18. SOME DEFINITIONS
l visible form of language
l “idealized writing”
l standardizedA wide audience
l durableA spread of info
l equal parts art + craft
19. WHAT DOES
TYPOGRAPHY DO?
Big letters shout. Small letters
whisper. Serifs faces articulate.
Grunge fonts mumble and slur.
Scripts sing. Sans serifs speak
in clear tones.
20.
21. THERE IS MEANING
INHERENT IN
TYPOGRAPHIC FORM.
Type gives text a voice, a personality, a
“face.” Type is like an actor cast in a role.
Type is the link between a writer and
a reader.
24. A.K.A.
Font = 1 face, 1 size, 1 weight;
all the metal type in a drawer
of the typecase.
25. TECHNIQUE
If it’s larger, it’s not bolder.
If it’s bolder, it’s not larger.
If it’s in a color or all caps,
it’s not in a different face or
size or weight.