Typography

Remind you of anything?👇🏼

With your elbow partner tell discuss why do you think when you were learning to write they used this type of paper? How would this image help you when you're creating a poster or illustration?

Font Families -

How many Font Families are there? Link
- Old Style
  - These fonts came from the Renaissance (way back in the 1400s–1600s). They were the first big change from the heavy, gothic-looking Blackletter fonts. They’re based on handwriting with a pen, so the letters have a natural, slanted look.
  - How to spot them:

Serifs look like little wedges, not flat blocks.
The middle part of letters (x-height) is shorter compared to modern fonts.
The thickness of the strokes leans at an angle (like it was written with a tilted pen).

- Serif Fonts
  - These are the oldest font styles, starting back in the late 1400s. The name comes from the little “feet” (tiny lines or decorations) at the top and bottom of letters. These started as brush strokes artists added to make letters look fancier.
  - Key things to know:
    - They always have those “feet” at the ends of letters.
    - They’re seen as more traditional and formal.
    - There are different types (like Old Style, Transitional, Clarendon, etc.).
    - Super common today—think of Times New Roman in books, essays, and some logos.
    - Brands that use serifs: Zara, Tiffany & Co., Abercrombie & Fitch.

- Sans Serif
  - “Sans” means without—so these fonts don’t have the little “feet” (serifs) on the letters. They first showed up in the 1800s but really blew up in popularity in the 1920s and 30s. One of the most famous ones is Helvetica, designed in Germany in the mid-1900s.
  - Key things to know:
    - No “feet” on the letters = super clean and simple.
    - Easy to read, modern-looking, and works well on screens.
    - Different styles exist, like Grotesque, Geometric, and Humanistic.
    - Pairs nicely with serif fonts for contrast.
    - Brands that use sans serif: LinkedIn, Calvin Klein, The Guardian.

- Slab Serif Fonts
  - These fonts are like the “muscle” version of regular serif fonts. They came around in the 1800s and are known for their big, blocky “feet” (serifs) that look like slabs.
  - Key things to know:
    - Serifs are thick and block-shaped instead of thin and fancy.
    - They look bold, strong, and attention-grabbing.
    - Can feel modern or even “typewriter-style,” depending on the design.
    - Work well for brands that want to look powerful and reliable.
    - Brands that use slab serif: Sony, Honda, Volvo.

- Script
  - Script fonts look like handwriting or cursive. They became really popular in the 1900s and are often used when brands want a more personal, stylish, or fancy feel.
  - Key things to know:
    - They’re based on handwriting and calligraphy.
    - Two main types:
      Formal scripts → very curly and fancy, with lots of “swashes” (decorative loops). Best used sparingly because they can be hard to read.
      Casual scripts → more chill and readable, still look handwritten but simpler.
      Good for logos or short words, but not for long paragraphs.
    - Brands that use script fonts: Coca-Cola, Instagram, Cadillac.

- Decorative
  - These fonts are all about standing out and being unique. They don’t follow the usual “rules” of type and are often designed for a very specific look or brand.
  - Key things to know:
    - Focused on style and personality, not on being super easy to read.
    - Best for short text, like titles, logos, or wordmarks—not for long paragraphs.
    - Can feel trendy or tied to a certain time, so sometimes they go out of style.
    - Great for grabbing attention and making a brand memorable.
    - Brands that use decorative fonts: Toys R’ Us, Lego, Fanta.

How to Pair the font families - link

Exercises:

Mastering the PENCIL tool

Download This Illustrator File and Open it up in Adobe Illustrator
Complete the entire video and worksheet. Turn in to teams.

Making your own font with Abbi Connick

Build Your Initials in your sketch book
Watch video and complete the assignment with the word BALANCE that she shows in this video.
Then go do this to your initials how you drew them in your sketch book.
Turn in the JPG or PDF version of your initials AND the BALANCE file you did.

Let's cheat the system a bit....

