Chapter 18: The International Typographic Style

Size: px
Start display at page:

Download "Chapter 18: The International Typographic Style"

Transcription

1 Chapter 18: The International Typographic Style

2

3 International Typographic Style A graphic design style emphasizing cleanliness, readability and objectivity developed in Switzerland in the 1950s. Specifics of the style are a preference for black and white photography, asymmetric layouts, use of a grid system, san serif typefaces and flush let, ragged right text. The style named for the many early International Typographic Style works featuring typography as a primary design element.

4 Visual Characteristics of Swiss: 1. Visual unity of design achieved by asymmetrical organization of the design elements on a mathematically-constructed grid 2. Objective photography and copy that present visual and verbal information in a clear and factual manner, free from the exaggerated claims of much propaganda and commercial advertising 3. Sans-serif typography set flush left, ragged right (The initiators of this movement believed sans-serif typography expressed the spirit of a progressive age and that mathematical grids were the most legible and harmonious means for structuring information.)

5 Typography and Swiss Design New typographic systems and formal ideas of modern typography More Sans Serif typefaces were developed and used in design. Photography became a main technique for communicating visual concepts in the late 1920 s International Typographic Style: A new design movement in1950's was emerging from the countries of Switzerland and Germany. Based on the design advances of the 30s, a new graphic design style emerged in the 50s that would have an impact far beyond Switzerland's borders

6 Modern American Movement & International Typographic Style (Swiss) Early Swiss: New Approaches to Photography Swiss tourism poster, (1934) Herbert Matter Herbert Matter Herbert Matter s posters for the Swiss National Tourist Office in the 1930s used montage, dynamic scale changes, and an effective integration of typography and illustration. Photographic images became pictorial symbols that were removed from their naturalistic environments and linked together in unexpected ways.

7 The angular forms with the linear patterns convey a sense of movement which is appropriate to the winter sports. To enhance communication, Matter used the following design techniques: used collage and montage integrated photography and typography used extreme contrast of scale Swiss tourism poster, (1934) Herbert Matter

8 The photographic montage has a graphic vigor signifying the spatial experience of mountain height. Herbert Matter, Swiss tourism poster, 1935.

9 This is a photomontage. It has graphic elements that signify spatial perspective. High and low camera angles accompany dramatic scale contrasts. Swiss tourism poster, (1935) Herbert Matter

10 Figure 16-64

11 Type Design The new typography influenced type design, and a series of sans-serif typefaces were issued in the 1920s. Among the new sans-serif typefaces were Gill Sans designed by Eric Gill Although a sans-serif font, the proportions of Gill Sans stems from the roman tradition. From a documentary on Helvetica Book jacket for an anthology of Dada poetry. Emil Ruder

12 Swiss (International Typographic style) Swiss design has a strong reliance on typographic elements, the new style came to be known as the International Typographic Style. It became the predominant graphic design style in the world in the 70s, and continues to exert its influence today.

13 Visual Characteristics of Swiss: Visual unity of design achieved by asymmetrical organization of the design elements on a mathematically constructed grid. San-serif type is used in a flush left ragged right alignment and visual elements which are clear and factual. Included objective photography and copy that presents information in a clear, factual manner, free from the exaggerated claims of much propaganda and commercial advertising Detractors complain that the style is based on a formula and the results are similar to each other while advocates argue that the formula allows for a perfection of style and results are only limited by the designer s skill. It roots grew from de Stijl, the Bauhaus, and New Typography. Why did these designers use a grid and san-serif type?

14 The International Typographic Style (Swiss) Cons: Critics have complained that is based on formula and results in the same solution. Pros: Others argue that its purity has given the designer the means to achieve a perfection of form.

15 Characteristics of the ITS What modern art movements (or school) can be identified as the roots of the ITS? The attitude developed by this movements early practitioners about their profession is more important than the visual appearance of the work itself.

16 Pioneers of the Movement Ernst Keller He felt that a solution to a design problem should come from the content. Poster for the rietberg museum

17 Pioneers of the Movement Théo Ballmåer poster for an office professions exhibition, 1928 poster for a traveling exhibition of industrial standards, 1928

18 Pioneer of the Movement Max Bill Book cover, 1942

19 Pioneer of the Movement Max Bill Exhibition poster, 1945

20 Functional Graphics for Science Anton Stankowski What was his major contribution to graphic design?

21 Functional Graphics for Science Anton Stankowski What was his major contribution to graphic design? Trademark for standard elektrik lorenz AG, 1953

22 Figure 18-6

23 Figure 18-7

24 Figure 18-8

25 Figure 18-9

26 Figure 18-12

27 Figure 18-13

28 New Swiss San-serif Typefaces UNIVERS Univers is the name of a sans-serif typeface designed by Adrian Frutiger in Classified as a neo-grotesque typeface, one based on the model of the 1898 typeface Akzidenz-Grotesk, it was notable on its launch for its availability in a comprehensive but consistent range of weights and styles.

