This is a very basic introduction to graphic design based on Robin Williams' book, "The Non-Designer's Design Book." It was created for grade 9 art students.
A video version is available here: http://www.youtube.com/watch?v=-eUhJ_jTrMQ
Graphic Design Elements and Principles - Tips and inspirationShahria Hossain
Graphic Design Elements and Principles - Tips and inspiration.In this Slide i tried to share some tips and inspiraion and some major discuss about Graphic Design principles and elements.I hope you enjoy it all.
This is a very basic introduction to graphic design based on Robin Williams' book, "The Non-Designer's Design Book." It was created for grade 9 art students.
A video version is available here: http://www.youtube.com/watch?v=-eUhJ_jTrMQ
Graphic Design Elements and Principles - Tips and inspirationShahria Hossain
Graphic Design Elements and Principles - Tips and inspiration.In this Slide i tried to share some tips and inspiraion and some major discuss about Graphic Design principles and elements.I hope you enjoy it all.
A brief primer for designers looking to improve their writing, learn about the historic intertwining of art directors and copywriters, and gain some tips on how to work collaboratively when marrying art and copy to create great work.
The grammar of visual communication, a communication that speaks with no words but shapes and images, with inner primitive shapes, where the text itself is primarily a shape.
*Types of logo design
*How to design a logo?
Why is a logo important?
What a logo should represent?
Which logo colors mean what?
Types of Logo
Lettermarks (or monogram logos)
Wordmarks (or logotypes)
Pictorial marks (or logo symbols)
Abstract logo marks
Mascots
Combination Mark
Emblem
WHAT IS GRAPHIC DESIGN? (Intro to GD, Wk 1)Shawn Calvert
Week 1, What Is GD
Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.
Download and watch on your computer for best view!
This deck covers five tips on how to improve the typography on your presentation slides.
This presentation was created 100% in PowerPoint by my presentation design agency Slides. We are based in Spain (Europe) but have clients worldwide.
Drop me an email and we will discuss your project.
Ten "quick" tips and questions to answer and always take into consideration when designing for the users. While we might personally like the user experience and interaction design, it does not generally mean that the users will like it. Always remember, "you are not the user!"
입사 예정인 회사의 과제 테스트에서 제출한 자바스크립트 라이브러리입니다.
그냥 두기에는 아까워서 이렇게 공유드립니다.
본 라이브러리는 DOM Selector, Manipulation, Event 등의 기능을 제공합니다.
사용 방법은 jQuery와 동일하며, 관련 설명은 아래 프레젠테이션을 참고하시면 됩니다.
[본문] - http://youngman.kr/?p=1432
[데모] - http://test.youngman.kr/script/exam/core/
A brief primer for designers looking to improve their writing, learn about the historic intertwining of art directors and copywriters, and gain some tips on how to work collaboratively when marrying art and copy to create great work.
The grammar of visual communication, a communication that speaks with no words but shapes and images, with inner primitive shapes, where the text itself is primarily a shape.
*Types of logo design
*How to design a logo?
Why is a logo important?
What a logo should represent?
Which logo colors mean what?
Types of Logo
Lettermarks (or monogram logos)
Wordmarks (or logotypes)
Pictorial marks (or logo symbols)
Abstract logo marks
Mascots
Combination Mark
Emblem
WHAT IS GRAPHIC DESIGN? (Intro to GD, Wk 1)Shawn Calvert
Week 1, What Is GD
Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.
Download and watch on your computer for best view!
This deck covers five tips on how to improve the typography on your presentation slides.
This presentation was created 100% in PowerPoint by my presentation design agency Slides. We are based in Spain (Europe) but have clients worldwide.
Drop me an email and we will discuss your project.
Ten "quick" tips and questions to answer and always take into consideration when designing for the users. While we might personally like the user experience and interaction design, it does not generally mean that the users will like it. Always remember, "you are not the user!"
입사 예정인 회사의 과제 테스트에서 제출한 자바스크립트 라이브러리입니다.
그냥 두기에는 아까워서 이렇게 공유드립니다.
본 라이브러리는 DOM Selector, Manipulation, Event 등의 기능을 제공합니다.
사용 방법은 jQuery와 동일하며, 관련 설명은 아래 프레젠테이션을 참고하시면 됩니다.
[본문] - http://youngman.kr/?p=1432
[데모] - http://test.youngman.kr/script/exam/core/
This is a minimal concept you should consider for your PowerPoint slides in order to make them more engaging and exciting.
I work as a presentation designer and help speakers and marketers with their pitches. If you need help with any of these concepts, drop me an email and I will be happy to help.
