TYPOGRAPHY TASK 1: TYPE EXPRESSION

 Wang Zilong / 0361141

Typography / Bachelor degree of the creative media / GCD60104

Week 5 / Apr 23- May 28th

LECTURES

Week 1:

Typo_0_Introduction

In the video, Mr Vinod elaborated the important of typography to a visual designer/artist. Typography can be seen in our daily life. Typography is the art and technique of arranging typr to make written language legible, readable, and appealing when displayed.

What typography is? 

1) Act of creating letter

2) Animation: Movie title & Gif animation

3) Website design

4) App design

5) Signage design

6) Labels, books and poster design

7) Logo types

Typography has evoled over 500 years which is from calligraphy > lettering > typography.

Difference between calligraphy and lettering

Calligraphy: Letter is written out.

Lettering: Letter is drew out.

Fig 1.1 Example for calligraphy

Two terminologies is delivered by Mr Vinod which are font and typeface.

Font: a font refers to the individual font or weight within the typeface, I.e,: Georgia Regular, Georgia Italic and Georgia Bold.

Fig 1.2 Font

Typeface: it refers to the entire family of fonts/weights that share similar characteristics.

Fig 1.3 Typrface

Typo_1 Development

1) Early letterform development: Phoenician to Roman

In the past, writing meant scratching into wet clay with sharpened stick or carving into stone with a chisel.Later, uppercase letterforms are evolved to the combination of straight lines and pieces of circles. 

Fig 1.4 Phoenicians votive stele Carthage

Fig 1.5 Evolution from Phoenician letters

Phoenicians (Semetic) peoples wrote from right to left. In the other hand, the Greeks developed a style of writing called 'boustrophedon'.The lines of text read alternately from right to left and left and right. Simultaneously, the orientation of the letterforms changed too.

Fig 1.6 Boustrophedon

Fig 1.7 Timeline of letter development

2) Hand script from 3rd- 10th centery C.E.

Square capitals: Written version in Roman monuments which have serif added to the finish of main strokes. 

Fig 1.8 Square capitals

Rustic capitals: These capitals allowed twice as many word on a sheet and can be written faster compare to square capitals. However, they are harder to read.

Fig 1.9 Rustic capitals

Both capitals were reserved for documents of some intended performance. 

Lowercase letterforms were developed for everyday transactions for speed

Fig 1.10 Development of lowercase letterforms

Uncials were found in Roman cursive hand escpecially in the shape of the A, D, E, H, M, U and Q.

Fig 1.11 Uncials

Half-uncials mark the formal beginning of lowercase letterforms, replete with ascenders and descenders, 2000 years after the origin of the Pheonician alphabet.

Fig 1.12 Half-Uncials

All ecclesiastical texts are standardize by Charlemagne. Majuscules(uppercase), miniscule, capitalization and punctuation are used to set the standard calligraphy for a centery.

Fig 1.13 Caloline miniscule

3) Blackletter to Gutenberg's type

With the dissolution of Charlemagne's empire, Blackletter was gained popularity in the northern europe

Guternberg introduced brass matrix, or negative impression, for each letterform.

Fig 1.14 Blackletter Textura

Fig 1.15 & Fig 1.16 Timeline of other types development

4) Text Type Classification 

Fig 1.17 1450 Blackletter

Fig 1.18 1475 Oldstyle

Fig 1.19 1500 Itatic

Fig 1.20 1550 Script

Fig 1.21 1750 Transitional

Fig 1.22 1775 Modern

Fig 1.23 1825 Square Serif

Fig 1.24 1900 Sans Serif

Fig 1.25 1990 Serif/Sans Serif

Week 2:

Typo_3_Text_P1

1) Text/Tracking: Kerning and Letterspacing

Kerning refers to the automatic adjustment of space between letters, is it often mistakenly referred as letterspacing. 

Letterspacing is the addition of space between letters

Tracking is the addtion and removal of space in a word or sentence.

Fig 1.2.1 Words with & without kerning

In headline, if a letter is used in all uppercase, kerning is often used to add more space. It would make the uppercase words look more presentable.

Fig 1.2.2 Kerning of uppercase letters

As letterspacing is increased, the readability of words will decreased. This is because people recognize words by shapes and patterns. In typography, letterform and counterform between the strokes are important. 

Uppercase letterforms are designed to be able to stand on their own, while lowercase letterforms  require the counterform created between letters to maintain the line of reading.

Fig 1.2.3 Normal, tight and loose tracking

Fig 1.2.4 Comparison between normal tracking & loose tracking

2) Text / Formatting Text

Flush left: 

This format most closely mirrors the asymmetrical experience of handwriting. Each line starts at the same point but ends wherever the last word on the line ends. Space between words are consistent throughtout the text. 

Flush left will result in ragged right. Thus, it is important to ensure the ragged right is smooth. 

Fig 1.2.5 Flush left

Centered:

This format imposes symmetry upon the text, assigning equal value and weight to both ends of any lien. It tranforms fields of text into shapes, which adding a pictorial quality to the text.

Centered text should be used sparingly for small amounts of text due to its difficulty to read

Fig 1.2.6 Centered

Flush right:

This format places emphasis on the end of a line as opposed to its start. 

It can be useful in situations like captions. The ragging need to be smooth too.

Fig 1.2.7 Flush right

Justified:

This fornat imposes a symmetrical shape on the text. It is achieved by expanding or reducing spaces between words and letters.

The resulting oppenness of lines can occasionally produce "rivers". Thus, line breaks and hyphenation is required to amend this problem

Fig 1.2.7 Justified

Lectures&feedback

Week 1 summary

The typography lecturer provided a solid introduction to the fundamentals of typography, covering topics such as type anatomy, classification, and legibility. The explanations were clear and easy to follow, setting a strong foundation for the weeks ahead. However, I wish there had been more interactive elements to engage with the material.

