T YP E TH E TYPE A Typography Magazine I S S U E 0 5 JUNE 23 RM 15.60 Typography FAQ's Answered! Usefull tips to get comfortable with Why is typography Important?
Maybe it’s the fact the most buy time of year is upon us, and it made us wonder: what is it about certain magazines that really speak to us? How do they really feel new, exciting, readable, and bold when there’s so damn many of them? For some, it could be their niche. For many, they sell on the quality of their photographic or illustrated output; and for many more, on the promise of sharp, inquisitive editorial approaches. But underpinning all of these—and often, the sly, unnoticed thing that sets a magazine apart from its contemporaries—is its typography. As all designers but less print consumers know, typographic choices can make or break a magazine’s aesthetic. Just as the way letters are arranged on a page, or as an image, the font itself is of course a key tool in influencing the reader. Every font itself has a number of levels of messaging, and there’s not only the textual content—the words being written—but also the choice of a typeface is usually influential on the way we think about words. The same word in a heavy, bold propaganda kind of typeface will feel completely different to if it’s in a kind of light serif italic. Obviously typography carries an emotional thing as well as the words; so how something is said affects our emotional response. The next stage then is to think about what you can do to keep the reader on their toes—how can you create rhythm and balance and surprise and create more of a filmic journey through a magazine? That journey is about enhancing and creating a dynamic sense of flow, and in doing that, type is just as key as image selection or story placement. To take Brody’s work at The Face as an example, maybe that consistent dynamism is achieved by suddenly placing a large word on a page or on a double spread, or a double spread which is just white space with a small word on it, then suddenly an expanse of pure text. Then within that you might be thinking about the size of your image and then how you crop that image and what kind of drama you're bringing to that page, says Brody. Then you might have a story which is largely photographic with very little type support, and then with a shorter deeper reading piece you might suddenly drop your headlines to the base of the page, or a giant drop cap which fills a page, so you're upsetting expectation. All of those things add to that journey—it’s just keeping the reader engaged at a level that maybe isn't conscious. At The Face, the MO was, says Brody, that you challenged everything. If something existed because it had a practical reason to exist and that reason was valid you would leave it, but if the reason for something to look the way it did was out of tradition or taste or culture, that was challengeable. Editor's Note
Typography is the art of arranging type to make written text readable and aesthetically appealing for the reader. Once we started using symbols to represent an idea, we had invented writing. As the style of writing evolved over time, it became an art form and with different letter shapes and spacing produced text that was both What Is The development of moveable type and the printing press in the 15th century by Johannes Gutenberg was a turning point for the modern world and, of course, modern typography. During this time, both practical and decorative typefaces appeared en masse, along with a lighter, more ordered page layout with subtle illustrations. By the Industrial Revolution typography was all about communicating with the masses. Through signs, posters, newspapers, periodicals and advertisements, typefaces became larger and catchier, with bolder lettering and shading as well as experimental serif and sans serif typefaces. Ornamental typography was another major highlight in this era. In the 1800’s, medieval art and hand crafted individual art has become commonplace, and international artistic styles developed thoroughly and considerably. Most associate typography with digital fonts but hieroglyphs, calligraphy and signwriting are all forms of typography. The important aspect of all writing is that others can understand it easily. Unlike codes or sacred symbols meant for only a few people to understand, written text is for the masses, which means the design and style of the text should be legible and consistent. First, a few quick definitions. Typefaces are the design or style of the letterforms, fonts are the size or style version; points are what most fonts are measured in. So you could have a Roman typeface in 12 point italic font. However, many designers now use the terms font and typeface interchangeably these days and indeed, the term 'font' was reserved for the digital version of a typeface. Typography Brief History ?
Why Is Important? Typography In many contexts, effective typography is practically invisible because it should besmooth that the reader doesn't even notice it. But it is, somewhat secretly, a force to be reckoned with and a key design element with serious impact. It does a lot of the heavy lifting in building brand recognition and creating connections between those brands and their current and potential consumers. Giving voice to design Good typography has the power to establish a visual hierarchy, set the overall tone of a product, service, website, or brand, and drive graphic balance. From the sharpness or softness of the font shapes to the color palette, letter size, and spacing. Literally every decision you make about manipulating the existing type or designing your original type can positively or negatively influence the feeling, vibe, or voice of the design. When you really know your stuff, you can start mix and match these fonts and choose your own adventure to create the exact tone you want the reader to receive the message in. Conveying a message clearly, effectively, and memorably Have you ever seen a piece of art that made you cry? Or how about certain product packaging that made you scream, "OMG!" and then go show it to someone else? The ability to clearly communicate a message, feeling, or action, is not just reserved for graphic or visual design. Your typography can also do this, which is why it's so super important to include it as an intentional part of your design. If you let your type roam wild and free, it will still convey a message, feeling, or action, but you won’t be in control of it. So be intentional and be careful! Functionality With less expressive applications of your type, the user needs to be able to read the text, which requires a legible typeface. Every element of typography impacts readability and accessibility. Help the reader find the beginning of each line or showing them exactly what to pay attention to and when.
