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Typography in Advertising
Doctoral Thesis Typography in Advertising Typografie v reklamě Author: Aleksandar Donev, MSc Degree programme: Visual Arts (P8206) Degree course: Multimedia and Design (8206V102) Supervisor: Doc. PhDr. Zdeno Kolesár, Ph.D. Zlín, December 2015 © Aleksandar Donev Published by Tomas Bata University in Zlín in the Edition Doctoral Thesis. The publication was issued in the year 2015 Key words in English: Typography, Advertising, Visual Communication, Design, Typefaces, Fonts Key words in Czech: Typografie, Reklama, Vizuální Komunikace, Design, Písma, Fonty Full text of the Doctoral Thesis is available in the Library of TBU in Zlín ISBN 978-80-……… ABSTRACT This thesis is set to investigate the use of type and typography in advertising, the role of typography in rendering the advertising message and the effects it has on the same. Typography and advertising both have been researched significantly all over the world but mainly as a two separate disciplines without showing the importance of their connection. The aim of my thesis is to fill that gap and show the significance of typography in advertising and their relationship in the communication process. The approach undertaken in this thesis is mainly theoretical, including statistics, a survey, a case study and an analysis of literature from various sources in the field of the research. I have analysed the factors that make typography suitable and effective for advertising purposes. With this research I am able to confirm that the use of typography and type for advertising purposes is slightly different than its use for other purposes. I am hoping that my work will make designers and advertisers more aware of the importance of typography in the creation of advertisements and that they will make better use of it. -
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Inflection Point Emigre Published in 1989, Emigre magazine’s eleventh issue, Ambition/Fear: Graphic Designers and the Macintosh Computer, contains vivid artifacts of a discipline’s first encounter with digital tools. From the aesthetics of bitmaps to the expressive interventions made possible by new access to typesetting controls, not to mention the self- publishing venture of the magazine itself, this issue combines modernist and postmodern agendas in a model construction of text-based community. Looking closely at Emigre #11, and more passingly at later issues, this article analyses the technical, critical, and cultural production that would shape Emigre as a medium for typographic demonstration and discussion among peers. Emigre #11 Ambition/Fear, 1989 32 pages, 11.25 x 16.75 inches, plus poster, 22.25 x 32.5 inches. Edition of 6,000. Emily McVarish Printed at Lompa Printing, Albany, CA. Browse all pages of Emigre #11 in high resolution at https://letterformarchive.org/emigre This is our second type specimen catalog that focuses on Emigre’s text Contents Pages Typeface typefaces. And like the first, instead of 1-5 Alda using fake text, or “Greeking,” which 6-7 Cardea is commonly used in type promotions 8-9 Mr Eaves Modern 10-11 Malaga to make text look artificially perfect, 12-13 Vista Slab we decided to put the fonts to work in 14-15 Alda 16-17 Mr Eaves XL Modern a realistic context. To properly judge a 20-21 Cholla Slab text typeface you should read it. To do 22-23 Mrs Eaves XL Serif 24-25 Fairplex Narrow that properly, you need real text, not 26-27 Vendetta 28-29 Filosofia dummy text, and lengthy text, not two 30-31 Base 900 or three sentences, so you can immerse 32-33 Eidetic 34-35 Vista Sans yourself in it. -
The Visibility and Legibility of Roman Typefaces: a Review with Blur Simulation
