1. TYPOGRAPHY
(Captions for this video have been checked for accuracy; if you
identify an inaccurate caption please contact me…)

2. OVERVIEW
• Type Technology
• Type Vocabulary
• Type Design Principles

3. TYPE TECHNOLOGY
• Books and other documents were
produced by hand for 1000s of
years before printing technology

4. TYPE TECHNOLOGY
• Books and other documents were
produced by hand for 1000s of
years before printing technology
• Handwritten lettering needed to be
standardized for mechanical presses

5. TYPE TECHNOLOGY
• Books and other documents were
produced by hand for 1000s of
years before printing technology
• Handwritten lettering needed to be
standardized for mechanical presses
• Today, we have a complex blend of
human and machine inspired type
designs

6. TYPE VOCABULARY
• Serif v. Sans-serif

7. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height

9. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles

10. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles

11. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles

12. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles
• Leading

14. TYPE VOCABULARY
• Serif v. Sans-serif
• Text Height
• Font Styles
• Leading
• Kerning

16. DESIGN PRINCIPLES
• Legibility: How readable text is

21. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors

23. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance

26. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance
• Unity: cohesive internal logic

28. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance
• Unity: cohesive internal logic
• Alignment: how text is arranged

34. DESIGN PRINCIPLES
• Legibility: How readable text is
• Contrast: skillful use of different
fonts and colors
• Hierarchy: design placement
communicates importance
• Unity: cohesive internal logic
• Alignment: how text is arranged
• Other

38. CONCLUSION
• Modern typography is influenced by
the history of technology

39. CONCLUSION
• Modern typography is influenced by
the history of technology
• Learning how to skillfully design
type is like learning a new language

40. CONCLUSION
• Modern typography is influenced by
the history of technology
• Learning how to skillfully design
type is like learning a new language
• You need to learn the rules before
you bend or break them!