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Typography Design Basics

The document outlines important typography design principles crucial for effective web and brand communication, emphasizing that 95% of web design revolves around typography. It covers terminology related to typefaces, fonts, tracking, kerning, and leading, along with practical rules for picking typefaces that contrast visually while avoiding excessive complexity. Key tips include pairing serif and sans serif typefaces, using contrasting colors for emphasis, and ensuring readability in design.

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@jenniferbourn #WCOC Typography Design Basics So you can DIY like a pro or better communicate with your designer
@jenniferbourn #WCOC 95% Of All Web Design Is About Typography Type can make or break your site.
@jenniferbourn #WCOC Typography Is A Critical Element Of Every Strong Brand Type can make or break your brand.
@jenniferbourn #WCOC Terminology Typeface vs. Font What you see vs. what you use Type Family / Font Family Collection of multiple weights/styles
@jenniferbourn #WCOC LatoHairline LatoHairlineItalic LatoLight LatoLightItalic LatoRegular LatoItalic Lato Medium Lato Medium Italic LatoBold LatoBoldItalic LatoBlack LatoBlackItalic Lato Font Family
@jenniferbourn #WCOC Terminology Italic vs. Oblique A designed typeface vs. a forced tilt Small Caps vs. Faux Caps A designed style vs. a forced size change
@jenniferbourn #WCOC Terminology Tracking vs. Kerning Overall vs. specific spacing between letters Loose Tracking The overall spacing between letters Tight Tracking The overall spacing between letters
@jenniferbourn #WCOC Terminology Tracking vs. Kerning Overall vs. specific spacing between letters Kerning WANT BETTER WANT BETTER
@jenniferbourn #WCOC Terminology Leading (Line Height) The distance between two baselines What is thy bidding, my Master? Send the fleet to the far side of Endor.
@jenniferbourn #WCOC 5 Letterform Traits 1 ASCENDER LINE 1 2 3 4 3 X-HEIGHT 5 DESCENDER LINE 2 CAP HEIGHT 4 BASELINE 6 6 POINT SIZE
@jenniferbourn #WCOC Letterform Traits COUNTER DESCENDER ASCENDER SERIF TERMINAL OPEN COUNTER BAR LOOP BOWL BRACKET EAR SERIFNECK CROTCH HOOK
@jenniferbourn #WCOC Letterform Traits LEG DESCENDER APERTURESHOULDER HEAD BRACKET ARMARM CROSS BAR HEAD TITTLESTEM EYE BODY WIDTH
@jenniferbourn #WCOC Typography Rules
@jenniferbourn #WCOC Stick To The Basics Skip the novetly, cool, and hard to read
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Brush Script Noteworthy
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Noto Sans Bold Noto Sans
@jenniferbourn #WCOC Ex: We’re ready for takeoff. RougeGroup,useyourharpoonsandtowcables.Goforthelegs.Itmight beouronlychanceofstoppingthem.Allright,standby,Dack.Luke, we’vegotamalfunctioninfirecontrol.I’llhavetocutintheauxiliary.Just hangon.Hangon,Dack.Getreadytofirethattowcable.Dack?Dack! Yes,LordVader.I’vereachedthemainpowergenerator.Theshieldwill bedowninmoments.Youmaystartyourlanding.RougeThree.Copy, RougeLeaderWedge,I’velostmygunner.You’llhavetomakethisshot. I’llcoverforyou.Setyourharpoon.Followmeonthenextpass.Coming around,RougeLeader. Goodluck,LandoWhenwefindJabbatheHutandthatbountyhunter, we’llcontactyou.I’llmeetyouattherendezvouspointonTatooine. Princess,we’llfindHan.Ipromise.Chewie,I’llbewaitingforyoursignal. Takecare,youtwo.MaytheForcebewithyou. EB Garamond Bold EB Garamond
@jenniferbourn #WCOC Use Two Weights Of One Type Family Skip a weight or two — this is 100 and 700.
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Museo Sans 700 Museo Sans 100
@jenniferbourn #WCOC Different Typefaces Provide Visual Contrast Just don’t use more than two. Try pairing a serif typeface and sans serif typeface.
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Libre Baskerville Museo Sans 100
@jenniferbourn #WCOC Similar Typefaces Are A Mistake Don’t use two typefaces of the same style.
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Big Caslon Droid Serif
@jenniferbourn #WCOC Look For Similar Letter Characteristics hey get Lord Vader hey get Lord Vader
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Lato Athelas
@jenniferbourn #WCOC Wookie Wookie Look For Similar Letter Characteristics
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Avenir EB Garamond
@jenniferbourn #WCOC Choose Two Character Widths For Contrast Pair a regular and a condensed style. Condensed typefaces work great for headlines.
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Archivo Narrow Archivo
@jenniferbourn #WCOC Add Visual Contrast With Color Use a contrasting color for attention.