29 New Swiss San-serif Typefaces Adrian Frutiger Univers font

30 New Swiss San-serif Typefaces Adrian Frutiger Univers font What is the important characteristic of Univers? Adrian Frutiger, schematic diagram of the twenty-one Univers fonts, 1954

31 New Swiss San-serif Typefaces HELVETICA Designed in 1957 by Max Miedinger, Helvetica s design is based on that of Akzidenz Grotesk (1896), and classified as a Grotesque or Transitional san serif face. Originally it was called Neue Haas Grotesque; in 1960 it was revised and renamed Helvetica (Latin for Switzerland Swiss )

32 New Swiss San-serif Typefaces Edouard Hoffman It was developed in 1957 by the Swiss typeface designer Max Miedinger with Eduard Hoffman. Edouard Hoffman and Max Miedinger, Helvetica typeface, 1961

33

34

35

36 New Swiss San-serif Typefaces What are the differences between Univers and Helvetica?

37

38 A Master of Classical Typography Hermann Zapf He combined a love and understanding of traditional typography with a 20 th century attitude toward space and scale. Palatino, 1950; Melior, 1952; and Optima, 1958

39 Hermann Zapf, page from Manuale Typographicum, 1968.

40 Hermann Zapf, page from Manuale Typographicum, 1968

41 Design in Basel and Zurich Emil Ruder Book cover for Typography: A Manual of Design, 1967

42 Design in Basel and Zurich Emil Ruder What was the main point he stressed in his teaching? Page spread from typography: A manual of design, 1967

43 Figure 18-22

44 International typographic Style (Swiss) Armin Hofmann Poster for the Basel theater production of Giselle, 1959.

45 International typographic Style (Swiss) Armin Hofmann Poster for herman miller furniture, 1962

46 Figure 18-24

47 Figure 18-26

48 Figure 18-27

49 Design in Basel and Zurich New Graphic Design Carlo L. Vivarelli, editor cover for New Graphic Design 2, 1959

50 Design in Basel and Zurich Josef Müller-Brockmann What were his goals for graphic communications? American Books Today catalog cover, 1953

51 Design in Basel and Zurich Josef Müller-Brockmann His photographic posters treat the image as an objective symbol that gain impact through scale and camera angle. Photography amplifies the text, The friendly hand sign protects against accidents. Swiss Auto Club poster, 1954.

52 Design in Basel and Zurich Josef Müller-Brockmann His photographic posters treat the image as an objective symbol that gain impact through scale and camera angle. Red type declares less noise, while the photograph graphically depicts the discomfort noise causes. Public awareness poster, 1960

53 Design in Basel and Zurich Josef Müller-Brockmann The grid, always underlying Müller- Brockmann s designs, becomes visible as a major element in this poster. Exhibition poster, 1980

54 Figure 18-29

55 Figure 18-30

56 Figure 18-34

57 Figure 18-35

58 Figure 18-36

59 Figure 18-38

60 Figure 18-39

61 Figure 18-40

62 Figure 18-41

63 Figure 18-42

64 Figure 18-43

65 Figure 18-44

66 Figure 18-45

67 Figure 18-46

68 Figure 18-47

69 Figure 18-48

70 The International Typographic Style in America Massachusetts Institute of Technology What was a common design element used in the MIT design program? Ralph Coburn, Poster for the MIT jazz band, 1972

71 The International Typographic Style in America Massachusetts Institute of Technology What was a common design element used in the MIT design program? Jacqueline S. Casey, poster for an MIT open house, 1974

72 Figure 18-51

73 Figure 18-52

74 Figure 18-53

75 Conclusion The design movement that began in Switzerland and Germany became international. A growing awareness of design as a logical tool for large organizations after WWII caused a growth in design and visual identification systems.

76 Essay Question Discuss when and where the International Typographic Style originated and the elements that characterize it. Include in your discussion the work of three pioneer designers (Ernst Keller, Théo Ballmer, and Max Bill) and their contributions to the International Typographic Style.

Wednesday, April 6, 16

Wednesday, April 6, 16 During the 1950s, an important design movement began in Switzerland and Germany. It was known as the SWISS STYLE or INTERNATIONAL STYLE. Wednesday, April 6, 16 The characteristics of this style are: -

More information

The characteristics of this style are:

The characteristics of this style are: The characteristics of this style are: - Sans serif type - Asymmetrical organization of elements - Underlying grid used to structure page - Objective photography and copy used to present information in

More information

The International Typographic Style

The International Typographic Style The International Typographic Style Ernst Keller was one of the pioneers of Swiss design. His work used symbolic imagery, simplified geometric forms and vibrant contrasting color. Poster for the Rietberg

More information

3/20/16. International Typographic Style. International Typographic Style. International Typographic Style ARTH 4573 HISTORY OF GRAPHIC DESIGN

3/20/16. International Typographic Style. International Typographic Style. International Typographic Style ARTH 4573 HISTORY OF GRAPHIC DESIGN ARTH 4573 HISTORY OF GRAPHIC DESIGN Section 9a international typographic style (swiss style) } American Modernism } 1913 } 1930s } The Depression } World War 2 } After the War } } Basel and Zurich, Switzerland

More information

The Ohio State University, Paul Nini, Instructor

The Ohio State University, Paul Nini, Instructor Typeface Poster: Shaina Meyers (undergraduate) The Ohio State University, Paul Nini, Instructor I always have students prepare a written rationale statement for their projects, along with a process document

More information

The typography. of order EMIL RUDER

The typography. of order EMIL RUDER The typography of order EMIL RUDER 1914-1970 Swiss typographer, born in Zurich He was professor in basel school of design He founded the international center for the typographic arts in New York in 1962

More information

Designing Research Posters. College of Art and Design Chris Jackson, Associate Dean Keli DiRisio, Assistant Professor

