A lecture by Cal Swann on the nture of typography... what is typography..?

1. Introduction to Typography 1 VDIS10020: Lecture 1
What is typography?

2. What is Typography?
(All definitions are dangerous – Erasmus)
Google the question above and you’ll
get a multitude of definitions.
Bearing in mind the Erasmus warning
you can take your pick.
Most dictionary definitions will talk
about ‘the arrangement of metal
type’ but Wikipedia thankfully,
immediately brings in the important
issue of language:
Typography (from the Greek words
(typos) = form and (graphe) =
writing) is the art and technique of
arranging type in order to make
language visible. (My emphasis!)
Metal type setting, type-writing,
digital composition, texting, and so on,
all or none of these (or what the
future may bring) really matters. The
technology that produces the image
will continue to develop and change.
What matters is what the reader sees,
on whatever surface that is readable.
Graffiti. The visible language.
Visible language is different to visual
language. Visual language is a term
used to describe the whole visual field
including graphics, photographs, lines
and all sorts. Visible language
specifically refers to words in visual
form – or what used to be called
typography because texts were set in
metal type to be printed on paper.

3. I take the view that typography (in all
its varieties) represents the visible
language as part of the whole
language system. Message making is
the most important and exciting
aspect of this visible language.
Language is arguably the most
significant and distinguishing feature
that humans hold over all other
species. For the last 6,000 years we
have also developed written forms of
the language to record and extend our
culture and technology. Understanding
the relationships between the spoken
and orthographic (written/printed/
screen) languages as social codes and
visual registers is an essential attribute
for the designer.
The spoken word can have a powerful
impact on the listener and for similar
reasons the manner in which the
orthographic language is structured
(layout) can have a profound influence
on the way the information is
interpreted by the reader.
Your main text for this unit is also
titled ‘What is Typography’ (David
Jury) and reading through this book
over the next few weeks will expand
and unpack in detail, the various
forms of typography, many aspects of
which we shall cover in this program.
This introductory ‘lecture’ is therefore
not a one-way script from me (it’s not
actually a lecture).

4. We will attempt to collectively explore
the visible language through a few
exercises over the next week, and to
redefine typography as visible
language; to examine message making
in various registers, leading toward
design approaches using rhetorical
principles in formulating messages.
Further on we shall focus on the basic
typographic conventions: why they are
how they are and what designers do
about them. Which is where we
develop an understanding of the
visual-graphic form of language as
that relates to reader-centred needs.
You will notice that the emphasis here
is about the reader needs and not you
as an originator of typographic art.
Good typography is about
communication, not self-expression.
Reading 1
Jury, David 2006 What is Typography?
Read and reflect on pages 8–19.
Jury takes a broad sweep on writing, typesetting
and the digital generation of words.Think about
how you have developed your own writing. Do you
already have experience of typography and if so,
how does that affect your writing?

5. What is typography: a workshop approach
Reading 2
Swann, Cal 1991 Language Typography?
Read Chapter 1 pages 1–21. (PDF supplied)
Spoken language and visual signs are explored,
along with basic communication models.
Activity 1:
Send an sms to a close friend or family
relative, about an issue that concerns
you. Your intention is to persuade your
buddy to share your thinking. The issue
might be political, or anti the livesheep trade, whatever concerns you –
choose an issue you feel strongly
about.
Activity 2:
Write a letter as a Word doc to the
local newspaper on the same issue,
with the intention to alert/persuade a
broader, public group. Do this as an
email or Word document, to be sent
email.

6. There will be another phase to this
message making which I will reveal
next...
Submit your letters/docs to the Virtu
blackboard by (TBA)
Activity 3:
Read the group efforts and offer
your comments online:
What ‘strategies’ have people taken
to persuade their friend?
Have you taken a similar or different
approach?
How does the personal appeal to a
close friend differ from the general
letter to the public?
What approaches are likely to work
and why?

7. Google “What is typography”
on Youtube
and you’ll find lots to giggle at –
if you can stand the American
accents. For example:
http://www.youtube.com/watch?v=Ki6rcXvUWP0
http://www.youtube.com/watch?v=tWFWJGA7qrc
http://www.youtube.com/watch?v=15XKOlfj6GI