Typographic Design : Form and Communication

Precise Visual Communication Requires First-rate Typography Skills. Typographic Design: Form And Communication, Sixth Edition Is The Latest Update To The Classic Typography Text That Covers All Aspects Of Designing With Type. Revised To Reflect The Shift In Graphic Design Conception And Understanding, The Book Contains A Brand-new Exploration Of Typography In Media Versus Typography In Motion, And Provides The Latest Information On Emerging Trends And Technology In The Design Process. Full-color Images Showcase Recent Design Examples And A Companion Website Features A Robust Collection Of Resources For Students And Instructors. Striking A Balance Between Fundamental Information And Pivotal New Knowledge And Ideas, The Book Provides The Perfect Basis For Engaging New Learners As Well As Seasoned Professionals. Typography Is The Comprehensive Design Of Type, Encompassing Selection, Placement, Manipulation, And Communication. An Integral Element Of The Graphic Designer's Arsenal, Typography Skills Translate Across Industry Boundaries Into Print, Video, Film, Television, Packaging, Advertising, Digital Design, And More. Typographic Design Provides Insight, Information, And Practical Instruction For Every Step In The Process, From Concept To Execution. Topics Include: Letterforms, Syntax, And Legibility Communication And The Typographic Message Evolution And Technology Of Typography Typographic Design Processes, And Using The Grid The Book Also Contains Case Studies That Illustrate The Successful Use Of Typography, Demonstrating The Impact Of Good Type On The Overall Design, And A Listing Of Type Specimens That Exhibit Good Communication Through Good Design. Words Are An Important Part Of The Human Condition, And Presentation Can Have A Major Impact On The Message. Graphic Designers Must Be Able To Manipulate Type To Convey Precisely What's Intended, And Typographic Design Is A Comprehensive Guide To Mastery-- Provides A Comprehensive Overview Of Every Aspect Of Designing With Type-- The Evolution Of Typography -- The Anatomy Of Typography -- Legibility -- The Typographic Grid -- Syntax And Communication -- The Typographic Message -- The Evolution Of Typographic Technology -- Typography On Screen -- Typography In Time And Motion -- Case Studies In Typographic Design -- Tyypographic Design Education -- Typographic Design Process -- Type Specimens. Rob Carter, Philip B. Meggs, Ben Day, Sandra Maxa, Mark Sanders. Includes Index. Includes Bibliographical References And Index. typographic design: FORM AND COMMUNICATION 3 CONTENTS 8 FOREWORD 10 INTRODUCTION 11 1 The Evolution of Typography 13 From the origins of writing to Gutenberg’s invention of movable type: 3150 BCE–1450 CE 14 c. 3150 BCE 14 c. 1500 BCE 15 118 CE 16 732 CE 17 c. 1200 18 Typography from Gutenberg to the nineteenth century: 1450–1800 CE 19 1465 19 1501 20 c. 1540 21 1632 22 1722 23 The nineteenth century and the Industrial Revolution: 1800–1899 CE 24 1803 24 1822 25 1840 26 1860 27 1887 28 1893 29 Typography in the twentieth century: 1900–2000 30 1900 30 1921 31 1930 32 1948 33 1959 34 1968 35 1977 36 1990 37 1994 38 A new century and millennium begin: 2000 CE 39 2000 39 2004 40 2007 41 2010 42 2 The Anatomy of Typography 43 LETTERFORMS ANALYZED 44 The parts of letterforms 44 Proportions of the letterform 46 Optical relationships within a font 48 Unity of design in the type font 49 HISTORICAL CLASSIFICATION OF TYPEFACES 50 Sans serif 51 Serifs 52 Weight 52 Width 52 Posture 52 Thick/thin contrast 53 x-height 53 Ascenders/descenders 53 Stress 53 TYPOGRAPHIC MEASUREMENT 54 Metal type measurement 54 Spatial measurement 55 THE TYPE FAMILY 57 The Cheltenham family 58 The Univers family 59 3 Legibility 61 BASIC PRINCIPLES OF LEGIBILITY 62 Distinguishing characteristics of letters 62 The nature of words 64 Capital and lowercase letters 65 Interletter and interword spacing 65 Type size, line length, and interline spacing 66 Weight 67 Legibility and color 68 Justified and unjustified typography 70 Paragraphs and indentions 70 LEGIBILITY AND DIGITAL TYPOGRAPHY 72 Typographic details 73 TYPOGRAPHIC DETAILS 74 4 The Typographic Grid 77 BACKGROUND 78 STRUCTURE AND SPACE 79 PROPORTION 80 THE SQUARE 