Open up illustrator
Follow along with his examples in this.
Then type your first name and using his tips, make your own font style with your name. Turn the final product of your name in to teams as a PDF or JPG.

Creative Lettering

Follow along with this video using his words that he types out etc,. This first part is practice.
1. No need to do the photo one he does at the end.
Then come up with a phrase, for example "live, laugh love" or "To be or not to be" or "under the weather" type of sayings. And use this system to make one the words in your phrase STAND OUT.
Turn your phrase in as JPG or PDF into teams.

Cap Height – The height of capital letters.
X-Height – The height of lowercase letters (like the “x”), not including ascenders/descenders.
Serif – Small decorative lines at the ends of letters.
Letter Spacing – The space between individual letters.
Baseline – The invisible line letters sit on.
Stem – The main vertical line of a letter.
Stroke – Any line that makes up part of a letter.
Ascender – The part of a lowercase letter that extends above the x-height (like in h or b).
Descender – The part of a lowercase letter that drops below the baseline (like in g or y).
Leading – The vertical space between lines of text.

Typography Anatomy Basics.pdf

AT HOME ASSIGNMENT:

Typography Exploration: Find 5 examples of typography used in real life (logos, ads, websites). Take a photo of each one. Then on a PowerPoint write a description for each example explaining WHY the choice of typography works for that specific design in a PowerPoint presentation.
One side of the presentation will have your photo of the (logo, ads, websites) and the other side of the PowerPoint will have your description.
Turn PowerPoint in on teams.

KERNING - LEADING - TRACKING

Play Kerning Game

Link to Game & Play it 5 times

Practice Lesson: Typography, Alignment, Kerning, Tracking, Leading

Download this file and complete assignment, turn into TEAMS: typography, alignment, kerning, tracking. Lesson copy.ai

BUSINESS CARDS-- THIS TIME FOR YOUR GRAPHIC DESIGN BUSINESS

Designs that Don't Suck

Video showing successfull designs. We will watch together in class and discuss.

Micro/Macro White space

Watch and discuss together in a group of 3 or 4 people.

EVIDENCE PROJECT #1

Make these to be towards YOUR own graphic design business, think of a name, think of the message you want to portray, etc,.

Create Your Own Business Card

For this project, we are only thinking about color and fonts (no logos or artwork....yet)

Include information: Name, contact info (phone number and email), skillset you offer (ex: designer). This is built to be a card for YOU.

Must Have's Checklist:

Sketch out 4 different ideas of logos, take a photo and turn them into teams.
- You'll design all 4 logos in Illustrator
Sketch out 4 different ideas of how your card can be laid out. Take a photo and turn them in.
- You will only make one final business card
Size of artboards: 2 x 3.5 inches
- Bleed needs to be 3MM on top, bottom, right, and left as well.
- Safety line (where you'll make a new rectangle in the size of W= 3.375 inches and H= 1.875, right click the new rectangle you created and click MAKE GUIDES)
Make 1 amazing business card and turn in to TEAMS.
Must use gridlines (take a screen shot to show evidence)

DO THESE 👇🏼

Do 2 tutorials below:

Evidence Project #2

Mixx Music Poster

Assests - Download

Must Have:

Make a collage/poster of some sort to convey the idea of a mix with the logo and tagline included.
One Final artwork 17 inches x 22 inches
Only use Approved Colors -- on document
Use combination of approved image(s) -- assets link above
Use of Logo -- Mixx logo
Use of Tagline "Level Up Your Mixx"
Make this your own, play with effects, play with micro and macro white space. Be sure to be balanced.

Link to fish photo: Click here to download fish

File for girl: Download the Photo Here

Link for font: https://www.dafont.com/the-bold-font.font

File for photo: Photo download here
DON'T WORRY ABOUT THE NOISY BACKGROUND LAYER IN THIS TUTORIAL!!!

