenced many types.

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Futura

One of the Most of the known San serif font is Futura. German type designer Paul Renner first started creating Futura in 1924. It was inspired by the typographic experimentation of the Bauhaus school, and his initial design (Architype Renner) combined geometric character alternatives and old style-figures. Renner sketched a series of letterform loosely based on simple geometric shapes. In 1927, commissioned by the Bauer type foundry, Originally, Futura was intended to be used for body text for books, but in the 20th century it was commonly used in headlines and subheads in advertising. Futura became the most popular sans of mid-20th century and inspired many sans serif types after it release.

Helvetica

Another popular sansserif typeface is Helvetica. Helvetica is the most heavily used font. A Swiss designer named Max Miedinger in 1957 originally designed Helvetica. The font was designed to be an easy-to-read font. It is used by designers at independent firms, big corporations, and everything in between all over the world. Popular companies such as American Airlines and Toyota use Helvetica or draw inspiration from it as their font of choice. Other common uses include government organizations and the New York City Subway system, which currently uses Helvetica on its signage. Helvetica makes texts look more ‘simple’, ‘accessible’ and ‘transparent’.

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Another significant movement is graphic design history is Swiss design. According to Musngi, Rudolph, in "What Is Swiss Style Typography?” Swiss Style typography, though traced from Russia, Germany and the Netherlands, was made popular by Swiss graphic designers. They have used it with many Swiss cultural institutions, political advertisements and a lot more because it was thought to have suited the drastically increasing global postwar market. It was used in street signs, maps, public service announcements, etc. The Olympics was one good example of a global institutional event.

Swiss Type

Swiss style helped because it has used the simplest symbols using the most universal colors possible. Swiss style emphasizes on neatness, eye -friendliness, readability and objectivity. Its foundations go back to its strong reliance on elements of typography and universality. Being modernist by nature, the Swiss Style served as the forerunner for the graphic web design trends. It is in this reason why it is called the King of Web Design. It can be easily identified for its immense simplicity and exhortation to beauty and purpose. These two principles are often manifested in the use of asymmetric layouts, grids, sansserif typefaces, left-flushes and simple but impactful photography. These elements are produced in a simple but highly logical well structured, and harmonious manner.

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Work Citied

Jason. "Teh Procrastinators." : Garamond: History and Purpose in .Design. TEH PROCRASTINATORS, n.d. Web. 26 Mar. 2014 Johnson, Luck. "Luke Johnson." Luke Johnson. N.p., n.d. Web. 26 .Mar. 2014 Riggs, Tamye. Typeface: Classic Typography for Contemporary :Design. New York .Princeton Architectural, 2009. Print Helvetica: The Most Widely Used Font in Print!" Helvetica: The" .Most Widely Used Font in Print! N.p., n.d. Web. 25 Mar. 2014 Duignan, Brian. "Postmodernism (philosophy)." Encyclopedia Britannica Online. Encyclopedia Britannica, n.d. Web. 26 Mar. .2014 Musngi, Rudolph. "What Is Swiss Style Typography?" .1stwebdesigner. N.p., Oct. 2013. Web. 24 Mar. 2014 Levy, Jr. Steven. "Graphical User Interface (GUI) (computing)." Encyclopedia Britannica Online. Encyclopedia Britannica, n.d. .Web. 26 Mar. 2014 Kinetic Typography." Wikipedia. Wikimedia Foundation, 24 Mar." .2014. Web. 26 Mar. 2014 Kinetic Typography." DeďŹ nition of , BuzzWord from Macmillan" .Dictionary. N.p., n.d. Web. 26 Mar. 2014


Colophon Designer Project Course Faculty Typeface Photography

Ipsae Choi Typographer Timeline Book Typography 2 Francheska Guerrero Helvetica Neue / Baskerville http://iginomarini.com/fell http://wptidvits.com/public-posts/articles-news/history-oftypograph


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