81 SINGLE COLUMN GRIDS 83 MULTICOLUMN GRIDS 86 MODULAR GRIDS 90 IMPROVISATIONAL STRUCTURES 96 5 Syntax and Communication 97 TYPOGRAPHIC SYNTAX 98 The letter 98 The word 100 The line 102 Column and margin 104 TYPOGRAPHIC SPACE 108 VISUAL HIERARCHY 112 ABA FORM 5-58 118 6 The Typographic Message 123 A MULTIDIMENSIONAL LANGUAGE 124 VERBAL/VISUAL EQUATIONS 126 FUNCTION AND EXPRESSION 130 7 The Evolution of Typographic Technology 133 HAND COMPOSITION 134 1450s to 1880s 134 MACHINE COMPOSITION 135 1880s to 1960s 135 Linotype 135 Monotype 136 Ludlow 136 PHOTOTYPESETTING 137 1950s to 1970s 137 Display phototypesetting 137 Keyboard phototypesetters 138 DIGITAL TYPESETTING 140 1970s to present 140 Scanning and laser systems 141 Desktop publishing 142 SCREEN-BASED TYPOGRAPHY 143 Web 143 Mobile apps 143 Responsive design 144 8 Typography on Screen 145 RENDERING TYPE ON SCREEN 146 Antialiasing 147 Hinting 147 Techniques for displaying on-screen fonts 148 READING ON SCREEN 149 SELECTING TYPEFACES 150 On-screen type sizing 150 Simplicity 150 Sans serif and serif typefaces 151 Scale 151 Combining typefaces 152 Contrast 152 LEGIBILITY FACTORS FOR ON-SCREEN TYPOGRAPHY 153 Capital and lowercase letters 153 Interletter and interword spacing 153 Line length and interline spacing 154 Weight and width 154 Alignment 154 Units of text 155 White space 155 WEB DESIGN TECHNOLOGY 157 HTML 157 CSS 157 JavaScript and JavaScript libraries 157 Operating systems (OS) and web browsers 157 STRUCTURING WEB PAGES 158 Site structure and architecture 158 Page structure and spatial organization 158 CASE STUDY 160 Museum of Design Zurich 160 CASE STUDY 162 Helmut Schmid: Design is Attitude 162 CASE STUDY 164 Nicholas Davidson Design 164 CASE STUDY 165 Martin Venezky’s Appetite Engineers 165 9 Typography in Time and Motion 167 BACKGROUND 168 USING TYPE IN TIME-BASED MEDIA 171 Time and sequence 171 Structures 172 Hierarchy 174 HOW TYPE CHANGES AND MOVES 175 Fixed position 175 The frame and space 176 Movement 177 LEGIBILITY FACTORS 179 EXPRESSION 181 10 Case Studies in Typographic Design 183 CASE STUDY 184 Integrating type and image in poster design 184 CASE STUDY 188 The U.S. National Park Service Unigrid system 188 CASE STUDY 191 Book design: VAS: An Opera in Flatland 191 CASE STUDY 195 Typographic film titles 195 CASE STUDY 198 Buenos Aires Underground (Subte) 198 CASE STUDY 202 Information design: Metropolitan World Atlas 202 CASE STUDY 206 A typographic program for the 17th Street Farmers’ Market 206 11 Typographic Design Education 209 Letter/digit configurations 210 Urban letterform studies 210 Flowering typography 211 Inventing sign systems 211 Comparative relationships: type and image 212 Sequential typographic forms in space 213 Typography and image transformations 213 Unity of form and communication 214 Syntactic explorations using onomatopoeic terms 215 Visual structure motion studies 216 Type chronology booklet 217 Typographic hierarchy 218 Calendar deconstruction 219 Experimental compositions with found typography 220 Directional poster: from your house to the university 221 Visual organization and grid structures 221 New York Times grid analysis 222 Environmental grids 223 Banknote design 224 Observing systems in our surroundings 225 Typographic cubes 226 Blending Latin and non-Latin typographic forms 226 Type and image in the third dimension 227 Typezine: my favorite typeface 228 Typeface design: mind/machine 229 Experimental typographic system 230 Expressive typography: form amplifies message 231 Type as metaphor 231 Form and counterform, scale and proportion: “Ne var, ne yok?” 232 12 Typographic Design Process 233 A TRADITIONAL MODEL 234 Processing typographic form and ideas 235 TYPOGRAPHIC DESIGN PROCESS: CASE STUDY 241 Exploring typographic permutations 241 TYPOGRAPHIC DESIGN PROCESS: CASE STUDY Exploring typographic transformation 246 TYPOGRAPHIC DESIGN PROCESS: CASE STUDY 253 Ludd: a typographic expedition 253 Inspiration 253 Type and the design process 254 Expanding the system 255 Learning through making 255 Application (returning full circle) 258 TYPOGRAPHIC DESIGN PROCESS: CASE STUDY 261 Composites 261 Contraints 261 Process 262 13 Type Specimens 267 OLD STYLE 268 Adobe Garamond 270 Additional Old Style