Designing Research Posters. College of Art and Design Chris Jackson, Associate Dean Keli DiRisio, Assistant Professor Designing Research Posters College of Art and Design Chris Jackson, Associate Dean Keli DiRisio, Assistant Professor Size and Orientation If you are NOT using the poster template: Start is with a 48"

More information

David Glen Smith. Fonts of Influence

David Glen Smith. Fonts of Influence David Glen Smith Fonts of Influence Charlesworth {Charlemagne}. (THERE ARE NO LOWERCASE CHARACTERS) Poster Bodini Helvetica Neue Gill Sans My intentions are to merge a thick poster font with a thinner

More information

Pre-Venetian or Ancient Humanist or Venetian Transitional Didone Slab Serifs

Pre-Venetian or Ancient Humanist or Venetian Transitional Didone Slab Serifs Pre-Venetian or Ancient Humanist or Venetian Transitional Didone Slab Serifs 1400 1500 1700 1800 Humanist Sans Serif Transitional Sans Serif Geometric Sans Serif Display Typefaces 1900 2000 Pre-Venetian

More information

TYPE ANATOMY jtittle

TYPE ANATOMY jtittle TYPE ANATOMY TYPE ANATOMY TITTLE j Serif Typefaces Tt HUMANIST (a.k.a. Old Style ) - Modeled after the roman typefaces of 15 th & 16 th centuries - Closely related to calligraphy and hand movement CLASSIC

More information

HURME GEOMETRIC SANS

HURME GEOMETRIC SANS No.1 SHARP No.2 ALTERNATIVE HURME TYPEFACE SPECIMEN PRINT SAMPLES No.3 BLUNT No.4 SWASH Hurme Geometric Sans Typeface Specimen 03/20/2013 2 Page heading: Black. 30pt/30pt. Byline: Regular/Bold SmallCaps.

More information

the streamlining of typography rene koszerowski

the streamlining of typography rene koszerowski the streamlining of typography 1920 1929 rene koszerowski poster for sixtieth-birthday exhibition of kandinsky herbert bayer 1926 the streamlining of typography 1920 1929 contents pages 1900 1909 1

More information

DESIGNING THE PAGE FOUNDATIONS OF DIGITAL DESIGN. Layout composition, the grid and typography. Prof. Eva Machauf

DESIGNING THE PAGE FOUNDATIONS OF DIGITAL DESIGN. Layout composition, the grid and typography. Prof. Eva Machauf DESIGNING THE PAGE Layout composition, the grid and typography FOUNDATIONS OF DIGITAL DESIGN Prof. Eva Machauf prof.machauf@gmail.com THE GRID The grid is the foundation of all design. Creating and working

More information

HEL HEL HEL HEL VETIC HEL VETIC HEL HEL VETICA HEL HEL ETICA ETIC VETIC HEL VETIC HEL HEL C VETICA ETI- HEL HEL VETI HEL VETICA VETIC HEL HEL VETICA

HEL HEL HEL HEL VETIC HEL VETIC HEL HEL VETICA HEL HEL ETICA ETIC VETIC HEL VETIC HEL HEL C VETICA ETI- HEL HEL VETI HEL VETICA VETIC HEL HEL VETICA CA C C CA C C CA Max Miedinger with Eduard Hoffmann C C CA C CA ETI- ETI- L istory elvetica was developed in 1957 by Max Miedinger with Eduard Hoffmann at the Haas sche Schriftgiesserei of Münchenstein,

More information

Typography One Project Two

Typography One Project Two Typography One Project Two Typographic Systems, Emphasis and Hierarchy An important design problem is to aid reader comprehension of information through carefully considered logic, structure and order.

More information

In your lifetime you ve seen billions of letters and millions of words, yet you might never have consciously noticed the typefaces you read.

In your lifetime you ve seen billions of letters and millions of words, yet you might never have consciously noticed the typefaces you read. In your lifetime you ve seen billions of letters and millions of words, yet you might never have consciously noticed the typefaces you read. Type is important because it is an unconscious persuader. It

More information

Download Typographic Specimens: The Great Typefaces Kindle

Download Typographic Specimens: The Great Typefaces Kindle Download Typographic Specimens: The Great Typefaces Kindle Specimens of 38 of the finest type families in the world are brought together in Typographic Specimens: The Great Typefaces, making it an invaluable

More information

The Evolution of Type. Movable Type: Johannes Gutenberg Early 15th Century

The Evolution of Type. Movable Type: Johannes Gutenberg Early 15th Century The Evolution of Type Movable Type: Johannes Gutenberg Early 15th Century Studio on Fire: Minneapolis Anatomy of Type cap height cross bar Anatomy n bowl describes g counter ascender finial stem type eye

More information

art 118: intro to communication design // FALL 2011

art 118: intro to communication design // FALL 2011 t y p e specimen Due: Wednesday, November 30 ov e r v i e w A type specimen is a publication, that shows the range of a particular typeface in use. Printers and typographers have produced type specimens

More information

VOICE OF TYPE LECTURE 1

VOICE OF TYPE LECTURE 1 VOICE OF TYPE LECTURE 1 TYPOGRAPHY II COUNTY COLLEGE OF MORRIS PROFESSOR GAYLE REMBOLD FURBERT VOICE OF TYPE As you look at typefaces, analyze their forms, learn their history and learn how to use them

More information

Typography One typeface classification

Typography One typeface classification Typography One typeface classification Why classify? Classification helps us describe and navigate type choices Typeface classification helps to: 1. sort type (scholars, historians, type manufacturers),

