THE CRAFT OF TYPOGRAPHY
1. MICRO TYPOGRAPHY
We’ll show you how to make good typography great. You'll learn the building blocks of any typeface so you know what to look for when identifying font-families and combining your future type choices.
You’ll get the terms and categories that influence your everyday designing and we’ll give you a walk through the construction and attributes of the major font families, a 'must know' for your future font choices.
And you’ll learn about how typefaces have ‘volume’ controls. We’ll show you when to turn them up and when to turn them down.
2. THE TONE OF TYPOGRAPHY
When the world outside is essentially a Pinterest board, we’ll discuss why tying yourself to your desk isn’t always the best way to crack that brief.
We’ll explore how you can find inspiration everywhere, whether that’s on a passing billboard from the top deck of a bus or the day to day observations that we all take for granted.
We’ll demonstrate how font choices can make or break brands and how some of the world’s biggest names are still getting it wrong and how you can avoid making the same simple mistakes.
3. COMBINING TYPE AND BEYOND
We’ll show you our pick of the best typography trends and why things are changing. You’ll learn about golden ratios and how to balance headline, subheads and copy whether in print, digital, mobile or outdoors.
We'll show the subtle tricks you'll need to combine any of the type families whether san serif to venetian to script to slab serif.
And when we’re done with that we’ll challenge you to take away a killer brief to put your new typographic knowledge into practice.
In Part 1 you'll learn:
- Improving current type choices.
- Type terms and technicals
- Adjusting 'volume controls' on a typeface
- Identifying categories of type
In Part 2 you'll learn:
- How your environment can influence your work
- How type choices build brands
- Matching fonts to briefs
- Avoiding the most common mistakes
In Part 3, you'll learn:
- Typography trends - what to look for
- Golden ratio of heading, subheads and copy.
- Typographical exercises to do at home..
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