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A BOOK ABOUT TYPOGRAPHY

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WHAT is TYPOGRAPHY

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TYPOGRAPHY is ABOUT leGIBILITY & READABILITY INFORMAION HIERARCHY CONSIDER AUDIENCE’S reading practice punctuAtions capitals and lower case COLOR P. 4


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Content Serif, SANs SERIF ORTHOGRAPHY works overview

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ALL FONTS HAVE FAMILies e.g.

Regular Italic Small Caps Semibold type family Semibold Italic Regular and Expert numerals

Adobe Garamond

BUT THERE ARE MORE...

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FONT SIZE SPACING COLOUR P. 9


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SANs SERIF

VS

SERIF and others

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SANS SERIF /san-ˈser-əf/ GOTHIC high readibility apply in signage, billboard

monoline strokes absence of serif large x-height

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BEAUTIFUL FONTS Univers Futura News Gothic Stone Sans Optima Helvetica Franklin Gothic

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SERIF /ˈsɛrɪf/ ROMAN semi-structual details easier to read in long passages

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BEAUTIFUL FONTS Droid Serif Pro Palatino Baskerville Caslon Rockwell Garamond Courier

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Blackletter middle age hard to read

Old style minimal thick/ thin contrast heavily bracketed serifs oblique stress e.g. Garamond, Caslon, Palatino, Minion

Transitional between old style and modern the enlightment = scientific through over medium htick/ thin contrast finely bracketed serifs almost vertical stress capitals same height as lower case ascenders lowercase letters are short and wide

Egyptian (slap serif)

less thick - thin contrast thick, square serifs vertical stress e.g. Rockwell

Script imitate handwritting letters slant right letters joined not roman nor gothic

Italics 7-20 degrees real italics (hand written)

e.g. Baskerville, Times News Roman, Stone Serif, New Century Schoolbook

Modern 18 century high contrast thick and thin no absence thin & flat serif not for content vertical stress e.g. Bodoni, Didot

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directly transform typeface into inclined

REFERENCE BOOK 1. Basic Design typography 2. Art of Title


ORTHOGRAPHY rules of spelling standardize writing system

CAPITALS AND SMALL LETTERS The Medium is the Message

most common

The Medium Is The Message The medium is the message the Medium is the Message TEH MEDIUM IS THE MESSAGE

perferred for charity not common readibility low

Quotation marks ITALICS single first/ double first

e.g. Sam says: ‘A “personnel” transporter...‘

foreign words ship name movie, play, tv show title book title

e.g. she went to a cha chaan teng,...

ORPHANS & WIDOW DATES 20 June 1978 20thJune 1978 June 20, 1978 June 20th, 1978

the clearest

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LEADING

行距

most comfortable: 120% (e.g. 12pt font, 14pt leading) set solid (e.g. 12pt font, 12pt leading)

TRACKING

字距

Common settings: 中文字 = 100 English body text = -25 to 25

KERNING

微調字距

Auto Optical (suitable for both Chinese and English) Metrics

READING CULTURE P. 18

text column: 中文字 = 20 - 25 words / line English = 15 - 20 words / line font size: Adult = 9 - 11pt


centered

justified text

ALLIGNMENT flush left (allign left)

flush right (allign right) P. 19


LETTER PRESS also known as movable type and

執字粒

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01

CALLIGRAPHY

02

03 FONT RESEARCH

Century Gothic Trajan FF DIN P. 22

TYPOGRAPHY PHOTO


04 06

NAME CARD

WORKS OVERVIEW

05

ANATOMY POSTER

MAGAZINE COVER

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01

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CALLIGRAPHY This pracitice is to understand the structure of Serif, Sans Serif and Script font. In order to compare the differences, there is also a piece of hand written font.


Sans serif

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serif

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SCRIPT

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HAND WRITTEN

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Century Gothic

A spacious, modern version of a classic mid-century font, the Century Gothic design embodies the digital age with its sleek sans serif style, but still retains the graceful geometric look common to early 20th-century typefaces. It is supported by all major browsers on the web and is therefore considered a “safe” font to use for web design as it will translate well across multiple platforms. The Century Gothic design is strongly influenced by the geometric sans serif styles of the 1920s and 30s, which themselves were part of a post-Victorian design evolution.

02

FONT RESEARCH

ADV./ DISADV. Century Gothic is apparently even more economical than a well-known “eco-font”, and when printer ink can cost US$10,000 a gallon it’s a great eco-friendly initiative that not only helps the planet but also saves money.

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Twentieth Century font design, as well as the classic Futura® design, but could be easily adaptable to the digital technology. This would lead to the development of the Century Gothic design and a compelling new look that had the best of both worlds.

