1. ABC
of Typography

2. Typography useful art (creating typefaces, design pages, books)
science (typographic rules)
craft, work (typographer ~ printer)

3. History of Writing
advent of writing system – the result of the evolution of the human society (the necessity of recording)
pictogram (a picture representing a thing)
ideogram (a picture representing an idea)
pictographic script – hundreds of symbols
phonogram (a symbol representing a sound) – revolution in the evolution of writing (“several” symbols) ox
king

4. The Earliest Scripts
Cuneiform writing pictographic script syllabic script
Hieroglyphs pictographic script syllabic script
phonetic script
sun
mountain
tree
centre
field
boundary
door
China’s script (word script
up to present)

5. History of Writing in Europe
Phoenician alphabet
22–24 geom. symbols for consonants
Greek alphabet
signs for vowels (!)
the basis for Latin and Cyrillic
Czech alphabet
capital letters – ancient Rome
small letters ~ 800 AD
accents (Jan Hus)
(Carolingian minuscule)

6. Evolution of Numerals Roman MDCCLXVII Arabic 1767
used till 15st century
MDCCLXVII
Arabic
origin in India
1767

7. Typeface – Set of Characters
a, b, c,  lower case, small letters
A, B, C,  upper case, capital letters
1, 2,  numerals
ˇ ´ ¨ diacritical marks, accents
. , ! ? ; : punctuation marks
( ) [ ] { } brackets
„ “ ’ quotation marks, apostrophe
+    = mathematical signs
% § & other symbols

8. Rby Typeface – Boundaries ascender line cap line mean line base line
cap height
x-height
base line
descender
descender line

9. contrast oblique stress strong contrast vertical stress
Typeface – Letterform
stem – the main vertical stroke
serif – the small cross-stroke added to the end of main strokes
contrast – the degree of difference between thick and thin strokes
serif
overhanging
stem
counter
no contrast
contrast oblique stress
strong contrast vertical stress

10. A  A A  A A  A A  A Typeface – Letterform proportional monospaced
Distinguishing features:
end of the strokes (serif / no serif)
A  A
style of the serif (bracketed / unbracketed)
contrast / no contrast
A  A
thickness of strokes
A  A
proportions - width - height
proportional
monospaced

11. Type Family
Family – collection of variations designed with the same characteristics of types
Face – one of the styles of a family
Common faces (styles of font):
roman (regular)
bold
italic
bold italic
(small capitals)
Times New Roman
Times New Roman
Times New Roman
Times New Roman

12. Classification of Tapefaces
several different systems of classification
English classification is based on history
Blackletter (Old English, Gothic)
(San Marco)
(Clairvaux)
(Garamont)
(Bembo)
(Palatino)
Old Style Typefaces
(Baskerville)
(Fourier)
(Times New Roman)
Transitional Type

13. Classification of Tapefaces
(New Century Schoolbook)
(Bodoni)
Modern Type
(Eurostile)
(Helvetica)
Sans Serif (Grotesque)
(Lubalin Graph)
(Glypha)
Slab Serif (Egyptian)
(Brush Scripr)
Script, Brush, Freehand

14. Measuring in Typography
Europe system (Didot)
1 point = 0,3759 mm
12 points = 1 cicero = 4,513 mm
English-American system
1 point = 0,3528 mm
12 points = 1 pica = 4,23 mm
72 points = 6 picas = 1 inch = 2,54 cm
0,9385
1,0655
Eu-pointsAm-points

15. 60 points 60 points Body Size (Point Size)
size of the metal body of a type
actual height of letters depends on the typeface
60 points 60 points

16. Using of Body Size
6–7 dictionaries, time tables, telephone directories, notes
8 newspapers
9 magazines
10 books
11–12 schoolbooks, books for children, books in larger format
14 books for children, headings
16  main headings
poznámka, newspapers, magazines, books, schoolbooks, childbooks, headers 16 pt, headers 18 pt, headers 24 pt

17. Relative Typographical Unit
em = body size
en = 1/2 em
is used to express
size of spaces between words
width of types .

