Typography TechniquesTypography Techniques ©2013 Aptech Limited All rights reserved No part ofthis book may be reproduced or copied in any form or by any means — graphic, electronic or ‘mechanical, including photocopying, recording, taping, or storing in information retrieval system or sent or transferred without the prior written permission of copyright owner Aptech Limited All trademarks acknowledged. APTECH LIMITED. Contact E-mail: ov-support@oniinevarsity.com Ezition 1 ~ 2013 Disclaimer: Arena Multimedia is registered Brand of Aptech LtPreface This book is designed to introduce the basic fundamentals of typography. It traces the evolution and covers various aspects of typography. It also helps understanding the scape and application in contemporary society. ‘The ARENA Design team has designed this course keeping in mind that motivation coupled with relevant training and ‘methodology can bring out the best. The team will be glad to receive your feedback, suggestions, and recommendations for improvernent of the book ARENA Design TeamTable of Contents Introduction to Typography History of Typography Evolution ‘Summary Exercise Expressions through Typography Expressive Typography Need for Expressive Typography Choosing a Typeface Tips to Select a Typeface ‘Summary Exercise ‘An Introduction to Type Family Classifications of Type Type Design Type Anatomy ‘Summary Exercise Iconography G Note: Note. KB auick Test : Quick TestSession 1 Introduction to Typography Learning Outcomes In this session, you will eam to: > Explain various forms of typography 1.1 History of Typography 4.1.1 The Origin of the Typographic Forms Written words are accepted as a primary method of communication in our culture, ts primary elements, the characters ofthe moder alphabet, were once quta literal symbols of everyday objects which were gradually abstracted to the letters of the alphabet. Cave paintings, dating as far back as 20,000 B.C. ae the frst evidence of recorded pictures, tue wren communication is thought to have been developed some 17,000 years later by the Sumerians, around 3500 B.C. Sumerians created ‘cuneiform. Refer to Figure 1.1 1.1.2 Pictograms Figure 1.4: Cuneiform Sumerians recorded and records preserved stories by using simple drawings of Image Courtesy: http:/ww. everyday objects, called Pictograms, A Pictogram is: dosigningwithtype.comitems/ also known as Pictograph ecmeS cca, an ideogram that conveys meaning through pictorial resemblance toa physical object. > often used in witing and graphic systems where characters toa great extent are pictorial in appearance Pictures began representing as they were, Pictographs, and eventually certain pictures represented concept or an idea, Ideographs, and finally to represent sounds that are Phonograms. Early written symbols were based on > Pictographs (pictures which resemble what they signi). Ideograms (symbols which represent ideas), ‘Ancient Sumerian, Egyptian, and Chinese civilizations began to use such symbols over, developing them int logographic wring systems. Pictographs are stil used as @ medium of writen communication in some nor-iterate cultures in ‘Africa, Oceania, and The Americas. Most contemporary cultures use pictographs as simple, pictorial, or representational symbols, Refer to Figure 1.2 Figure 1.2: Pictograms1.1.3 Ideograms Need to communicate complex concepts was experienced during advanced civilization. By 3100 B.C. Egyptian hleroglyphics incorporated Ideograms symbols representing ideas or thoughts. Thus, allowing abstract concepts to be more expressive as compared to piclograms. Refer to Figure 1.3 for examples of Ideograms. In today's world, the Roman numerals are considered to contain ideograms. ca|/4/S/¥]¢4 Y ||| WT] 4 st] d | 2] Sl ge A} { ps] Bt] y ww] ff] = fy Figure 1.3: ldeograms 1.4.4 Phonograms ‘Symbols for spoken sounds, called Phonograms had been developed by Phoenicians around 1600 B.C. A symbol or character, as a phonetic alphabet, represents a phoneme or a word in speech. For example, symbol for ox, called aleph, was used to represent the spoken sound beth and 'A, their symbol for house, represented the sound ‘8’. Along with sounds, phonograms could also represent words. Refer to Figures 1.4 and 1.5. KIVAAY=A] [Ey asia ety647F| |)? o7hPdwx He ie x = fe 2 ~~ ° ate Figure 1.4: Phonograms Figure 1.5: Spoken sounds Image Courtesy: www.thedsite.com/ Image Courtesy: Ikwingingit. blogspot. designstut/designitypo-history.htm#top in/2010/03/alphabet htmi1.1.5 Alphabets ‘The history of alphabet began in ancient Egypt. By 27th century BC, Egyptian writing had a set of nearly 24 hieroglyphs, which are called unilateral. represented syllables that begin with a single consonant of their language and a vowel (or ‘no vowel) to be supplied by the native speaker. Alphabet is generally credited to the Phoenicians for developing the first true alphabet— a set of symbols representing spoken sounds, that could be combined to represent a spoken language. Predominantly, a seafaring merchant society traded with several cultures, spreading their alphabet throughout the Western world. Around 1,000 B.C. the Greoks adapted the Phoenician alphabet. The Greeks developed the art of handwriting in several styles. Refer to Figure 1.6. Pictograms evolved into the letters of the alphabet VF AA Early symbol for “ox” Phoenician “aleph” Greek "A" Roman “A” Figure 1.6: Alphabets Image Courtesy: