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Sca typography matters_02

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  • 1. ART DIRECTION TYPOGRAPHY MATTERS Craft SchoolThursday, 12 April 2012
  • 2. Typography is not a scienceThursday, 12 April 2012
  • 3. ART DIRECTION You must begin to fall in love with TypographyThursday, 12 April 2012
  • 4. TYPOGRAPHY THE BASICS Craft SchoolThursday, 12 April 2012
  • 5. THE BASICSThursday, 12 April 2012
  • 6. TYPOGRAPHY - TERMINOLOGY TYPES OF TYPE Serif Sans-Serif Transitional Old Style Modern Egyptian Italics Craft SchoolThursday, 12 April 2012
  • 7. TYPOGRAPHY - TERMINOLOGY TYPES OF FORMATTING Tracking, Letter-spacing, Kerning Leading Craft SchoolThursday, 12 April 2012
  • 8. TYPOGRAPHY THE 4 GOLDEN RULESThursday, 12 April 2012
  • 9. TYPOGRAPHY What’s the point (size)? What are you trying to say?Thursday, 12 April 2012
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  • 11. Thursday, 12 April 2012
  • 12. TYPOGRAPHY Why Weight? Pushy or Passive?Thursday, 12 April 2012
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  • 14. Thursday, 12 April 2012
  • 15. TYPOGRAPHY Who’s your type? Know your audienceThursday, 12 April 2012
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  • 17. TYPOGRAPHY What’s the conTEXT? Where will it be used and seen?Thursday, 12 April 2012
  • 18. Thursday, 12 April 2012
  • 19. TYPOGRAPHY GUESS THE BRAND NEVER STOP LOOKING AND STORINGThursday, 12 April 2012
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  • 39. Thursday, 12 April 2012
  • 40. TYPOGRAPHY WHAT IF? It could’ve been....Thursday, 12 April 2012
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  • 48. Thursday, 12 April 2012
  • 49. TYPOGRAPHY A BIT OF FUN Craft SchoolThursday, 12 April 2012
  • 50. http://www.youtube.com/watch?v=m6djQHeqMwQThursday, 12 April 2012
  • 51. 10 MIN EXERCISE 1. Choose a typeface that reflects your personality I am Helvetica 2. Type out this statement on an A4 sheet of Bold paper: because I I am ‘Insert Typeface name’ because I am ‘insert am boring description here’ and anal... 3. Print out and bring to the frontThursday, 12 April 2012
  • 52. THANK YOUThursday, 12 April 2012