PHOTOSHOP Down & Dirty Tricks Tour

1. Lesson 2.3 Type Design Techniques PHOTOSHOPDown & Dirty Tricks Tour

2. Principles of Designing with Type • Using ascenders & descenders as design helpers • Unlock the power of Open Type Fonts

3. Using Ascenders & Descenders as Design Helpers • Ascenders—parts of lowercase letters that extend above the lowercase letter’s x-height (or centerline) • Descenders—parts of lowercase letters that descend below the invisible baseline that type sits upon

4. RubyTuesday • Example: so, the stem on the lowercase “d” extends upward above the centerline, & the descender on the lowercase “y” extends below the baseline • Why this is important, is that we can use these as little holders for secondary lines of text –if you’ve got 2 ascenders or 2 descenders in the same word, it’s almost screaming for you to put something in there!

5. RubyTuesday SIMPLE FRESH AMERICAN DINING • The new Ruby Tuesday logo, which uses the font Clarendon, makes use of the ascenders of the lowercase letter “y” as a visual divider, so the words “Simple fresh American dining” could fit right in between these “y’s”

6. The 40-Year Old Virgin • Example: you can also make artificial ascenders using larger capital letters to start a word like they did in the movie 40 Year Old Virgin, where the capital letter V was enlarged making a perfect space to hold the word s“40 year old” to the right of it

7. In the Exorcism of Emily Rose • In the movie title the 1st letter, & last letter of “Exorcism” were made much larger, then descended below the baseline using the Baseline shift in the Character panel • The minus sign in front of the number shows that the baseline shift is below the baseline • Positive numbers move the letter above the baseline

8. Ruby Tuesday • Now, the new Ruby Tuesday logo used both upper & lowercase letters in their logo, but if they had used all uppercase (caps), there’s another design technique they might have used • That’s a stacking technique where each word is expanded in size to match the word below it

9. RUBY TUESDAY SIMPLE FRESH AMERICAN DINING

10. Unlock the Power of Open Type Fonts • CS4 comes with about 180 fonts, & many of these are Open Type fonts which offer you loads of flexibility

11. Lorello’s • Making a typeface look less plain • Ex: Lorello’s (a fictitious Italian restaurant) logo looks kind of plain, in particular because the uppercase “L” looks kind of plain • However, a much more ornate & artistic “L” is possible—just use an Open-Type font! • Just highlight the “L”, go to the Character panel’s pop-down menu, under Open-Type, choose Swash (a specially designed more ornate version of the letter that is highlighted) • Also try turning on the Stylistic Alternates

13. More Movie Logos

14. Internet Movie Poster Awards Galleryhttp://www.impawards.com/gallery.html Each year, typically in the first two weeks of January, the nominations for the Annual IMP Awards are named. Before the end of the month the winners are announced. Any theatrical posters for films receiving a North American release during the previous year are eligible. Categories include: Best Poster Worst Poster Best Teaser Worst Teaser Funniest Poster Creepiest Poster Bravest Poster Best Character Posters and Best Tag Lines