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37 Cards in this Set
- Front
- Back
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baseline
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the line the type goes along
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x height
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the lower case height
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ascender
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rise above x height
ex: top of h |
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descender
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type below base line
ex: bottom of y |
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serifs
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finishing strokes on the edges of type
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counters
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spaces inside the type
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black letter
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heavy writing, etched, raised, hard to replicate and used mainly in gangs and constitution
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Most common style of type today is...... which has (3)
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Roman Serif (old style)
oblique stress bracketed serifs even strokes |
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oblique stress
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thin parts of the letter are slanted from each other
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bracketed serifs
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curved part where serifs meet
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Roman Serif Modern
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No Bracketed Stress
No Oblique Stress thinner strokes/serifs more variety machine look, very precise sharp serifs and brackets (-) vertical stress |
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Sans serif
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without serif
modernist, form follows function no stroke variation |
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Script
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Characters joined
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Cursive
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Characters not joined
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Novelty
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Seen and Heard, decorative type
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Readability
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Easy on the mind and eyes, ease of which you can read the type as a whole
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Legibility
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Can you make out each letter, xeroxing decreases legibility
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Readability factors (4)
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1) Italics- for emphasis, most ppl can't read
2) Line Length 3) Word Spacing- too much creates open, random look, inhibits reading, close can create a dense, dark look 4) Legibility- weight of type, shapes of letters and words |
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Line length rule for san serif types
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set sans serif in shorter line length than serif for max readability
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DIE rule
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Describe
Interpret Evaluate |
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Kerning
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Spaces between letter forms, each individual letter
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Kerning:
Vertical pairs need ____ |
most space
HL |
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Kerning:
Vertical next to curve needs ____ |
less space
HO |
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Kerning:
Curve next to curve needs |
very little space
OC |
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Kerning:
To rule |
tuck curves under bar or stem
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Tracking
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all the spaces between all the letters to fit whole copy in specific area
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Leading
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Spacing between lines
Usually 1.5 to 2.5 10 on 12 larger than the type face |
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Alignment (4)
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-Rag Right- Flush left, informal, feature article like style or food
-Center -Flush Right - Justified- news in full justified, less space and more conservative |
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Baseline shift
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When the baseline is moved up and the first letter may be bigger
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Licko
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Turned typeface into decoration, manipulates so it has a tone, voice, attitude, style
-Matrix type face- no curves or brackets and is easier to save on a computer -totally gothinc- interpretation of black letter -hypropedia- turned letter pictures |
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Helvetica
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font used in may logos
mcdonalds microsoft 50 year anniversary very popular LOGOS, HEADLINES, DISPLAY |
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Cooper Black
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early 1900's
simple, friendly, bold lost popularity for a while became popular with beach boys album influenced many other fonts LOGOS, HEADLINES, DISPLAY |
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Strategies for using display type
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unique color and font combinations
type on a path type in a shape Vertical is hard to read Type contrasts: color, tone, font, size Type masks Type layers Distress and distort- blur, bloat, chop |
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Type layers
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can set to see through layers
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Type masks
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using type like a cookie cutter
Image shows up in the type |
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Saul Bass
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movie titles and posters
Man with the golden arm designed first ad without characters |
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Kyle Cooper
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Animates and moves type
Current Seven movie trailer Tone and Pacing |