More information

GD I // SPRING

GD I // SPRING GD I // SPRING 2018 1 PROJECT I : TYPOGRAPHIC COLOR Timothy Samara, author of Typography Workbook, defines typographic color as the visual texture of language. It is similar to chromatic color (like green,

More information

Brand Guidelines Solano County Transit (SolTrans)

Brand Guidelines Solano County Transit (SolTrans) Brand Guidelines Solano County Transit (SolTrans) May 2018 Table of Contents The SolTrans Story... 1 Brand Elements... 2 Logo Usage... 3 Color Palette... 7 Typography.... 8 Photography.... 9 The SolTrans

More information

Logos. North Dallas Shared Ministries

Logos. North Dallas Shared Ministries Brand Guidelines Logos The NDSM logo stands at the center of the NDSM brand. For this reason it must be reproduced and applied with consistency in all of our brand communications. It is essential that

More information

GRAPHIC STANDARDS MANUAL

GRAPHIC STANDARDS MANUAL GRAPHIC STANDARDS MANUAL INTRODUCTION AND GENERAL STANDARDS The purpose of this Graphic Standards Manual is to set forth guidelines that will assist in applying the Active Aerogels Logo to all communications.

More information

Linotype Univers CD for Mac and PC - containing 63 font weights

Linotype Univers CD for Mac and PC - containing 63 font weights presented in: Eurostile Roman Find further Font Features in our Font Feature Archive. The Univers family of fonts designed by Adrian Frutiger more than forty years ago is one of the most innovative type

More information

SUCCESSFUL TYPE? Interface Aesthetics

SUCCESSFUL TYPE? Interface Aesthetics TYPO GR AP HY SUCCESSFUL TYPE? SUCCESSFUL TYPE? TYPOGRAPHY 1 2 TYPOGRAPHY /t 'p gr fi/ n. The art or process of setting and arranging types and printing from them. The style and appearance of printed

More information

THINGS YOU NEED TO KNOW

THINGS YOU NEED TO KNOW TYPOGRAPHY THINGS YOU NEED TO KNOW to prevent your work from appearing amateurish. (p. 151) Only one space after punctuation (p. 152) What is monospaced type? (p. 152) Correct Quotation Marks (as soon

More information

Essentials for Text and Graphic Layout

Essentials for Text and Graphic Layout 5. Essentials for Text and Graphic Layout This section provides specific text and graphic guidelines that will help create a unified series of interpretive signs around Humboldt Bay. Text refers to the

More information

Chapter 8: Rococo Graphic Design 18 th century

Chapter 8: Rococo Graphic Design 18 th century Chapter 8: Rococo Graphic Design 18 th century Romain du Roi (French for King s Roman) The first printing of the Romain du Roi at the beginning of the eighteenth century signified a shift to transitional

More information

The Visual Scientist Presents Poster Design

The Visual Scientist Presents Poster Design The Visual Scientist Presents Poster Design layout fonts science! Hailpern & Danilevsky www.thevisualscientist.com Topics Covered This is a how-to-guide for effectively presenting scientific work in the

More information

B R A N D GUIDELINES

B R A N D GUIDELINES BRAND GUIDELINES You never get a second chance to make a first impression. 01 02 03 INTRODUCTION About the City of New Bedford s brand 5 THE LOGO The Logo and usage 7 Color & variations 7 Clearspace &

More information

Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency

Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency ART-2413 Fall 2017 Typography Controlling Visual Hierarchy Introduction to Grid Theory Design Consistency ART-2413

More information

How we look. Brand Guidelines version 1.1

How we look. Brand Guidelines version 1.1 How we look. Brand Guidelines version 1.1 TOUCHTUNES Simplicity is the ultimate form of sophistication. Leonardo da Vinci 2 BRAND GUIDELINES This is a guide to the basic elements that make up our brand.

More information

font pairing FONT PAIRINGS GCEF

font pairing FONT PAIRINGS GCEF font pairing As the saying goes, type is a beautiful group of letters, not a group of beautiful letters. ~Matthew Carter image as a designer ASSETS and type Two Functions of Type In order for your type

More information

Brand Guidelines. Version 1 / May 2016

Brand Guidelines. Version 1 / May 2016 Brand Guidelines Brand Guidelines 02 Contents 01 Introduction 03 02 Identity 04 02.1 The Hadrian s Wall World Heritage Site logo 04 02.2 Exclusion zone 05 02.3 Separated logo 06 02.4 Non UNESCO logo 07

More information

typography Typography is what language looks like.

typography Typography is what language looks like. typography Typography is what language looks like. typography Typography is what language looks like. One thing absolutely necessary for working with type is knowing its history: what came after what and,

More information

A Crash Course in Typography: Principles for Combining Typefaces - noupe

A Crash Course in Typography: Principles for Combining Typefaces - noupe A Crash Course in Typography: Principles for Combining Typefaces Cameron Chapman When combining typefaces, there are a couple of important principles you ll need to keep in mind, namely contrast and mood.