The Visibility and Legibility of Roman Typefaces: A Review with Blur Simulation * Rachapoom Punsongserm Faculty of Fine and Applied Arts, Thammasat University, Pathum Thani, Thailand Abstract Background According to our previous study, Thai Typefaces (Part 1): Assumption on Visibility and Legibility Problems, we examined underlying stages in the visibility and legibility matters of the Thai typefaces where the results have provided the assumption for developing the glyphs of the Thai universal design font (UD font). However, studying the visibility and legibility of Roman letters has still been a necessity, as it represents the international language. Developing high visibility and high legibility of the Roman typeface is requisite for supporting the Thai UD font as well. Methods The current study qualitatively initial tested the tolerance of Roman characters under blurred conditions. We applied seventy Roman fonts in the form of 'The Internal Relationship of Letters in the Feature Comparison Theory' in the same x-heights as stimuli, which simulated the low visual acuity at different blur levels. Results The simulated condition suggests significant advantages and disadvantages of each Roman type concerning visibility and legibility. The results improved ideas and possible solutions, which may assist with the approach of designing high-performance Roman letterforms that contribute to the Thai UD font as a Roman character set. Conclusions In order to improve the visibility and legibility of the Roman letterforms toward a UD font, the current pilot study conducted an investigation via blurred Roman types. The study revealed the advantages and disadvantages of several Roman letterforms, which suggest approaches to developing the Roman characters actively in low visual acuity conditions. -
Klassenlose Schrift« Fragt, Wie Sich Diese Systeme Über Mehr
Schrift ist ein, vielleicht das wichtigste Kommunikations- medium überhaupt. Sie kommuniziert zweistufig, sie spei- chert einerseits Sprache und vermittelt andererseits über ihre Form etwas jenseits der Buchstaben. Mit der Digitali- sierung stellt sich die Grundfrage aller Typograf·innen jeder und jedem, die und der einen Text tippt: Welche Schrift passt zu einem Text, unterstützt seine Aussage? Hier beginnt Typog- rafie, jede·r Computeranwender·in hat sich diesem»Welche Schrift wozu?« irgendwann zu stellen. In diesem Moment, in dem zwischen hunderten oder tausenden Alternativen ent- schieden werden muss, sind es Schriftklassifikationssysteme, die Orientierung schaffen können. Sie sollen Überblick bieten in der schier unüberschaubaren Welt der Schriften. »Klassenlose Schrift« fragt, wie sich diese Systeme über mehr als 100 Jahre entwickelt haben, wie sie Schriften unterschei- KLASSENLOSE SCHRIFT den, nach welcher inneren Logik sie arbeiten und welche Strukturen sich daraus ergeben. Es geht darum, wie und wen diese Systeme adressieren, auf welchen technischen und historischen Kontexten sie fußen und welche Modi der Unterscheidung sie zu etablieren suchen. All dies führt zu der Frage, wie Schriftklassifikationssysteme strukturiert sein müssten und sollten, um heute, im Zeitalter allgegenwär- tiger digitaler Typografie, all denjenigen zu helfen, die eine genau passende Schrift suchen. kassel university press Jörg Petri Jörg Klassenlose Schrift KLASSENLOSE SCHRIFT Schriftklassifikationen im Wandel analoger und digitaler Typografie Jörg Petri -
‡Notes on Filosofia
Notes‡ on Filosofia 1 UPPER LOWER SMaLL cYRILLIc FILOSOFIA caSE caSE caPS MANUALE A a a ж ‡ FILOSOFIA A a ж ‡ ZUZANA LICKO A a A ж ‡ VOLUME ONE. A a ‡ A a ‡ BERKELEY A a ‡ M M X I X . 2 3 FILOSOFIA BEFORE THE AGE OF PERSONAL COMPUTERS, when designer ABCDEFGH Zuzana Licko used to specify typefaces from photo type- setters’ st yle books, her favorite typeface was Bodoni. She was attract ed to its clean lines and geometric shapes, IJKLMNOPQR and the variety of headline st yle choices. However, for HEADLINE pract ical reasons, she often decided against using Bodoni FILOSOFIa GRaND BOLD for long texts, as the extreme contrast made it diffi cult to 19 PT STUVWXYZ read at small sizes. LEAD-IN FILOSOFIa Since then, there have been many digital font revivals BOLD and reworkings of Bodoni’s typefaces, some of which have SMaLL caPS 12/15 PT brought to light the numerous variations in Bodoni’s type abcdefghi TEXT designs not evident in the earlier photo types. FILOSOFIa REGULaR For example, the ITc Bodoni (1994) was released in 12/15 PT three variants, each optimized for a range of sizes, and CAPTIONS jklmnopqr FILOSOFIa each with very dist inct features, refl ect ing the variety of REGULaR Bodoni’s work. 8/10 PT In fact , Bodoni spent his entire life building a large stuvwxyz collect ion of over 400 fonts. He st arted with Fournier’s types as a model, then st udied Didot and Baskerville, and over time developed a personal st yle that tended toward simplicity, aust erity and a greater contrast between 1234567890 the vertical st ems and hairlines than previously seen, resulting in what we know today as the modern face. -