Design, Promote, Repeat: How Long-Term Marketing Strategies Lead to SuccessShortStack
Brand awareness is key. One goal of any business should be to be the first one that comes to mind when people are in need of a particular product or service. Brand recognition has a direct impact on the success of all businesses. Researchers refer to this concept as “brand equity,” which gauges how consumers react to a brand’s name1. Brand equity and awareness aren’t automatic; companies must employ frequent attempts to introduce their brand and services to their target audience.
Slides for my lectures on typefaces — part of the Visual Communications course I'm doing for the Moscow State University Higher School of Business Administration.
Sunny with a Chance of Innovation: A How-To for Product Managers and Designer...Future Insights
Taken from the Future of Web Design, San Francisco 2015 Conference. https://futureofwebdesign.com/san-francisco-2015/
Growth stage companies need to continue to be as innovative as they were as smaller startups - but how do you actually do it? How can product leaders and designers de-risk valuable new ideas and get the support required to actually execute? From the perspective of a product owner and a designer respectively, Audrey and Alexa will walk through how they ran an innovation team on a recent project. They'll discuss how they rallied a broader group of stakeholders around big and risky ideas, testing the limits of experimentation, and turning small-scale experimental code into real life features. Thinking big and executing in layers is the future of innovation. You will walk away with some easy methods to start launching experiments at your company, regardless of whether you come from a three-person startup or a huge corporation.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
We suddenly live in a strange and wonderful nexus of digital and physical. Touchscreens let us hold information in our hands, and we touch, stretch, crumple, drag, and flick data itself. Our sensor-packed phones even reach beyond the screen to interact directly with the world around us. While these digital interfaces are becoming physical, the physical world is becoming digital, too. Objects, places, and even our bodies are lighting up with with sensors and connectivity. We’re not just clicking links anymore; we’re creating physical interfaces to digital systems. This requires new perspective and technique for web and product designers. The good news: it’s all within your reach. With a rich trove of examples, Designing for Touch author Josh Clark explores the practical, meaningful design opportunities for the web’s newly physical interfaces.
Breaking the rules is easy. Doing the deed in a strategic manner is another thing entirely. However, a little bit of skill is all a designer needs to make a design really stand out without stepping on the toes of conventional digital wisdom.
Which rules do you break without compromising your aesthetic hutzpah? Do you want to learn how? This slide deck reveals all.
KPCB Design in Tech Report 2015: Simplified and RedesignedStinson
This year, KPCB released a great report on design in technology that we thought could use some design love! Check out our our version of John Maeda's report - simplified & redesigned.
Their original deck and presentation can be found here:
- http://www.slideshare.net/kleinerperkins/design-in-tech-report-2015?ref=http://www.kpcb.com/design
- http://www.kpcb.com/design/design-and-vc
Looking to simplify and redesign your PowerPoint presentation? We can help!
www.stinsondesign.com
@stinsondesign
1.888.960.9851
This is the support deck for an introductory class I made for Junior Designers, Developers, Product and Project Managers to introduce them to the proper way to use wireframes.
I did this class already multiple times at General Assembly (London, UK), TechLab (Santa Clara, CA), Santiago (Chile) and internally in my consulting job.
It's updated to Keynote 6.
Things That Don't Matter in Your Presentation!Ayman Sadiq
We often spend hours together on stuffs that don’t really matter in your next presentation. You need to unclutter, focus, provide insight and yes, tell a story to convey the big idea. When you stop wasting time on the things that don’t really add any value to you presentation, we finally start adding proper value to the message and objective of your presentation. So here goes a list of things on which you should not even spend a minute. Cheers!
We have been using storytelling to share our thoughts and feelings ever since flat screen televisions meant clay tablets and cave walls. Stories move us; they inspire us. And that is why your 110th presentation should not just include data. Because data might persuade people to consider your idea for a while, but it won’t inspire them to act; to do that, you need to drape your vision in a story that makes your audience think: “Hey! I can picture myself in his shoes!” Your story should fire their imagination and make them come alive- because a story has a key to that special place where mundane quantitative data is denied entry: our hearts.
Design Thinking: Finding Problems Worth Solving In HealthAdam Connor
Ideas for new devices and services can come from anywhere. But great ideas come from aligning solutions with real value and desirability for people. Design thinking provides a set of principles and structure that can act as scaffolding for teams to find and understand challenges and opportunities to focus on fan find solutions for.
PechaKucha: The Japanese-inspired Presentation Format24Slides
Standing in front of an audience can be difficult for even the brainiest and most eloquent person. It’s likely you’ve witnessed a presentation that has lost track of itself and ended in a deluge of hysterical rambling.
But have you ever been to a PechaKucha night? The presentation meets party-game event keeps presenters on track, on their toes and on time. It’s all about presenting 20 slides with for 20 seconds each.
