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IAT 102 Graphic Design

The document discusses key design elements like typography, grids, and color. It provides historical context on the development of typography from illuminated manuscripts to movable type. Early forms of typography included Chinese movable type from 1300 BC and Gutenberg's printing press in the 1450s in Europe. The document outlines different typeface categories like serif, sans serif, and their anatomy. It also discusses typographic concepts like leading, font size, line length, word spacing, and avoiding widows and orphans. Grid systems are presented as an underlying structure for organizing information across pages or publications.

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77 views59 pages

IAT 102 Graphic Design

The document discusses key design elements like typography, grids, and color. It provides historical context on the development of typography from illuminated manuscripts to movable type. Early forms of typography included Chinese movable type from 1300 BC and Gutenberg's printing press in the 1450s in Europe. The document outlines different typeface categories like serif, sans serif, and their anatomy. It also discusses typographic concepts like leading, font size, line length, word spacing, and avoiding widows and orphans. Grid systems are presented as an underlying structure for organizing information across pages or publications.

Uploaded by

Nguyễn Hùng
Copyright
© © All Rights Reserved
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Download as PPT, PDF, TXT or read online on Scribd
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IAT 102 Graphic Design


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Typography: origin of movable type
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Typeface
Grid
Design elements essential to good visual communication:

 Shape and Form


 Spatial Awareness (layout and grid systems)
 Typography: understanding what type is + how to work with it
 Dynamics, Emphasis and Contrast
 Using Colour for emphasis, orientation or decoration
Typography

Content and images taken from: Lupton’s Thinking with Type, Megg’s History of Graphic Design and
Jubert’s Typography and Graphic Design
Psalter-Hours
English, 13th Century A.D.
Walters Art Museum, Baltimore, MD.

Before the invention of the printing press, handwritten documents were riddled with errors.
Scribes invented visual, artistic ways to salvage these laboriously crafted objects.
Illuminated Manuscripts (1342 A.D.) Celtic, 12th century, Hungary
Early European block printing (1466 A.D.) - book design
metal type

Gutenberg’s moveable Type in Europe (1453-1455 A.D.)


Chinese movable type (c. 1300 B.C.)
Typographic design is not only an act of mark making, but also of spacing.

Letterpress technology
a classic typographic page
Typographic design
with white space
Emil Ruder, 1967
Leading refers to the thin strips of lead that divide the horizontal lines of type.

A font size is determined by the entire piece of metal.


Therefore, not all 10pt. fonts look exactly the same - they can have differing x-
heights.
origin
Letter

anatomy
Typeface

Content and images taken from: Craig’s Designing with Type and Saffer’s Designing for Interaction
Typefaces

commonly called fonts

categorized into two groups called

seri sans-serif
f
Serif typefaces are easy to read and are excellent for long passages of text (e.g.
books)

Sans-serif typefaces are generally used for shorter passages of text and for text that
is meant to be scanned quickly (e.g. signage)

(top) Garamond circa 1500s and (bottom) Gill Sans 1927


typeface
Typeface, serif + sans serif
Old Style Font:
(Centaur)
- Axis inclined
- Moderate contrast
Transitional Font:
(Baskerville)
- Axis vertical
- Moderate contrast
Modern Font:
(Bodoni)
- Axis vertical
- strong contrast
Egyptian Font:
(Rockwell)
- low contrast
- strong serifs
Sans Serif Font (Grotesque):
(Helvetica)
- no serifs
widow
A single line on the top of a page is also called widow

widow
if the first line of a paragraph appears on its own
at the bottom of a page, we call it an orphan

orphan
widows and orphans
Typeface is an important choice in
any visual interface, providing not
only a platform for useable,
readable, and clear labels and
text, but also personality.
word spacing
word spacing
word spacing
line length
line length
line length
Grids
Grids are the underlying
structure of any document.
A grid system helps designers organize
information into a coherent pattern.
A grid is a reusable system for
multi-page and/or multi-issue
publications.
single-column grid
single-column grid
multi-column grid
multi-column grid
modular grid
modular grid
How to work with a grid?
1. Select a page format and a type area
2. Divide type area into columns
3. Insert horizontal divisions
4. Choose appropriate font sizes
Josef Müller-Brockmann
Grid systems in graphic design,
Josef Müller-Brockmann, Niggli,
1981, Zurich

Josef Müller-Brockmann
Announcements:
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