1. Signographic: Drawn, painted and fabricated letterform Calligraphic: Freehand letters or art of beautiful writing Typographic: Letter character that has developed by some mechanical system Letterforms

3. Type Measurement A special scale known as Pica Scale is used for type measurement Unit of Pica Scale: Points and Picas 12 points = 1pica 6 pica or 72 pts. = 1 inch( approx.)

4. Type Measurement A type is measured by its body, not by its face. The body height is the only features that remains constant, faces are variable. To get the body height, draw the parallel lines , one from top of the ascender and another from bottom of the descender. By matching the specimen capital letter you can find that required size of type.

5. Font and Family ABCDEFGHIJKLMN OPQRSTUVW XYZ abcdefghijkl mnopqrstuvwxyz 123456789,.;:()&* %$#@ ABCDEFGHIJKLMN OPQRSTUVW XYZ abcdefghijkl mnopqrstuvwxyz 123456789,.;:()&* %$#@ ABCDEFGHIJKLMN OPQRSTUVW XYZ abcdefghijkl mnopqrstuvwxyz 123456789,.;:()&* %$#@ ABCDEFGHIJKLMNOPQRSTUVW XYZ abcdefghijklmnopqrstuvwxyz 123456789,.;:()&* % $ # @ 123456789,.;:()&* % $ # @ Font is formal term that includes all of the upper and lowercase letterform, numerals, punctuation, symbols, etc. that comprise a particular size, style and weight. A Family of type include all the variations of a type design in all sizes.

7. 2. Lineal (a) Square Serif: Uniform strokes within a letter with serif Family: Rockwell, Serifa (b) Sans serif: Even body without serif Family: Arial, Avant Garde Design Style of Faces

8. 3. Fancy (a) Decorative: Highly decorated faces not having clear cut characteristics Family: Gallia, Amelia (b) Novelty: Legible minimum decorative faces Family: Optima, Souvenir Design Style of Faces

9. 4. Handwritten (a) Script: Resembles calligraphy but mechanically developed. Mainly joint letters. Family: Brush, Commercial (b) Cursive: Separate letters handwritten style Family: Coronet, Legend Design Style of Faces

10. Family variations WEIGHT Light Medium Bold

11. Family variations WIDTH Normal Condensed Expanded

12. Family variations POSTURE Roman Italic