GeneralAssemblySF

WELCOME!

CAROLINA DE BARTOLOTYPOGRAPHY

PRINCIPLE NO. 1

QUESTION

SOME DEFINITIONSl visible form of languagel “idealized writing”l standardizedA wide audiencel durableA spread of infol equal parts art + craft

WHAT DOESTYPOGRAPHY DO?Big letters shout. Small letterswhisper. Serifs faces articulate.Grunge fonts mumble and slur.Scripts sing. Sans serifs speakin clear tones.

THERE IS MEANINGINHERENT INTYPOGRAPHIC FORM.Type gives text a voice, a personality, a“face.” Type is like an actor cast in a role.Type is the link between a writer anda reader.

PRINCIPLE NO. 2

A.K.A.Font = 1 face, 1 size, 1 weight;all the metal type in a drawerof the typecase.

TECHNIQUEIf it’s larger, it’s not bolder.If it’s bolder, it’s not larger.If it’s in a color or all caps,it’s not in a different face orsize or weight.

LISETTE MODEL(It has become easier to do it poorly.)

PRINCIPLE NO. 3

FIRMNESS / BUSINESS

COMMODITY / TECHNOLOGY

DELIGHT / DESIGN

LIKE LEARNINGTO DRAW...

CHARLES EAMES

TEXT FIGURESLINING FIGURES

PIG BRISTLESWIDOW RIVERS

YOUR HIGHESTTYPOGRAPHIC PRIORITY

TWO OPTIONS

FRANK LLOYD WRIGHT

IN THE END

TYPESETTING TIP

GAINING EXPERTISE

PRINCIPLE NO. 1

PRINCIPLE NO. 2

PRINCIPLE NO. 3

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GeneralAssemblySF

by Carolina de Bartolo on Sep 17, 2012

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