@jenniferbourn #WCOC Ex: We’re ready for takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Museo 300
@jenniferbourn #WCOC When In Doubt Double The Size Main headline is double the body copy size and the sub headline splits the difference. Body = 16pt H1 = 32pt H2 = 24 pt
@jenniferbourn #WCOC Ex: We’re ready for takeoff Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! May the Force be with you. Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Source Serif Pro Source Sans Pro
@jenniferbourn #WCOC No Light Grey Type Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
@jenniferbourn #WCOC Easy To Read Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
@jenniferbourn #WCOC Once you master the rules... Try breaking them with purpose
@jenniferbourn #WCOC Let’s Talk Alignment
@jenniferbourn #WCOC Align To One Axis Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you.
@jenniferbourn #WCOC Align To One Axis Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you.
@jenniferbourn #WCOC Align To One Axis Red Leader Gray Leader Green Leader Red Leader Gray Leader Green Leader
@jenniferbourn #WCOC Align Left Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
@jenniferbourn #WCOC Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up. Rag Right
@jenniferbourn #WCOC Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’llhavetomakethisshot.I’llcoverforyou.Setyourharpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up. Never Justify
@jenniferbourn #WCOC Avoid Align Center Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
@jenniferbourn #WCOC Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up. Don’t Indent
@jenniferbourn #WCOC Easy To Read Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
@jenniferbourn #WCOC On-Page Layout
@jenniferbourn #WCOC Break It Up This is a Rebel that surrendered to us. Although he denies it, I believe there may be more of them, and I request permission to conduct a further search of the area. He was armed only with this. Good work, Commander. Leave us. Conduct your search and bring his companions to me. Yes, my Lord. The Emperor has been expecting you. I know, father. So, you have accepted the truth. I’ve accepted the truth that you were once Anakin Skywalker, my father. That name no longer has any meaning for me. Threepio, you tell that slimy piece of... worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. Move him into position. Put him in. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished, my friend. Go out to the command ship and await my orders. Yes, my Master. If they don’t go for this, we’re gonna have to get outta here pretty quick, Chewie. We have you on our screen now. Please identify. Shuttle Tydirium requesting deactivation of the deflector shield. Shuttle Tydirium, transmit the clearance code for shield passage. Transmission commencing. Now we find out if that code is worth the price we paid.
@jenniferbourn #WCOC Break It Up This is a Rebel that surrendered to us. Although he denies it, I believe there may be more of them, and I request permission to conduct a further search of the area. He was armed only with this. Good work, Commander. Leave us. Conduct your search and bring his companions to me. Yes, my Lord. The Emperor has been expecting you. I know, father. • So, you have accepted the truth. • I’ve accepted the truth that you were once Anakin Skywalker • That name no longer has any meaning for me. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished, my friend. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. Move him into position. Put him in.
@jenniferbourn #WCOC Use Color This is a Rebel that surrendered to us. Although he denies it, I believe there may be more of them, and I request permission to conduct a further search of the area. He was armed only with this. Good work, Commander. Leave us. Conduct your search and bring his companions to me. Yes, my Lord. The Emperor has been expecting you. I know, father. • So, you have accepted the truth. • I’ve accepted the truth that you were once Anakin Skywalker • That name no longer has any meaning for me. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished, my friend. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. Move him into position. Put him in.
@jenniferbourn #WCOC Spacing Matters What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die.
@jenniferbourn #WCOC Type And Brand
@jenniferbourn #WCOC Type And Brand Consistency Is Key Consistency builds recognition and trust Resist Boredom Design needs time to gain traction
@jenniferbourn #WCOC Type And Brand Official Brand Typeface(s) Select 1-2 typefaces to represent your brand One Accent Typeface Select an accent typeface for visual interest
@jenniferbourn #WCOC Clear Is Better Than Clever Clear Is Better Than Cute
@jenniferbourn #WCOC Serif Slab Serif Sans Serif Script Display Handwriting Monospace
@jenniferbourn #WCOC Typefaces Have Personality Align type choices with brand personality.
@jenniferbourn #WCOC Traditional Crafty Friendly Strong Elegant Grunge Modern Casual Feminine Childlike Sophisticated creative Gentle Classic Athletic
@jenniferbourn #WCOC Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif SansSerif
@jenniferbourn #WCOC Jennifer Bourn jenniferbourn.com bourncreative.com

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Typography Design Basics

  • 1.
    @jenniferbourn #WCOC Typography Design Basics So youcan DIY like a pro or better communicate with your designer
  • 2.
    @jenniferbourn #WCOC 95% Of AllWeb Design Is About Typography Type can make or break your site.
  • 3.
    @jenniferbourn #WCOC Typography Is A CriticalElement Of Every Strong Brand Type can make or break your brand.