Basic to Mastering Typography.In this Slide i tried to share some tips and inspiration and some major discuss about Basic to Mastering Typography.I hope you enjoy it all.
[DevDay2019] Spacing and Typography, keys to a professional UI design - By Ng...DevDay.org
In this talk, you will learn UI Design Theory and the Basic Principles of Typography and Spacing, create elegant Web & Mobile app design by selecting and pairing meaningful Typography and know how to use spacing effectively and balance your design. You will achieve the experience and knowledge to take UI design fundamentals and apply them in your everyday life.
Do you want to learn about typography art technique? Then come to Graphic Designing Institute in Delhi which allows you to write content in various ways.
part 2 of 2 for the Unit 2 typography introduction
(NOTE: one of the fonts did not come through --- on the Old Style/Transitional Slide --> that is NOT Goudy; that's Arial).
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Our Technology Lead Cory Zibell gave a presentation about Machine Learning. The algorithms, processes, techniques, and modules that it entails. It's meant for anyone to grasp, check it out!
Creating great decks: The Origins, the "Why", and 12 Tips to Make Yours Better.Digital Surgeons
A big part of what we do is in the story we tell and how it’s presented. You’re probably thinking… decks, decks, and more decks. We hate em’, yet we love the good ones. There’s a certain formula that is used for every impactful story, speech, slide, and keynote. In this presentation we take a step back and really try to look at the elements of an impactful presentation. We've codified all of what goes into making a great deck, starting with the origins, the why, and ending with few tips to help elevate yours for whatever purposes they serve.
The Science of Story: How Brands Can Use Storytelling To Get More CustomersDigital Surgeons
Storytelling is not only an entertaining source for information, but a way to engage and humanize our messages that helps them stick. Our brains are wired for stories. Like a drug, we seek them out. Good stories create lasting emotional connections that persuade, educate, entertain, and convert consumers into brand loyalists.
Here’s another good reason to believe in the power of stories: You don't have a goddamn choice. We spend a third of our waking hours crafting stories, and the rest of the time consuming them. Our brains are always searching for stories. You need stories. You live your life around stories. Your life itself is a story. So, now find out how you can use them to better understand how brands and businesses can use storytelling to increase engagement and sales.
Great content is rooted in your audience's natural language, delivering a great content experience, search discoverability, and engaging storytelling. Quality, informative content that educates, persuades, entertains, or converts content consumers is the way forward for content creators hoping to engage with their audience.
L.E.S.S. Stands for:
Language
Experience
Search &
Storytelling
Unlock Your Organization Through Digital TransformationDigital Surgeons
Digital Transformation allows you to be disruptor, not the disrupted. See what you missed from our workshop at the Carnegie Mellon Engineering and Technology Innovation Management (ETIM) program’s 10th Anniversary Summit with senior leaders from academia and industry. Learn how to digitally optimize your business with principles of human-centered design that put the heart of the consumer at the center of business model innovation.
Digital Transformation
Design Thinking
Radical Candor: No BS, helping your team create better work.Digital Surgeons
Inspired by Google's Kim Scott, the Digital Surgeons team adapts Radical Candor to fit with their agile & innovative approach to designing the future of experiences.
Source: Candor, Inc.
http://www.radicalcandor.com/
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Cr...Digital Surgeons
Using gaming's concept of Progression, this presentation takes viewers on a journey that demystifies the roles and disciplines of Design, Art Direction, and Creative Direction – demonstrating how they can be mastered to take your creative work to the next level.
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsDigital Surgeons
Don't let your blood, sweat, and pixels be overlooked, great creative doesn't sell itself.
Every presentation is a story, an opportunity to sell not just your work, but what people actually buy — YOU.
This presentation will walk viewers through three core aspects of winning at any presentation, Confidence, Comprehension, and Conviction.
These concepts, central to your work as a creative professional, are backed by science and bolstered by thoughts from some of the world’s leading creative professionals.
Better Twitch Broadcasting through Rapid Prototyping & Human Centered DesignDigital Surgeons
LIVESTREAMING IS BECOMING MAINSTREAM.
Human Centered Design is more than just another buzzword.
Players are now both the producers and the consumers of video content, creating new challenges and opportunities for publishers and brands.
The eSports industry is turning gaming into a lucrative spectator sport; over 200 million viewers in 2014 with over 3.7 billion hours watched.
The rise of Youtube Gaming, Periscope, and the $970m acquisition of Twitch show both the potential and popularity of streaming in the gaming community.
TWITCH HAS CHANGED THE GAME.
Twitch accounts for more than 43% of all live video-streaming traffic by volume.
