# Typeface Basics - PowerPoint PPT Presentation

1 / 26

Typeface Basics. Glossary 1. Ascenders: Strokes of letters that rise above the mean line of type (b, d, f, h, k, l, t). Descenders: Strokes of letters that fall below the baseline (g, j, p, q, y)

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.

Typeface Basics

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

## Typeface Basics

### Glossary 1

Ascenders:Strokes of letters that rise above the mean line of type (b, d, f, h, k, l, t).

Descenders: Strokes of letters that fall below the baseline (g, j, p, q, y)

x-height:The height of the main body of the lowercase letters. Most sans serifs have large x-heights.

### Glossary 2

Type families (sometimes referred to as font):Versatile faces such as Garamond, Franklin Gothic, Futura, etc. offer several variations of weight and posture in the same typeface.

Display type:Point sizes 14 point and above.

Width rule:When copy gets too wide, readability drops off. The rule is that copy should be no wider than an alphabet and a half or 39 characters.

### Measuring Type

• Type is measured in points.

• 72 points = 1 inch,

• 72-pt. type is 1 inch tall, measured from the top of the ascender to the bottom of the descender.

• ½-inch = 36-pt.

• ¼-inch = 18-pt.

• No letter has both an ascender and a descender; however in any given typeface and size, the length of the ascender and descender are the same.

• Ascender

• Baseline

• Cap Line

• Counter

• Descender

• Mean Line

• Serif

• x-height

### Tip #1. Pair personality to purpose.

• Keep in mind the message you are trying to communicate with your type.

• Sports, even women's sports, do not lend themselves to feminine script, for example.

Getting down, dirty girls rugby gaining popularity

Or

Getting down, dirty girls rugby gaining popularity

### Tip #2. When working with type, more type families are not better.

• Limiting type to no more than three font family for the entire book is a growing trend.

• When combining type for headlines, remember two’s company, three’s a crowd.

• Limit spread designs to one distinct type supported by something simple.

A family of fonts is composed of different styles.

### Font #1: Reading pull-down information

Font Family

• Styles of font in family

• Light

• Condensed

• Bold

• Format of font

• TrueType

• Postscript

• Open Type (best)

### Font #2:Classifications of font families

6 basic font classes

• Serif

• Old Style

• Transitional

• Modern

• Slab Serif

• Sans Serif

(sans = without)

• Script

• Blackletter

• Display / Decorative

• Monospaced

• Dingbat

### Font #3:Serifs

Serifsare in red

• Serifsare easier to read than sans serifs.

• Use a serif font forbody copy (text), as a general rule.

• Bernhard Modern

• Courier Standard

• Garamond

• Georgia

• Minion Pro

• Palatino

• Times New Roman

Examples Of Serif Fonts:

### Font #4:Sans serifs

Arial

Arial Rounded MT

Comic Sans MS

Futura

Helvetica

Letter Gothic Std

Lucia San

News Gothic MT

Stone Sans ITC TT

Verdana

• These are less legible than serifs.

• Use sans serif fonts for primary headlines or captions as a general rule.

Examples of

Sans Serif Font Families

Examples Of Script Font Families:

### Font #5: Script

Scriptfontsare

• used aslarge text only.

• forspecial cases only.

• Bickham Script Pro

• Brush Script Std.

• Caflisch Script Pro

• Dickens Script SSK

• Edwardian Script ITC

• Handwriting — Dakota

• Lucida Blackletter

• Lucida Handwriting

• Medici Script

• Old English Text

• Learning Curve

• Snell Roundhand

### Font #6: Display / Decorative Fonts

• Displayfontsare:

• used aslarge text only

• forspecial cases only

• 1942 Report

• AbecedarianZo

• Attic

• Bauhaus 93

• Big Apple

• BonezDisplayCap

• Copacabana

• Cracked

• Deco Card

• EcentricStdG

• Fashion Victim

• Flower Child Caps

• Flower Child SSK

• Giddyup Std

• Hobo Std

Examples Of Display Families:

### Font #6: Display / Decorative Fonts

Examples Of Display Families:

• Kidz Only Too SSK

• Jellyka Castle’s Queen

• My Stuff Caps

• Toy Train

• Quetzalcoatl

• Racpmteir NF

• Rain Dance SSK

• Raindrop SSK — Bold

• Salsa

• Sand

• Stencil Std

• SNOWFLAKEk

• Vintage Typewriter SSK

• Voco Script SSK

• Zapato SSK

• Zapito SSK

• Zorba

### Font #7: Monospace Fonts

Examples Of Monospace Families:

Monospacefonts

• Are also called "fixed pitch" fonts

• Have characters that all have the same character width

• Originally were designed for typewriters

• Used with computer source code

• Andale Mono

• Courier New

• Letter Gothic Std

• Lucinda Console

• Lucinda Sans Typewriter

• Monaco

• ORC A

• Prestige Elite Std

### Font #8: Dingbat Fonts

• Also known as a "printer's ornament" or "printer's character.”

• Describe fonts with symbols and shapes in the positions designated for alphabetical or numeric characters.

• Dingbatfontsare:

### Font #9: Dingbat Fonts

• Glyphsare:

An ornament, a character or spacer used in typesetting.

### Font #10: Dingbat Fonts

Typical Examples Of Display Families:

• MT Extra abcdefg

• MS Reference Specialty ABCDE

• Webdingsabcdefg

• Wingdings abcdefg

• Wingdings3 abcdefg

• Zapf Dingbats abcdefg

### Font #11: Dingbat Fonts

Fun Examples Of Display Families:

• AmphibiPrint abcdefg

• Carta abcdefg

• Face it! Abcdefg

• Face Off! Abcdefg

• Mickey Mousebats ABCDEFGH

• WWFlakes abcdefghijklm

### Font #12:Remember

• The more unusual the type, the lower the readability.

### Tip #3. Avoid using all capitals.

•  That doesn’t mean you can never use all caps.

•  Just realize all capital letters reduces readability.

•  Use all caps only when you have a specific design purpose in mind.

•  Especially avoid using all capitals in a script face.

### Tip #4. Pay attention to relationships when combining type.

• If elements are not the same, they should be very different.

• Remember, like the perfect marriage, types need to either be very similar or fairly opposite.

• Contrast type in size, weight, form and structure.

• The combinations you form should communicate, not confuse the reader.

Examples:

Georgia for text

= good contrast

Verdana bold for heads Trebuchet for text

= not enough contrast

### Tip #5. Some types just don’t mix.

• Don't use two scripts or a script and an italic together.

• They usually have the same form and so they conflict with each other rather than contrast.

• Never use two types from the same category (for example: Script, Decorative) together.

Don't Do

Don't Do

### Tip #6. Don’t abuse type through manipulation

• Purpose is to communicate type helps do that.

• Instead, edit the copy or find a word that fits the headline space.

• Once established within a section, type size, leading and width should remain consistent.

### Tip #7. Complement your knowledge of fonts with your knowledge of design.

• Use of effectively planned white space and color can enhance your use of type.

• Place type on the page to create entry points for your reader.

• Magazines like Before & After and Dynamic Graphics have information and advice.

• Check out books like The Non-Designers Design Book by design experts like Robin Williams.

• Many of these tips come from her.

• For more technical information, check out her Non-Designers Type Book.

• Browse the bookstores and stock up on magazines that use type effectively so you can build a library of ideas.