The document discusses various typography terms including font, typeface, font family, serif, sans serif, and font style. It explains that fonts are grouped into families that can include different styles. A typeface is created when a style is applied to a font. Common font styles are bold, italics, and condensed. The document also discusses font anatomy including ascenders, descenders, and x-height as well as units of measurement like points and picas.

1. TypographyThe art of using text to produce professional looking publications.

2. Wording that can be the sameFont is also commonly called type or textThey all mean the same thingYou can say font face or type face but they mean the same thing

3. Font/TypeFonts are categories of text. Common groups of fonts include:Times New Roman

4. Arial

5. Garamond

6. Script

7. ComicFont/Type FamiliesFonts are grouped into families and given a name:ArialGaramondComicTimes

8. Within a Font/Type Family there can be many members including:Arial Black

9. Arial Narrow

10. Arial Rounded MT Bold

11. Arial Unicode MSIt’s like your own Family. We have the Smith familyDad- Frank SmithMom- Mary SmithSon- Sam SmithEach are part of the Smith family but they are all individuals (type style) who have the same last name.

12. Font/Type StyleStyles are applied to fonts to change the way they look. Examples of the most common type styles include:

13. Bold

14. Italics

15. Book

16. Round

17. HeavyIf you have a type style you have:Sam Smith with cowboy appeal Mary Smith with Gothic appealFrank Smith with Business appealYou can take away their styles but they are still members of the Smith family.

18. TypefaceA font/type becomes a typeface/ font face once a style has been applied to it. For example;Arial ItalicTimes New Roman narrowRockwell Extra Bold

19. Family+Style =Type/Font Face

20. Fonts are used to help create a moodor a feeling in a publication. Fonts can also limit or enhance readability so choose your fonts carefully.

21. Use if you have lots of type you want people to actually read:SerifSerifs on lowercase letters are slantedOldstyleDiagonal stressGoudyThick/thin transition in strokes

22. ModernNot good choices for extended amounts of body copyThin lines almost disappear, thick lines are prominentEffect on the page is called “dazzling”

23. SerifUsed in children’s books because of clean, straightforward lookExamples:Times New RomanCalifornian

24. Sans Serif“sans” (without) in FrenchNo thick/thin transition Same thickness all the way aroundGreat for creating eye-catching pages

25. ScriptLike cheesecake- they should be used sparingly so nobody gets sick

26. DecorativeEasy to identify. If the thought of reading an entire book in that font makes you want to throw up, it falls under decorative.Fun, distinctivePowerful use is limitedOften used in headlinesJuice Chillycooldots

27. Serif or Sans SerifSerifA typeface with lines on curves extending from the ends of the lettersA B C a b c

28. Serif or Sans SerifSans SerifA typeface that is straight-edgedA B C a b c

29. a x cAll About Lettersx-heightThe height of the body of all lowercase letters such as the letter x in a typeface. All lower case letters are designed to be no taller then the x-height.Baseline

30. An imaginary horizontal line on which the bottom of letters rest.b x hParts of LettersAscenderThe lowercase letter that extend above the x-height – b, d, f, h, and l

31. g x jParts of LettersDescenderThe lowercase letters that fall below the baseline – g, j, p, and q