BRANDS AND PUBLISHERS ARE STARTING TO SEE THE VALUE.
-Red Bull Twitch ’n Ride - the Red bull Twitch channel has 65,000+ followers
-Old Spice Nature Man - this Twitch campaign alone earned Old Spice over 32,000 followers
-Coca-Cola - partnering with League of Legends
Snickers - partnering with Twitch for their “You’re not You” campaign
WE FAIL FAST, EARLY, AND INEXPENSIVELY IN ORDER TO ARRIVE AT HUMAN CENTERED SOLUTIONS.
“GREAT DESIGN ALLOWS PEOPLE TO ACCOMPLISH THE SAME GOALS IN THE LEAST AMOUNT OF MOVES.”
DAN SAFFER
Author of Microinteractions: Designing with Details
eSports is changing the way we compete - http://esports.digitalsurgeons.com/
You’re not the expert. Your customers are, and who your customer is, is changing rapidly. Learn more about the digital consumer, how to bring new life to your customer experience, and inspire your team with workshop activities. Take a deeper look into the key drivers of your business, reinvigorate your customer experience, and gain insight from one of the newest inspiring entrepreneurs, who built his business around an out-of-the-ordinary customer experience. Why not create an experience that will leave your customers talking and sharing your brand with everyone? These musings were gathered after attending the Next Generation Customer Experience Conference in San Diego, March 2015.
Having a strong, unique and consistent Brand Voice is key to creating a successful brand across all marketing channels. This Brand Voice Toolkit will help you build a voice for your brand by first introducing the concept of Brand Voice and why it is imperative for a brand to be recognizable, identifiable, and relatable.
Your Brand Voice Toolkit should contain:
1. Brand Character + Personification
2. Brand Personality
3. Defined Vocabulary
4. Words Your Brand Says + Doesn’t Say
5. Writing Samples
Learn what each of these tools are and how they can be used to craft your Brand Voice in this deck and even explore an example toolkit.
Design Thinking: The one thing that will transform the way you thinkDigital Surgeons
What's the one thing that will transform the way you think? Design Thinking. The startups, trailblazers, and business mavericks of our world have embraced this process as a means of zeroing in on true human-centered design.
Design Thinking is a methodology for innovators that taps into the two biggest skills needed in today’s modern workplace: critical thinking & problem solving.
Of course, if you ask 100 practitioners to define it, you’ll wind up with 101 definitions.
Pete Sena of Digital Surgeons believes that Design Thinking is a process for solving complex problems through observation and iteration. At its core, he describes it as a vehicle for solving human wants and needs.
Minds are like parachutes; they only function when open. Thomas Dewar was a Scottish whiskey distiller.
Communicating ideas or insights is often the hardest part of the design process. And PowerPoint and Excel spreadsheets are limited in their ability to do this. But the communication tools used in Design Thinking—maps, models, sketches, and stories—help to capture and express the information required to form and socialize meaning in a very straightforward, human way.
The Five things that all definitions of Design Thinking have in common:
1. Isolating and reframing the problem focused on the user.
2. Empathy. A design practitioner from IDEO, the popular design and innovation firm strapped a video camera to his head and it was only then that he recognized why the ceiling is such an important factor when working with hospital patients. As a patient you lay in bed and stare at it all day. It’s these little details and true empathy that can only be realized by putting oneself in the user’s shoes.
3. Approach things with an open mind and be willing to collaborate. Creativity with purpose is a team sport.
4. Curiosity. We have to harness our inner 5-year-old here and really be inquisitive explorers. Instead of seeing what would be or what should be, consider what COULD be.
5 - Commitment. Brainstorming is easy. It’s easy to want to start a business or solve a problem. Seeing it into market and making it successful is not for the faint of heart. We’ve all read about big “wins” (multi-billion dollar acquisitions like Instagram and WhatsApp). What we don’t read about are people like Tony Fadell and Matt Rogers, who work for years before becoming industry sensations.
Pete describes what he refers to as the “Wheel of Innovation” as a process that continuously focuses on framing, making, validating, and improving on your concept. Be it as small as a core feature in your product down to the business model and business idea itself.
Design is about form and function, not art.
What are the business benefits for Design Innovation?
IDEO started an idea revolution when they coined this phrase DESIGN THINKING. Organizations ranging from early-stage startups up to Fortune 50 organizations have capitalized on this iterative appr
How YouTube is Drastically Changing the Beauty IndustryDigital Surgeons
Marketers of cosmetics can no longer simply rely on the photoshopped models of billboards, lifestyle magazines, and urban murals to secure market share.