Psychology of Onscreen Type: Investigations Regarding Typeface Personality, Appropriateness, and Impact on Document Perception
PSYCHOLOGY OF ONSCREEN TYPE: INVESTIGATIONS REGARDING TYPEFACE PERSONALITY, APPROPRIATENESS, AND IMPACT ON DOCUMENT PERCEPTION A Dissertation by Audrey Dawn Shaikh Master of Arts, Wichita State University, 2005 Master of Science, University of North Texas, 1999 Bachelor of Science in Education, Baylor University, 1992 Submitted to the Department of Psychology and the faculty of the Graduate School of Wichita State University in partial fulfillment of the requirements for the degree of Doctor of Philosophy May 2007 © Copyright 2007 by Audrey Dawn Shaikh All Rights Reserved PSYCHOLOGY OF ONSCREEN TYPE: INVESTIGATIONS REGARDING TYPEFACE PERSONALITY, APPROPRIATENESS, AND IMPACT ON DOCUMENT PERCEPTION I have examined the final copy of this dissertation for form and content, and recommend that it be accepted in partial fulfillment of the requirement for the degree of Doctor of Philosophy with a major in Human Factors Psychology. ____________________________________________ Barbara S. Chaparro, Committee Chair We have read this dissertation and recommend its acceptance: ____________________________________________ Paul Ackerman, Committee Member ____________________________________________ Alex Chaparro, Committee Member ____________________________________________ Darwin Dorr, Committee Member ____________________________________________ Michael Jorgensen, Committee Member Accepted for the College of Liberal Arts & Sciences __________________________________________________________ William D. Bischoff, Dean Accepted for the Graduate School -
Sans Serif Typefaces By: Years, All of Which Were Designed by Ben- Ton and Issued by A.T.F
Category Serif Classification Transitional Designer(s) Henry Baskerville Foundry Baskerville NB Here using Baskerville URW from Adobe Typekit BASKERVILLE Baskerville is a transitional serif typeface designed in 1757 by John Baskerville (1706–1775) in Birmingham, England. Baskerville is classified as a transitional typeface, positioned between the old style typefaces of William Caslon, and the newer styles of Giambattista Bodoni & Firmin Didot. References Wikipedia : Baskerville Font: The Sourcebook Black dog Publishing Pau and Berger eds: 30 Essential Typefaces for a Lifetime History CHARACTERISTICS In Birmingham, England, Henry Baskerville ad- vanced the use of more delicate typefaces that could The Baskerville typeface is the result of withstand the repeated poundings on the press. He John Baskerville’s intent to improve upon also developed smoother paper so the typefaces could the types of William Caslon. He was aim- print without breaks or clogs. Had an airy quality ing at simplicity and quiet refinement due to the lightness of the letterforms and generosity though: of the page margins. Melted down his type after each printing. • increasing the contrast between thick and thin strokes Baskerville’s typeface was the culmination of a larg- • making the serifs sharper and more er series of experiments to improve legibility which tapered also included paper making and ink manufactur- • shifting the axis of rounded letters to a ing. His background as a writing master is evident more vertical position. in the distinctive swash tail on the uppercase Q and • making curved strokes more circular in in the cursive serifs in the Baskerville Italic. shape and making characters more regu- lar. -
Five Designers Display Their Fondness for Fonts In
