Personal Font Specimen Booklet Arisa Thaweeskulchai e Typ 1 Oldstyle AaThe roman typefaces of the fifteenth Calson and sixteenth centuries emulated Aa classical calligraphy. Humanist Sans Serif Mrs. Eves Sans Serif typefaces became common in the twentieth century. Note the small counter in the letter A, and the Didot calligraphic variations in line weight. Clarendon Aa Transitional Gill Sans These typefaces have sharper serifs and DIN OT more vertical axis than humanists letters. Aa Transitional Sans Serif Futura Its uniform, upright character Content makes it similar to transitional serif letters. These fonts are Instructor: Viktor Script also referred to as "anonymous Cindy Koren Aa sans serif." COMD 250 Axia Stencil Modern Note the thin, straight serifs; vertical axis; and sharp contrast Chaparral from thick to thin strokes. Helvetica Aa Geometris Sans Serif Some sans serif types are built around geometric forms. The Os are Blenny perfect circles, and the peaks of the Market Pro Aa A and M are sharp triangles. Egytian or Slab Serif Courier Numerous bold or decorative typefaces were introduced in the nineteenth century for use in advertising. Egyptian typefaces have heavy, slab like serifs. 1990 SERIF For 88 years Irvin served as the display type for the magazine, with old style Caslon (an 18th century typeface re-imagined for the digital age by regular Carol Twombly as Adobe Caslon) Pro as the body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 italic hat, exactly, is Donald Trump’s market, raise money by convincing lenders business? The Trump Organization or investors that your plan is sound, build ABCDEFGHIJKLMNOPQRSTUVWXYZ Wis unusual in that it doesn’t appear to do the structure, then either profit through abcdefghijklmnopqrstuvwyz the same thing for very long. It was a ongoing rent or by selling units. The key 0123456789 builder of apartments for the lower variables in such a business are what is semibold middle class, then a builder of luxury known as product-market fit—the accuracy buildings and hotels, then a casino with which a developer understands ABCDEFGHIJKLMNOPQRSTUVWXYZ company, and, most recently, a brand the housing or commercial needs of a abcdefghijklmnopqrstuvwyz licensing firm, selling its name to place—and the ability to execute well by 0123456789 anybody who wanted “trump” emblazoned keeping costs down without sacrificing semibold italic on a building, bottled water, or whatever the right level of quality. Perhaps more else. These are wildly different businesses. than anything, practitioners of a successful ABCDEFGHIJKLMNOPQRSTUVWXYZ q The way a company raises money, plans real-estate business obsessively focus on abcdefghijklmnopqrstuvwyz projects, and gains profit are entirely maintaining the ability to borrow money 0123456789 different in each of these fields. Middle cheaply. The profit on many real-estate bold class housing, for example, is typically a projects often comes down to simple math: Caslon slow, steady business in which profits the cheaper you can borrow money to ABCDEFGHIJKLMNOPQRSTUVWXYZ come from careful cost control; luxury build, the more money you make. The more abcdefghijklmnopqrstuvwyz housing, by contrast, is riskier, with trustworthy you are, through a long period 0123456789 bigger and faster rewards but a higher of successful projects, the less interest bold italic chance of failure. One hires different banks will demand on their loans, so the Ģ sorts of accountants and salespeople more profit you can make, and the more ABCDEFGHIJKLMNOPQRSTUVWXYZ and construction managers. Casinos are successful you will be. 0123456789 something else entirely, and licensing is abcdefghijklmnopqrstuvwyz entirely different from any of those Rather famously, Trump over-invested Adobe other businesses. in luxury housing, spent too much on his casinos, and completely blew his brief foray It is becoming increasingly clear that, into a regional airline. Far worse, Trump in the language of business schools, the did the very opposite of insuring a long Trump Organization’s core competency is record of fiscal prudence that would allow in profiting from misrepresentation and him to borrow money cheaply. Despite the £ deceit and, potentially, fraud. There are company’s mixed record, it has survived many ways to make money in real estate. and grown. It’s doing something well, so The normal way is to identify a need in the what is it? 4 First designed by William Caslon in 1722. 