  • 4.
    @jenniferbourn #WCOC Terminology Typeface vs. Font Whatyou see vs. what you use Type Family / Font Family Collection of multiple weights/styles
  • 5.
  • 6.
    @jenniferbourn #WCOC Terminology Italic vs. Oblique Adesigned typeface vs. a forced tilt Small Caps vs. Faux Caps A designed style vs. a forced size change
  • 7.
    @jenniferbourn #WCOC Terminology Tracking vs. Kerning Overallvs. specific spacing between letters Loose Tracking The overall spacing between letters Tight Tracking The overall spacing between letters
  • 8.
    @jenniferbourn #WCOC Terminology Tracking vs. Kerning Overallvs. specific spacing between letters Kerning WANT BETTER WANT BETTER
  • 9.
    @jenniferbourn #WCOC Terminology Leading (Line Height) Thedistance between two baselines What is thy bidding, my Master? Send the fleet to the far side of Endor.
  • 10.
    @jenniferbourn #WCOC 5 Letterform Traits 1 ASCENDERLINE 1 2 3 4 3 X-HEIGHT 5 DESCENDER LINE 2 CAP HEIGHT 4 BASELINE 6 6 POINT SIZE
  • 11.
    @jenniferbourn #WCOC Letterform Traits COUNTER DESCENDER ASCENDER SERIF TERMINALOPEN COUNTER BAR LOOP BOWL BRACKET EAR SERIFNECK CROTCH HOOK
  • 12.
  • 13.
  • 14.
    @jenniferbourn #WCOC Stick To TheBasics Skip the novetly, cool, and hard to read
  • 15.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Brush Script Noteworthy
  • 16.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Noto Sans Bold Noto Sans
  • 17.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. RougeGroup,useyourharpoonsandtowcables.Goforthelegs.Itmight beouronlychanceofstoppingthem.Allright,standby,Dack.Luke, we’vegotamalfunctioninfirecontrol.I’llhavetocutintheauxiliary.Just hangon.Hangon,Dack.Getreadytofirethattowcable.Dack?Dack! Yes,LordVader.I’vereachedthemainpowergenerator.Theshieldwill bedowninmoments.Youmaystartyourlanding.RougeThree.Copy, RougeLeaderWedge,I’velostmygunner.You’llhavetomakethisshot. I’llcoverforyou.Setyourharpoon.Followmeonthenextpass.Coming around,RougeLeader. Goodluck,LandoWhenwefindJabbatheHutandthatbountyhunter, we’llcontactyou.I’llmeetyouattherendezvouspointonTatooine. Princess,we’llfindHan.Ipromise.Chewie,I’llbewaitingforyoursignal. Takecare,youtwo.MaytheForcebewithyou. EB Garamond Bold EB Garamond
  • 18.
    @jenniferbourn #WCOC Use Two WeightsOf One Type Family Skip a weight or two — this is 100 and 700.
  • 19.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Museo Sans 700 Museo Sans 100
  • 20.
    @jenniferbourn #WCOC Different Typefaces Provide VisualContrast Just don’t use more than two. Try pairing a serif typeface and sans serif typeface.
  • 21.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Libre Baskerville Museo Sans 100
  • 22.
    @jenniferbourn #WCOC Similar Typefaces Are AMistake Don’t use two typefaces of the same style.
  • 23.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Big Caslon Droid Serif
  • 24.
    @jenniferbourn #WCOC Look For Similar LetterCharacteristics hey get Lord Vader hey get Lord Vader
  • 25.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Lato Athelas
  • 26.
    @jenniferbourn #WCOC Wookie Wookie Look ForSimilar Letter Characteristics
  • 27.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Avenir EB Garamond
  • 28.
    @jenniferbourn #WCOC Choose Two Character WidthsFor Contrast Pair a regular and a condensed style. Condensed typefaces work great for headlines.
  • 29.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Archivo Narrow Archivo
  • 30.
    @jenniferbourn #WCOC Add Visual Contrast WithColor Use a contrasting color for attention.
  • 31.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff. Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. Museo 300
  • 32.
    @jenniferbourn #WCOC When In Doubt DoubleThe Size Main headline is double the body copy size and the sub headline splits the difference. Body = 16pt H1 = 32pt H2 = 24 pt
  • 33.
    @jenniferbourn #WCOC Ex: We’re readyfor takeoff Rouge Group, use your harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! May the Force be with you. Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. Source Serif Pro Source Sans Pro
  • 34.
    @jenniferbourn #WCOC No Light Grey Type Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
  • 35.
    @jenniferbourn #WCOC Easy To Read Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
  • 36.
    @jenniferbourn #WCOC Once you master therules... Try breaking them with purpose
  • 37.
  • 38.
    @jenniferbourn #WCOC Align To One Axis Yes, LordVader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you.
  • 39.
