While most of us were not formally trained as graphic designers, we are increasingly asked to design professional proposals, ads, flyers, and presentations. This Society for Marketing Professional Services, Pacific Regional Conference session is for those who want to raise the heat on their graphic design skills. The molten core of great graphic design is typography. Type must look great in print and on screens. David Lecours is a professional graphic designer who taught Typography at UCLA. He share how to choose the right fonts, setting type to better create persuasive proposals, and slide design for sizzling presentation interviews.

1. Hot Typography
Igniting Fonts in Persuasive
Proposals and Presentations
D A V I D L E C O U R S o f L E C O U R S D E S I G N

3. Agenda
Why Typography Matters
Choosing Fonts
Setting Type
Type That Persuades
Going Further

4. Sharing = Caring
@davidlecours
#smpsprc

5. Format
Presentation / Stories
Participation / Dialogue
Notes / Slides

6. Resources
lecoursdesign.com/type

7. Why
Typography
Matters

8. You’re a
Graphic
Designer
Now

10. Clarity and
Professionalism

13. It’s not the best
idea that wins.
WHY

14. Typography
is Voice

16. Commodity?
Just Say No.
WHY

17. Customizing
Slide Decks
& Proposals
WHY

18. 3

19. LOGOS
ETHOS
PATHOS

20. Agenda
Why Typography Matters
Choosing Fonts
Setting Type
Type That Persuades
Going Further

21. Choosing
Fonts

22. Type
Classification

25. Serif
classic

27. Sans Serif
modern

29. Slab Serif
folksy

31. Script
fancy

34. Scriptcasual hand

36. PERIOD
time & place

37. NASAHandel Gothic
1920’s Paris
Braggadocio

38. Mixing
Type

45. HEADLINE
This is body copy that is meant to
be readable. This is body copy that is
meant to be readable. This is body
copy that is meant to be readable.

46. Where To
Buy Fonts

54. 10 Friends
Vitesse
Clarendon
Garamond
Avenir
Tarzana Wide
Interstate
Akzidenz Grotesk Extended
Bickham Script
Helvetica Neue
Museo Slab

55. 5 Enemies
Brush Script
Comic Sans
Arial
Lithos
Times New Roman

56. Agenda
Why Typography Matters
Choosing Fonts
Setting Type
Type That Persuades
Going Further

57. Setting Type
Top 10
Pro Tips

58. Use
Typographic
Rules

61. NASAHandel Gothic
1920’s Paris
Braggadocio

62. Use Multiple
Columns

65. Use a
Typographic
Grid

69. Headline
Attracts,
Body Copy
Doesn’t

71. One Space
After a
Period. Ok?

72. Inches = 12"
—vs.—
“Quotation”

73. Reverse Out
Sparingly.

74. If body copy, then this reversed out text is causes
eye fatigue. If body copy, then this reversed out
text is causes eye fatigue. If body copy, then this
reversed out text is causes eye fatigue. If body
copy, then this reversed out text is causes eye
fatigue.
If body copy, then this dark text on a light
background is easiest on the eyes. If body copy,
then this dark text on a light background is
easiest on the eyes. If body copy, then this dark
text on a light background is easiest on the eyes.

76. Rarely, is
Right
Justified.

78. L E T T E R S P A C E
L E T T E R S P A C E
n o t f o r l o w e r c a s e
don’t stretch H or V
Generous Leading
Improves Readability

