Vis rhetoricpres

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Vis rhetoricpres

  1. 1. Heller, Intro to “ Typology ” & Spiekermann + Ginger, “ Type Everywhere ” <ul><li>Alexandra Yeadon </li></ul><ul><li>Ryan Whitney </li></ul>
  2. 2. Heller <ul><li>Birth of commercial type manufacturing in the mid-nineteenth century. </li></ul><ul><li>Began the production of many more faces than will ever be used effectively. </li></ul><ul><li>Golden age of typography = 16th century, with the introduction of the “ humanist ” faces: Bodoni , Garamond, Jensen </li></ul>
  3. 3. Heller <ul><li>Type is influenced by fashions and trends. (Art Nouveau types, grunge types) </li></ul>
  4. 4. Heller <ul><li>Type in Advertising </li></ul><ul><ul><li>“ Typefaces of this kind were not meant just to be read, but to be experienced ” </li></ul></ul><ul><ul><li>Tool to differentiate products and ideas </li></ul></ul><ul><ul><li>Novelty fonts </li></ul></ul>
  5. 5. Heller <ul><li>Three things that govern type design </li></ul><ul><ul><li>Utility (how it functions) </li></ul></ul><ul><ul><li>Aesthetics (how it looks) </li></ul></ul><ul><ul><li>Style (what cultural code it evokes </li></ul></ul>
  6. 6. Heller <ul><li>Questions: </li></ul><ul><ul><li>Can you think of a specific font or typeface that always attracts your attention? </li></ul></ul><ul><ul><li>Do you have a favorite font? What makes it your favorite? </li></ul></ul><ul><ul><li>Least favorite? </li></ul></ul>
  7. 7. Spiekermann + Ginger <ul><li>Grids </li></ul><ul><ul><li>Most documents involving type (the book itself, newspapers, websites) have an underlying grid and hierarchy. </li></ul></ul><ul><ul><li>Offer clues about the importance of each piece of content, makes it easier to browse & read. </li></ul></ul><ul><ul><li>Invisible. </li></ul></ul>
  8. 9. Spiekermann + Ginger <ul><li>Food Labeling </li></ul><ul><ul><li>Huge variety </li></ul></ul><ul><ul><ul><li>Often hand-letter, which gives each food a unique and memorable look </li></ul></ul></ul><ul><ul><ul><li>Important because it actually helps us distinguish between the thousands of food products available </li></ul></ul></ul>
  9. 11. Spiekermann + Ginger <ul><li>Often designed by committees, not type professionals. </li></ul><ul><ul><li>Hurts legibility, communication </li></ul></ul>
  10. 12. Spiekermann + Ginger <ul><li>Type is everywhere. </li></ul><ul><ul><li>Friend went to Japan and was lost, couldn ’ t read anything. </li></ul></ul>
  11. 13. <ul><li>“ Picture yourself in a world without type ” </li></ul>
  12. 14. Matt Siber: The Untitled Project
  13. 16. Spiekermann + Ginger <ul><li>Has anyone experienced something similar to this? </li></ul>

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