Molly Parker

US 27669 V1

Demonstarting advanced knowledge of typography

and design a logo type for digital printing
EXERCISE 1

Sans Serif - Roboto

- Sans Serif has no serifs
- Sans Serif is typically monoweight which means there is little to no contrast between thick and thin
lines
- Roman/regular

Serif - Lora
- Moderate to high contrast
- There are upturned terminals
- Roman/regualr
- Has slab serifs as they are equal or a heavier weight to the main stroke.

Slab Serif - Hepta Slab

- The serifs are horizontal and thick
- There is very little contrast between thick and thin
- The letters appear to be extended

Blackletter Script - UnifrakturMaguntia

- There are dramatic differences between thick and thin strokes
- There are thin diagonal serifs
- Larger x-height

Formal Script - Alex Brush

- The tails are connecting
- There are exaggerated flourishes
- Cursive

- Messy and dirty feel

- Thin Serifs
- Moderate contrast between thick and thin lines

Decorative (other) - Ewert

- Thick Serifs
- Little to no Contrast between thick and thin lines
- The text is inverted with white on the inside and black outlining the letters.

Italic - PT Serif
- Slanted text
- Thin serifs
- Moderate contrast between thick and thin lines
EXERCISE 2

Serif - Lora
- Square/Slab serifs
- Bold Line weight
- Regular character proportion
- Moderate contrast between thick and thin lines
- Tittle is higher than X-height, it is at cap height.

Sans Serif - Arial

- No serifs
- No contrast between thick and thin lines
- Regular character proportion
- Tittle at cap height

- High contrast between thick and thin lines

- The tails of letters are connecting
- Small counters
- Tails are exaggerated
- Tittle is at X-height

EXERCISE 3
Pica - Pica is a specific measurement that is used for measuring type. Pica is a larger unit of
measurement than point. 6 picas is equal to 1 inch which is also equal to 72 points.

Point - Point is a larger unit of measurement than Pica. Point is the base unit for measuring type and
will generally be used to measure type size and leading.

X-height - The x-height is the height of all the lowercase letters not including descenders or
ascenders. If a typeface has a taller x-height it will generally be easier to read in a small size because
of the extra white space in the letters.
EXERCISE 4
i) The type of typeface used can effect the readability of the paragraph. Typically the body of a
paragraph will be sans serif or serif as it is easier to read because the letters can be easily
desiphered as we are reading them, rather than something like cursive which will make it harder to
read. Of course you can use a different font for the body but you might have to forgo the readability of
the text.

This text should be easier to read as it is clean and straight.

This text isn’t easier to read as it is cursive and loses readability. - Cursive font is slightly harder to
read compared to the sans serif
above.
ii) If the leading is too tight it can appear too heavy for the reader but if the leading is very loose then
the paragraph will appear weak. In both scenarios the text will loose some of its readability as the text
is hard to follow.
The leading of text will depend on the line length. Typically if you have longer lines you will want to
have a looser leading. The leading will help the reader flow through the text a lot easier if done
correctly.

Tight Leading

Appropriate Leading

iii) We read blocks of text in a series of phrases this means that the spaces between words cant be
too big as it will effect the readability of the text. Large spaces between words will break up the text
ruining the flow of the passage. The kerning and tracking needs to be consistent as inconsistent
tracking and kerning which make the text harder to read. If the kerning and tracking is too little then
we wont be able to make out the letters.

iv) The size of the text is important because if the text is too small the reader will have to strain their
eyes to read it and if the text is too big the reader will struggle to follow the flow of the text. The best
size of text really depends on the target audience, but 12pt is good for a standard A4 page and 9-10
pt is good for a two collum article.
v) From a normal reading distance the eyes can focus of a line of text which is around 7cm wide. If
the line of text is any longer that the head will have to move sligthly which strains the eyes. Smaller
lines of text will break up words/phrases which makes the text harder to read.

vi) Justification of text is when the text aligns with with both the left and the right margin. When text is
justified words and/or characters will be increased/decreased so the text will line up on each side.
The clean edges are considered more formal but can also effect the readability as it can create large
uneven gaps in between words.