1. PIET ZWART One of the absolute OG's of typography design and a self-proclaimed 'typotect' graphic designer and architect, Piet Zwart was born in 1885. Yeah, graphic design has been around for a while. Zwart is the perfect example of breaking the rules beautifully. His design played with traditional elements in new and interesting ways. 2. JAN TSCHICHOLD Tschichold was more of a rule-maker than a rule-breaker. He pushed for standardized paper sizes in publishing and created guidelines for establishing typographical hierarchy. We still use some of those guidelines today.He's also just super cool because he literally wrote the book on intentional typography design, "Die Neue Typographie", and he designed the iconic orange covers for Penguin classics. 3. MAX MIEDINGER Born in 1910 in Zürich, Switzerland, Max Miedinger is the designer of one of the most used font s in the world. He started his career in typography quite young, taking on an apprenticeship as a 'typographic composer' at the age of 16. of fonts before, that's probably because it was renamed "Helvetica" in 1960. So yeah, you could say he was a pretty big deal. 4. ADRIAN FRUTIGER Adrian Frutiger was all about that balance between function and fashion. He believed that a good designer should be able to create truly beautiful typefaces without having to sacrifice readability. He rose to his own challenge and created over 30 new typefaces that are both beautiful and readable. You'd probably recognize some of them, as they've been used on road signs all over the world. Point happily taken, Frutiger. Legends To Look At 1. 3. 4. 2.
Knowing the main terms and elements of typography will make your job easier. They will give you some basic knowledge about how you can skillfully edit your text, and not look for an immediate way out of your editor when working on your design. Here are the typography elements you should know about before starting your project. Leading We call the distance between two lines of text leading (rhymed with heading) or line spacing. It's an important factor that makes your text more legible. If your lines are too close to each other, then it will be difficult for people to read them, which you absolutely don't want. And yet, with too much space between your lines, it'll also be a struggle. So, keep the balance, and if at times you don't know what line spacing to use, the default one is pretty fine. Hierarchy Hierarchy helps the reader’s eye to concentrate on the most important part of the text. It allows them to navigate easily, know where to start and where to go next according to the hierarchy of your text. To establish a clear hierarchy, first, decide which elements you need the reader to notice and make them stand out. You can do it with a bolder style, varying fonts, colors, or a bigger size of the text. Alignment Alignment is unifying your text to give it equal size, space, and distance between the elements. You can choose one of the following alignment options for your text: left, right, center-aligned text, or justified. The leftaligned text might be the best option for you since it’s easier and prettier for the eye to read. Meanwhile, the most complicated alignment option to work with might be the justified one. The justified type is aligned along both the left and the right sides, and most of the time it messes with the space between your characters. So, it’s better to avoid it when working with text. All The Basics!
Prioritize Readability The most important rule of typography is to make your text readable. Small, confusing font or dark backgrounds with dark text and such will make your text unintelligible. Don’t choose colors or fonts because they are your favorites, instead consider them from someone else’s point of view. Instead of stretching your font, and distorting it, as a result, choose taller or wider fonts. Use color psychology and research positively matching shades and tones to choose your colors right. Limit your fonts. Choosing more than two ( or a maximum of three) fonts will make your composition look too heavy and complicated. Work With Grids To make every little detail of your text design perfectly professional, use design grids. It will help you to create a visually harmonic piece and easily align the elements of your text composition. If you are a beginner, you can start with simple grids, to understand how they work first. Remember that you don’t have to fill your whole page with elements and texts. Leaving generous amounts of white space is always a good idea. It will let your text breathe and help the reader catch the important information. Avoid Trends Trends almost never last long, and the same goes for typography. Choosing a font that’s trending, for the time being, is going to later make complications for your brand. You can choose classic typefaces since they are the ones lasting for a very long time. The same goes for every typography element – color, size, style. Don’t choose what's trendy. Practice Makes Perfect Whether you’re a beginner or a skillful guru, you never really stop learning. So practicing your skills is a must, if you want to reach perfection. Mastering typography tricks and rules will give you all the base you need to start using them on various projects. Hey Newbies! Here's some tips.
