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Typography Basics
Sean Adams
Illuminated
Manuscript
Monks use reed pens for calligraphic forms
1439
Blackletter
set in metal, imitates calligraphic forms
Johannes Gutenberg
a long time ago
1470
Old-style
Simplifies the calligraphic form
for more cost effective printing.
Nicolas Jenson
is inspired by typography on
Roman monuments.
Roman Type
1495
Aldus Manutius
designs a more condensed letterform
to fit more text on a page.
Italics
1540
Claude Garamond
designs a typeface to use 25% less ink.
1728
William Caslon
When in doubt, use Caslon.
1757
Transitional
represent the transition between Old Style
and Modern or Didone Typefaces
John Baskerville
1813
Modern or Didone
Better printing techniques allow for
finer letterforms with more extreme
thicks and thins.
Giambattista Bodoni
1852
Firmin Didot
wanted even more extreme thicks and thins.
1828
Woodtype
good for big letters and advertising
Darius Wells
1845
Egyptians or Slab Serif
Everyone wants all things Egyptian
after Napoleon’s Egyptian Campaign
Robert Besley
1927
Geometric Sans Serif
Paul Renner
designs a typeface with universal forms:
circles, straight lines and diagonals
1928
Humanist Sans Serif
Eric Gill
thinks Futura is too cold.
1957
Neo-Grotesque
Sans Serif
Max Miedinger
Eduard Hoffmann
designed a neutral sans-serif as a family.
1960
Photo-typesetting
.allows for more extreme letterforms
no longer made in metal.
Herb Lubalin
saw type as an expressive form,
not neutral or cold.
1984
Digital Type
The Macintosh democratizes typesetting.
Typography can more easily be manipulated
and layered.
Arialand Georgia
designed for the screen and operating systems
Typography Today
Screen-based, in motion, interactive, and expressive
Classification
Differences
Neo-Grotesque Sans Serif
System Fonts
Blackletter
Calligraphic forms
Janson
thick serifs
little variation
between thick
and thin parts
Garamond
thick serifs
slightly more
variation
between thick
and thin parts
Caslon
thick serifs
simpler curves
straighter lines
slightly more
variation
between thick
and thin parts
Baskerville
thinner serifs
much more
variation
between thick
and thin parts
simpler curves
even more
straighter lines
Bodoni
very thin serifs
extreme
variation
between thick
and thin parts
even simpler
curves
even more
straighter lines
Didot
very thin serifs
extreme
variation
between thick
and thin parts
even simpler
curves
even more
straighter lines
Clarendon
small
variation
between thick
and thin parts
very thick and
square serifs
Futura
very small
variation
between thick
and thin parts
no serifs
geometric
Typesetting 101
Punctuation
dash
orhyphen
toconnectwords
Punctuation
endash
inplaceof“to”
12:00–2:00
Punctuation
emdash
toconnectideas
likeasemi-colon
Punctuation
quotationmarks
Punctuation
inch mark
Typographic terms
AligningFigures
Typographic terms
AligningFigures
Typographic terms
Old-style or Expert Figures
Typographic terms
Old-style or Expert Figures
There is no such thing
as a bold old-style 

classic serif.
Like short sleeve dress
shirts, they do not exist.
G GWilliam Caslon did not toil for years to see his typeface
mutated like this.
This is a designer who uses beautifully drawn 

sans-serif typefaces
This is a designer who chooses bold 

old-style serif typefaces
For more information and excitement:
http://www.lynda.com/Sean-Adams/519270-1.html

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Sean Adams typography101