Bastardized Type, Measuring Up, Type Spacing, Logo Design (Terms Quiz #2)

bastardized type

letterforms that have been altered on the fly mechanically rather than designed carefully

examples of bastardized type

squashed, stretched, bold with outline

how do you bastardize a typeface to make it bold?

increase the stroke weight

how can you tell that a typeface has been bolded in a bastardized way?

creates uneven thicks and thins where there aren’t any, shrinks counters, uneven overshoots and cap heights

what is a dead giveaway that a typeface has been bastardized?

horizontal strokes are thicker than vertical strokes

how can you tell a typeface has been italicized in a bastardized way?

slant is too hard, exaggerated thicks and thins

how can you tell a typeface has been condensed in a bastardized way?

letters are extremely skinny, exaggerated thicks and thins

how can you tell a typeface has been extended in a bastardized way?

length of horizontal strokes stretched

how to avoid accidental bastardizing in Illustrator?

hold shift when resizing letters and let go of mouse BEFORE the shift key

how to avoid bastardizing?

research typefaces on websites like Adobe Fonts and DaFont to find official variations

is this typeface bastardized condensed or official condensed? (roman above for reference)

bastardized condensed

is this typeface bastardized condensed or official condensed? (roman above for reference)

official condensed

is this typeface bastardized bold or official bold? (roman above for reference)

bastardized bold

is this typeface bastardized italic or official italic? (roman above for reference)

bastardized italic

what roots does modern type measuring come from?

letterpress printing

body

size of character plus room built in so that lines of type don’t crash into one another

body size equals…

point size

what does point size depend on?

x-height, cap height, descenders/ascenders, built in vertical spacing

what does 1 point equal?

the width of a human hair

72 points equals…

1 inch

12 points equals…

1 pica

6 picas equal…

1 inch

heights are measured in…

points

width of columns are measured in…

picas

text type is usually __ points or smaller

12

average size of copy/text type?

8 to 12 points

average size of footnotes?

6 points or smaller

display type is usually __ points or bigger

36

average size of headlines?

36 points or bigger

average size of subheads?

14 to 32 points

who should you consider when designing type?

your audience

typography golden ratio

determines best size for headings by multiplying body text by 1.618

typography

the art of making words say more than their letters spell

what is the goal of text spacing?

create an even typographic color

kerning

the space between a pair of letters

letterspacing

overall spacing of letters in a word

wordspacing

space between words

kerning is described in ______

pairs

what can bad kerning do to a word?

it can make it look like two completely different words with a different meaning

what can bad kerning do to letters?

it can make two letters look combined into a new letter

what letter pairs are routinely kerned?

WA, AV, TA, LY

how to kern in adobe products?

put cursor between letters, hold option, then use left or right arrow key

trio kerning

cover all but 3 letters, kern, then keep moving one to the right until complete

how to judge kerning

put colored rectangle behind, turn type upside down, or take a step back

what do you do when normal kerning doesn’t work?

adjust the letterform by making it an object and moving small pieces OR making a ligature

how to adjust letterspacing in adobe products?

use cursor to highlight whole word, hold option and use left/right arrow keys

rules for letterspacing

don’t add too much to lowercase letters, don’t add too much to condensed typefaces, be careful about adjacent spacing

what is adjacent spacing?

making sure the space between type and objects is greater than or equal to the space between letters

what is the right amount of wordspacing?

generally equal to a lowercase l

logo

serves to represent an organization or company through a visual image that can be easily understood

what do logos use?

symbols, stylized text, or both

what makes a logo work?

audience appropriate, distinct, easy to recognize, scalable, long-lasting

types of logos

abstract mark, mascot logo, emblem logo, lettermark, pictoral mark, wordmark

abstract mark

represents essence of a company without showing what they do

combination logo

mark and typography together in a logo

emblem logo

logo that uses a shape to contain typography that represents the name of a company

mascot logo

logo that uses a character to represent the personality of a company

letterform logo

logo that uses only the first letter to represent a company

monogram

logo that uses initials to represent a company

wordmark

logo that uses distinct text-only typographic treatment of the name of a company

what makes a wordmark work?

uses letterforms uniquely, distinct typeface, communicates essence of brand, memorable, appropriate audience, scalable