32% of social gamers say shopping made them happy. There is a large opportunity to engage with these gaming enthusiasts. Here are 3 ways to connect with them.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Top 5 Indian Style Modular Kitchen DesignsFinzo Kitchens
Get the perfect modular kitchen in Gurgaon at Finzo! We offer high-quality, custom-designed kitchens at the best prices. Wardrobes and home & office furniture are also available. Free consultation! Best Quality Luxury Modular kitchen in Gurgaon available at best price. All types of Modular Kitchens are available U Shaped Modular kitchens, L Shaped Modular Kitchen, G Shaped Modular Kitchens, Inline Modular Kitchens and Italian Modular Kitchen.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
3. A w a r d s C e r t i f i c a t e
“In 1936, Frederick Goudy was in New York City
to receive an award for excellence in type design.
Upon accepting the certificate, he took one look
at it and declared ‘Anyone who would letterspace
black-letter would steal sheep.’”
Erik Spiekermann
Stop Stealing Sheep & Find out How Type Works
4. Handwritten Black Letter Type
Latin Bible of AD 1407
So Stop Stealing Sheep
The term “to steal sheep” references a person who would rather
steal livestock than work hard rearing it themselves. Goudy
compares this to his particular situation in order say that the
person who scripted his award took the easy way out, rather than
scripting closely-laid blackletter forms (below).
6. A Little Context
Most typefaces are based off of the written word. Manuscripts
were written with pens or quills that generated thick and thin
strokes within letterforms. These influences are made clear in
traditional serif and some sans-serif typefaces.
7. Typeface vs. Font
Avenir 35-Light, 34pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%&?
Baskerville Italic, 34pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
!@#$%&?
A typeface is the whole package.
Literally referring to the look or “face” of the type.
ie: Baskerville, Avenir, Garamond
A font is a piece of the greater whole.
ie: Baskerville Italic, 34pt, Avenir 35-Light. 34pt
8. Letterform
Avenir 45-Book 500pt.
Originally designed by Adrian Frutiger in 1988
Sans-Serif
Baskerville Regular 530pt
Orignally designed by John Baskerville in 1735
Transitional Serif
The graphic form of a letter of the alphabet,
either as written or in a particular font.
A A
9. BASELINE
X-HEIGHT
CAP HEIGHT
Anatomy of a Font
The cap height is the height of the capital letters.
The x-height is the height of the lower-case x.
The baseline is where the type sits.
10. Anatomy of a Font
Some letterforms extend below the baseline to give the
illusion of being aligned. If curves sat right on the baseline,
they would appear to sit above it. This is called an overshoot.
11. Anatomy of a Font
The lines that make up letterforms are called strokes.
The width of those strokes is called the stroke-width.
STROKE WIDTH
12. SERIFSTEM
Anatomy of a Font
The Stem is a vertical stroke in a letterform.
Serifs are the stroke-like protrusions on the
ends of letterforms
13. ASCENDER
DESCENDER
Anatomy of a Font
Descenders extend below the baseline.
Ascenders extend above the x-height and
sometimes above the cap height.
14. COUNTER COUNTERBOWL
Anatomy of a Font
Counters are the open spaces within most letterforms.
Bowls are the containing strokes around counters.
15. BAR
CROSSBAR
Anatomy of a Font
A Bar extends from a letterform without being attached on both ends.
A Crossbar touches a stem on each end.
16. ff fi fl ffi ffl fj
fffifl ffi ffl �
Ligature
Ligatures represent the connecting of two or more letterforms for
the sake of legibility and to reduce un-designed overlapping. Some
ligatures are purely for aesthetic purposes.
st �
NON-LIGATURED
LIGATURES
AESTHETIC LIGATATURES
17. Sampling of ligatures from the
font Mrs Eaves
AA AV MB MD ME FF FI FL HE LA
MP NK NT OC OG OO THE TE TR TT
TW TY Th UB UD UL UP UR VA
ae æ cky ct ee fi fl ff ffi ffl ffb ffh
ffj ffr fft fb fh fj fr ft ffy fy gi gy ip
it ky oe py sp st tty tt ty tw
19. Serif & Sans-Serif
Serif fonts have the stroke-like extensions
attached to the ends of the letterforms. (left)
Sans-serif fonts do not. (right)
Avenir 45-Book 500pt.
Originally designed by Adrian Frutiger in 1988
Sans-Serif
ABaskerville Regular 530pt
Orignally designed by John Baskerville in 1735
Transitional Serif
A
20. Serif Faces
The three traditional categories of serif faces
are Oldstyle, Transitional, and Modern.
Oldstyle
Adobe Garamond Pro Regular
Less stroke-width variation, rounded serifs,
calligraphic qualities, “ink-bleed.”