More information

Unit 4. Multimedia Element: Text. Introduction to Multimedia Semester 2

Unit 4. Multimedia Element: Text. Introduction to Multimedia Semester 2 Unit 4 Multimedia Element: Text 2017-18 Semester 2 Unit Outline In this unit, we will learn Fonts Typography Serif, Sans Serif, Decorative Monospaced vs. Proportional Style Size Spacing Color Alignment

More information

Font classification review

Font classification review Font classification review Taken from Lettering & Type by Bruce Willen Nolen Strals Old Style Transitional Modern Slab Serif Garamond ag Baskerville ag Bodoni ag Cowboys ab Sans Serif Gill Sans ag Decorative

More information

Typography. is the foundation of good web design

Typography. is the foundation of good web design Typography is the foundation of good web design my name is Samantha Warren I am a web designer for Viget Labs I teach web & graphic design at the Center for Digital Imaging Arts at Boston University &

More information

understanding typography

understanding typography understanding typography What is typography?! it is what language looks like! it is the art and technique of modifying type and arranging it on a page What does the arrangement of type mean? the arrangement

More information

CORPORATE GRAPHIC STANDARD GUIDELINES. Revision: 07/17/2014

CORPORATE GRAPHIC STANDARD GUIDELINES. Revision: 07/17/2014 CORPORATE GRAPHIC STANDARD GUIDELINES Revision: 07/17/2014 Graniterock Corporate Graphic Standard Guidelines 2 INTRODUCTION The Graniterock logo and graphics are an important part of our Company s identity.

More information

Typographic. Alphabet. Book. Interactive PDF of typographic rules & terms YOU NEED TO KNOW. Home. Table of Contents

Typographic. Alphabet. Book. Interactive PDF of typographic rules & terms YOU NEED TO KNOW. Home. Table of Contents Typographic Alphabet Table of Contents > Rules That Every Typographer Should Know... 2-3 Book Interactive PDF of typographic rules & terms YOU NEED TO KNOW > Baseline... > Gutter... > Hierarchy... > Kerning...

More information

BRAND GUIDE L I N E S

BRAND GUIDE L I N E S BRAND GUIDE LINES NETWORK OF COMMUNITY MINISTRIES SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION. Leonardo da Vinci 2 BRAND GUIDELINES THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BRAND. IT

More information

Digital Media, UX-UI Design > Website Principles

Digital Media, UX-UI Design > Website Principles Contents At a glance: Page layout header To ensure the correct appearance of our brands in a broad spectrum of applications with a web front end, uniform treatment of design elements is an absolute necessity.

More information

COPY/PASTE: Allows any item within a document to be copied and pasted within the same document or within compatible software applications.

COPY/PASTE: Allows any item within a document to be copied and pasted within the same document or within compatible software applications. You will need to understand basic terms and techniques used in DTP, as well as file types used within DTP and their advantages and disadvantages. This is separate from Elements and Principles of DTP which

More information

Graphic Design (Including Yearbook and Newspaper)

Graphic Design (Including Yearbook and Newspaper) Graphic Design (Including Yearbook and Newspaper) Classes provide photographic instruction plus emphasizing hands-on graphic design industry skills. Using imac computers with digital SLR and bridge cameras,

More information

JABRA CORPORATION GRAPHIC STANDARDS MANUAL

JABRA CORPORATION GRAPHIC STANDARDS MANUAL JABRA CORPORATION GRAPHIC STANDARDS MANUAL A simple reference guide for how to use the JABRA Corporation logo in real-world communications applications. INTRODUCTION Corporate image is a valuable asset,

More information

Graphic Design. shawacademy LESSON 5. summarynotes INTRODUCTION TO TYPOGRAPHY. For further questions visit us online at:

Graphic Design. shawacademy LESSON 5. summarynotes INTRODUCTION TO TYPOGRAPHY. For further questions visit us online at: shawacademy Graphic Design LESSON 5 INTRODUCTION TO TYPOGRAPHY summarynotes The Diploma in Graphic Design Toolkit For further questions visit us online at: www.shawacademy.com Lesson 5 S shawacademy Lesson

More information

section four typography contents introduction...44 helvetica neue...45 bodoni...46 examples of type usage...47 body text examples...

section four typography contents introduction...44 helvetica neue...45 bodoni...46 examples of type usage...47 body text examples... section four typography 43 contents introduction...44 helvetica neue...45 bodoni...46 examples of type usage...47 body text examples...48 introduction Consistent application of type fonts and styles allows

More information

UTILITY TRAILER MANUFACTURING COMPANY IDENTITY STANDARDS GUIDE

UTILITY TRAILER MANUFACTURING COMPANY IDENTITY STANDARDS GUIDE 1 TABLE OF CONTENTS LOGO OVERVIEW Corporate Logo General Corporate Logo / Tag line Aftermarket Parts Logo General COLORS Corporate Colors Corporate Logo Color Specifications Corporate Logo / Tag line Color

More information

corporate identity guidelines

corporate identity guidelines Seilevel Corporate Identity Guidelines Introduction 1 Preferred Signature and Components Logo Space and Minimum Size Signature Variations Color Palette Typography Signature Misuse 2 3 4 5 6 7 corporate

More information

OCA Graphic Design: Core Concepts 1 Assignment 5 - Penguin Books Jane Braybrook Jane511794

OCA Graphic Design: Core Concepts 1 Assignment 5 - Penguin Books Jane Braybrook Jane511794 OCA Graphic Design: Core Concepts 1 Assignment 5 - Penguin Books Jane Braybrook Jane511794 Supporting Blog Post: https://jane511794.wordpress.com/category/assignments/assignment-5/ Critical Evaluation

More information

Typefaces are character sets based on distinct design characteristics.