    @jenniferbourn #WCOC Align To OneAxis Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you.
  • 40.
    @jenniferbourn #WCOC Align To OneAxis Red Leader Gray Leader Green Leader Red Leader Gray Leader Green Leader
  • 41.
    @jenniferbourn #WCOC Align Left Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
  • 42.
    @jenniferbourn #WCOC Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up. Rag Right
  • 43.
    @jenniferbourn #WCOC Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’llhavetomakethisshot.I’llcoverforyou.Setyourharpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up. Never Justify
  • 44.
    @jenniferbourn #WCOC Avoid Align Center Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
  • 45.
    @jenniferbourn #WCOC Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up. Don’t Indent
  • 46.
    @jenniferbourn #WCOC Easy To Read Rouge Group, useyour harpoons and tow cables. Go for the legs. It might be our only chance of stopping them. All right, stand by, Dack. Luke, we’ve got a malfunction in fire control. I’ll have to cut in the auxiliary. Just hang on. Hang on, Dack. Get ready to fire that tow cable. Dack? Dack! Yes, Lord Vader. I’ve reached the main power generator. The shield will be down in moments. You may start your landing. Rouge Three. Copy, Rouge Leader Wedge, I’ve lost my gunner. You’ll have to make this shot. I’ll cover for you. Set your harpoon. Follow me on the next pass. Coming around, Rouge Leader. We’re ready for takeoff. Good luck, Lando When we find Jabba the Hut and that bounty hunter, we’ll contact you. I’ll meet you at the rendezvous point on Tatooine. Princess, we’ll find Han. I promise. Chewie, I’ll be waiting for your signal. Take care, you two. May the Force be with you. You must come along now, Artoo. There’s really nothing more we can do. And my joints are freezing up.
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    @jenniferbourn #WCOC Break It Up This isa Rebel that surrendered to us. Although he denies it, I believe there may be more of them, and I request permission to conduct a further search of the area. He was armed only with this. Good work, Commander. Leave us. Conduct your search and bring his companions to me. Yes, my Lord. The Emperor has been expecting you. I know, father. So, you have accepted the truth. I’ve accepted the truth that you were once Anakin Skywalker, my father. That name no longer has any meaning for me. Threepio, you tell that slimy piece of... worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. Move him into position. Put him in. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished, my friend. Go out to the command ship and await my orders. Yes, my Master. If they don’t go for this, we’re gonna have to get outta here pretty quick, Chewie. We have you on our screen now. Please identify. Shuttle Tydirium requesting deactivation of the deflector shield. Shuttle Tydirium, transmit the clearance code for shield passage. Transmission commencing. Now we find out if that code is worth the price we paid.
  • 49.
    @jenniferbourn #WCOC Break It Up This isa Rebel that surrendered to us. Although he denies it, I believe there may be more of them, and I request permission to conduct a further search of the area. He was armed only with this. Good work, Commander. Leave us. Conduct your search and bring his companions to me. Yes, my Lord. The Emperor has been expecting you. I know, father. • So, you have accepted the truth. • I’ve accepted the truth that you were once Anakin Skywalker • That name no longer has any meaning for me. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished, my friend. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. Move him into position. Put him in.
  • 50.
    @jenniferbourn #WCOC Use Color This is aRebel that surrendered to us. Although he denies it, I believe there may be more of them, and I request permission to conduct a further search of the area. He was armed only with this. Good work, Commander. Leave us. Conduct your search and bring his companions to me. Yes, my Lord. The Emperor has been expecting you. I know, father. • So, you have accepted the truth. • I’ve accepted the truth that you were once Anakin Skywalker • That name no longer has any meaning for me. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished, my friend. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. Move him into position. Put him in.
  • 51.
    @jenniferbourn #WCOC Spacing Matters What isthy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die. What is thy bidding, my Master? Send the fleet to the far side of Endor. There it will stay until called for. What of the reports of the Rebel fleet massing near Sullust? It is of no concern. Soon the Rebellion will be crushed and young Skywalker will be one of us! Your work here is finished. Go out to the command ship and await my orders. Yes, my Master. Threepio, you tell that slimy piece of worm-ridden filth he’ll get no such pleasure from us. Right? Jabba! This is your last chance. Free us or die.
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    @jenniferbourn #WCOC Type And Brand ConsistencyIs Key Consistency builds recognition and trust Resist Boredom Design needs time to gain traction
  • 54.
    @jenniferbourn #WCOC Type And Brand OfficialBrand Typeface(s) Select 1-2 typefaces to represent your brand One Accent Typeface Select an accent typeface for visual interest
  • 55.
    @jenniferbourn #WCOC Clear Is Better ThanClever Clear Is Better Than Cute
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    @jenniferbourn #WCOC Sans Serif Sans Serif SansSerif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif Sans Serif SansSerif
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