Transitional
Baskerville Regular
More stroke-width variation, flat-edged serifs,
more crisp qualities, sharp lines.
Modern
Didot Regular
Extreme stroke-width variation, minimal rectangular serifs,
little-to-no serif transition, ultra crisp.
A A A
21. Slab Serif Faces
There are two major classifications of Slab Serifs:
Clarendon and Neo-Grotesk
Clarendon Slab Serif
Clarendon Regular
Very little stroke-width variation, serifs are nearly
as large as strokes, smooth serif transitions.
Neo-Grotesk Slab Serif
ITC Lubalin Graph Demi
Little-to-no stroke-width variation, serifs are as
large as strokes, sharp angular serif transitions.
A A
22. Glyphic Serif
Glyphic Serif faces emulate carved inscriptions
rather than pen-strokes.
Friz Quadrata Medium
Designed by Ernst Friz in 1978
Albertus MT Regular
Designed by Berthold Wolpe, 1930s
A A
23. Sans Serif Faces
The three traditional categories of sans serif
faces are Grotesque, Geometric, and Humanist.
Grotesque
Berthold Akzidenz Grotesk Book
Strokes modulate (change width) around curves.
They are not the same width all the way around.
Geometric
Avenir 45-Book
Strokes have less modulation around curves and
are nearly the same width all the way around.
Humanist
Meta Book
Stokes have severe modulations to emulate pen-strokes while
still being sans-serif.
Ag Ag Ag
24. Miscellaneous
Most typefaces can’t be defined by either serif or sans-serif.
Some may be Script, Symbol, or Ornamental. There are also
experimental typefaces and ones that can’t be categorized at all.
Edwardian Script
Edward Benguiat
Script
Ag Springtime
Unknown
Script
Ag
Pinnocio Normal
Unknown
Ornamental
Ag Rosewood
Carol Twombly, 1994
Ornamental
Ag
Cutouts
Gail Blumberg, 1990
Ornamental
Ag
Dead History
P. Scott Makela, 1990
Experimental
Ag
Webdings
Multiple Designers, 1997
Symbol
26. (Above)
Lead type in a case with a composing stick.
(Below)
Lead type and ornaments.
(Above)
Lead type set into a press block.
(Below)
Wood type set into a press block.
(Above)
Linotype machine
(Below)
Linotype slugs.
27. Typesetting
Leading is the space between lines of type.
The rag is the jagged edge at the side of a paragraph.
A widow is when you have 12 characters or less at the end of a column.
An orphan is when you have 12 characters or less at the beginning of a column.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Fusce at laoreet leo. Suspendisse
potenti. In sit amet rutrum odio. Sed suscipit
dui sit amet posuere cursus. Integer ornare
quam quis ligula porttitor, sed lacinia est mattis.
Mauris semper mi quam. Phasellus fringilla urna
sit amet elit auctor maximus ac id justo. Quisque
ex purus, rhoncus eget fermentum eu, varius
eget enim. Integer rhoncus magna et metus
vehia.
Aliquam mattis ac diam in volutpat. Vestibulum
ante ipsum primis in faucibus orci luctus et
ultrices posuere cubilia Curae; Vivamus a tellus
at est viverra condimentum a et enim. Curabitur
ante orci, pretium vel lobortis ut, ultricies vel
velit. Fusce semper dignissim scelerisque. Cras
mauris vivamus tellus.
Curabitur ut accumsan purus, vitae interdum
orci. Quisque vitae fringilla velit. Maecenas sed
dolor vel dui vulputate imperdiet euismod fusce
laorect.
LEADING
RAG
ORPHAN
WIDOW
28. Letterspacing
Tracking is the measure of the overall spacing between letters.
Kerning is the measure of the spacing between individual letters
KERNING
TRACKING
29. Good vs. Bad Kerning
GOOD BAD WORSE
Letterforms have the appearance
of being evenly spaced.
Letterforms have a measured and even
distance between them (monospaced).
This leaves them poorly spaced visually.
Letterforms do not have even
visual spacing and are touching.
Type TypeType
30. Letterspacing
Typography
Typography
Ty p o g r a ph y
Tracking can be modified to extremes. These extremes
are referred on a scale of loose to tight.
TIGHT
NORMAL
LOOSE
TYPOGRAPHY
TYPOGRAPHY
T Y P O G R A P H Y
31. Letterspacing
TYPOGRAPHY
TYPOGRAPHY
T Y P O G R A P H Y
Different letterforms, fonts, and typefaces respond
to tracking in different ways.
TIGHT
NORMAL
LOOSE
Typography
Typography
Ty p o g r a p hy
32. Line Spacing
Leading can also be modified to the loose and tight extremes.