Typefaces are character sets based on distinct design characteristics. Level 3 WGHS VISUAL ARTS 2011 ART DESIGN Typography An Introduction to Type Type Design Since the first recordings of letterforms the concept of the typographic form has evolved into a seemingly endless

More information

DIGITAL PRINT DESIGN (568 )

DIGITAL PRINT DESIGN (568 ) DESCRIPTION Create and produce digital print projects that communicates and promotes graphic communication. Develop knowledge and skills relative to the graphic design & printing industries. Includes:

More information

Brand Guidelines. Brand Guidelines. Keeper Security, Inc

Brand Guidelines. Brand Guidelines. Keeper Security, Inc Brand Guidelines rev 9.21.17 Keeper Security, Inc. 2017 Keeper Security, Inc. 2017 1 Don't Get Hacked. Get Keeper. The Leading Secure Password Manager and Digital Vault for Businesses and Individuals.

More information

Graphic Standards. Scope: CITYWIDE. Policy Contact Amy Williams, Communications and Media Manager, (916) ,

Graphic Standards. Scope: CITYWIDE. Policy Contact Amy Williams, Communications and Media Manager, (916) , Graphic Standards Scope: CITYWIDE Policy Contact Amy Williams, Communications and Media Manager, (916) 808-5014, awilliams@cityofsacramento.org Table of Contents 1- Policy 2- Graphic Standards Manual Regulatory

More information

TYPOGRAPHY. ascender arm (as on the capital T) descender bar (as on the capital H) counter ear (as on the lower case g and r)

TYPOGRAPHY. ascender arm (as on the capital T) descender bar (as on the capital H) counter ear (as on the lower case g and r) TYPOGRAPHY Parts of letters: base line x-height ascender arm (as on the capital T) descender bar (as on the capital H) extenders bowl counter ear (as on the lower case g and r) serif stroke tail (as on

More information

HISTORICAL INFLUENCE TESS PEREYO WEINGART

HISTORICAL INFLUENCE TESS PEREYO WEINGART WOLFAN HSTORCAL NFLUNC TSS PRYO WNART CONTNTS 1. NTRODUCTON 2. RSARCH 3. SKTCHS 4. TRATONS 5. FNAL 6. DFNS NTRODUCTON This project was inspired by AA gold medalist Wolfgang Weingart for his accomplishments

More information

Products At Home for Skin, Hair & Body Care: A Step by Step Guide & 70 Simple Recipes for Any Skin Type and Hair Type Designing Type Lettering &

Products At Home for Skin, Hair & Body Care: A Step by Step Guide & 70 Simple Recipes for Any Skin Type and Hair Type Designing Type Lettering & Designing Type PDF One of the most essential tools of graphic design, typography influences the appearance of visual print materials perhaps more than any other component. This essential book explains

More information

CONTENTS. The Brand 3. Logo 4. Alternative Looks & Tagline 6. Color 9. Logo Usage 11. Typography 12. Web 13. Divisions & Departments 14

CONTENTS. The Brand 3. Logo 4. Alternative Looks & Tagline 6. Color 9. Logo Usage 11. Typography 12. Web 13. Divisions & Departments 14 BRANDING GUIDE CONTENTS The Brand 3 Logo 4 Alternative Looks & Tagline 6 Color 9 Logo Usage 11 Typography 12 Web 13 Divisions & Departments 14 2 THE UPCI BRAND DESIGN PHILOSOPHY 1. THE GLOBE Since the

More information

INTRODUCING THE Transition family

INTRODUCING THE Transition family INTRODUCING THE Transition family A TYPFACE DESIGNED BY JAN ERASMUS CIRCA 2006 INFORMATION GUIDE RELEASED AND DISTRIBUTED BY: Cybergraphics.bz ALSO DISTRIBUTED BY: Fonts.com Linotype.com ITC.com Transition

More information

BRAND & LOGO GUIDELINES SOCKET MOBILE. - Logos - Social Media - Web

BRAND & LOGO GUIDELINES SOCKET MOBILE. - Logos - Social Media - Web BRAND & LOGO GUIDELINES - Logos - Social Media - Web SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION. 2 BRAND GUIDELINES THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BRAND. IT WILL LET YOU

More information

DMD DIAMOND, BRAND GUIDE ISSUE 01: DESIGN MANUAL CREATED FOR: DMD DIAMOND DESIGN AND BRAND GUIDELINE BOOK

DMD DIAMOND, BRAND GUIDE ISSUE 01: DESIGN MANUAL CREATED FOR: DMD DIAMOND DESIGN AND BRAND GUIDELINE BOOK DMD DIAMOND, BRAND GUIDE ISSUE 01: DESIGN MANUAL CREATED FOR: DMD DIAMOND DESIGN AND BRAND GUIDELINE BOOK CREATION DATE: FEBRUARY 2018 ISSUE 01: BRAND GUIDELINE CREATED FOR: DMD Diamond www.bit.diamonds

More information

communication design and the web John Zimmerman HCI Institute and the School of Design, Carnegie Mellon University 17 November 2010

communication design and the web John Zimmerman HCI Institute and the School of Design, Carnegie Mellon University 17 November 2010 communication design and the web John Zimmerman HCI Institute and the School of Design, Carnegie Mellon University 17 November 2010 goals for today explore communication design familiar with basic principles

More information

Design Principles. Advanced Higher Graphic Presentation. Professional Graphic Presentations by kind permission of

Design Principles. Advanced Higher Graphic Presentation. Professional Graphic Presentations by kind permission of Design Principles Advanced Higher Graphic Presentation Professional Graphic Presentations by kind permission of Design Principles:- Balance Balance in Composition Three different types of balance :- *