A picture may be worth a thousand words, but designers know that type can speak as loudly as images. The creative minds behind these projects have a fondness for fonts-setting, selecting, and altering type to convey messages and moods in ways only words can. A . Triple 0 The "typographic dirt" relates to learning Designed for a local college by Martin Yeeles (Bob's as well as breaking ground. Designer John Foust Your Uncle, Boston), this booklet promotes Smoke quickly created letters of varying sizes and colors in Signals, a film adaptation of a novel. Illustrator, converted them to outlines, and brought The client's budget was minimal-ruling our them into Photoshop. The letters were placed on photography and illustrations, and restricting the more than 50 layers-the most prominent on indi design to in-house two-color printing. But Yeeles vidual layers and the "fillers" several to a layer says "organizing three unwieldy titles was the great then positioned to form a pile. Lastly, he adjusted est challenge." the opacities and merged the layers. His solution came in the form of Gill Sans Creative director Troy Tyner comments: "It's type and three smoking Os. "J chose the font for not uncommon for designers to use too many type the roundness of the O-an ideal shape for smoke faces in their work, which can distract from an idea. rings. There's a lot of information; the rings divvy We typically rely on a handful of faces, rotating new it up in an easy-to-read way." When printed, the ones in and out." www.mitredesign.com Os were knocked out to white to give the impression of a third color. -
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min EMIGRE F O N T S EMIGRETypE SPECIMENS Emigre music{[ sampler no.no. 11 Mr Eaves XL Sans Mr Eaves Sans Rr) EST. 1984 Hotel 2 Alpha INDIA 3 Juliet FREE CATALOG BRAVO WITH EACH TYPE Charlie kiloLIMA PURCHASE delta mike november Echofoxtrot PRINTED TYPE golf OSCAR SPECIMENS MR California State Assembly Available eaves Aldaalda RegulaR 95 pt MADE BY EMIGRE Mr Eavesa XL new Modern text typeface Minimum alda RegulaR 23 pt * DESIGNED BY Papa alda light 14 pt Instrumentalists VictorBErTon Quebecwhiskey alda bold 35 pt ROMEO ONTERRELEASED AND HASEBE DISTRIBUTED BY alda bold 54 pt Sierra XrayConceived and developed EMIGRE Yankee alda RegulaR italic 14 pt Tango at the renowned Sunsetalda light 16 pt Sound) Recorders TYPE & MEDIA Rr alda bold 24 pt ZU Environmentally Recycledwww.emigre.com Paper Products UNI- master course alda light italic 26 pt www.emigre.com at the RoyalImpressed academy of aRt Mr Eavesform Modern lu alda RegulaR small caps 16 pt THE HaGuE, THE nETHErlandS alda boldTriumphantly small caps 10 pt RELEASED AND DISTRIBUTED BY EMIGRE ) narm Rr WEIGHTS www.emigre.com The logical outcomeA aofd perseverancel in art Unified Alda Emigre.Eye.Alda.indd 7 6/5/11 9:13 AM 4 5 Rr V E N D E T T A A Type Specimen E .5 4 A New Series of Venetian Old Style Printing Types Designed by John Downer THE LAST WAVE here first used in an adaptation of: EMIGRETypO u r A rE a bSPECIMENS y Palm Springs and the Garden of the Sun by J. Smeaton Chase {[first published in 1920 THE EMIGRE 48ENDUNTITLED Layout and Photography by Rudy VanderLans 8II emigre fonts -
Type from A-Z
Type from A-Z THE TEN BEST COMPANIES RATED BY GRAPHIC DESIGN EXPERTS VEER / EMIGRE / HOEFLER TYPE FOUNDRY / MISPRINTED TYPE ADOBE / FONTBUREAU / FOUNTAIN / FONTHAUS / FONTSHOP / P22 by Sheila Cannon & Mala Desai 01 WITH THE ONSET OF before they buy.” After all, it is easier category, designer or foundry. This For example, the website should to choose the right typeface when you is very helpful, along with the option clearly explain that all FontShop the digital age, the internet can see it in your own words. Flont to read customer reviews for each exclusives are preceded with the has become an extremely is available on all the type product font. Background information on letters ff. powerful resource for pages within the site. Veer also has a the designer and his/her font is also section dedicated to professional type available. designers. Finding fonts is designers and their