Typography: Part 2

‘Typography is, quite simply, the art and technique of arranging type.’  http://www.creativebloq.com/typography/what-is-typography-123652

When looking into possible Typography for my ideas I will need to consider a type which will support the companies’ identity, enrich the visual appearance and is compatible with the overall design so that it blends in well. I thought I would research more into Typography as my previous post merely touched on a few key individuals, and I feel as if my idea of typography was bland as I am unknowledgeable in Typography. As soon as I hit the research I discovered that there are many terms for breaking down type; this scared me as I knew type was big but didn’t know how big.

When designing my typography I should consider:

  • Size – x height and set width is used to define the size of the type
  • Leading – this is the space between each line of type, this size would vary depending on the size of the type.
  • Tracking and kerning – kerning is to alter the points of two individual letters to create a more aesthetically pleasing result to the type while tracking does the same but using the entire word (or a large group of characters).


  • Measure – this is considering the sizing of the text block itself so that it becomes easily readable
  • Hierarchy and scale – This is altering the values of the text to differentiate the importance of each particular part. For example headers, sub headers, small print etc.

Here is an example of some of the terminology of typography and some of which I hope I can influence within my development work when designing my type. Using this will allow me to reference to particular parts of the typeface with little confusion when trying to explain alterations etc.


Key to image: 1. Bowl; 2. Stem; 3. Counter; 4. Arm; 5. Ligature; 6. Terminal; 7. Spine; 8. Ascender; 9. Apex; 10. Serif; 11. Ear; 12. Descender; 13. Crossbar; 14. Finial; 15. Ascender height; 16. Cap height; 17. X-height; 18. Baseline; 19. Descender line


Here is a piece of typography that I find particularly interesting. I love how they have literally designed the type relevant to the exact wording for example the word ‘person’ is worded using vital bones and organs. For the ‘You Love’ they have used the central point as a heart using both blue and red text which could be because of blood entering and leaving the heart. When designing my type, I may use a literal text to boldly present my companies identity in a prominently visual way. Although, the only issue with this is both my companies are two to three words long and could prove difficult. Also, in regards to good design I have always been a believer that ‘less is more’ and with so much going on within each word it could become too distracting. If I was to use this idea, I feel as if I would only use it on one word in particular so that it is empathised and simplistic.


What I like most about this typography is how removing a segment (in this particular instance, the removal of the ‘arm’) of the letter can produce such an interesting effective and diversify the logo completely. When designing my Ident I should possibly consider a similar effect so that my logo isn’t just simply a text but allow it to become more of an art.


Here are two more examples of typography, both being used to symbolize the texts purpose. For the image on the left, the text was displayed in a set format to allow the text to resemble a taxi as well as being coloured accordingly. The reason for why this text was displayed this way was because the text is actually a poem about transportation. The image on the far left (known as the Tesla type) is based around Nikola Tesla and his invention of the Tesla coil amongst other things. The creator of this font used wires to signify Tesla’s work within electronics and used each letter to be created using wire. When creating my piece, I hope I can use a similar idea so that my type can signify its intended purpose.

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