m Metaphor Serif
Metaphor Serif by Linda Baissero
Rockwell Regular Font anatomy of the source font
designed by Frank Hinman Pierpont for Monotype Imaging Holdings Inc. 1934
Meta Squared slab serif
Low vertical stress
15° cut
Short descenders and ascenders
Overshoot
Minimal contrast
Tall x-height
x-height
Baseline
Descender line
„ attention grabbing
Geometric, modernistic, .
“
Font anatomy of the source font
phor.
Ascender line
Uppercase letters
ABC D E F GH I J K L M NOP QR S T U VWX YZ
Lowercase letters
a b c d e f g h i j k l mnop q r s t uvwx y z
Numerals
0 2 4 6 8
1 3 5 7 9
Diacritics, punctuation, signs and symbols
.,:;!?‘ “”„~*° «»<># %&@§ ©€™/\ ()[]{}_ +-×÷= àäèé òöùü
onverted the former study tide. He pointed out the deficiency in traditional metaph ween ideas, is the interaction between contexts. Therefore, he advanced the suppo chieve metaphor only by contrast, a conclusion that he arrived at after his persona ccepted that metaphor is a language utterance phenomenon and a notion of thinkin f humans. Statistics tell that there is one metaphor occurring in each three sentenc made by Lakoff, in his Metaphor We Live By. Without metaphor, we have difficulty cre ocabulary are quite pallid and boring, sometimes even lengthy when facing new th ing steps because to explain the new things would cost too much time. In 1980s, me y Lakoff and Johnson was the most famous. In their book, they advanced a brand n notion of thinking than just a figure o f speech. It denied the fo he comparison theory advanced b y Aristotle and “meta heir book, they focused on con ceptual metaphor w otion of thinking or cognitio n. They held the idea tha ed in the system of metap horical concep t, which includes ome part of one thing, c onceptual metapho r usually focus ect. In order to support the explanation, they took “idea” as and the abstract conce pt “idea”, people would have their resp es and practices and various cultural customs, based on whi orrespondingly. Such metaphors own the same object: IDEA, b ing idea, an abstract concept, to a building, a co ncrete thing, here are certain sim ilarities between the two. Fo r example, the our IDEA on yours hearing but not your seeing? ”, BUILD UP is s easily because of the similarity. The other idea is that metaph y metaphorical co ncept make up an organic s ystem. As the -layered and 5610 multi-lateral features. One o r several featur uch a concept, oth r features of vehicle would naturally come y the fact that both idea and plant share the s ame process in g ertilization, watering, and sunlight would be extended i tour mind. Theref rom human experience. Human beings have become a ccustomed to interp ical concept. More specifically, people usually unders tand some abstract co e, life is abstract for us, which is difficult for people to illustrate what life i IFE IS A JOURNEY, in which, the source domain is journey and the target d ures of the “journey” domain could be systemati cally mapped on the “life” tarting and ending in life, and there are ups a nd downs in life. The followi ail. He’s been a head start in life. He is stan ding at a crossroad again in li hat accident. Where would you want to be in your life? As an 80-year-old m as got certain attention in cognitive scie nce and other fields since 1930s wh hards, converted the former study tid e. He pointed out the deficiency in tra asically is the intercourse between ideas, is the interaction between conte ave metaphorical notion of think ing and people will achieve metaphor on entive checkout of the nature of metaphor from the cognitive angle. Hence, i notion of thinking belonging to human beings only. Metaphor is “omnipres metaphor occurring in each t hree sentences in our daily life, which uncons akoff, in his Metaphor We Live By. Without metaphor, we have difficulty cr works, because common v ocabulary are quite pallid and boring, sometimes ept. Without metaphor, ur society will slow down its developing steps bec 980s, metaphor study a chieved great achievements, among which Metapho mous. In their book, th ey advanced a brand new researching angle. It says on of thinking than just a figure of speech. It denied th e former co arison theory adva nced by Aristotle and “metaphor is the inner lan onceptual metapho r when they systematically regarde d metaphor a he regularity of hu man cognition was reflected in the system of me n order to help pe ople know some part of one thing, conceptual m f its analogical ob ject. In order to support the explan ation, they to er to understand the abstract c itions based on t iheir persona ultural customs, b ased on whic hors correspondi ingly. Such m ells one part of it. For example, by comparing idea, an abstract concept, to a buildin on of idea because there are certain similarities between the two. For example, the ut not your seeing?”, BUILD UP is usually used in building, but we can understand icle. Therefore the relevant words that are influenced by metaphorical concept mak as multi-layered and 561 multi-lateral features. One or several features of vehicle ma f vehicle would naturally come into being. For example, the metaphor IDEA IS PLA rowing up. In this saying, some features of plant as development, death, fertilization e that metaphorical conceptual system originated from human experience. Human hings based on metaphorical concept. More specifically, people usually understand nstance, life is abstract for us, which is difficult for people to illustrate what life is li