79. Creating
Emphasis

80. You can
change it.

81. You
can change it.

82. You can
change it.

83. You can
change it.

84. You can
change it.

85. You can
change it.
JUST SAY NO

87. Agenda
Why Typography Matters
Choosing Fonts
Setting Type
Type That Persuades
Going Further

88. Type That
Persuades

89. Differentiation
WHY

90. “People that
tell stories rule
the world.”
–Plato
WHY

94. pms
spot
476
wg1
wg4
382
hex
#f0ecde
#83bb41
#4e3f3a
#bbbaaf
#d8d6c8
c m y k r g b
5 4 12 0 240 236 222
54 4 100 0 131 187 65
57 63 65 48 78 63 58
27 21 29 0
15 11 20 0
187 186 175
216 214 200
Obey the Logo Laws
Never stretch the logo. Never change the colors or font. Avoid shrinking the logo smaller than 1" wide.
the logo if using an .ai or .pdf file (for print). Use .jpg, .png for web or devices, .png has transparent background.
cmyk = cyan, magenta,
Used for print, also calle
rgb = red, green, blue u
hex = hexadecimal col
used to specify website
pms = pantone match
commercial printing w
wg = warm gray
COLORCOLOR
TYPOGRAPHY
TYPOGRAPHY
If words are the content, then typography is the voice used when communicating visually. The logotype is custom, ba
on Trade Gothic Bold, set in ALL CAPS. Fonts are available for purchase at adobe.com/type
STATIONERY
STATIONERY
Paper
Recommended
Neenah Classic Crest Smooth Avon Brilliant White
110# Cover for business cards
riting or 70# Text for letterhead, 2nd sheets, envel
Printer
Sir Speedy Printing rep: Alan
3517 Main Street, suite 303
Avenir 45 Book, Oblique
Trade Gothic Bold, Oblique
Museo Slab 900, Italic
10 pt. Book for body text, w/ 13 pt. leading
18 pt. or larger for Headlines
18 pt. or larger for Headlines

95. pms
2935*
115
296
LOGOLOGO
hex
#0055b8
#293145
#54b7bf
c m y k
r g b
100 46 0 0
0 85 184
85 75 48 47
41 49 69
84 183 191
Obey the Logo Laws
Never stretch the logo horizontally or vertically. Never change the colors or font. Avoid shrinking the logo smaller than .75" wide.
Only enlarge the logo if using an .ai or .pdf file. If a larger .png or .jpg file is needed, create it in Photoshop from the .ai file.
cmyk = cyan, magenta, yellow, bla
also called 4-color process, used fo
pms = pantone matching system f
commercial printing with pantone
for exact color matching. PMS 293
LSA blue, used in logo. cg3 = coo
rgb = red, green, blue used for o
lsa_logo_blue_rectangle.ai
lsa_logo_blue_rectangle.pdf
lsa_logo_blue_rectangle.png
lsa_logo_wht.ai
lsa_logo_wht.pdf
lsa_logo_wht.png
(background pattern does not print)
lsa_logo.ai
lsa_logo.pdf
lsa_logo.png
COLORCOLOR
TYPOGRAPHY
TYPOGRAPHY
If words are the content, then typography is the voice used when communicating in print or on screen. Proxima Nova is
used by the Marketing department for print materials and the website. Trebuchet MS is used for everyday communication
like email, .doc and .ppt. Trebuchet MS comes pre-loaded on most PCs.
Note: .ai files are set up for PMS printing, .pdf files are set up for CMYK printing, .png files are for web or devices.
Proxima Nova Regular, Proxima Nova Regular Italic
Proxima Nova Semi-Bold, Proxima Nova Semi-Bold Italic
Proxima Nova Black, Proxima Nova Black Italic
Trebuchet MS Regular, Trebuchet MS Italic
Trebuchet MS Bold, Trebuchet MS Bold Italic
P R I N T
S C R E E N

96. Trends in
Typography

107. A R C H I T E C T S
KIRKPATRICK

110. Web
Typography

117. Slide Deck
Typography

118. Less is More

120. SIGNAL
NOISE
NOISE
NOISE
NOISE
NOISE
NOISE
NOISE
NOISE
NOISE
NOISE
NOISE

121. SIGNAL

122. Dark Room

124. Light Room

125. Max. Contrast
Min. Contrast

126. Animate with
Moderation

127. Type Quality Control Cost
You Shoot ? Total Time
Royalty
Free
Good wysiwyg $
Rights
Managed
Better wysiwyg $$
Custom Best Partial $$$

128. Type Quality Control Cost
You Shoot ? Total Time
Royalty
Free
Good wysiwyg $
Rights
Managed
Better wysiwyg $$
Custom Best Partial $$$

134. •bullets
•kill

135. •bullets
•kill
•too many
•audiences

136. Agenda
Why Typography Matters
Choosing Fonts
Setting Type
Type That Persuades
Going Further

137. Going
Further

138. Web
Resources

145. Hot Typography
Igniting Fonts in Persuasive
Proposals and Presentations
D A V I D L E C O U R S o f L E C O U R S D E S I G N