2. AIMS & OBJECTIVES
Understand historical and contemporary developments of
typefaces and letter forms
Know how typeface styles and letter forms communicate
a message
Know correct terminology for typefaces and letter forms
Be able to create design work that explores typefaces
and letter forms.
3.
4. SERIF
Serif is a type classification which is evident by the short
lines attached to the end of the stroke in a letter.
Typography sources often calls this type as ‘Roman’, due
to the fact that the origin of serif comes from inscription
all writing carved into stone during the Roman period.
The short lines are not added decoration – they were
created to neaten the ends of the lines as the letters
were chiseled into stone.
Some examples of serif-type fonts are: Georgia,
Baskerville, and Times New Roman. These fonts appear
as easily readable, yet elegant. Serif-type fonts are
mainly seen in books (including e-book readers),
newspaper columns, and magazines.
5. SANS SERIF
Sans Serif, also known as ‘Gothic’, is the opposite of serif
– it is a type classification which does not have the short
line on the end of the stroke in a letter. The term comes
from the French word ‘sans’, meaning ‘without’. This
type of font originates from as early as 5 B.C., which can
be found in Greek and Latin inscriptions.
Some examples of sans serif-type fonts are: Arial,
Helvetica, and Verdana. Sans serif-type fonts are used
for the display of text on computer screens as lower
resolution displays are able to clearly show the text
whereas serif-type fonts may disappear. It is also used
for newspaper headlines due to its typical blacker colour,
and are seldom used in body text.
6. SCRIPT
Script typefaces are based on handwriting, particularly
the cursive style. The fonts of this type classification are
based on the letterforms of 17th and 18th century
writing masters such as George Shelley and George
Bickham. These typefaces began appearing in the 19th
century which were used for formal matters such as
invitations and diplomas as the fonts presented an
elegant and elevated look.
Some examples of script-type fonts are: Zapfino, Bradley
Hand, and Snell Roundhand.
7. DECORATIVE
Decorative type, also known as ‘Display’ or ‘Ornamental’,
is a type classification which is identified by its
decorative style and use of ornaments. These type fonts
became popular in the 19th Century during the Victorian
era, as well as the time during the Art Noveau movement.
Evident by its name, decorative-type fonts should only
be used for decorative purposes and should not be used
for body text.
Some examples of decorative-type fonts are: Party LET,
Broadway, and Jokerman. This type classification is used
in many advertisements and posters due to its eye-
catching and artistic designs.
8. CHOOSE YOUR FAVORITE 3 SONG
LYRICS AND PRODUCE A TYPOGRAPHIC
DESIGN USING INDESIGN
