The document discusses the history and principles of typography. It covers the development of type technology from handwritten manuscripts to standardized printing. Key aspects of type vocabulary are explained, including the difference between serif and sans-serif fonts, text height, font styles, leading, and kerning. The main design principles for typography are defined as legibility, contrast, hierarchy, unity, alignment and other considerations. The conclusion emphasizes that modern typography has been shaped by technological history and that learning type design principles is like learning a new language.

1. TYPOGRAPHY
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2. OVERVIEW
• Type Technology
• Type Vocabulary
• Type Design Principles

3. TYPE TECHNOLOGY
• Books and other documents were
produced by hand for 1000s of
years before printing technology

4. TYPE TECHNOLOGY
• Books and other documents were
produced by hand for 1000s of
years before printing technology
• Handwritten lettering needed to be
standardized for mechanical presses

5. TYPE TECHNOLOGY
• Books and other documents were
produced by hand for 1000s of
years before printing technology
• Handwritten lettering needed to be
standardized for mechanical presses
• Today, we have a complex blend of
human and machine inspired type
designs

6. TYPE VOCABULARY
• Serif v. Sans-serif

7. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height

9. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles

10. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles

11. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles

12. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles
• Leading

14. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles
• Leading
• Kerning

16. DESIGN PRINCIPLES
• Legibility: How readable text is

21. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors

23. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance

26. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance
• Unity: cohesive internal logic

28. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance
• Unity: cohesive internal logic
• Alignment: how text is arranged

34. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance
• Unity: cohesive internal logic
• Alignment: how text is arranged
• Other

38. CONCLUSION
• Modern typography is influenced by
the history of technology

39. CONCLUSION
• Modern typography is influenced by
the history of technology
• Learning how to skillfully design
type is like learning a new language

40. CONCLUSION
• Modern typography is influenced by
the history of technology
• Learning how to skillfully design
type is like learning a new language
• You need to learn the rules before
you bend or break them!