vii) Using capital letters and lower case letters is important as we dont need to read every letter of a
word to decipher it. Using all capital letters effects the readability of the text as normally lower case
letter will have ascenders and descenders to help us decipher the letters, but when using all capitals
will typically have the same height meaning we arent able to decipher them as easily. All capital
letters is good for text when it is something you want to make stand out or fit into a box.

viii) Margins and gutters are important as it creates white space. This white space makes it easier for
the eye to move from one line to the next. If the margins are tight it will make the page appear
cramped but if the margins are uneven it will effect the balance of a page layout.

ix) When using colour with text you will want to pick colours with the highest contrast. If there isn’t
enough contrats between the text and the background then the text will be hard to read or completely
unreadable. If the background is a dark colour a light colour will want to be used in return.

x) The x-height of a type face will also effect the readability. A larger x-height allows distinguishing
features of the lowercase letter to be easily recognised. If the x-height is too big then the extenders in
the body of text lack contrast which makes it harder to decipher certain letters. Type faces with small-
er x-height are normally saved for larger projects where the enlarged size of the text will compensate
for the lack of x-height.

Larger x-height Smaller x-height

EXERCISE 5
Hieroglyphics first appeared around 3000BC. They were painted onto plaster and then carved. This
really influenced the style as they wouldn’t be able to create the intricate typefaces we know today
using that method.

Around 3500BC there was a simplified version of hieroglyphics called hieratic script. This was used
for official documents and was created using ink and a reed brush. Hieratic script crossed over with
the creation of cuneiform. It has a very distinctive wedge shape which was created with the edge of a
reed brushwhen it’s pushed into wet clay.

In 27 BC-476 AD in the roman empire, text was painted onto columns and then carved out using a
chisel. This way of ‘writing’ created serifs. The serifs were created when the sharp edge of the chisel
slightly stuck out from the edge of the stem. Because of the classical style of type, this font is typically
used for official documents. The original roman script only used capital letters

Around 600AD the smooth surfaces and parchments allowed for cursive scripts. This included the
use of flourishes, ascenders, descenders, and overlapping characters.

From 715-800 AD lowercase letters were being used by monks when they would write their scriptures.
Using the ends of feathers cut at an angle their calligraphy would often include images. Around 800
AD a more simplified version had evolved by monks copying the text of another until they had a
distinct style.

In 1470, when blackletter was the standard typeface used, Nicolas Jenson solved this issue of the
text taking up a lot of space on the page, when he realised that smaller letter forms would allow for
more text to be fit onto a page and also it would result in quicker set up time.
He was the one to create the first Roman typeface. This typeface was the basis for many modern
fonts like Centaur created on 1914 and also Adobe Jenson, created in 1996.
EXERCISE 6

Garamond
Garamond is the name that is given to a group of old-style typefaces that have descended from the
letters designed by Claude Garamond in the 16th century and by Jean Jannon in the seventeenth
century. Similar to a lot of old style type faces it visually mimicks calligraphy, more specifically the
handwriting of scribes and scholars. Claude Garamond designed his first type face based on the 15th
century scholar and humanist, Aldus Manutius. When Claude Garamond died his letter punches were
sold and his typefaces were then scattered around Europe.

In the early 19th century many type foundries started to create their own versions of Garamond, like
American Type Founders created ATF Garamond in 1919. In 1921 Frederic Goudy an American type
designer created Garamont. The revival of Garamod hapoened in Europe as well as America. As the
world was developing in type technology so was Garamond.

In 1925 Stempel Garamond was created by Stempel Type Foundry in Germany. It was released
through linotype to many other countries. Once it was released it remained one of the most frequently
used fonts.

In 1946 Sabon was created by Jan Tschichold, a graphic designer and typographer. It is one of the
Garamond typefaces that doesnt include ‘Garamond’ in the name. Sabon was created because
Tschichold wanted a font that could be set by hand, monotype or linotype machines and still look the
same.

