Typographic Design

The bestselling introduction to designing the written word

Typographic Design: Form & Communication is the definitive reference for graphic designers, providing a comprehensive introduction to the visual word. Done well, typopgraphy can communicate so much more than the words themselves. Typographic design determines how you feel about a message, the associations you make, and ultimately, the overall success of the communication. Typographic design extends from the page to the screen, and is a critical element of almost any graphic design project. This book provides essential guidance on everything related to type: from letterforms and negative space, to messaging, processes, and history, aspiring designers will find great utility in mastering these critical concepts.

This new seventh edition has been fully updated with new coverage of contemporary typography processes, updated case studies, and new examples from branding, print, web, motion, and more. On-screen typographic design concepts are discussed in greater detail, and the online supplemental materials include new flashcards, terminology and quizzes.

• Understand design factors as they relate to type

• Explore communication and typographic messaging

• Learn how typography has evolved, and where it is headed

• Adopt established approaches to designing with type

The irony of typographic design is that, when done well, it often goes unnoticed--but its impact on a project's overall success is undeniable. Typography can make or break a page, can enhance or overpower an image, and can obscure a message or bring it into sharp focus. It is one of the most powerful tools in the graphic designer's arsenal, and Typographic Design is the complete, practical introduction.

Autorentext

Rob Carter is Professor Emeritus at Virginia Commonwealth University, and has served as a visiting professor at the Gerrit Rietveld Academy in Amsterdam. He is the author of American Typography Today, Typographic Design: The Great Typefaces, the five-volume Working with Type series, and Digital Color and Type. He is also coauthor of Meggs: Making Graphic Design History.

Sandra Maxa is Director of the Master of Arts Graphic Design program at the Maryland Institute College of Art, where she teaches design process, theory and typography. She has served as visiting faculty at the Pratt Institute, Parsons, and at Rutgers University–Newark. As partner at Q Collective, her professional work reflects her deep interest in identity, interactivity and visual culture. Mark Sanders is Professor in the Graphic Design department at the Maryland Institute College of Art, where he teaches typographic, system, and interaction design. He has also been a visiting assistant professor at the Pratt Institute and Rutgers University–Newark. As partner at Q Collective, he produces rich design systems that incorporate typography, identity, interaction, and space. The late Philip B. Meggs was School of the Arts Research Professor at Virginia Commonwealth University; visiting faculty at Syracuse University and the National College of Art and Design in Dublin, Ireland; and contributing editor to Print magazine. He authored more than a dozen books and 150 articles and papers on design and typography, including a section on graphic design in Encyclopedia Britannica. The late Ben Day was Professor Emeritus at Virginia Commonwealth University. He also taught at Boston University and had been a Visiting Designer at the University of Connecticut.

Zusammenfassung
The bestselling introduction to designing the written word

Typographic Design: Form & Communication is the definitive reference for graphic designers, providing a comprehensive introduction to the visual word. Done well, typopgraphy can communicate so much more than the words themselves. Typographic design determines how you feel about a message, the associations you make, and ultimately, the overall success of the communication. Typographic design extends from the page to the screen, and is a critical element of almost any graphic design project. This book provides essential guidance on everything related to type: from letterforms and negative space, to messaging, processes, and history, aspiring designers will find great utility in mastering these critical concepts.

This new seventh edition has been fully updated with new coverage of contemporary typography processes, updated case studies, and new examples from branding, print, web, motion, and more. On-screen typographic design concepts are discussed in greater detail, and the online supplemental materials include new flashcards, terminology and quizzes.

• Understand design factors as they relate to type
• Explore communication and typographic messaging
• Learn how typography has evolved, and where it is headed
• Adopt established approaches to designing with type
  The irony of typographic design is that, when done well, it often goes unnoticedbut its impact on a project's overall success is undeniable. Typography can make or break a page, can enhance or overpower an image, and can obscure a message or bring it into sharp focus. It is one of the most powerful tools in the graphic designer's arsenal, and Typographic Design is the complete, practical introduction.

Inhalt

Foreword, Rob Carter viii

Introduction ix

1 The Evolution of Typography 1

From the origins of writing to Gutenberg's invention of movable type 2

Typography from Gutenberg to the nineteenth century 7

The nineteenth century and the Industrial Revolution 12

Typography in the twentieth century 18

A new century and millennium begin 27

2 The Anatomy of Typography 33

Letterforms analyzed 34

The typographic font 37

Historical classification of typefaces 40

The type family 44

Typographic measurement 48

Measuring type on screen 51

3 Legibility 53

Basic principles of legibility 54

Typographic details 64

Legibility and digital typography 66

Rendering type on screen 68

Reading on screen 70

Selecting typefaces 71

Other legibility factors for on-screen typography 74

4 The Typographic Grid 77

Background 78

Structure and space 79

Proportion 80

The square 81

Single-column grids 83

Multicolumn grids 86

Modular grids 91

Improvisational structures 96

The grid and type on screen 97

5 Syntax and Communication 99

Typographic syntax 100

Typographic space 109

Visual hierarchy 112

ABA form 118

6 The Typographic Message 123

A multidimensional language 124

Verbal/visual equations 127

Function and expression 130

7 The Evolution of Typographic Technology 133

Hand composition 134

Machine composition 135

Phototypesetting 137

Digital typesetting 140

Digital typeface file formats 142

Screen-based typography 144

Generative typography 148

Hybrid typography 151

8 Typography in Time and Motion 153

Background 154

Using type in time-based media 157

How type changes and moves 161

Legibility factors 166

Expression 167

9 Case Studies in Typographic Design 169

Poster design: Integrating type and image 170

Book design: VAS: An Opera in Flatland 174

Type in motion: Process and presentation 178

Identity system: Exhibit Columbus 182

Information design: Bloomberg 186

Identity system: 17th Street Farmers' Market 190

Interaction design: Helmut Schmid: Design Is Attitude 193

10 Typographic Design Education 195

Letter/digit configurations 196

Inventing sign systems 196

Comparative relationships: type and image 197

Sequential typographic forms in space 198

Unity of form and communication 199

Onomatopoeia in motion 200

Type chronology booklet 201

Typography in the browser 202

Typographic hierarchy 203

Calendar deconstruction 2…