Typography is the art and technique of arranging type in order to make language visible. - The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), adjust the spaces between groups of letters (tracking) and adjusting the space between pairs of letters (kerning). W hat is Typography ?

WHO? Typography is performed by typesetters, compositors, typographers, graphic designers, art directors, comic book artists, graffiti artists, etc. - Typography used to be a specialize occupation… now everyone does it.

PRINCIPLES OF TYPOGRAPHY: Repetition Contrast Proximity alignment.

BC creation of a complete text by reusing identical characters. Greece. Phaistos Disc the essential criterion of type identity met by medieval print artifacts 11 th century China- Metal type first invented in Korea around Discontinued after the Western lead type was invented. 15 th century Germany- modern movable type (mechanical printing press) is most often attributed to Johannes Gutenberg. He developed techniques for casting and combining cheap copies of letter punches in vast quantities to print multiple texts. Lead based alloy letter punches still used today. Started the Printing Revolution. Fun fact: World's first book with movable type was called the “Gutenberg Bible”. He invented Black letter which was modelled after scribes. 1890’s- 1970’s mechanization of typesetting. Continuous casting, Linotype machine was invented by Ottmar Mergenthaler. 1950’s- 1990’s photographic technology lead to phototypesetting. Tiny high resolution images of individual glyphs on a film strip, high intensity light source behind film strip projected the glyphs through an optical system which focused the desired letter onto the light sensitive phototypesetting paper at a specific size and position. 1960’s- 1970’s enlarged type design. COMPUTERS=DIGITAL PRINT

WHAT IS TYPESETTING?  Typesetting is the composition of text by means of types. It requires the prior process of designing a font and storing it in some manner. Typesetting is the retrieval of the stored letters and ordering them.  Mechanical systems are called sorts and digital systems are called glyphs.  Manual – cast metal sorts were composited into words and lines of text and tightly bound together to make a forme with all letters the same height. The forme was mounted to a press, inked and an impression made on paper.  Computer- raster image processor to render an entire page to a single high resolution digital image, known as image setting.

Johannes Gutenberg- invented Blackletter Jenson- Invented Roman Aldus ManutiusAldus Manutius- Italics Caslon- Oldstyle- thick serifs and low contrast between thick and thin strokes Baskerville- Transitional- thinner serifs than Old style with higher contrast between thick and thin strokes Didot and Bodoni - Modern- thin serifs and extreme contrast between thick and thin strokes William Caslon IV- got rid of serifs, which was called sans serifs. Revolution lead to need for advertising which created a need for more interesting type face. Egyptian was invented, called Slab serif which has thick serifs 19 th century- Paul Renner invented Futura, which was based on simple geomantic shapes. Called Geometric sans. Eric Gill created the Gill Sans. Had softer curves. Called the Humanist Sans. 1950’s- Helvetica was invented “referred to as worlds favorite typeface” simple curves available in many different weights Computer!!! Began with pixel type as computers progressed various typefaces were invented. TYPEFACEHISTORYTYPEFACEHISTORY

WHY IS TYPOGRAPHY IMPORTANT??? Advertising- companies, designers, etc. rely on adds to help sell product which in turn builds their companies. Words = power. Logo creation- Often logos are limited to just type and no picture. Important to have eye catching type that is appropriate in helping to sell the business, product, etc. Identity- many companies, businesses and brands use a specific type to represent their own identity. When we see the Golden arch or A&W we know what the type means/represents. Also, color and typeface are used to associate with different companies, brands, etc. Example: fox/Roxy uses the same typeface for all (most) products. Publishing- text needs to be readable. Followed the principles of typography.

References N/A. Typography. n.d. Website N/A. Typesetting. n.d. Website The History of Typography:Animated Short. Dir. Ben Barrett- Forrest