work, typeface(s), FontShop has some unique features convenient and websites related events, etc. This is a great way that sets it apart from other sites. The Din for students to gain exposure to up Type Navigator allows designers to have valuable information and coming type designers. find a font they have in mind through to offer young designers, Another aspect of Veer that makes a system of identifying the style, size, Meta but it is a matter of finding it a valuable site is the fact that it has etc. A FontShop expert is on call at no its own exclusive typefaces (and they charge to help designers find the best the right one. -
Not Your Garden Variety Text Fonts from Emigre
Not your garden variety text fonts from Emigre. Manufactured in California. simultaneously resolve compromises in considerably more eccentric Not your garden variety text fonts. A sampling of Emigre's most popular typefaces designed for VARIATION ON SANSuse in text and other typographic applications. clean lines and geometric shapes Available at www.emigre.com Base 900 Sans 4 unorthodox detail Eidetic Neo 6 technical improvements and adjustments Fairplex 8 Filosofia 10 the mostinfluential of a Malaga 12 Matrix II 14 Mrs Eaves 16 Contents PROVIDE AN ALTERNATIVE Mrs Eaves XL 18 Mr Eaves Sans 20 two complementary families Mr Eaves XL Sans 22 Tribute 24 projecting a clean Vendetta 26 Vista Sans 28 maintain a strong link to the past Fonts on front cover and this page: Mrs Eaves xl Regular & Narrow. are pinnacles in a range of artistic notions inspired by the rhythm of black not your garden variety text fonts garden variety your not The Base 900 family is a high fidelity adaptation Base 900 Sans of Base 9, a comprehensive family of screen fonts with companion printer fonts designed in 1994. Base 900 seeks to simultaneously resolve compromises inherent in the design of its predecessor, while holding true Aa Aa Aa Aa Aa to its nine pixel bitmap lineage. The resulting Base not your garden variety text fonts garden variety your not 900 fonts still convey a modular, geometric style, the base 900 sans opentype packages include small caps, italics, alternates, proportional old style and lining numerals, tabular old style and lining reminiscent of the early computer technology era, but numerals, superior and inferior numbers, and more. -
Page 1 a a a a a a a a a a a a a a a a a a a a a a a a Giants Of
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOOOOOOOOOOOOOOOO A A27 Typography//Issue of Giants A A Licko Licko Zuzana Zuzana A A A A Zuzana A A A A A A A A A A A A A A A A A A A A ZUZANA LICKO UTYEjiPKBDSYQ AaWEMABDF AaWEMABDF BACKGROUND AaWEMABDF Zuzana Licko was born in 1961 in Bratisla- va, Czechoslovakia. In 1968 she emigrated with her family to the United States of America. She studied architecture, photography and computer “Thechallengewasthatbecausetheearly programming before earning a degree in Graphic Zuzana’s father was a biomathematician who held a Communications at the University of California computersweresolimitedinwhatthey position at the University of California, San Francisco. It at Berkeley in 1984. was through the work of her father that Licko became coulddoyoureallyhadtodesignsomething involved with computers as during the summer months, special.” she helped him with data processing work. When she first started attending the university her goal was to earn a degree in architecture, but she then changed to a visual studies major because she believed becoming an architect was in her eyes, too similar to AaWEMABDF going to business school. While at Berkeley, Zuzana took a calligraphy class, AaWEMABDF which happened to be her least favorite as she was required to write with her right hand, despite being left handed. This experience later influenced her when she started working on type design, which was more AaWEMABDF computer-based. Mrs Eves Fractions Fractions Mrs Eves Collage of Zuzana Licko Zuzana Licko of Collage IMAGE TEXTBACKGROUND 2 Giants of Typography // Issue 27 3 FOUNDING OF ÉMIGRÉ GRAPHICS In 1984, Zuzana Licko co-founded Émigré Graphics together with her husband Rudy VanderLans.