Typesetting is expressed in font size/leading size (14pt/18pt)
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent. Indina
sit amet rutrum odio. Sed suscipit dui sit amet pon
cursus. Integer ornare quam quis ligula porttitor,
sed lacinia est mattis. Mauris semper mi quam. Ad
phasellus fringilla urna sit amet elit auctor mus ac
id justo. Quisque ex purus, rhoncus eget fermentum
eu, varius eget enim. Integer rhoncus magna metus.
Aliquam mattis ac diam in volutpat. Vestibul abra
ipsum primis in faucibus orci luctus et ultrices cando
posuere quisque.
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent. Indina
sit amet rutrum odio. Sed suscipit dui sit amet pon
cursus. Integer ornare quam quis ligula porttitor,
sed lacinia est mattis. Mauris semper mi quam. Ad
phasellus fringilla urna sit amet elit auctor mus ac
id justo. Quisque ex purus, rhoncus eget fermentum
eu, varius eget enim. Integer rhoncus magna metus.
Aliquam mattis ac diam in volutpat. Vestibul abra
ipsum primis in faucibus orci luctus et ultrices cando
posuere quisque.
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent. Indina
sit amet rutrum odio. Sed suscipit dui sit amet pon
cursus. Integer ornare quam quis ligula porttitor,
sed lacinia est mattis. Mauris semper mi quam. Ad
phasellus fringilla urna sit amet elit auctor mus ac
id justo. Quisque ex purus, rhoncus eget fermentum
eu, varius eget enim. Integer rhoncus magna metus.
Aliquam mattis ac diam in volutpat. Vestibul abra
ipsum primis in faucibus orci luctus et ultrices cando
posuere quisque.
TIGHT (14/14) NORMAL (14/18) LOOSE (14/30)
33. Line Spacing
Line spacing can differ based on typeface,
capitalization, and font weight. Note the use of
negative leading for the first headline
NORMAL (72/72) LOOSE (72/90)TIGHT (72/55)
EXPRESS
YOURSELF
EXPRESS
YOURSELF
EXPRESS
YOURSELF
34. Line Spacing
With lower case letters, it’s important to pay attention to your
ascenders and descenders. This particular example works with
negative leading, but others may have crashed together.
NORMAL (72/72) LOOSE (72/90)TIGHT (72/55)
Express
Yourself
Hyper
Soft
Express
Yourself
Hyper
Soft
Express
Yourself
Hyper
Soft
35. Ragging
Left or right-aligned type should have a “saw-tooth” rag.
Meaning, an even and regular pattern of protrusions.
GOOD
LEFT ALIGNED JUSTIFIED
BAD GOOD BAD
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent.
ametiam rutrum odio. Sed suscipit dui sit amet
ponsc cursus. Integer ornare quam quis ligula
portti, sed lacinia est mattis. Mauris semper mi
quam. phasellus fringilla urna sit amet elit auctor
mus ac id justo. Quisque ex purus, rhoncus eget
fer eu, varius eget enim. Integer rhoncus magna
metus. Aliquam mattis ac diam in volutpat. Vestibul
abra ipsum primis in faucibus orci luctus et ultrices
candoposuere quisque.
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent. Indina
sit amet rutrum odio. Sed suscipit dui sit amet pon
cursus. Integer ornare quam quis ligula porttitor,
sed lacinia est mattis. Mauris semper mi quam. Ad
phasellus fringilla urna sit amet elit auctor mus ac
id justo. Quisque ex purus, rhoncus eget fermentum
eu, varius eget enim. Integer rhoncus magna metus.
Aliquam mattis ac diam in volutpat. Vestibul abra
ipsum primis in faucibus orci luctus et ultrices cando
posuere quisque.
Lorem ipsum dolor
sit amet, consectetur
adipiscing elit. Fusce
a reet leo. Suspendisse
potent. ametiam rutrum
odio. Edsuscipitdui
sitamet ponsccursus.
Integer ornar am quis
ligula portti, ed lacinia est
mattis. Mauri semper mi
quam. phasellus fringilla
urna sit amet auctor
mus ac id justo. Quisque
ex purus, rhoncu fer eu,
varius eget enim. Integer
rhoncus magn metus.
Aliquam mattis ac diam
in volutpat. Vestib bra
ipsum primis in faucibus
orci luctus et ultrices
candoposuere quisque.
Mauri semper mi quam.
phasellus fringilla urna
sit amet auctor mus
ac idjusto. Quisqueex
purus, rhon fer eu,
variusegeteni. Integer
rhoncus magn metus.