More information

Part 01: Logo, Typography & Colours. Brand Identity Guidelines 2015

Part 01: Logo, Typography & Colours. Brand Identity Guidelines 2015 Part 01: Logo, Typography & Colours Brand Identity Guidelines 2015 At a glance Logo Typography ITC Caslon No. 224 Univers Georgia Arial The core elements of the Arts Council identity makes our brand instantly

More information

MoviePlex Graphic Standards 02.06

MoviePlex Graphic Standards 02.06 MoviePlex Graphic Standards 02.06 Contents Logo Elements Unnacceptable Logo Usage Clear Space & Sizing Color Variations Background Control File Structure 3 4 5 6 7 9 Color Specifications Typography 10

More information

Corporate Identity Style Guide. April 2014

Corporate Identity Style Guide. April 2014 Corporate Identity Style Guide April 2014 Table of Contents Our Signature 1.0 Restrictions Legibility 2.0 Color 2.1 Usage with Photos 2.2 Color Palette 3.0 Typography Primary Type 4.0 Websafe / Alternate

More information

Name: Class: Teacher:..

Name: Class: Teacher:.. Name: Class: Teacher:.. Introduction Desktop publishing (DTP) is the process of designing newspapers, magazines, books, leaflets, booklets and reports on a computer. The industry that produces these items

More information

Style guide.

Style guide. Style guide www.nam.org Logo Orientation The orientation of the Manufacturing Institute logo is shown below. The base line of the logo mark and typography should be aligned. The logo mark and typography

More information

Manuale Typographicum By Hermann Zapf

Manuale Typographicum By Hermann Zapf Manuale Typographicum By Hermann Zapf If you are searched for the ebook by Hermann Zapf Manuale Typographicum in pdf format, then you have come on to correct website. We presented the utter variant of

More information

Baskerville. abcdefghijk For fun I like to jump cars while reading a quote by Albert Einstein.

Baskerville. abcdefghijk For fun I like to jump cars while reading a quote by Albert Einstein. serif Baskerville page 2 Baskerville page 3 Baskerville Baskerville Regular 26/28 while reading a quote by Baskerville italic 26/28 quote by Baskerville Semi bold 24/30 quote by Baskerville bold 24/26

More information

Our New Corporate Design

Our New Corporate Design Our New Corporate Design Dear Colleagues, At Henkel we have a clear vision for the future of our company, we align our actions to the same values, and share within our organization a unique corporate culture.

More information

Visual Identity Standards

Visual Identity Standards Visual Identity Standards 12.0 Presentations Information and inquiries: University Relations brand@ucalgary.ca Visual Identity Standards 2 12.0 Presentations 12.01 Introduction 12.01 Introduction 12.02

More information

jasonjuwono twentyfifteen TYPEDIA _ Typography Encyclopedia

jasonjuwono twentyfifteen TYPEDIA _ Typography Encyclopedia TYPEDIA _ Typography Encyclopedia ANATOMY_ Anatomy of a typeface Anatomy of a typeface What is a Font & Typeface? A design for a set of characters. A font is the combination of typeface and other qualities,

More information

STYLE GUIDE. Introduction. Fresh Tradition

STYLE GUIDE. Introduction. Fresh Tradition Fresh Tradition The visual identity is simply one element of the brand. Yet, it s your introduction to the community. Use it thoughtfully to epose a long-standing tradition of ecellence, engaging students

More information

Visual Identity Standards

Visual Identity Standards Visual Identity Standards Introduction The College s identity is a valuable asset that everyone has a responsibility to protect by managing its use. These guidelines have been established to assist the

More information

Our Look Book. BRAND GUIDELINES VERSION 1.0

Our Look Book. BRAND GUIDELINES VERSION 1.0 Our Look Book. BRAND GUIDELINES VERSION 1.0 SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION. Leonardo da Vinci 2 BRAND GUIDELINES THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BRAND. IT WILL

More information

UNIVERSITY HOUSING COMMU- NICATION GUIDE TO DESIGN

UNIVERSITY HOUSING COMMU- NICATION GUIDE TO DESIGN UNIVERSITY HOUSING COMMU- NICATION GUIDE TO DESIGN INTRODUCTION Hello and welcome to the University Housing Communication Guide to Design! In this book, you will find various guides to help you enhance

More information

Ferrysavers Brand Guidelines

Ferrysavers Brand Guidelines 2 Contents 3 4 5 6 7 8 9 10 11 12 13 Introduction The Ferrysavers Logo Protecting Our Master Logo Incorrect Master Logo Application Ferrysavers Family Logos Typography Print Typography Digital Typography

More information

Primary Logo. Corporate logo - primary. The centered logo is only to be used when the length of the common logo is problematic for an application.

Primary Logo. Corporate logo - primary. The centered logo is only to be used when the length of the common logo is problematic for an application. Primary Logo Corporate logo - primary The elements of the logo may be arranged in two predetermined configurations: the primary logo (which also has a small version and the centered logo. The centered

More information

Project 2 reminders: Hand in your typed book summary/response at end of class today. Make sure to include your name and section.