5 1996 SERIF Roman transitional roman all petite caps “ ” OT roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwyz roaman all small caps 0123456789 italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwyz roman lining 0123456789 bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwyz roman petite caps 0123456789 Þ bold italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwyz roman small caps 0123456789 Q ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 Glyphs Mrs. Eaves àáâãäå èéêë ÔG ìíîï òóôõö { } ùúûü Mrs. Eaves 6 Designed by Zuzana Licko. Classics Book Title Penguin ca.1784 SERIF modern Hallmark of roman Luxury ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Branding 0123456789 italic LT Pro LT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Ż 0123456789 bold italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 headline Ħ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz Didot 0123456789 œ Taking inspiration from the refined simplicity and elegance of the Shaker design of the mid nineteenth century, Golden brought in an Many brands uses Didot with altered form of Didot Bodoni, which he saw in adjustments in the kerning. France, to artistically embellish the mark. 8 Designed by Firmin Didot. 1953 SERIF Super Clarendon egyptian/ light light slab-face ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwyz light italic 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ roman abcdefghijklmnopqrstuvwyz 0123456789 LT Std LT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz regular 0123456789 bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwyz italic 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ ß abcdefghijklmnopqrstuvwyz 0123456789 bold Clarendon is an English slab-serif typeface that was created in England ABCDEFGHIJKLMNOPQRSTUVWXYZ by Robert Besley for Thorowgood and abcdefghijklmnopqrstuvwyz Co. (or Thorowgood and Besley.), a type 0123456789 company formerly known as the Fann bold italic Street Foundry until approximately 1838. The typeface was published in 1845 after ‰ ABCDEFGHIJKLMNOPQRSTUVWXYZ Besley, an employee of the foundry since abcdefghijklmnopqrstuvwyz 1826, was made a partner in the firm. 0123456789 Due to its popularity, Besley registered black the typeface under Britain's Ornamental Designs Act of 1842. The patent expired ABCDEFGHIJKLMNOPQRSTUVWXYZ three years later, and other foundries were abcdefghijklmnopqrstuvwyz quick to copy it. Clarendon is considered 0123456789 {} black italic the first registered typeface, with the original matrices and punches remaining ABCDEFGHIJKLMNOPQRSTUVWXYZ at Stephenson Blake and later residing at abcdefghijklmnopqrstuvwyz the Type Museum, London 0123456789 Clarendon 10 Designed by Robert Besley. 11 1928- 1932 SANS SERIF bold humanist ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz light 0123456789 bold italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 abcdefghijklmnopqrstuvwyz light italic 0123456789 ultra bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz ABCDEFGHIJKLM 0123456789 NOPQRSTUVWXYZ regular abcdefghijklmnopqrstuvwyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 0123456789 Œ italic № ABCDEFGHIJKLMNOPQRSTUVWXYZ Eric Gill (1882-1940) was a versatile distinctly British feel. Legible and modern Gill Sans abcdefghijklmnopqrstuvwyz talent, active in many disciplines from though sometimes cheerfully idiosyncratic, 0123456789 wood engraving to sculpture and the lighter weights work for text, and the semibold calligraphy. In the 1920s his creative bolder weights make for compelling abilities turned to type design and in display typography. ABCDEFGHIJKLMNOPQRSTUVWXYZ 1928 Gill Sans was born. abcdefghijklmnopqrstuvwyz Ð Originally Gill designed this typeface 0123456789 The successful Gill Sans was issued by as an uppercase set. The lowercase semibold italic Monotype in 1928 to 1930. The roots characters were added in 1929 and having of Gill Sans can be traced to the typeface spent much of the 1930s developing ABCDEFGHIJKLMNOPQRSTUVWXYZ that Gill’s teacher, Edward Johnston, further weights and variations, Gill Sans abcdefghijklmnopqrstuvwyz designed for the signage of the London now represents one of his most widely 0123456789 Underground Railway in 1918. Gill´s used typefaces. alphabet is more classical in proportion ¼ and contains what have become known The Pro version includes the original as his signature flared capital R and 17 cuts plus a few new cuts. All have eyeglass lowercase g. Gill Sans is a been extended in glyph sets from the humanist sans serif with some geometric Standard collection.