GCM 230 Lecture Notes - Lecture 5: Beatrice Warde, Serif, Typography
18 Dec 2016
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Newsprint, bond, coated or uncoated stock, fabric, plastic, car wraps, billboards, web, apps, cellphone o/s: current trends. La(cid:271) serifs, (cid:862)s(cid:272)rat(cid:272)h(cid:455)(cid:863) t(cid:455)pe: keep beatrice warde in mind. Your type should amplify the message, not obscure it: the pragmatic typographer. If people (cid:272)a(cid:374)"t read it, the(cid:455) (cid:449)o(cid:374)"t read it: keep in mind legal parameters, keep i(cid:374) (cid:373)i(cid:374)d (cid:862)da(cid:374)ger(cid:863) issues. Type must be in a certain size. Ele(cid:272)t fa(cid:272)es that ha(cid:448)e a good ra(cid:374)ge of fa(cid:373)il(cid:455) (cid:862)(cid:373)e(cid:373)(cid:271)ers(cid:863) Some faces today have both serif and sans-serif options. Type classification of the week: geometric and humanistic. Based on geometric: easy to identify. Not really suitable for long bodies of text. O(cid:374)e good (cid:449)a(cid:455) to ide(cid:374)tif(cid:455) if a fa(cid:272)e is geo(cid:373)etri(cid:272) is (cid:271)(cid:455) e(cid:454)a(cid:373)i(cid:374)i(cid:374)g the (cid:862)o(cid:863) to see if it is perfe(cid:272)tl(cid:455) (cid:272)ir(cid:272)ular or if the (cid:862)a(cid:863) is tria(cid:374)gular. Circles: century gothic, futura, avant garde: these faces have no stress (the letters are all vertical and are not slanted)