EVIDENCE PROJECT #3

IT'S YOUR TURN TO BE CREATIVE --- YOU HAVE FREE REIGN

Key Requirements:

Concept Development:

- Select a theme or concept for the poster (e.g., event promotion, social issue, product advertisement).
- Develop a clear visual and conceptual narrative for your poster that reflects the chosen theme.
- Can have humor involved with it, but it needs to be understandable.

2. Design Elements:

- Typography: THIS IS A REQUIREMENT. Some kind of message needs to be on the poster. POSITIVE FOCUSED. Experiment with different fonts and typefaces. Ensure readability while exploring creative approaches (e.g., custom type, hand-lettering). Make sure it fits the theme of the poster.
- Color Palette: Use a cohesive color scheme that complements the theme and enhances the mood/message of the poster.
- Images/Illustrations: Integrate high-quality visuals (photography or illustrations) that align with the poster's theme.
- Composition: Apply principles like alignment, contrast, balance, and whitespace to create a visually engaging design.

3. Analyze Existing Posters:

Study famous movie, music, event, or social issue posters. Consider how these designs use typography, composition, and imagery to communicate their message effectively.
Look at posters from different periods and genres to see how design trends evolve. This will help you understand how cultural shifts and technological advancements influence visual storytelling.

4. Size and Format:

The final poster should be designed in a standard size (e.g., 17” x 22”) and exported in high-resolution formats suitable for both print and digital use (PDF, PNG, JPG).

5. Creativity and Innovation:

Encourage experimental approaches—whether that’s through abstract design, mixed media, or unconventional layouts.
The design should express creativity while effectively communicating the intended message.

6. Deliverables:

Final high-resolution poster file (print-ready version).
A brief design rationale (max 1 page) explaining the design choices and how they align with the poster's theme/message.

Evaluation Criteria:

Creativity and Originality – Unique and innovative design approach.
Technical Skill – Proficiency in design software and attention to detail.
Concept Execution – Clear communication of the chosen theme or message.
Aesthetic Appeal – Visual balance, harmony, and use of design principles.
Presentation – Professional presentation of the final design, including rationale.

Student Examples

Learning Target:

Students will explore the fundamentals of typography by creating original poster designs in Adobe Illustrator and developing a custom typeface, using layout, font anatomy, and visual hierarchy to communicate strong, clear messages through type.

Learning Intentions:

I will analyze the role of typography in visual communication and design.
I will explore font anatomy and terminology, including baseline, x-height, ascenders, descenders, serifs, and more.
I will create multiple poster layouts that experiment with different typographic styles, hierarchy, and message delivery.
I will develop my own custom letterforms to build a unique display font using Illustrator’s shape and pen tools.
I will experiment with kerning, leading, tracking, and alignment to improve readability and design flow.
I will use color, contrast, and scale to emphasize important information within a composition.
I will reflect on how typography choices—such as mood, tone, and font style—impact the viewer’s perception of a message.
I will refine and revise my work based on feedback and design principles.

Standards

Demonstrate the use of appropriate typography for various projects (GD2.3)
Demonstrate the ability to proofread and use technology in editing and correcting (GD8.1)
Identify the anatomical components and qualities of type (i.e., x-height, ascenders, descenders, counters, etc.) (GD2.3.1)
Apply and adjust formatting to type. (GD2.3.2)
Construct graphic works utilizing and manipulating type. (GD2.3.3)
Demonstrate knowledge of the history of typography. (GD2.3.4)
Demonstrate ability to proofread and edit various forms of copy for different audiences. (GD8.1.1)
Demonstrate knowledge of proofreaders’ marks. (GD8.1.2)
Demonstrate knowledge of electronic forms of editing and correcting. (GD8.1.3)
Identify the history of the graphic design field (GD1.1)
Demonstrating the appropriate use of industry terminology (GD1.2)
Identify the purpose, audience, and audience needs for preparing images. (ACA 1.1)
Identify and use common typographic adjustments to create contrast and hierarchy, and enhanced readability. (ACA 1.5b)
Add and manipulate text using appropriate typographic settings. (ACA 4.2)

Page updated

Google Sites

Report abuse