Type Designer Background

Monotype Imaging Holdings is a Delaware corporation based in Woburn, Massachusetts, and specializing in typesetting and typeface design (type foundry) as well as text and imaging solutions for use with consumer electronics devices.Monotype Imaging Holdings is the owner of Monotype Imaging Inc., Linotype, International Typeface Corporation, among others.Monotype Imaging Holdings and its predecessors and subsidiaries have been responsible for many developments in printing technology—in particular the Monotype machine, which was the first fully mechanical typesetter, and the Linotype machine—and the design and production of typefaces in the 19th and 20th centuries. Monotype Imaging’s subsidiaries are the owners of some of the most widely used typeface designs, including Helvetica, ITC Franklin Gothic, ITC Avant Garde, Optima, and Times New Roman.


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Trajan

02

The Trajan design is a serif font with elegant, sweeping curves and due to its Roman typography inspiration is consequently an upper-case only font family. The Trajan typeface family was originally designed by Carol Twombly and released in 1989. The Trajan design was named after the 13th Emperor of Rome (circa. 100AD). Characteristic of the Roman typeface is a dot placed mid-character height like a hyphen, generally to separate words – although not in between every word. Titles most often had these abbreviations possibly in an attempt to increase the amount of information in the small space available most likely because they had a tendency to have a long public office title and even longer personal names.

FONT RESEARCH Type Designer Background

Carol Twombly began working for Adobe Systems and in 1988 became a full-time type designer in the Adobe.

ADV./ DISADV. TRAJAN is a serif font which is more distinctive and easier for audience to recognise quickly especially in print. However, the font only includes caps letters, it is not suitable to use in long texts.

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During her eleven years with Adobe, Carol has designed a number of very popular text and display typefaces. Designs like Trajan, Charlemagne, Lithos, and Adobe Caslon are inspired by classic letterforms of the past - from early Greek inscriptions, circa 400 B.C., to William Caslon’s typefaces of the 1700s. Designs like Viva and Nueva explore new territory while maintaining traditional roots. In 1994, she received the Charles Peignot award from the Association Typographique Internationale for outstanding contributions to type design. She was the first woman and only the second American to receive this prestigious honor.


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FF DIN

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FONT

The result was a family of five weights (and real italics) released by the FontFont foundry in 1995, called FF DIN. The differences are minor when viewed up close, but significant to the typeface on the whole: slightly narrower horizontals, and slightly more fluid curves. FF DIN has proven to be a popular replacement for DIN 1451 and it has continued to benefit from enhancements such as the addition of condensed and rounded versions – in addition to increased language support, and several OpenType® font format features.

RESEARCH

ADV./ DISADV. FF DIN is a sans serif font which provides audience mordern, minimal and magnificent feelings. It is easy to emphasis and good for short readings, especially on screen. Therefore, it is good for communication but no for printing.

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DIN stands for Deutsches Institut für Normung (German Institute for Standardization.) The DIN 1451 typeface was designed in 1936 for road and railway signage. It remained in use for German number plates until 2000. Linotype markets a digital version of the original font while Albert-Jan Pool created a very versatile family of DIN typefaces for Fontshop.

Type Designer Background

Albert-Jan Pool was born in Amsterdam on the 9th of July 1960. In 2004 he started researching on the history of the typefaces according to DIN 1451 and has become a well known author and speaker on this subject. By 2007 he decided to support his findings scientifically and started working on his doctoral thesis on the history of constructed Sans Serif typefaces in Germany, especially of DIN 16, 17 and 1451. In 2010 the release of the long awaited FF DIN Round turned FF DIN into a so called super-family. FF DIN was amongst the first set of 23 typefaces which were acquired by MoMA. Albert-Jan Pool considers this acquisition as a milestone in the process of the general recognition of typeface design as an applied art such as architecture or industrial design.


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03

TYPOGRAPHY PHOTO This work is to show how we match the background photo with the fonts and sentence in the middle. 1. photo shoot of a evening street view in Korea Simple life is to show my own attitude towards lifestyle which I would like to enjoy life such as enjoying evry sunset and also have a childhood mind as always. The paper airplane to create a feeling of childhood. 2. b/w photo shoot Courageous is to break through own boundaries and come out of your comfort zone. 3. food shoot I think kimbap (sushi) is one of the most taste food. I love it so much because I think it is tasty and also enjoyable to hare with friends and family.

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04

NAME CARD We are required to create own business card design. No creative idea is required but to create a neat and tidy name card by using different font family and sizes. In my design, I used lines and circles to create a feeling of succinct.

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FRONT

Font used: Baskerville

DIN MNgaiHK Bold

BACK

Font used: Baskerville

Avenir Next MNgaiHK Bold

FRONT

BACK

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05

ANATOMY POSTER The assignment was required to create a poster with a sentence that relate to the font choosen. In my design, I choose CENTURY GOTHIC as my main font and came up with a sentence ‘Century Gothic is an Eco-friendly font that saves ink.‘ The background is a skrinked paper with words fade in colour, but only the sentence part remain normal. There is also a notification that shows the printer is out of ink.

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06

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MAGAZINE COVER This pratice is to practice our photoshop skills and also sense of using similar fonts to create a similar feeling with the reference photo.


REFERENCE

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CHAN YVONNE YI ON 13074177D P. 44

2014 SD3101 Desktop Publishing


A Book About Typography