The document provides an overview of typography, including definitions of typefaces, categories of typefaces (serif, sans serif, script, decorative), anatomy of letters, and guidelines for use. It discusses key typographic concepts like kerning, leading, tracking, and techniques to avoid widows and orphans. The document also lists several common type foundries that design and produce typefaces.

1. Presented By:
ADMEC Multimedia Institute
www.admecindia.co.in
- An Overview

2. Introduction
 Here we are giving brief
overview on typography, its
significance, typefaces,
categories & classification of
typefaces, typeface
anatomy and basic
typography terminology….
 Also you will read about
some practical guidelines
about the use of typefaces

3. What isTypography?
“The art and skill of designing
communication by means of the printed
words.”

4. “Typography is means by which words,
conceived in someone’s mind and then
put down on paper are made
available to the world at large."

5. Significance
 Typography forms integral part of a good graphic design.
 Largely used to create moods.
 Crucial in the design of advertisements, magazines, newspaper
and corporate identities.
 Different fonts suggest different context & ideas.
 Some typefaces even have special functions.

6. What areTypefaces?
“It’s the set of letters, numbers, and other
characters that share common design features.”

7.  We describe the size of type in points and picas, not inches.
There are approximately 12 points to a pica and 6 picas to an
inch.
10 12 16 20 24 32 36 48 6080

8. Points & Picas
 While fonts are measured in points, pages are measured in
picas (column width).
12 points = 1pica
6 picas = 1 inch

9. TypefaceClassification
 Roman:
Antiqua (Old Style), Didone (Modern), Sans-serif, Script,
Serif, Slab serif, Transitional
 Black-letter:
Fraktur, Rotunda, Schwabacher, Textualis
 Gaelic:
Angular, Uncial

11. TypefaceCategories
Typefaces can be categorized as:
 Serif
 Sans Serif
 Script
 Decorative/Ornamental

12. Serif

13. SansSerif

14. Script
 Script typefaces are based upon the varied and often fluid
stroke created by handwriting. They are organized into highly
regular formal types similar to cursive writing and looser, more
casual scripts.

15. Decorative/Ornamental
 It includes typefaces of
unusual and unique designs
that do not fit into other
classification. Decorative
and display typefaces are
generally reserved for
specific purposes. They are
most effective when used at
larger sizes, such as for
headlines, titles & display
purposes( eg:newspapers &
advertisements).

16. Typographical Properties
 Styling  Formatting
 Font - Family
 Font - Size
 Font -Weight
 Font - Style
 Font -Variant
 Letter - Spacing
 Word - Spacing
 Line - Height
 Text - Align
 Text - Decoration
 Text - Indent
 Text -Transform
 Text - Shadow
 Vertical - Align
 White – Space
 Direction
 Margins

17. TypefaceAnatomy
 Typeface anatomy describes the graphical elements that make
up printed letters in a typeface. Anatomy of type can be
classified as:
1. Apex 2. Aperture
3. Arm 4. Bar
5. Bowl 6. Bracket
7. Counter 8. Ear
9. Link 10. Shoulder
11. Spine 12. Spur
13. Stem 14. Stress
15. Tail 16. Terminal

20. Paragraph
 A paragraph is a self-contained unit of a discourse in writing
dealing with a particular point or idea. A paragraph comprises
of one or more sentences. Common terms used are:
 Alignment
 Justification
 Leading
 River
 Sentence spacing
 Widows and orphans

21. Punctuation
 Punctuation is the use of spacing, conventional signs, &
certain typographical devices as aids to the understanding
and correct reading, both silently n aloud, of handwritten &
printed texts. Common terms used are:
 Hanging punctuation
 Hyphenation
 Quotation mark
 Prime mark
 Dashes

22. DigitalTypography
 Digital typography or desktop publishing refers to the creation of
documents using page layout skills. DTP software can generate
layouts & produce typographic quality text and images
comparable to traditional typography & printing.Terms used:
 Character encoding
 Font formats
 Hinting
 Rasterization
 Typesetting software
 List of typographic features
 Web typography

23. Typesetting
 Typesetting is the composition of text by means of arranging
physical types or digital equivalents.
 Type design
 Type foundry
 Calligraphy
 Phototypesetting
 Letterpress
 Typeface
 Font
 Punchcutting
 Pangram

24. TypographicUnits
 Typographic units are the units of measurement used in
typography or typesetting.Common terms used are:
 Agate
 Cicero
 Em
 En
 Figure space
 Measure
 Paren space
 Pica
 Point
 Thin space

25. TypeTraits
Kerning: space between characters
Leading: space between lines of type
Tracking: space between words + characters
(how a line of text is spaced out at the PARAGRAPH level)

26. Kerning
 In typography, kerning- less commonly, mortising (referring to
the process of physically removing material from the cast
character)- is the process of adjusting letter spacing in
a proportional font. In a well-kerned font, the two-dimensional
blank spaces between each pair of letters all have similar area.

