Typography - a creative presence that a lot of people overlook and take for granted, little do we understand the history and power of typography. Your choice of type could make or break a campaign, which is why our graphic designer Miles, is here to educate you on everything you need to know on the topic.

1. TYPOGRAPHY IS KING

2. A brief introduction to the origins and history of typography. It’s application and it’s importance in society.
Also examples of what makes good type as opposed to bad type.
Introduction

3. Presentation Breakdown
1 A brief history of type
2 It’s the space between the notes that makes the music!
3 Importance to society
4 The 5 main categories of type
Serif Type
Sans Serif Type
Script (handwritten fonts)
Display Speciality Fonts
Picture Fonts
5 Questions

4. Origins
1445
Johannes Gutenberg invents movable type within the printing press.
First Gutenberg bibles were sold cheaply due to the effectiveness of the movable wooden type.
By the end of the 15th century printing had become a European wide practise.

5. 1822
1919
1990
1886
1950
Didot -1811
Bodoni - 1813Ottmar Mergenthaler invented
the Linotype machine, the first
device that could easily and
quickly set complete lines of type
for use in printing presses
Bauhaus was one of the first
European schools to teach
Art+Design as a collective and
to seek new ways to improve
the world through creativity.
Type played an incredibly
important role in this expression.

7. It’s the space between the notes
that makes the music!
Advertising created a need for new typefaces. Letters were made taller and wider.
Mainly used as headers on posters billboards.
N E W
N E W
N E W

8. Kerning
Tracking
012345
012345

9. What is typography?
Typography is Power
Typography is the power to communicate words and ideas visually.

10. What is a typographer?
A typographer is someone who is sensitive to the different forms of type.
Sensitive to how type conveys a message, interacts with its environment but also its effect on the reader.

11. Typography is a hidden tool
of manipulation within society
Neville Brody

12. Is anyone out there?
Can anybody identify this font?

13. Good job!

14. Roald Dahl

16. SerifSerif type has ‘little feet’. These feet come from the
flicks made by calligraphers when drawing letters.
Serif type is believed to be the most readable type
for continuous text. That’s why you often see serif
type for large format text e.g. books, magazines
and newspapers
• Traditional
• Elegant
• Legible
• Timeless

17. Garamond
Bembo
Can anybody identify this font?

18. Giambattista Bodoni’s typeface represented a huge
expression leap forward in typography!
Designed for the Napoleonic revolution and
change. Bodoni became a staple in typographic
design centuries later in the roaring 30’s. The height
of the Art Deco design and fashion.

19. Sans
SerifSans serif is considered to be the pure form
of letters. When we learn the alphabet we are
often taught the sans serif version.
• Informal
• Friendly
• Modern

20. Futura
Futura Medium
Akzidenz Grotesk
A sans serif typeface walks into the street and is hit by a modernist truck.
The carnage is Grotesk...Akzidenz happen.
ITC Avant Guard
the quick red jumps
over the lazy

22. Jenna Sue

23. helvetica
visually
powerful,
intellectually
elegant.

24. Script fonts are very similar to the original black letter fonts
that Gutenberg created in that they mimic handwriting
and calligraphic styles.
The freedom to add swirls and fancy
elements to letters is what appeals to
typographers and designers.
Often linked characters.
Joined ascenders descenders
RARELY IN ALL CAPS
Script

27. c d s j V B E 
W y u v b e 
w y v b e 
w i v b e 
w i v V Y
C 61 8 7 y r 349
v b a u
Symbol Picture Fonts
Often referred to as ding-bats or PI Fonts. Designed for ornamental purposes, frames and mathematical equations
....sadly it has evolved into something much more scarier.

29. Thank you for listening!
Any Questions?