Aliquam maisac diam
in volutpat. Vestib bra
ipsum primis in faucibus
orci luctus et ultrices
candoposuere quisque.
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent. ametiam
rutrum odio. Sed suscipit dui sit amet ponsc cursus.
Integer ornare quam quis ligula portti, sed lacinia est
mattis. Mauris semper mi quam. phasellus fringilla
urna sit amet elit auctor mus ac id justo. Quisque ex
purus, rhoncus eget fer eu, varius eget enim. Integer
rhoncus magna metus. Aliquam mattis ac diam in
volutpat. Vestibul abra ipsum primis in faucibus orci
luctus et ultrices candoposuere quisque.
36. Ragging
Left or right-aligned type should have a “saw-tooth” rag.
Meaning, an even and regular pattern of protrusions.
Justified type should look evenly spaced within the
text block. Watch out for ponds and rivers.
GOOD BAD GOOD BAD
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent.
ametiam rutrum odio. Sed suscipit dui sit amet
ponsc cursus. Integer ornare quam quis ligula
portti, sed lacinia est mattis. Mauris semper mi
quam. phasellus fringilla urna sit amet elit auctor
mus ac id justo. Quisque ex purus, rhoncus eget
fer eu, varius eget enim. Integer rhoncus magna
metus. Aliquam mattis ac diam in volutpat. Vestibul
abra ipsum primis in faucibus orci luctus et ultrices
candoposuere quisque.
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent. Indina
sit amet rutrum odio. Sed suscipit dui sit amet pon
cursus. Integer ornare quam quis ligula porttitor,
sed lacinia est mattis. Mauris semper mi quam. Ad
phasellus fringilla urna sit amet elit auctor mus ac
id justo. Quisque ex purus, rhoncus eget fermentum
eu, varius eget enim. Integer rhoncus magna metus.
Aliquam mattis ac diam in volutpat. Vestibul abra
ipsum primis in faucibus orci luctus et ultrices cando
posuere quisque.
Lorem ipsum dolor
sit amet, consectetur
adipiscing elit. Fusce
a reet leo. Suspendisse
potent. ametiam rutrum
odio. Edsuscipitdui
sitamet ponsccursus.
Integer ornar am quis
ligula portti, ed lacinia est
mattis. Mauri semper mi
quam. phasellus fringilla
urna sit amet auctor
mus ac id justo. Quisque
ex purus, rhoncu fer eu,
varius eget enim. Integer
rhoncus magn metus.
Aliquam mattis ac diam
in volutpat. Vestib bra
ipsum primis in faucibus
orci luctus et ultrices
candoposuere quisque.
Mauri semper mi quam.
phasellus fringilla urna
sit amet auctor mus
ac idjusto. Quisqueex
purus, rhon fer eu,
variusegeteni. Integer
rhoncus magn metus.
Aliquam maisac diam
in volutpat. Vestib bra
ipsum primis in faucibus
orci luctus et ultrices
candoposuere quisque.
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce at laoreet leo. Suspendisse potent. ametiam
rutrum odio. Sed suscipit dui sit amet ponsc cursus.
Integer ornare quam quis ligula portti, sed lacinia est
mattis. Mauris semper mi quam. phasellus fringilla
urna sit amet elit auctor mus ac id justo. Quisque ex
purus, rhoncus eget fer eu, varius eget enim. Integer
rhoncus magna metus. Aliquam mattis ac diam in
volutpat. Vestibul abra ipsum primis in faucibus orci
luctus et ultrices candoposuere quisque.
POND RIVER
LEFT ALIGNED JUSTIFIED
37. Ragging
Ragging also has an influence on tone and voice. In large
headlines, line breaks can be used as pauses.
And as always, avoid widows!
OKAY BAD
BETTER GOOD
CALL ME CRAZY BUT
I’M A TYPOPHILE
AND I WOULD HAVE GOTTEN
AWAY WITH IT TOO IF IT
WEREN’T FOR YOU MEDDLING
KIDS
AND I WOULD HAVE GOTTEN
AWAY WITH IT TOO IF IT WEREN’T
FOR YOU MEDDLING KIDS
CALL ME CRAZY
BUT I’M A TYPOPHILE
38. “There is no bad type.”
“Apart from the typefaces that work well because we are familiar
with them, there are those that defy the simplistic classifications
of usefulness or purpose. They may exist only because the type
designer’s first thought one morning was a new letter shape. These
private artistic expressions may not appeal to a wide audience,
but every now and again the right singer effortlessly transforms a
simple song into a great hit. In the right hands, technical constraints
turn into celebrations of simplicity and awkward alphabets are
typographic heroes for the day.”
Erik Spiekermann
Stop Stealing Sheep & Find out How Type Works