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typography

Why are we here? In this class, we will study typography. Which is everywhere! And everyone can
benefit, in useful, practical terms, from learning about type. We will focus on
normative typography, but touch on expressive typography.

This semester I’m using a new book. It’s a smart and somewhat exhaustive book,
but ultimately an understandable and useful book. At least I hope you’ll find
it such. However, it’s dated 2007 and therefore some of the discussion on web
typography is already out of date. We will not be formally covering chapters 8–10,
but you’re welcome to explore them on your own, perhaps when the course is over. I
recommend keeping this book for further reference, especially for design majors.

We will study the origin & history & evolution of letters and how we string them
together to form words, sentences, paragraphs…
Which in turn, as designers, we use to form:
logotypes • advertisements • announcements • posters • brochures •
publications • packaging • labeling • magazines • books • signs •
movie title sequences • websites • interactive kiosks • etc

Typography is the visual form of our language and we use it to communicate and
share ideas:
advertise • entice • inform • persuade • pontificate • soothe •
entertain • empathize • tease • inspire • educate

This course will not be an exhaustive survey of graphic design & printing history.
There’s another course and myriad books for that. (Meggs, Heller)

Instead, we will look briefly at pivotal typographic events, people, and movements in a
discussion that will serve to inform our explorations into the elements of design—
of which type is the single most important—and the principles we use to combine
the elements for desired, purposeful, deliberate meaning.

We use the mechanical and the aesthetic to make these formations, these
connections. And generally we employ tried and true principles in how we choose to
form and create. (Rarely do we invent an entirely new and innovative approach.)

In this class, as a studio class, you will have projects—designs— to make. I do not
believe you can extract the most learning during these projects by focusing on type
alone. How can you build things with one element without acknowledging all the
elements? How can you put things together without acknowledging the principles
that guide how, where, and why you put them together as you do. You cannot.
Because even as we are studying type, we are studying design.

Now, some say that design is Art and that it is intuitively driven and inspired.
For some that may be true. But I believe that much of design can be taught. (And I’m
not talking about the software—that’s a given.) And that practice, while it may not
“make perfect,” it does beget improvement.

Notes  •  1  AVT 215 • B01 • MON/WED 4:30 – 8:00 PM in Art & Design Bldg. 1020
typography
The majority, probably vast majority, of designers are successful because of
education • training • hard work • hard thinking • research •
practice & revision • attention to detail • a spirit of discovery •
a willingness to think differently to solve problems.

So that is how we will begin.

Since many of you are learning about type for the first time, I ask everyone to please
follow these rules:

Do not stretch, skew, or otherwise distort the type you use.

Use only OpenType fonts (not TrueType, not PostScript) for this class.

Use only approved typefaces (list to be supplied).

Do not use the following under any circumstances:


Arial
Comic Sans
Times/New Roman

Normative typography vs. expressive typography is a constant balancing act for the
designer. This class will focus on the accepted conventions and time-worn rules. As
you learn them, you will be expected to follow them. See pages 89–90, and handouts
as supplied.

Notes  •  2  AVT 215 • B01 • MON/WED 4:30 – 8:00 PM in Art & Design Bldg. 1020
typography
Review/Critique Questions What is the overall impression this design generates?

Does form match content?

Does the design make you more interested in investigating, reading, and
experiencing the piece?

Does the design seem unified?

Do the elements relate? make sense?

Is the imagery compelling?

Is the type appropriate?

Is there consistency (in tone and style)?

Does the execution look professional?

READ http://www.aiga.org/content.cfm/guide-whatgoeson
http://www.jasonsantamaria.com/archive/2006/02/02/utl_2_critiquing.php
http://www.andyrutledge.com/criticism.php#fragment-4

Notes  •  3  AVT 215 • B01 • MON/WED 4:30 – 8:00 PM in Art & Design Bldg. 1020
typography
Mounting Instructions for projects If project sheet calls for mounting, mount as follows. Use a ruler and knife with
sharp blade. Be neat. Craft matters.

OPAQuE cOVER SHEET


[project]
roje
roject] (cANSON ART PAPER)

TRAcING PAPER OVERlAy

yOuR PROJEcT MOuNTED ON SuPERBlAcK® SINGlE-Ply BOARD

yOuR NAME
AVT 215
PROJEcT #
KERNS

yOuR NAME AND PROJEcT lABEl


ON THE OuTSIDE FRONT OF yOuR cOVER SHEET

THE BAcK OF yOuR BOARD,


SHOWING ATTAcHMENT OF
PROTEcTIVE cOVER SHEET

Notes  •  4  AVT 215 • B01 • MON/WED 4:30 – 8:00 PM in Art & Design Bldg. 1020
typography
The Elements Of Design The Principles Of Design

Take inventory of what is available to work with. The How the elements interact creates a sum greater than the
elements of design are the basic building blocks or parts. Principles of design are used to describe the visual
ingredients that are used in a composition. Not all elements effect or effects that are acheived in a composition or layout
are used in any one design. based on how the elements are arranged. The principles help
convey meaning. Successful employment of the principles
POINT lead to communicating the intended meaning. Again, not all
LINE principles will be at play in any one design.
PLANE
SHAPE BALANCE
FORM CONTRAST
COLOR TENSION
VALUE HARMONY
TEXTURE VARIETY
POSITIVE/NEGATIVE SPACE PROPORTION
IMAGE DIRECTION
TYPE RHYTHM
MOVEMENT
EMPHASIS
UNITY
REPETITION
PROXIMITY

The Tools Of Design

Do not mistake the use of tools for creativity or design.

COMPUTER, SCANNER, TABLET, CAMERA


SOFTWARE
PEN, PENCIL, PAINTBRUSH
LAYOUT, COLLAGE

compare to cuisine:
the elements are the ingredients: bulgar wheat, lemon juice, parsley, tomatoes, cinnamon, nutmeg, salt, pepper
the tools are what you use to prepare them and combine them: pan, knife, bowl, juicer, measuring spoons,
mixing spoons
the effect is what you get, or how it turns out: chewy, tart, refreshing, healthy
=
tabouleh

Notes  •  5  AVT 215 • B01 • MON/WED 4:30 – 8:00 PM in Art & Design Bldg. 1020

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