hor study, that is, it neglected the fact that metaphor basically is the intercourse bet osition that people naturally have metaphorical notion of thinking and people wi al attentive checkout of the nature of metaphor from the cognitive angle. Hence, it i ng belonging to human beings only. Metaphor is “omnipresent principle of language ces in our daily life, which unconsciously provides a sound proof to the suppositio eating and appreciating the beauty demonstrated in literary works, because commo hings and abstract concept. Without metaphor, our society will slow down its develo etaphor study achieved great achievements, among which Metaphor We Live By (1980 new researching angle. It says that metaphor is more a metaphorical concept system ormer concepts of the nature of metaphor, such as the one i aphor is the inner languagea structure” study trend. I when they systematically regarded metaphor as at the regularity of hu man cognition was reflec s two aspects. One is hat, in order to help people know ses on the illustratio i of certain partm of its analogical ob s an example, in w hich, they said that i n order to unders pective definition s based on their perso al social experien ich they would fo m several conceptuall and metaphorica but any one justa tells one part of it. For e xample, by compa Lakoff has made us understand the formati on of idea becaus ey have the sim ilar structure. In “How cac an you build u s usually used i building, but we can unde rstand what IDEA hor is vehicle. T erefore the relevant words that are influence object of huma cognition, the vehicle of a metaphor has mul res of vehicle may make up a metaphorical concept. I an the formation o into being. For example, the metaphor IDEA IS PLAN T might be cause growing up. In this saying, some features of plant as development, death fore, we can conclude that metaphorical conceptual laasystem originate preting and experiencing new and abstract things a are based on metapho oncepts by using some concrete things that they’re familiar with. For instan is like exactly to others, therefore they create t he metaphorical concep domain is life. In understanding t his metaphor, various fea ” domain. Hence, we will know th at, like a journey, there ar ing expressions explain the abov ementioned usage in de ife. He promised he would let no ne get in his life afte man, he has experienced all ups and down in life. Metaphor stud when the founder of the theory of interaction in metaphor study, Ri aditional metaphor study, that is, it neglected athe fact that metapho exts. Therefore, he advanced the supposition that pe eople naturall nly by contrast, a conclusion that he arrived at after h his personal at it is accepted that metaphor is a language utterance p henomenon an sent principle of language” of humans. Statistics tell the at there is on sciously pro vides a sound proof to the suppo sition made b reating and appreciating the beauty demonstr ated in literar s even leng athy when facing new things anda dabstract con cause to ex plain the new things would cost t o much time. I or We Liveli y (1980) by Lakoff and Johnson w as the most fa s that metap or is more a metaphorical conce pt system, a no oncepts of th nature of metaphor, such as ithe one in the com nguage struc ture” study trend. In theirbook they focused o as a notion oi thinking or cognition. They he ld the idea tha etaphorical con cept, which includes two ia spects. One is tha metaphor usuall y focuses on the illustrat ion of certain par ook “idea” as an example, in which, to hey said that in or concept “idea”, pe ople would hav their respective defi al social experienc es an practices and variou ch they would form se veral conceptual meta metaphors own the same object: IDEA, but any one jus ng, a concrete thing, Lakoff h as made us understand the forma ey have the similar structure. In “How can you build up your IDEA on your hearin what IDEA is easily because of the similarity. The other idea is that metaphor is ve ke up an organic system. As the object of human cognition, the vehicle of a metapho ay make up a metaphorical concept. On the formation of such a concept, other feature ANT might be caused by the fact that both idea and plant share the same process i n, watering, and sunlight would be extended in our mind. Therefore, we can conclu beings have become accustomed to interpreting and experiencing new and abstrac some abstract concepts by using some concrete things that they’re familiar with. Fo ike exactly to others, therefore they create the metaphorical concept: LIFE IS A JOUR
Evolution
m m
Rockwell Regular
Skeleton midline
Applied brushes
Added serifs
m
Metaphor Serif
Angle: 0째 Roundness: 30% Size: 11pt Use: thick diagonal strokes
Angle: 10째 Roundness: 40% Size: 6pt Use: thin strokes
Angle: 35째 Roundness: 30% Size: 9pt Use: horizontal strokes
Brushes
Angle: 20째 Roundness: 40% Size: 10pt Use: vertical and round strokes
26pt/28pt
What is a metaphor? A metaphor is a figure of speech which makes an implicit comparison between two unlike things.
