Timothy

Samara
Timothy
Samara
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

Typography
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

Overview
Become familiar with the basics
Explore the intricacy of text-setting

Typography
Understand style-related issues
Appreciate type as visual material
Command type as information
 TIMOTHY SAMARA
Graphic design
fundamentals

Looking into
the type case
 TIMOTHY SAMARA
Graphic design
fundamentals

Looking into
the type case
Basics of form
and spacing
 TIMOTHY SAMARA
Graphic design
fundamentals

Main Stroke Shoulder Tittle

or Stem
Ascent Line
Cap Line
Ascender
Branch Shoulder
Mean Line

Crossbar Joint
Sidebearing Crotch
Bowl
Baseline
Body Cap-Height X-Height Terminal Counter Descender Joint

Descent Line

Shoulder Apex Crossbar

Serif

Eye Diagonal Arc or Arm

Counter Aperture Second

Arm
Story
Aperture Leg

Bowl

Tail Terminal Counters Notch Spur Counter Ligature

Ascender Cut Beak Thin Stroke

Ear
or Thin

Aperture
Vertex Eye

Arm
Joint

Return Spur Thick Stroke Tail Bowl or Swash

or Thick Loop
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

Mathematical spacing
TYPOGRAPHY
The art of designing
LIQUID
A
letters and text

Default spacing Default spacing

Optically normal spacing

LIQU I D
B

TYPOGRAPHY
Overly tight spacing The art of designing
letters and text

Overly loose spacing C Corrected spacing Corrected spacing

 TIMOTHY SAMARA
Graphic design
fundamentals

72

60

Display
48

36

30

24

18

14

12 Text
10

7
Caption
6
 TIMOTHY SAMARA
Graphic design
fundamentals

Light Regular Uniform Contrast Condensed Roman Italic 1 Serif and Sans Serif

Bold Black Contrast Extreme Medium Roman Italic 2 Period Classification

Contrast

Uppercase Lowercase Regular Bold Modulation Extended Reverse Oblique 3 Relative neutrality

Case Weight Contrast Width Posture Style

 TIMOTHY SAMARA
Graphic design
fundamentals

So many options,
so little time
 TIMOTHY SAMARA
Graphic design
fundamentals

So many options,
so little time
Choosing and
mixing styles
 TIMOTHY SAMARA
Graphic design
fundamentals

Serif details >>

Leg and joint shapes

X-Heights

Terminals

Curve axis

Oldstyle Transitional Modern Sans Serif Slab Serif Graphic

Neoclassical
TIMOTHY SAMARA
Graphic design
fundamentals

Stroke/Counter Ratio

x-height
 TIMOTHY SAMARA
Graphic design
fundamentals

Bowls, Shoulders, and Axes Apertures and Eyes Ascenders and Descenders
 TIMOTHY SAMARA
Graphic design
fundamentals

Joints and Stroke Formation Terminals, Serifs, Graphic Details

Branches and Spurs
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

RUNNING TEXT

PULL-QUOTE

CALLOUT

CAPTION [TITLE AND TEXT]

TITLING
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

Designed
to read
 TIMOTHY SAMARA
Graphic design
fundamentals

Designed
to read
Text-setting
mechanics
 TIMOTHY SAMARA
Graphic design
fundamentals

50

50

50

50

50

50

50

50

50

50

Think of the blank page
as alpine meadow, or as the
purity of undifferentiated
being. The typographer enters
this space and must change
it. The reader will enter it later,
to see what the typographer
has done there. The underlying
truth of the blank page must
be infringed, but it must
never altogether disappear.
Centered Axis
Think of the blank page as
alpine meadow, or as the
purity of undifferentiat-
ed being. The typogra-
pher enters this space and
must change it. The reader
will enter it later, to see what
the typographer has done
there. The underlying truth
of the blank page must be
infringed, but it must never
altogether disappear.
Justified
Think of the blank page
as alpine meadow, or as the
purity of undifferentiated
being. The typographer enters
this space and must change
it. The reader will enter it later,
to see what the typographer
has done there. The underlying
truth of the blank page must
be infringed, but it must
never altogether disappear.
Flush Left,
Ragged Right
TIMOTHY SAMARA
Graphic design
fundamentals
Think of the blank page
as alpine meadow, or as the
purity of undifferentiated
being. The typographer enters
this space and must change
it. The reader will enter it later,
to see what the typographer
has done there. The underlying
truth of the blank page must
be infringed, but it must
never altogether disappear.
Flush Right,
Ragged Left
TIMOTHY SAMARA
Graphic design
fundamentals

Think of the blank page

as alpine meadow, or as the
purity of undifferentiated
being. The typographer enters
this space and must change
it. The reader will enter it later,
to see what the typographer
has done there. The underlying
truth of the blank page must
be infringed, but it must
never altogether disappear.

Think of the blank page

as alpine meadow, or as the
purity of undifferentiated
being. The typographer enters
this space and must change
it. The reader will enter it later,
to see what the typographer
has done there. The underlying
truth of the blank page must
be infringed, but it must
never altogether disappear.
 TIMOTHY SAMARA
Graphic design
fundamentals

Good rag Bad rags

 TIMOTHY SAMARA
Graphic design
fundamentals

(
-

Well-justified Poorly-justified
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

One-Em Indent Full Leaded Return No Return: Multiple-Line Deep Indent Full Return: Dingbat Divider

Deep Indent Proportional Leaded Return Ascending Cap: Full Return Full Return: Rule Divider

Indent with Graphical Embellishment Bold Subhead: Full Return Drop Cap: Full Return

Hanging Indent Lead Line: Style Change Proportional Return: Reversed Lead Line
 TIMOTHY SAMARA
Graphic design
fundamentals

The texture of
language
 TIMOTHY SAMARA
Graphic design
fundamentals

The texture of
language
Type’s visual
qualities
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

When visual
equals verbal
 TIMOTHY SAMARA
Graphic design
fundamentals

When visual
equals verbal
Commanding
information
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

Change in Size Change in Weight Change in Alignment Change in Orientation Change in Background Contrast

Strategies for
creating a hierarchy

Change in Rhythm Change in Spacing Change in Width or Posture Change in Gray Value
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

Headline Headline
46 points 35.25 points

Deck or callout
Deck or callout 20 points
23 points

Running text Running text

11.5 points 11.5 points
TIMOTHY SAMARA
Graphic design
fundamentals
TIMOTHY SAMARA
Graphic design
fundamentals
 TIMOTHY SAMARA
Graphic design
fundamentals

THE
PLANE
TS THE
PLANE