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Typographic Design: Form and Communication, 7th Edition



Typographic Design: Form and Communication, 7th Edition

Rob Carter, Sandra Maxa, Mark Sanders, Philip B. Meggs, Ben Day

ISBN: 978-1-119-47735-8 December 2017 360 Pages

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The bestselling introduction to designing the written word

Typographic Design: Form & Communication is the definitive reference for graphic designers, providing a comprehensive introduction to the visual word. Done well, typopgraphy can communicate so much more than the words themselves. Typographic design determines how you feel about a message, the associations you make, and ultimately, the overall success of the communication. Typographic design extends from the page to the screen, and is a critical element of almost any graphic design project. This book provides essential guidance on everything related to type: from letterforms and negative space, to messaging, processes, and history, aspiring designers will find great utility in mastering these critical concepts.

This new seventh edition has been fully updated with new coverage of contemporary typography processes, updated case studies, and new examples from branding, print, web, motion, and more. On-screen typographic design concepts are discussed in greater detail, and the online supplemental materials include new flashcards, terminology and quizzes.

  • Understand design factors as they relate to type
  • Explore communication and typographic messaging
  • Learn how typography has evolved, and where it is headed
  • Adopt established approaches to designing with type

The irony of typographic design is that, when done well, it often goes unnoticed—but its impact on a project’s overall success is undeniable. Typography can make or break a page, can enhance or overpower an image, and can obscure a message or bring it into sharp focus. It is one of the most powerful tools in the graphic designer’s arsenal, and Typographic Design is the complete, practical introduction.

Foreword, Rob Carter viii

Introduction ix

1 The Evolution of Typography 1

From the origins of writing to Gutenberg’s invention of movable type 2

Typography from Gutenberg to the nineteenth century 7

The nineteenth century and the Industrial Revolution 12

Typography in the twentieth century 18

A new century and millennium begin 27

2 The Anatomy of Typography 33

Letterforms analyzed 34

The typographic font 37

Historical classification of typefaces 40

The type family 44

Typographic measurement 48

Measuring type on screen 51

3 Legibility 53

Basic principles of legibility 54

Typographic details 64

Legibility and digital typography 66

Rendering type on screen 68

Reading on screen 70

Selecting typefaces 71

Other legibility factors for on-screen typography 74

4 The Typographic Grid 77

Background 78

Structure and space 79

Proportion 80

The square 81

Single-column grids 83

Multicolumn grids 86

Modular grids 91

Improvisational structures 96

The grid and type on screen 97

5 Syntax and Communication 99

Typographic syntax 100

Typographic space 109

Visual hierarchy 112

ABA form 118

6 The Typographic Message 123

A multidimensional language 124

Verbal/visual equations 127

Function and expression 130

7 The Evolution of Typographic Technology 133

Hand composition 134

Machine composition 135

Phototypesetting 137

Digital typesetting 140

Digital typeface file formats 142

Screen-based typography 144

Generative typography 148

Hybrid typography 151

8 Typography in Time and Motion 153

Background 154

Using type in time-based media 157

How type changes and moves 161

Legibility factors 166

Expression 167

9 Case Studies in Typographic Design 169

Poster design: Integrating type and image 170

Book design: VAS: An Opera in Flatland 174

Type in motion: Process and presentation 178

Identity system: Exhibit Columbus 182

Information design: Bloomberg 186

Identity system: 17th Street Farmers’ Market 190

Interaction design: Helmut Schmid: Design Is Attitude 193

10 Typographic Design Education 195

Letter/digit configurations 196

Inventing sign systems 196

Comparative relationships: type and image 197

Sequential typographic forms in space 198

Unity of form and communication 199

Onomatopoeia in motion 200

Type chronology booklet 201

Typography in the browser 202

Typographic hierarchy 203

Calendar deconstruction 204

Experimental compositions with found typography 205

Directional poster: from your house to the university 206

Type, texture, tone and poetry 207

New York Times grid analysis 208

Type interface 209

Banknote design 210

Observing systems in our surroundings 211

Typographic cubes 212

Blending Latin and non-Latin typographic forms 212

Type and image in the third dimension 213

Typezine: my favorite typeface 214

Typeface design: mind/machine 215

Experimental typographic system 216

Expressive typography: form amplifies message 217

Type as metaphor 217

The book project: giving shape and voice to the typographic page 218

11 Typographic Design Process 219

A traditional model 220

Exploring typographic permutations 227

Exploring typographic transformation 232

Ludd: a typographic expedition 239

Composites 246

12 Type Specimens 251

Old Style 252

Garamond 254

Additional Old Style fonts 260

Sans serif 262

Franklin Gothic 264

Univers 270

Meta 276

Futura 282

Additional sans serif fonts 288

Transitional 290

Baskerville 292

Additional transitional fonts 298

Modern 300

Bauer Bodoni 302

Additional Modern fonts 308

Egyptian 310

Serifa 312

Additional Egyptian fonts 318

Selected Decorative fonts 320

Glossary 322

Bibliography 328

Credits 330

Index 334 Quiz and resource registration site Wiley Online Test Prep & Certification Products