Shanto-Mariam University of Creative Technology

Assignment On:
The Basics of Typography

Module Title:
Typography-I
Module Code:
TYP 2102

Submitted To:
Salma Nur
Lecturer,
Department of Graphic Design & Multimedia

Submitted By:
Ratul Chanda
ID:193031047
4th Semester,
Department of Graphic Design & Multimedia

Submission Date:
24/12/2020
 ACKNOWLEDGEMENT

In performing my assignment, we had to take the help and

guideline of some respected persons, who deserve our greatest
gratitude. The completion of this assignment gives us much
Pleasure. I would like to show my gratitude Salma Nur, Lecturer,
Dept. Of Graphic Design & Multimedia, Shanto-Mariam
University of Creative Technology for giving us a good guideline
for assignment throughout numerous consultations. I would also
like to expand our deepest gratitude to all those who have
directly and indirectly guided us in writing this assignment.

SIGNETURE

Ratul Chanda
 The Basics of Typography

Task: 01. Definition of Typography.

Typography is the art and technique of arranging type to make written language legible,
readable, and appealing when displayed. The arrangement of type involves selecting typefaces,
point sizes, line lengths, line-spacing, and letter-spacing, and adjusting the space between pairs
of letters. Typography is so much more than just choosing beautiful font. Good typography will
establish a strong visual hierarchy, provide a graphic balance to the website, and set the
product’s overall tone. Typography should guide and inform your users, optimize readability
and accessibility, and ensure an excellent user experience.

Task: 02. How Latin Alphabet Evolution from Egyptian Hieroglyphics.

The Egyptian hieroglyphic script was one of the writing systems used by ancient Egyptians to
represent their language. Because of their pictorial elegance, Herodotus and other important
Greeks believed that Egyptian hieroglyphs were something sacred, so they referred to them as
‘holy writing’. Thus, the word hieroglyph comes from the Greek hiero ‘holy’ and glypho
‘writing’. In the ancient Egyptian language, hieroglyphs were called medu netjer, ‘the gods’
words’ as it was believed that writing was an invention of the gods.
The script was composed of three basic types of signs: logograms, representing words;
phonograms, representing sounds; and determinatives, placed at the end of the word to help
clarify its meaning. As a result, the number of signs used by the Egyptians was much higher
compared to alphabetical systems, with over a thousand different hieroglyphs in use initially
and later reduced to about 750 during the Middle Kingdom (2055-1650 BCE).
Like most ancient scripts, the origin of Egyptian hieroglyphs is poorly understood. There are,
however, several hypotheses that have been put forth. One of the most convincing views claims
that they derive from rock pictures produced by prehistoric hunting communities living in the
desert west of the Nile, who were apparently familiar with the concept of communicating by
means of visual imagery. Some of the motifs depicted on these rock images are also found on
pottery vessels of early Pre-dynastic cultures in Egypt. This is especially marked during the
Naqada II period (c. 3500-3200 BCE). The vessels were buried in tombs, and it is also in tombs
of the Naqada III/Dynasty 0 period (c. 3200-3000 BCE) that the earliest securely dated
examples of Egyptian hieroglyphs have been found.
In Abydos' cemetery U, tomb j, a member of the local elite was buried around 3100 BCE. He
was a wealthy man, probably a ruler, and he was buried with several goods, including hundreds
of jars, an ivory sceptre and other items. Many of these objects were looted and we know about
them due to the approximately 150 surviving labels, which contain the earliest known writing
in Egypt. During the Ptolemaic (332-30 BCE) and the Roman Period (30 BCE-395 CE) in
Egypt, Greek and Roman culture became increasingly influential. Towards the 2nd century
CE, Christianity started to displace some of the traditional Egyptian cults. Christianized
Egyptians developed the Coptic alphabet (an offshoot of the Greek uncial alphabet), the final
stage in the development of the Egyptian language, employed to represent their language.
Examples of the full 32-letter Coptic alphabet are recorded as early as the 2nd century CE. Its
use not only reflects the expansion of Christianity in Egypt but it also represents a major
cultural breakup: Coptic was the first alphabetic script used in the Egyptian language.
Eventually, Egyptian hieroglyphs were replaced by the Coptic script. Only a few signs from
the demotic script survived in the Coptic alphabet. The written language of the old gods
plunged into oblivion for nearly two millennia, until Champollion’s great discovery.
Task: 03. What is Type family? Explain with examples.
The different options available within a typeface, such as roman, bold and italic make up a type
family. Times new roman and Helvetica are example of type families. These families are
extremely useful because a designer can use just one or two within a project. But still have
wide variety of styles to choose from. This helps to achieve a consistent design.

