2. Learning Outcome:
After completing this chapter, students will be able to:
1. Explain what is typography and identify it’s Character
2. Enumerate and gain understanding about the functions of typography in art and design
3. Evaluate and understand type of typography
4. Explore the invention and development of typefaces from the age of Palaeolithic till Roman
Empire
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1.1. What is typography
Typography is the art and technique of arranging type, type design, and modifying type glyphs. Type
glyphs are created and modified using a variety of illustration techniques.
The arrangement of type involves the selection of typefaces, point size, line length, leading (line
spacing), adjusting the spaces between groups of letters (tracking) and adjusting the space
between pairs of letters (kerning).
Typography is performed by typesetters, compositors, typographers, graphic designers, art directors,
comic book artists, graffiti artists, and clerical workers.
Type Design
Modifying type glyphs
3. Graffiti
Typography is not a fine art.
The typographer exists not to express his own design preferences, his own aesthetic needs, but to
provide a useful (because usable) connection between someone with something to say and someone
to say it to.
1.2. WHERE TYPE IS USE?
Type is everywhere. It is on almost everything we buy, on the pages of books and magazine,
on walls, floors and street signs.
As the examples here demonstrate, the are many typeface varieties and each possesses a
distinct personality.
Some typefaces are formal and convey a sense of authority, while others are more relaxed
and appear to be less structured.
Typeface usage can therefore tell a reader as much about the originator of the
communication as the message itself.
4. 1.3. FUNCTIONS OF TYPOGRAPHY
Current typographic functions can be divided into the following categories:
1.3.1 Art/Autonomous typography
In this case typography is mainly used for aesthetic purposes. The individual style and
expression of the designer is often more important than the text.
5. 1.3.2 Communication typography
Impression typography
The main function of impression type is to get people to read. In this case form can also be more
important than legibility. But it does have a specific function: attract attention.
* Legibility Suitability is how fast the character can be identified.
Information typography
Often called 'book typography'. This is the kind of typography that is usually very subtle and its
highest priority is legibility. It often involves high quantities of text.
6. Interactive/navigational
There are many ways to represent interactive type. Besides legibility, usability is introduced as
an extension of typography. Navigational typography has several functions:
It tells the user where he/she is in relation to the rest of the content
It tells the user where to go and how to get somewhere
It provides direct feedback to accentuate interaction
It accurately represents the content through language and aesthetics
1.4 TYPE OF TYPOGRAPHY
1.4.1 Display typography
Typography is a potent element in graphic design, where there is less concern for readability and
more potential for using type in an artistic manner.
7. Type is combined with negative space, graphic elements and pictures, forming relationships and
dialog between words and images.
Color and size of type elements are much more prevalent than in text typography.
Most display typography exploits type at larger sizes, where the details of letter design are
magnified.
Color is used for its emotional effect in conveying the tone and nature of subject matter.
Display typography encompasses posters; book covers; typographic logos and word marks
billboards; packaging; on-product typography; calligraphy; *graffiti; inscriptional & architectural
lettering; poster design and other large scale lettering signage; business communications &
promotional collateral; advertising; word marks & typographic logos (logotypes) and kinetic
typography in motion pictures and television; vending machine displays; online & computer
screen displays.
Book covers (Display Typography)
1.4.2 Advertising Typography
Typography has long been a vital part of promotional material and advertising.
Designers often use typography to set a theme and mood in an advertisement; for example using
bold, large text to convey a particular message to the reader.
Type is often used to draw attention to a particular advertisement, combined with efficient use of
color, shapes and images.
Today, typography in advertising often reflects a company's brand. Fonts used in
advertisements convey different messages to the reader; classical fonts are for a strong
personality, while more modern fonts are for a cleaner, neutral look.
8. A print advertisement from a 1913 issue of National Geographic
Examples of Advertising Typography
1.4.3 Newspapers, magazines, and periodicals
Typography is used in all newspapers, magazines and periodicals.
Headlines are often set in larger type to attract attention and are placed near the masthead.
For example, BERITA HARIAN uses a bold, colourful and comparatively modern style through
their use of different fonts and colors; type sizes vary widely, and the newspaper name is placed
on a coloured background.
13. LAB ACTIVITY
Activity : Create Character and Object from Type
Software: Adobe Illustrator
STEP 1
Open the adobe Illustrator Cs4 and set the document to A4 size, landscape orientation
STEP 2
Select on Type tool and start type any words on the artboard
STEP 3
Use your creativity in choosing the typeface that is going to be used in your character. You can
use different type of typefaces based on your character.
14. STEP 4
To get a good composition you have to use this tool to rotate, scale up, scale down and change
the position at typeface.
STEP 5
In the character number 3 from Garamond have been used to produce the body of a car.
STEP 6
Try different types of composition to find a good layout and apparent.
15. STEP 7
After all the chosen type combined, we can look at the character in detail.
Examples:
16. Assignment
Task: Create 3 Characters and 3 Objects from the Type. You can use A-Z, 0-9
and others symbols.
Requirements:
1. Size = A4 size. (Display all characters and objects in one page)
2. Black and White or Colour
3. Label the items ( Ex: Cars/Bicycle/Boys/Girls)
4. Use Adobe Illustrator to complete the task
5. Print and save your artwork into your portfolio.
6. Submit After Practical Class
Criteria:
Idea development (by using the sources creatively) [ 5 Marks ]
Good alignment and balance [ 5 Marks ]
Presentation show the High quality (have market value) [ 5 Marks ]
Message delivery (visual show the message clearly) [ 5 Marks ]
Clean finishing [ 5 Marks ]
TOTAL = 25 MARKS
NOTES: This Assignment is one part of Assignment 1 (A1). This assignment will
complete after student submit all the parts in Assignments 1.