fonts 276 SANS SERIF 278 Franklin Gothic Book 280 Univers 55 286 Meta Normal 292 Futura Book 298 Additional sans serif fonts 304 TRANSITIONAL 306 Baskerville 308 Additional transitional fonts 314 MODERN 316 Bauer Bodoni Regular 318 Additional Modern fonts 324 EGYPTIAN 326 Serifa Roman 328 Additional Egyptian fonts 334 SELECTED DECORATIVE FONTS 336 GLOSSARY 338 BIBLIOGRAPHY 344 CREDITS 346 INDEX 350 COLOPHON 354 EULA 355 "Precise visual communication requires first-rate typography skills. Typographic Design: Form and Communication, Sixth Edition is the latest update to the classic typography text that covers all aspects of designing with type. Revised to reflect the shift in graphic design conception and understanding, the book contains a brand-new exploration of typography in media versus typography in motion, and provides the latest information on emerging trends and technology in the design process. Full-color images showcase recent design examples and a companion website features a robust collection of resources for students and instructors. Striking a balance between fundamental information and pivotal new knowledge and ideas, the book provides the perfect basis for engaging new learners as well as seasoned professionals. Typography is the comprehensive design of type, encompassing selection, placement, manipulation, and communication. An integral element of the graphic designer's arsenal, typography skills translate across industry boundaries into print, video, film, television, packaging, advertising, digital design, and more. Typographic Design provides insight, information, and practical instruction for every step in the process, from concept to execution. Topics include: Letterforms, syntax, and legibility Communication and the typographic message Evolution and technology of typography Typographic design processes, and using the grid The book also contains case studies that illustrate the successful use of typography, demonstrating the impact of good type on the overall design, and a listing of type specimens that exhibit good communication through good design. Words are an important part of the human condition, and presentation can have a major impact on the message. Graphic designers must be able to manipulate type to convey precisely what's intended, and Typographic Design is a comprehensive guide to mastery"-- Résumé de l'éditeur THE BESTSELLING CLASSIC TYPOGRAPHY REFERENCE, UPDATED FOR NEW MEDIA Typographic Design covers every aspect of designing with type, from stroke weight, to syntax, to legibility, and structure. Updated to reflect the shift in graphic design consumption and understanding, this edition includes new chapters on typography in media and in motion, with full color illustrations that showcase recent design examples. Case studies demonstrate the real-world application of fundamental concepts, and the companion website offers teaching guides, student resources, samples, and other tools that augment the text. This classic text is a theoretical and practical reference of unmatched breadth and depth: Explore the evolution of typography from earliest written symbols to modern mobile apps Manipulate anatomy, syntax, and grids to preserve legibility without diminishing expression Plan designs around the intended outcome, whether in print, on screen, or in motion Work through the complete typographic design process from inspiration to experimentation to realization, developing an individual approach along the way Typography is an integral element in any graphic designer's arsenal of skills, and this book is the pivotal guide. Comprehensive enough for new learners and authoritative enough for professionals, Typographic Design is a valuable resource for designers at every stage of the profession. "Fully revised and updated to reflect new technological developments and emerging design trends, Typographic Design. Form and Communication, Third Edition offers detailed coverage of such essential topics as the anatomy of letters and type families, visual communications and design esthetics, and designing for legibility. More than 600 full-color, halftone, and line images clarify typographic fundamentals and convey a keen understanding of designing with type."--BOOK JACKET.