28. Leading
 In typography, leading (pronounced /ˈlɛdɪŋ/, rhymes
with heading) refers to the amount of added
vertical spacing between lines of type. In consumer-oriented
word processing software, this concept is usually referred to
as "line spacing“.

30. Tracking
 Tracking is very similar to kerning in that it is the spacing
between individual characters, but tracking is the space
between groups of letters rather than individual letters. It
affects the overall character density of the copy. It’ll
help to eliminate widows and orphans in paragraphs.

32. LetterSpacing
 In typography, letter-spacing, also called tracking, refers to the
amount of space between a group of letters to affect density in
a line or block of text. Since the advent of personal computers
the term tracking is frequently used. In professional
typography and graphic design the term letter-spacing is more
commonly used.

35. Do’s
 Do establish a typographic hierarchy
 Do choose an appropriate font for the body text
 Do give your text room to breathe
 Try & limit paragraphs to 40-60 characters per line
 Make sure there is enough contrast between your text and
the background

36. Don’ts
 Don’t make the text too small
 Don’t use too many different fonts on one page
 Don’t make continuous use of all caps
 Don’t use large amount of centered text
 Don’t use extra leading
 Don’t use negative leading
(Good leading is 1.25x of the point size)
 Don’t use more than 3 font families in
a design. Try to use only one if possible
 Don’t use Serif typefaces in headings
 Don’t create lines longer than 15 words

37. Moods & Functions ofTypefaces
 If you seek a feminine mood, then you might use Isadora
 For something comical, consider Comic Sans
 For signage, Helvetica is used worldwide because of its
functionality
 For a classic look, try Garamond, designed in France almost
500 years ago

38. GeneralGuidelines
 Writing guides generally suggest that a manuscript should
have no widows and orphans even when avoiding them
results in additional space at the bottom of a page or column.
 Widow : Generally refers to a single line of a paragraph
appearing at the “top” of a page.
 Orphans : Generally refers to a single line of a paragraph
appearing at the “bottom” of a page.

39. Techniques for EliminatingWidows
 Forcing a page break early, producing a shorter page
 Adjusting the leading, the space between lines of text (although
such carding or feathering is usually frowned upon)
 Adjusting the spacing between words to produce 'tighter' or
'looser' paragraphs
 Adjusting the hyphenation of words within the paragraph
 Adjusting the page’s margins

40.  Subtle scaling of the page, though too much non-uniform scaling
can visibly distort the letters
 Rewriting a portion of the paragraph
 Reduce the tracking of the words
 Adding a pull quote to the text (more common for magazines)
 Adding a figure to the text, or resizing an existing figure

41.  An orphan is cured more easily, by inserting a blank line or forcing
a page break to push the orphan line onto the next page to be with
the rest of its paragraph. Such a cure may have to be undone if
editing the text repositions the automatic page/column break.
 Most full-featured word processors and page layout applications
include a paragraph setting (or option) to automatically prevent
widows and orphans.When the option is turned on, an orphan is
forced to the top of the next page or column; and the line
preceding a widow is forced to the next page or column with the
last line.This automatic adjustment to a page's layout can be a
source of frustration for someone who is unaware of why text is
shifted from one page to the next.

42. CommonType Foundries
The followings are few category of common typeface
designing companies:
1. CorporateType Foundries
2. LargeType Foundries
3. Independent Type Foundries

43. 1) CorporateType Foundries
1
 AdobeType, a division of Adobe Systems Inc.
 InternationalTypeface Corporation (ITC)
)
 Letraset
 Bitstream Inc.
 Linotype
 MonotypeCorporation

44. 2) LargeType Foundries
2
 AmericanType Founders (Kingsley/ATF)
 Ascender Corporation
 Berthold
 Elsner+Flake
 Emigre
 Font Bureau
 FontShop International
 Hoefler & Frere-Jones (H&FJ)
 House Industries
 Paratype
 T26

45. 3) IndependentType Foundries
 Aerotype
 Apply Interactive
 Astygmatic One-Eye
 Atomic Media
 Baseline Fonts
 CapeArconaType Foundry
 Characters Font Foundry
 Crazy diamond design
 Dalton Maag
 DSType

46.  Emtype Foundry
 FelicianoType Foundry
 Fontosaurus
 Fountain
 Galapagos Design Group
 Greater AlbionTypefounders
 JY&A Fonts
 MVB
 TheType Fetish
 Thirstype/Village

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