Decorative Fonts as in Brands Given the variety in decorative font options, the impact they can have on a brand differs. Decorative fonts can take inspiration from many aesthetics, be it a vintage stenciled font, an elegant calligraphic font, or a chunky slab-serif. The best move when working with a decorative font is to choose the feeling you’re trying to create and select your font from there. If you’re opting for something elegant, you’re unlikely to choose a high-tech chunky decorative font. Brands like Sega, Baskin Robbins, and Tesla use decorative fonts in their logos and brand materials. Choosing Your Font Type Fonts are a powerful part of designing a brand. They convey energy, emotion, and personality. While there are thousands of different fonts to choose from online, it's easiest to understand the four main types of font and go from there. You'll want to consider what your font choice says about your brand before making your final selection. Things to Consider When Using a Decorative Typeface Decorative fonts offer a customized look to a brand and are reserved for large, stand-alone formats. Use them when designing a logo, in headers, or printed phrases (on a t-shirt, for example). Avoid using decorative fonts in body text as their details are often lost. What Businesses Should Use Decorative Fonts? Decorative fonts can truly be used by every type of business. We often see them used in creative businesses, like gaming, candy, food and beverage, automotive, homeware, children & baby goods. Decorative font types example : Cooper Black Bourton Font Earwig Factory Angels Magneto
What About Serif? What does it says about a brand? Given their history, these fonts lend a sense of timelessness and tradition to a brand. Brands like Rolex, Mercedes, Prada, and Dior use serif fonts in their logos. Serif fonts were the first typefaces to be used en-masse in printing. Dating back to the 1400’s, serif fonts have decorative flicks at the ends of each stroke, mimicking a quill or pen. Designed by William Caslon in 1734, Old Style was arguably the first mainstream serif font to hit the market. Didot and Bodini followed soon after and remain popular serif choices for brands today. Things to Consider When Using a Serif Typeface When choosing a font for your brand, you want to consider the perception you're trying to create amongst your target audience. If you’re hoping to recall a sense of old-world class, a serif font is the right choice. What Businesses Should Use serif fonts? Serif fonts are an elegant choice for all businesses, but those rooted in a long standing practice will reap the benefits of a serif font. Few business categories that frequently use serif fonts in their branding are law, finance, welness services &jewelry. Serif Font Types Examples There are thousands of serif fonts out there, but some of the most popular ones are: Bookman Old Style Times New Roman Garamond Bodoni MT Century Butler
Typography In Graphic Design World ! The importance of typography in graphic design As you know, converting text into a design isn't a simple copy-paste job. It requires both strategy and a good eye for visual aesthetics. Whether you're designing a landing page, book cover, or logo, you may spend countless hours just playing with the type. Why do we put so much time and energy into typography? Graphic design is all about visual communication. Through typography, we can heighten the message of a design in a clear and legible way. In a design that's primarily image-based, the typography needs to be strong enough to get noticed. In a text-heavy design, we need to use typography design in order to differentiate different sections and call attention to important messages. Either way, there needs to be an intentional and harmonious balance between different competing elements in order to get the primary message across quickly and easily. A powerful role of typography in graphic design is to establish and grow brand recognition. This is especially true when it comes to logo design. When you think about popular brands like Coca-Cola, Harley-Davidson, and Disney, you can easily visualize their unique logotype in your mind. The same concept holds true for other variations of graphic design. Creating brand recognition through typography helps create a unique attachment and feeling of familiarity between the brand and the consumer. Typography helps create harmony and consistency in a design. In brand identity design, it's important to creat e visual consistency across all platforms. In website design, this looks like using consistent heading and body fonts throughout the site. Visual consistency creates a professional and streamlined look and promotes brand recognition.
What is the difference between a letter, a character, and a glyph? It can feel a little bit like a logic puzzle trying to work this out, but once you get it, you’ll really get it! Character - a broad term that covers letters, numbers, punctuation, accent marks, and other symbols. Letter - covered under character, a letter is… a letter! Not a number, punctuation, or any other symbol; the letter is strictly A-Z. Glyph - the visual representation of a character – each shape and design is a different glyph, even if it’s the same character. Below are several different glyphs representing the same character. In this example, the character happens to be a letter. What are type crimes? 1. Using far too many fonts You really don’t need more than one font, especially when you’re starting out. Maybe we could agree to two different fonts, but don’t push the maybe. 2. Giving too many signals Are you sensing a theme here? We want a good, clean type. Too many signals throw off the hierarchy and draw a reader out of the experience and make them pay too much attention to HOW they’re reading instead of WHAT they’re reading. 3. Bad spacing- between letters, between lines, and even between paragraphs This is a crime because it affects the legibility and readability of your text. If we can’t pick out individual letters or know which letters belong to which words, we get frustrated and stop reading. Typography FAQ's What font size is “best ? The best font size is going to depend on the purpose, the medium, and the audience, but in general, body text in print is between 9-12px and for screens, it should be between 16-12px. What is kinetic typography? This is a fancy name for moving text. And to be quite honest, it deserves a fancy name! It’s a pretty fancy thing, which brings design and text into the fascinatingworld of animation. What is responsive typography? Responsive typography responds to the size of the device it’s being displayed on and adjusts accordingly so that the user continues to get legible and readable text no matter what device or browser they use to access the page. This is one of the many, many reasons we demand, uh, encourage you to test your content across all browsers and all platforms before publishing. You don’t have to do this individually– there are nifty tools online that will do it for you! ??
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