In 1975 ITC Garamond was designed by Tony Stan who worked at the Internal Type Corporation. The
typeface was quite different to the 16th century Garamond with a very high x-height. In 1984 it was
adopted as Apple Garamond with adjustments being made. Apple Garamond was used on their
packaging and in different advertisements until 2002 when the official Apple font was changed to
Myriad.

In 1989 Adobe Garamond was created by Robert Slimbach who is an in house type designer at
Adobe.He created the roman type fonts and also italics, but both are from different inspirations. The
roman type is based off of the 16th century typeface by Claude Garamond while the italics were
based of the tyoefaces of Robert Granjon who was a 16th century type designer.

Garamond is one of the timesless fonts it has evolved into various versions and now Garamond is a
given name to old style typefaces. The different versions of Garamond all share similar characteristics
of the original. Garamond remains one of the most famous old style typefaces being first used in
foundry type, then machine set type, photo type and now in digital form.

EXERCISE 7
Screens (computers, phones, tablets etc.) - As screens produce images using pixels the need for san
serif typeafces arose as its easier to create straight fonts out of pixels.

As the popularity for the internet has risen the popularity of certain typefaces can rise and fall rapidly.
The overuse of a certain font can cause for the popularity to go down becasue people are tired of
using/seeing it. But if a popular brand uses a certain font in one of its campaign the popularity for that
font can rise drastically.
Video - During films and videos it best to use a very legible font as the text can be going at a very fast
pace. A script font wouldn’t be suitable as it takes a bit longer to process the words that are moving
across the screen. As there are a lot of age brackets that use subtitles for various reasons, the text will
want to be large enough for everyone to be able to read the text.

EXERCISE 8

Disney uses a fun and swirly font to appeal to its younger target audience. The swirly type of font
shows that the brand is fun and playful. A sharp and straight font wouldnt suit this sort of brand as it
would appear too serious and not child friendly.
The font used is also very welcoming and draws the viewer in rather than a serif font could make the
brand appear cold and serious. The logo is also very well know and distingushable in the sea of logos

The Jeep logo uses a straight bold san serif font. This evokes a feeling that the brand is reliable,
dursble and trustworthy. Those are things you will want to be feeling when buying and deciding to
buy a new car.
The font is also very sophisticated and simple this appeals to the higher end market they are trying to
appeal to when selling their vehicles.

The subway logo uses a strong bold font. This stands out to the consumer and the colours use of the
crisp green evokes a feeling that the food is fresh and the bright yellow conveys the feeling of positivi-
ty and flavour . The bold font also gives a feeling that the company is serious and can be trusted to
give good service/food.
Subway markets itself as the healthy alternatice to other fast food so the arrows promote the idea of
movement and motion. It also promotes that fact that even though its healthy it can also be provided
very quickly.

The Fedex logo uses a strong bold font and colours to attract the viewers attention. The colours give it
a more playful look to show that they are friendly and good to work with, but the bold font choice also
shows that they are serious and can be trusted.
They have also hidden an arrow inbetween the e and the x which shows the customer that they are
speedy and are precise which is what consumers want when using a postal service.
The use of a script font evokes a playful and fun feeling from the viewer. The script font also
appeals to the younger audience as its fun and bright but it also appeals to the older audience as it
reminds them of their childhood and youth.

EXERCISE 9

I have incorporated the koru into my letterforms and logo type. I think the use of the koru is simple yet
effective at displaying that the company is based in New Zelaand. For the serifs I have used more of a
wedge serif which is pointy. There isnt a lot of contrast between the thick and thin strokes.
I think the capital letters will really stand out and catch the viewers attention when used. I have used a
drop shadow in my letterforms to add more contrast and I think the use of negative space is used a
lot in New Zealand art.

The logo type I have designed is blocky and will stand out even if used in smaller projects. The korus
in the centre of the ‘a’ ties in the korus used on the font I have designed. I didnt want to add korus into
all of the letters as I think that would be too overwhelmign for the viewer and I could potentially lose
some of the readability, which I wouldnt want to do when working in a foreign market. The contrast
and use of negative space makes the logo appear strong and professional which is definitely what I
want to convey when creating a logo for a food company.

Style Guide is in seperate file attached to the same email.