Week 2 summary

This week's session delved deeper into the practical aspects of typography, including font selection and pairing. The lecturer provided valuable insights into the importance of choosing fonts that complement each other and convey the desired tone. The examples provided were helpful in illustrating these concepts, but I would have appreciated more hands-on exercises to apply the knowledge.

Week 3 summary

The focus this week was on typographic hierarchy and layout design. The lecturer effectively demonstrated how different font sizes, weights, and styles can be used to create visual hierarchy and guide the viewer's attention. The tips and techniques shared were practical and applicable to real-world design projects. However, I felt that the pace of the session was a bit rushed, and some concepts could have been explored in more detail.

Week 4 summary

In this session, we explored the role of typography in word formatting. The lecturer shared case studies and examples of successful typography, highlighting the importance. I found this session particularly insightful, as it demonstrated the practical applications of typography beyond traditional design contexts.

Week 5 summary

The lecturer provided valuable tips for optimising typography for digital platforms, such as google fonts, considering responsive design principles, and understanding accessibility requirements. Overall, I found the course to be informative and beneficial, equipping me with valuable skills and knowledge that I can apply to my future design projects.

Instruction

The module information booklet as below.

Task 1: type exercise

According to what we have learnt, this exercise about to get to know about basic layout and composition for design. We choose four words after voting, I selected four words( jump, smile, break & spark)

Idea development

First of all, I just digitise the four example of each word based on my sketches. The requirements for us to do is using the ten given fonts as below:

• 1. ITC New Baskerville Std
• 2. Janson Text LT Std
• 3. Gill Sans Std
• 4. Bembo Std
• 5. Serifa Std
• 6. Bodoni Std
• 7. Futura Std
• 8. Univers Lt Std
• 9. ITC Garamond Std
• 10. Adobe Calson Pro

For me, I would use the two font named Futura and Univers. 

Design process

(text expression&digitisation)

break ：

jump:

smile:

spark:

The jpegs shown are mainly the first edition. After the consultation part, I received the advices from the lecturer to enhance the effect within one single letter will improve the expressiveness of the whole typeface. I mainly adjusted the word smile as well as making the effect focusing on a single letter.

smile(second edition)

break(second edition)

so I pick each of them which were the most satisfied one compares the finalised digitisation, preparing for the next part of the gif.

Finalise digitisation:

After I finished the finalised digitisation process, I go to the gif part.

jump gif:

smile gif:

break gif:

sparks gif:

final work:

break gif:

spark gif:

smile gif:

jump gif:

Task 2: text formatting

1. kerning and tracking 

I took 10 fonts from a tutorial, typed my name and put them together while solidifying my indesign skills

the original edition: 

the edited edition:

2.text formatting

Main information

Head: 

Fonts: Bembo Std; Type Size: 50pt; Leading: 65pt; Paragraph spacing: 20pt

Body:

Fonts: Bembo Std; Type size: 10pt; Leading: 14pt; Paragraph spacing:10pt

Vertical Scale: 100% Base line shift: 12pt

Alignment: 

Centred on both left and right sides

Column: 1 Margins: left 17mm, right 17mm

Reflection

As a beginner designer, delving into typography has been a revelation. What began as a simple choice of fonts has evolved into an appreciation for the nuanced art of visual communication. Understanding hierarchy, alignment, and spacing has empowered me to create designs that are not just visually pleasing, but also functional and impactful.

Typography has taught me the importance of consistency and coherence in design, ensuring that every element contributes to a unified and harmonious composition. Moreover, I've discovered the transformative power of typography in shaping perceptions and conveying emotions, making it a vital tool for storytelling and brand expression.

Overall, exploring typography as a beginner designer has been a journey of discovery and growth. By embracing its fundamental principles and experimenting with creativity, I've gained newfound confidence in my ability to wield typography as a powerful instrument of design.

Further reading 

The book that I mainly read is A Type Primer, the notes and what I have generalise is as below.

Reading notes 

Typography is the art and technique of arranging type to make written language legible, readable, and visually appealing. Whether you're a designer, writer, or enthusiast, understanding the basics of typography is essential for effective communication and design. In this beginner's guide, we'll explore the fundamental principles of typography and how you can apply them to your projects.

Anatomy of Type:

Learn about the basic elements of typography, including letterforms, ascenders, descenders, x-height, and more. Understanding the anatomy of type will help you recognize and appreciate the subtle nuances of different typefaces.

Type Classification:

Explore the different categories of typefaces, such as serif, sans-serif, script, and display. Learn how each category has its own unique characteristics and applications, and discover tips for choosing the right typeface for your project.

Typographic Hierarchy:

Discover the importance of typographic hierarchy in creating visual hierarchy and guiding the reader's eye. Learn how to use font size, weight, style, and color to establish a clear hierarchy and organize content effectively.

Principles of Layout and Composition:

Explore essential principles of layout and composition, including alignment, spacing, balance, and contrast. Learn how to create visually appealing designs by applying these principles to your typography.

Tips for Pairing Fonts:

Discover strategies for pairing fonts to create harmonious and balanced typography. Learn about contrast, similarity, and mood, and explore tools and resources for finding the perfect font combinations.

Conclusion:

Typography is a vast and fascinating subject that plays a crucial role in design and communication. By mastering the basics of typography, you'll be equipped with the skills and knowledge to create beautiful and effective typography in your projects. Keep exploring, experimenting, and learning, and watch your typography skills flourish