Project 2 reminders: Hand in your typed book summary/response at end of class today. Make sure to include your name and section. Project 2 reminders: Hand in your typed book summary/response at end of class today. Make sure to include your name and section. Project 2 reminders: First book cover critique this Friday. Bring 3 book

More information

SCOTTISH SWIMMING Visual Identity Guidelines 05 February 2015

SCOTTISH SWIMMING Visual Identity Guidelines 05 February 2015 SCOTTISH SWIMMING Visual Identity Guidelines 05 February 2015 SCOTTISH SWIMMING VISUAL IDENTITY GUIDELINES This guide is a tool designed to help us project the values and vision behind the Scottish Swimming

More information

Everything Emoji Inc Brand Guidelines 2015

Everything Emoji Inc Brand Guidelines 2015 Everything Emoji Inc Brand Guidelines 2015 Contents Mission Statement Logo Logo Styles Exclusion Zone Logo Sizing Color Palette Typography Restrictions Applications Contact Mission Statement At Everything

More information

Knightswood Secondary School. Graphic Communication. Desktop Publishing otes. Auto Tracing

Knightswood Secondary School. Graphic Communication. Desktop Publishing otes. Auto Tracing Auto Tracing The process of converting a bit mapped image into a vector image. In a bit-mapped image, each object is represented by a pattern of dots, while in a vector image every object is defined geometrically.

More information

Corporate Identity Guidelines

Corporate Identity Guidelines Corporate Identity Guidelines CONTENTS 1.0 TRADEMARK Watco Companies Logo Logo Clear Space Logo Variations Project Logos Proper Logo Use 03 04 05 06 07 08 2.0 TYPOGRAPHY Type Family 3.0 COLOR Brand Color

More information

The 3 C s of Design COMPOSITION COMPONENTS CONCEPT

The 3 C s of Design COMPOSITION COMPONENTS CONCEPT The 3 C s of Design The 3 C s of Design COMPOSITION COMPONENTS CONCEPT COMPOSITION (Principles of Design) The way in which the components of a design are visually combined and arranged. COMPONENTS (Elements

More information

IDENTITY GRAPHIC STANDARDS MANUAL

IDENTITY GRAPHIC STANDARDS MANUAL IDENTITY GRAPHIC STANDARDS MANUAL TABLE OF CONTENTS Identity Graphic standards manual v1.0 Table of Contents 1 Introduction and Importance of Graphic Standards 2 Logo System 3 Primary Logo and Variations

More information

Logo Style Guide. February 20, 2008

Logo Style Guide. February 20, 2008 Logo Style Guide February 20, 2008 Table of Contents Communicating the Plexera Brand. 1 The Plexera Logo. 2 Using the Plexera Logo. 3 Color Palette. 4 Logo Don ts. 5 Typefaces. 6 Product Naming Typography.

More information

Visual Design and Imaging Alignment

Visual Design and Imaging Alignment Visual Design and Imaging Alignment This document contains information about four Career-Technical Articulation Numbers (CTANs) for the Visual Design and Imaging Alignment Career-Technical Assurance Guide

More information

Graphical Screen Design

Graphical Screen Design 1 Graphical Screen Design Grids are an essential tool for graphical design Important graphical design concepts include visual consistency visual relationships visual organization legibility and readability

More information

MINI BRAND GUIDELINES

MINI BRAND GUIDELINES MINI BRAND GUIDELINES 9.18.17 TABLE OF CONTENTS SECTION 1 Introduction 3 SECTION 4 The Hamline Logo(s) & Seal 5 SECTION 5 Colors 16 SECTION 6 Typography 20 Questions about how to use this brand guide?

More information

Synopsis This module introduces calligraphy, the basic principles of typography, and applications of typography.

Synopsis This module introduces calligraphy, the basic principles of typography, and applications of typography. 8. Typography Synopsis This module introduces calligraphy, the basic principles of typography, and applications of typography. Lectures 8.1 Calligraphy 8.2 Basic Principles of Typography 8.3 Typography

More information

MODULE CM 2004 / STAGE 2 / SEMESTER 2 / SESSION Module title Design Principles and Context

MODULE CM 2004 / STAGE 2 / SEMESTER 2 / SESSION Module title Design Principles and Context MODULE CM 2004 / STAGE 2 / SEMESTER 2 / SESSION 06-07 Module title Design Principles and Context Typography Fonts are classified under the following headings. Old Face fonts make use of contrasting wide

More information

Friendly Fonts for your Design

Friendly Fonts for your Design Friendly Fonts for your Design Choosing the right typeface for your website copy is important, since it will affect the way your readers perceive your page (serious and formal, or friendly and casual).

More information

Identity Standards Guide A guide to consistent use of brand elements

Identity Standards Guide A guide to consistent use of brand elements 08.01.04 A guide to consistent use of brand elements Contents 1 Introduction A cohesive identity system increases and strengthens our visibility to all audiences customers, partners, and prospects. Applying

More information

Veto Font Family (Linotype Library) - consisting of 8 font weights

Veto Font Family (Linotype Library) - consisting of 8 font weights Document published and visible in internet. MY ACCOUNT / LOGIN presented in: Marathon Book FONT LOUNGE > For a larger view please click on the image Back to Unobtrusively italic Veto is a functional font

More information

WEB TYPOGRAPHY FOR WEB DEVELOPERS. Matej Latin Lead UX/UI Designer at Autotrader.co.uk

WEB TYPOGRAPHY FOR WEB DEVELOPERS. Matej Latin Lead UX/UI Designer at Autotrader.co.uk WEB TYPOGRAPHY FOR WEB DEVELOPERS Matej Latin Lead UX/UI Designer at Autotrader.co.uk 1 A MEANINGFUL WEB TYPOGRAPHY STARTER KIT 2 Most people think typography is about fonts. Most designers think typography

More information