18. J.°A.°Komenský 37°Kč z°lesa 100°000
Spacing
letter spacing
specified by the definition of types
computer typesetting – easy to change
tracking – uniform addition or subtraction of space to/from all characters
kerning – adjustment of space between individual letter pairs
AV MN
TRÁVA
word spacing
left-aligned, centered, right-align text – constant space 1/3 em
justified text – variable space (1/4 em – 1/2 em)
nonbreaking space  ban of line break
J.°A.°Komenský °Kč z°lesa °000

19. Paragraph unit of text first line – indent (1–2 em)
same indent in the whole text
bullets, numbering – special text
negative indent of the first line – hanging
no first-line-indent – space before paragraph
last line – not too short, not as long as the whole line
first line cannot stay by itself at the bottom of a page (orphan)
last line cannot stay by itself at the top of a page (widow)

20. Leading Alignment leading – the space between lines of the text
affects the appearance and readability of the text
suggested value – 20%
line spacing (word processors)
Alignment
left-aligned
flush left
ragged right
(fully) justified
centered
right-aligned
flush right
ragged left

21. Rules . , : ; ? ! no space before, one space after
“ Konec , zvonec ! “ řekl .
Rules
punctuation
. , : ; ? ! no space before, one space after
I came, I saw, I conquered.
ellipsis  symbol
What is the meaning of “the open door”?
“How did she do it?” he asked.
quotation marks
„ “ no spaces inside, spaces outside
Use true marks in every language!!
“ ”
„Jak to udělala?“ zeptal se.
apostrophe
’ no spaces
I didn’t hear.
the boy’s mother
brackets
( ) [ ] no spaces inside, spaces outside
Barvínek menší (Vinca minor)

22. the Lincoln–Douglas Debates the New York–Paris flight
Rules
česko-anglický
- hyphen (1/3 em)
without spaces
Frýdek-Místek
Brno-město
sixty-five
fast-moving
easy-going
bude-li
společensko-politický
ex-wife
air-condition
— dash (1 em)
(used to separate parts of sentence)
with spaces in Czech
without in American English
Zapracoval — a výsledek se dostavil.
He is—how shall I say it?.
 dash (1/2 em)
(used to separate parts of sentence)
with spaces in Czech, in English
Zapracoval – a výsledek se dostavil.
He is – how shall I say it?.
 dash (1/2 em)
(used to express a range or as the equivalent of to or versus)
without spaces
pages 23–28
the years 1963–1967
the Lincoln–Douglas Debates
the New York–Paris flight

23. Rules – Using Numbers
Write out numbers through nine (or that require no more than one word).
There are twenty-six students in my wife’s third-grade class.
two players
eleven players
11 players
Byly dvě hodiny v noci a kohout třikrát zakokrhal.
Using numerals:
with unit of measure, time etc.
2 inches, 5 minutes
in technical text
a sentence cannot start with a figure

24. Rules – Using Numbers decimals large numbers dates: in Britain:
 12,451
decimals
large numbers
12,451 
dates:
in Britain:
30th March (,) 1995
30 March 1995
30/3/1995
in America:
March 3, 1995
3/30/1995
in Czech:
30. března 1995

25. Rules Emphasizing words use italics use boldface only for terms
avoid using underlined text
Usizing typefaces
use serif typefaces for body text
use sans serif typefaces for forms, tables
don’t use more than four fonts in any one publication

26. Layout of the Page basic layout  page map
visual center of a page is higher than the geometrical one
right page is more expressive
margins: top, bottom, left, right or mirror: inside, outside
footer – information, such as: chapter, date, page number, listed below the main text area of a page
header – information, such as: title, chapter name, date, or page number, listed above the main text area of a page
page numbering – header, footer, outside margin
right page has always an odd number

27. Jobbing printed matters
occasional personal or firm printed matters
visiting-card, letter paper and envelopes, wedding-card
diplomas, cards of invitation, greetings-card, programs, catalogs, advertising brochures
sizes needn´t to be standardized
fonts can be decorative
principles: information ability
readability
aesthetic standard

28. Fonts Font  a complete set of characters in a typeface
 a file containing the description of the shape of letters
Some fonts are installed together with programs, or we can buy them separately.
Fonts can have different sets of characters (national alphabets, special sets of characters – e.g. Symbol)
bitmap fonts
each character is stored as an array of pixels
are not easily scalable
for each size, face and resolution an extra description
used e.g. as a system font for screen (menu)

29. vector (outline) fonts
each character is encoded by a higher-level description in terms of lines and areas
can be scaled to any size and otherwise transformed easy
another information in the file: hinting (instructions for representing by raster output devices), kerning pairs
wide-spread:
True Type fonts (Microsoft+Apple, belong to OS)
Adobe Type 1 (PostScript) fonts (Adobe Systems)