Task: 04. What is difference between “Serif and Sans-serif” typefaces?

(Definition, characteristic, uses purpose and examples)

Difference between “Serif and Sans-serif”-

SL Serif SL Sans-serif
NO. NO.

1. A serif is a decorative line added to the 1. “Sans” means “without,” so a sans

beginning and end of a letter’s stem. serif font does not include any extra
strokes at the ends of the letters.

2. Serif fonts are easily readable at small 2. Sans-Serif fonts are not easily
body copy sizes. readable at small body copy sizes.

3. Serif fonts focus heavily on embracing 3. Sans-Serif fonts embrace simplicity

tradition and history and the feeling of being modern.

4. Print design and headlines on the web. 4. Web design and small blocks of text.

5. Sans-serifs are preferable for adult. 5. Sans-serifs are preferable for

children.

7. Examples: Times New Roman, 7. Examples: Arial, Helvetica and

Georgia, Palatino and Garamond. Tahoma.
Task: 05. Introduction to “Typeface Anatomy” with examples.

Task: 06. Basic information of on “Old Style & Transitional” Serif font
style.

The Old-Style Serif Font

Specific Objective: The Old-Style serif font.
Time Period: Late 15th - Mid 18th Century.
Name of Period: Renaissance Period.
Main Characteristics:
1. Minimal variation of thick and thin strokes.
2. Small coarse serif, often with Slightly concave bases serif
3. Small X-height.
4. Axis is 80-degree angle.
5. Lowercase ascenders taller than the height of capital letters.
6. Numerals have ascenders and descenders and vary in size.
7. Left-leaning axis or stress.
Examples of “Old Style Serif” font:

Four art works of Renaissance period with captions is given below:

Name of Artist: Giotto

Name of Artwork: Lamentation
Time Period: 1305–06
Name of Artist: Hugo Van der Goes
Name of Artwork: The Adoration of the Shepherds
Time Period: 1474–76

Name of Artist: Raphael

Name of Artwork: Saint Michael Overwhelming the Demon (The Small Saint Michael)
Time Period: 1505
Name of Artist: Michelangelo
Name of Artwork: The Creation of Adam
Time Period: 1508–12

The Transitional Serif Font

Specific Objective: The Transitional Serif Font.
Time Period: (Mid 18th - Start of 19th) Century
Name of Period: Baroque Period.
Main Characteristics:
1. A greater contrast between thick and thin stokes.
2. Wider, gracefully bracketed serifs with flat bases.
3. Larger x-height
4. Vertical stress in rounded strokes
5. The height of capitals matches that of ascenders.
6. Numerals are cap-height and consistent in size
7. The ends of many strokes are marked not by blunt but by ball terminals.

Examples of “The Transitional Serif” font:

Four art works of Baroque period with captions is given below:

Name of Artist: Giordano

Name of Artwork: The Creation of Man
Time Period: 1684-1686

Name of Artist: Velázquez

Name of Artwork: Philip IV in Brown and Silver
Time Period: 1632
Name of Artist: Francisco de Zurbarán
Name of Artwork: The Birth of the Virgin
Time Period: 1631-1640

Name of Artist: Charles Le Brun

Name of Artwork: The Conquest of Franche-Comté
Time Period: 17th century.