http://graphicdesign.spokanefalls.edurtutorials/process/type_basics/history.htm Bare ‘The word ‘Alphabet’ arrives from the Greek letters alpha and beta. ‘Tne Uppercase Alphabet tat we know today, were developed severalhundredyearslaterbytheRomansusing | A Bf A E HO om yo Greek alphabet as a base, At of handwriting was refed, several dstnetve sives of letring used for difernt purposes was fashioned. Important ofc documents and manuscripts featured a rigid, and a formal script. By I AAD. 100, a fourshing book industy was developed by | ou the Romans. As Roman handwriting advanced, ower case letters and rough forms of punctuation were gradualy aided. The Phoeritian alphabet was based on tte | P ST princi that one eign denote ene spokon soured ee in I> fx eZ “Tl EN ix I< ‘The 23 letters from the Etruscans who based their language (on the Greek, was used by Romans to further develop the Figure 1.7: Phoenician alphabet alphabets. Letters ABEZHIKMNOTXY were kept intact, CDGLPRSV was remodeled and revived while two Phoenicians letters, F and Q, discarded by the Greeks were revived. The Z comes at the end of alphabets because for a while the Romans discarded it, but then brought it back when they thought it was indispensable. Serifs were the small fishing strokes given at the end of letters by the Romans. Roman letters highlight the first examples of thick and thin strokes. Refer to Figure 1.7 1,2 Evolution ‘Typography is an important part of visual communication as it conveys thoughts and information through human sight. Its history is presented here in chronological visual form on four timelines and the evolution is shown in the context of world events, architectural development, and art history. Tap the interactivity 1.1 and click the buttons for more details.al Interactivity 1.1: Timelines of evolution 1.2.1 Evolution of Typography From the origin for writing til date, typography has been through various stages. Evolution of typography can be depicted in four stages. They are as follows: > v vv From the origins of writing to Gutenberg's invention of movable type: 3150 B.C.-A.D.1450 ‘Typography from Gutenberg's invention of movable type tothe nineteenth century: A.D, 1450-1600 ‘Typography in the nineteenth century and Industrial Revolution: A.D. 1800-1699 “Typngraphy in the twantiath century 1990-7000 Tap the interactivity 1 2 and aliok the hutinns for ‘more details. Evolution of typographyBlaster res 1. Sumerians recorded and records preserved stories by using simple drawings of everyday objects, called Ideograms _\Phonograms | )Pictograms | Alphabets 2, The word ‘Alphabet’ comes from the Greek letters and ‘Alpha, Gamma |) Beta, Gamma _) Alpha, Beta _) Alpha, Sigma 1.2.2 Experimental Typography Itis defined as the unconventional and more artistic approach to setting type. Francis Picabla was a Dada founder inthe early 20th century. David Carson is usually associated with thie movement, mainly for his work in Ray Gun magazine in the 1990s. An uproar was raised among the design community due to his abandonment of standards in typesetting practices, layout, and design. Emphasis on communicating emotion, rather than legibly was placed by Experimental ‘typography. = Scope ‘The practice and study of typography is very broad in contemporary use. It covers all aspects of letter design and application. These include: > Typesetting and type design > Handwriting and calligraphy Graft Inscriptional and architectural lettering Poster design and other large scale lettering such as signage and billboards Business communications and promotional collateral Advertising ‘Word marks and typographic logos (logotypes) Apparel (clothing) Labels on maps Vehicle instrument panels > Kinetic typography in motion picture films and television ‘As a component of industrial design—type on household appliances, pens and wristwatches, for example v vy ‘As a component in modern poetry (see, for example, the poetry of E. E. Cummings) Due to digitization, typography has spread to a wider range of applications, appearing on Web pages, LCD mobile phone screens, and hand-held video games. Typographers have coin the phrase ‘Type is everywhere’, due to its ubiquity nature. 1.3 Summary In this session, Introduction to Typography, you learned that: > Cave paintings, dating as far back as 20,000 B.C. are the fist evidence of recorded pictures. > Pictogram is often used in writing and graphic systems where characters to a considerable extent are pictorial in appearance. Ideograms symbols represented abstract ideas and concepts than literal pictograms. v Phonograms are symbols for spoken sounds. > The Uppercase Alphabet that we know today, were developed several hundred years later by the Romans using Greek alphabet as a base. Evolution of typography occurred in four different stages.Experimental typography is an unconventional and more artistic approach to setting type. > Typographers have coin the phrase "Type is everywhere’, due to its ubiquity nature. 1.4 Exercise 1. A Pictogram is also known as Pctograph Te False 2. Which among the following areas are covered by typography with respect to various aspects letter design and application? ‘Typesetting Caligaphy Advertising Allof above 3 a designer, designed the fist Fat Face Robert Thome Vincent Figgins Wiliam Gaston Iv None of these 4. The history of he alphabet started in ancient Eqyot France Greece taly 5. Symbols or spoken sounds, called Phonograms Alphabet Pictograms Ideograms