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“It is a rarer gift to lay words out properly than to write them.”
Nicolas Barker, 1942– Book Collector, Typographer, Author
Prepared by Danielle Oser, APR
Visual communication and typography
Right Here, Right Now
 Dictionary Definition
 “A complete set of type of one size and face.”
 Includes Three Characteristics
 typeface (shape of letters)
 style (attributes)
 size (height)
 Must be legible and readable!
 Legibility = How easily a reader can decipher the letters
on the page.
 Readability = The document’s overall appearance.
Original typeface “textur”
Never included a printer’s mark – used Johnannes Fust instead
Developed European movable type – 1439 ish
Sued repeatedly for being unable to pay back creditors and
having a “hot temper”
*No portraits of him were made during his lifetime – these are guesses
Greece, printed symbols, 3800 years old
Invention of paper, 1900 years old
Although the Egyptians use papyrus, paper made from
wood pulp was invented by the Chinese
Chinese, 1100 years ago
Chinese Pi Sheng invented movable type with characters
made from clay in the 11th century
Korean, 600 years ago
First known book printed with movable metal type
1410
1450
Christian devotional book popular in the Middle Ages
Most common type of surviving medieval illuminated manuscript
Visual communication and typography
Visual communication and typography
Visual communication and typography
“The Hours of Catherine of Cleves,” 1440
1456
4 years to produce 140 bibles on paper, 40 on vellum or leather
11 by 16 inches
50 pounds
Visual communication and typography
Visual communication and typography
Personal, Historical, Technical, Ethical, Cultural, Critical
Visual communication and typography
The wrong choices make words hard to read and distract from their message
Most typography choices are seldomly noticed
Visual communication and typography
Typographical artist Tauba Auerbach
http://taubaauerbach.com/
Artists seldom want their work to have a neutral reaction
https://www.google.com/search?q=barbara+kruger&client=firefox-a&hs=Jv7&rls=org.mozilla:en-
US:official&channel=sb&tbm=isch&imgil=b5tUxOkIWcqKnM%253A%253Bhttps%253A%252F%252Fencrypted-
tbn0.gstatic.com%252Fimages%253Fq%253Dtbn%253AANd9GcTV6irY9Zp8FfcymN8TaSx3Aww4EFeD7d-
fPiQ1FRWfS4EQSQ2v%253B360%253B258%253B74DEu4oxSELoSM%253Bhttp%25253A%25252F%25252Fwww.eng.fju.e
du.tw%25252FLiterary_Criticism%25252Ffeminism%25252Fkruger%25252Fkruger.htm&source=iu&usg=__-doG-
XSBCc2nVSuc-
gVbi4ZLo04%3D&sa=X&ei=9FUOU_WTAurr2wWj_YC4DQ&ved=0CKgBEP4dMA4&biw=1280&bih=894#imgdii=_
Visual communication and typography
Visual communication and typography
World of Awe
http://yhchang.com/
Visual communication and typography
Cave Drawings, 32,000 Years Ago
Writing has its beginnings in cave drawings
Cave Of Forgotten Dreams, Werner Herzog, 2011
Visual communication and typography
Visual communication and typography
5000 years ago
Sumerians were the first people to develop
an organized system of writing
“Wedge-Shaped” Writing
Cuneiform story, 4000 years ago
Believed to be the basis for the Noah story
“Holy Writing”
Hieroglyphics, 2300 Years Ago
Two forms of hieroglyphics: hieratic and demotic
1000 years ago
Visual communication and typography
Today about 1,000
3500 years ago
First civilization to develop the alphabet
Introduces upper and lowercase letters
Developed the English 26-letter alphabet
Visual communication and typography
1st American Newspaper with
regular circulation
Helped to spread
the printing industry in the
19th century
Invented the rotary printing press
Visual communication and typography
Visual communication and typography
http://www.linotype.com/
http://typophile.com/node/92270
Typeface Families
 Serif = easy to read blocks of text
 Blue Mtn
 Sans serif = clean look
 Blue Mtn
 Novelty = special feeling
 Blue Mtn
 Symbol = non-alphanumeric
 Βλυε Μτν
Sometimes called Gothic
Highly ornate and decorative
Went through tree separate forms
High-quality, High-class
Novelty
Appear during the Industrial Revolution for advertising
Teagan White
Western feel
Least used today
Visual communication and typography
Originally called “block type” by its creator William Caslon IV
No “feet” on the letter
Used for “screens”
Visual communication and typography
Visual communication and typography
Kerning: Space between individual letters
Leading: Space between lines of type
Size: Measured in Points
Kerning: Space between letters
Leading: Space between lines of type
Visual communication and typography
Visual communication and typography
Readable vs. Garbage Typefaces
Visual communication and typography
Dark Ages of Typographical Design
Typography became and integral part of design
http://wilcoworld.net/#!/home/
Changing the book publishing industry with
Print-On-Demand and Portable Readers
Printed And Online Zines
Visual communication and typography
Visual communication and typography
Columns Gutter
Visual communication and typography
Interactive Typography
Visual communication and typography
Visual communication and typography
Tauba Auerbach

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Visual communication and typography