Typography matters

Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed.

The arrangement of type involves selecting specific typefaces, point size, line length, line-spacing (leading), letter-spacing (tracking), and adjusting the space within letters pairs (kerning).

Typography is the work of typesetters, compositors, typographers, graphic designers, art directors, manga artists, comic book artists, web designers, graffiti artists, and now—anyone who arranges words, letters, numbers, and symbols for publication – from clerical workers and newsletter writers to anyone self-publishing materials.

Holiday Memories

The current era of logo design began in the 1870s with the first abstract logo, the Bass red triangle. As of 2014 many corporations, products, brands, services, agencies and other entities use an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo.

As a result, only a few of the thousands of ideograms in circulation are recognizable without a name. An effective logo may consist of both an ideogram and the company name (logotype) to emphasize the name over the graphic, and employ a unique design via the use of letters, colors, and additional graphic elements.

Ideograms and symbols may be more effective than written names (logotypes), especially for logos translated into many alphabets in increasingly globalized markets.

Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

Howard Schultz

Designing a good logo may require involvement from the marketing team and the design agency (if the process is outsourced), or graphic design contest platform (if it is crowdsourced). It requires a clear idea about the concept and values of the brand as well as understanding of the consumer or target group.

Broad steps in the logo design process might be formulating the concept, doing an initial design, finalizing the logo concept, deciding the theme colors and format involved.

Principles of craft


Legibility is primarily the concern of the typeface designer, to ensure that each individual character or glyph is unambiguous and distinguishable from all other characters in the typeface. In part, legibility also is an aspect of concern for the typographer to assure selection of a typeface with appropriate clarity of design for the intended use at the intended size.

Selection of case, upper, called also capitals, or lower, severely influences the legibility of typography because using all-caps or upper case letters, significantly reduces legibility.

Legibility refers to perception and readability refers to comprehension understanding the meaning. Good typographers and graphic designers aim to achieve excellence in both. Some commonly findings of legibility research include:

  1. Text set in lower case is more legible than text set all in upper case: capitals or all-caps.
  2. Extenders – ascenders, descenders and other projecting parts – increase salience or prominence.
  3. Regular upright type – roman type – is found to be more legible than italic type.

Studies of both legibility and readability have examined a wide range of factors including type size and type design. For example, comparing serif vs. sans-serif type, roman type vs. oblique type, and italic type, line length, line spacing, color contrast, the design of right-hand edge (for example, justification, straight right hand edge) vs. ragged right, and whether text is hyphenated.

A legible typeface can become unreadable through poor setting and placement, just as a less legible typeface can be made more readable through good design.

      

7.340 commenti su “Typography matters”

  1. hello there and thank you for your information – I’ve definitely picked up anything new from right here.
    I did however expertise several technical
    issues using this website, as I experienced to reload
    the web site many times previous to I could get it to load
    correctly. I had been wondering if your hosting is OK?
    Not that I am complaining, but sluggish loading instances times will very frequently affect your placement in google and can damage your high-quality score if advertising and
    marketing with Adwords. Well I’m adding this RSS to
    my e-mail and could look out for much more of your respective exciting content.

    Ensure that you update this again soon.

  2. I absolutely love your blog and find almost all of your post’s to be just
    what I’m looking for. can you offer guest writers to write content for you?

    I wouldn’t mind composing a post or elaborating on a few of the subjects
    you write with regards to here. Again, awesome website!

  3. Hey there! This is kind of off topic but I need some help from an established blog.
    Is it very hard to set up your own blog? I’m not very techincal but I can figure things out pretty fast.
    I’m thinking about creating my own but I’m not sure where to begin. Do you have any tips or suggestions?
    Many thanks

  4. I’m extremely pleased to discover this page. I need to to
    thank you for ones time just for this fantastic read!!
    I definitely loved every part of it and i also
    have you saved to fav to check out new stuff in your site.

  5. wonderful submit, very informative. I’m wondering why the other
    specialists of this sector do not understand this.
    You must proceed your writing. I’m confident, you have a great readers’ base already!

  6. Pingback: viagra 100mg
  7. Pingback: best cialis site