10pt/13,5pt
Traditional metaphor can be traced back to scholars from Aristotle. In his famous works Poetics, Aristotle gives his definition of metaphor: “Metaphor consists in giving the thing a name that belongs to something else; the transference being either from genus to species, or from species to genus, or from species to species, or on grounds of analogy” (Lan, 2005). Nowadays many of the most famous metaphors in literatureare are featured in William Shakespeare‘s works. There he reflects and enhances the English language’s reputation as a metaphorical one. So many of our everyday expressions are in fact Shakespeare metaphors.* English is a language where it’s very difficult to have a conversation without using metaphors. When we’re very cold we many say that we’re freezing, when hot, that we’re boiling, when hungry that we’re starving. We may say that we’ve been battling against a neighbour for weeks, that we’re chasing after a solution, that we’re dying to know who won a match, that our parents pounce on us when we do something wrong. When someone talks nonsense we say they babble, when something starts to happen we say it’s taking off, when something has ended we say it’s dead. All of those things are normal, everyday utterances in spoken English, so it’s perhaps no surprise that England’s finest writer has so many examples of metaphors in his works. Shakespeare’s texts are mainly written in verse, which are almost completely metaphorical, as is his prose. On the next page is one of his most famous sonnets where he compares his lover to a summer day.
Font size in use
14pt/16pt
7pt/9pt
* There are many famous examples such as ‘wild goose chase’ in Romeo and Juliet and ‘seen better days’ in As You
Like It to ‘forever and a day’ also from As You Like It and ‘good riddance’ from Troilus and Cressida.
Sonnet XVIII
Shall I compare thee to a summer‘s day? Thou art more lovely and more temperate: Rough winds do shake the darling buds of May, And summer‘s lease hath all too short a date:
But thy eternal summer shall not fade, Nor lose possession of that fair thou ow‘st, Nor shall death brag thou wander‘st in his shade, When in eternal lines to time thou grow‘st, So long as men can breathe, or eyes can see, So long lives this, and this gives life to thee.
12pt/15pt
Font size in use
Sometime too hot the eye of heaven shines, And often is his gold complexion dimmed, And every fair from fair sometime declines, By chance, or nature‘s changing course untrimmed:
21pt/24pt
N i g h t
o w l
12pt
Early bird
Better half
16pt 20pt
Typographic scale
Sha ke a leg
24pt
Time a thief
28pt
Plain sailing
32pt
Broken heart
36pt
Path of glory
Couch potato
Sweet dreams
40pt
44pt
48pt
Sweet dreams
48pt
Couch potato
44pt
Broken heart
36pt
Plain sailing
32pt
Time a thief
28pt
Sha ke a leg
24pt 20pt 16pt 12pt
Better half Early bird N i g h t
o w l
Typographic scale
Path of glory
40pt
Metaphor Serif
Font anatomy
designed by Linda Baissero First semester WUP Visual Communication 2020
Meta Small overshoot in round and pointy letters
Tapered crossbar
Small aperture
Closed bowl
Oblique shading
High contrast
20° diagonal stress
phor.
Ascender line
Baseline
Descender line
„ sumptuous
Classy, antique, .
“
Font anatomy
x-height
Serifs
Font characteristics
The serif of Metaphor Serif is inspired by the one in the font Dolly Regular. This serif is an asymmetrical hybrid: on one ending it is rounded above and pointy below and on the other ending it is pointy above and rounded below. It is unbracketed and it lays flat on the baseline. It varies in different type of letters by being rotated, mirrored and/or cut. The uppercase serifs are slightly wider than the lowercase ones.
Bilateral baseline serif Letters: A, F, H, I, K, M, N, P, R, T, X, Y, f, h, i, k, l, m, n, r, x
Bilateral tie serif
Bilateral cap height serif
Letters: E, F
Letters: A, H, I, J, L, M, N, U, V, W, X, Y
Monolateral x-height serif
Letters: k, v, w, x, y
Letters: i, j, m, n, p, r, u
Monolateral ascender serif
Bilateral descender serif
Letters: b, d, h, k, l
Letters: p, q
Font characteristics
Bilateral x-height serif
are you
~ ~ ~
O
~ ~~ ( ~
~
~
~~ ~ ~ ~
O
sun my
)
Font relations
„My shadows are
q do c E F JI h ny v my sisters.“
Aa Ss Kk Gg
Double storey lowercase a with teardrop finial
Other letters: C, E, F, G, L, T, Z. z
Leg with bracketed round tapered spur Other letters: R, a, d, u
Single storey lowercase g with round tapered finial Other letters: J, c, e, f, j, t
Font relations
Unbracketed round tapered beaks
„
“
All the worldʼs a stage. William Shakespeare
m Faculty of Design and Art Free University of Bolzano - Bozen WUP 2020/21 Typeface designed by Linda Baissero
Prof. Antonino Benincasa Andreas Trenker Emilio Grazzi Font created with Illustrator & Fontself