visual communication
Typography 02


  :: syllabus :: bookjacket :: spreads :: workbook :: speech :: journal :: class blog ::

:: Articles to choose from
:- 5 ways to change the world
:- Type means you never...
:- Designer as producer
:- Authorship
:- Art of Psychographics
:- Open letter to students
:- Four lesson...
:- What is design thinking anyway
:- Time for a change
:- How good is good
:- On Web typography
:- On Creativity
:- Cult of the Ugly
:- Experimental type: whatever...
:- Design
:- Writing Lessons
:- Deconstruction
Taking Credit: film titles
:- Abstractacting the essence
:- Sustainable Consumerism
:- Destruction of Syntax


:- (13 x 19 paper)
:- mr. french (paper)
:- dick blick (supplies)
:- CD stuff

Andrea Herstowski










Project Two:
Using a leading grid you will be designing the first page of a magazine article called ____. You may choose from the articles listed on the left, do not worry about how long the article is you are only designing the first page of a multiple page article. Solutions must be type only, no images.

The article would be published in a design magazine. Typographic grids control the visual organization of the page space by supplying a particular kind of structure developed for typographic organization. This structure consists of margins, alleys, grid fields, and intersection points. Grids allow the designer to codify groups of typographic information. This process of codification allows the viewer to proceed through a complex page environment, tracking information in a seamless, linear manner.

A good grid forces order onto the layout and so acts as an orienting device enabling the reader to knows where to look for information and to understand its relative importance. Just as importantly the grid works on an aesthetic level. The readers might not consciously be aware of it, but subliminally they pick up on the fact that everything is well ordered and in its place. If a picture juts fractionally into the column next to it something seems to be slightly amiss, but if the lines of text align neatly across the columns on a page some fundamental and reassuring logic seems to be at work.

Your design should be typographically beautiful, simple without being simplistic, have a clear
hierarchy, an attention to detail. It needs to be interesting, inviting, dynamic. Only the finest typography will be accepted. There are typographic standards we will cover in class lectures and readings and they will need to be practiced: column width, text size, word spacing, hyphenation...

Traditionally we read right to left, top to bottom. Elements that look alike are associated – same font, same point size, same leading and line length will visually link information into groups.

There are several goals for this project: Learning InDesign, understanding and constructing a
leading grid, a clear hierarchy, terminology, typographic rules, typographic details, and of course
a dynamic composition.

Elements/Standards/Rules you will need to address
_ leading grid: margins, alleys. modules
_ hierarchy, composition,
_ type size, type color, line length (column width), leading
_ headlines, subheads, call outs
_ page numbers
_ paragraph breaks, justification, letter and word spacing, hyphenation, widows, orphans
_ dashes, quote marks and apostrophes
_ vertical and horizontal pull (clotheslines)

FINAL will be the first spread only, in some articles there is a lot of text.
It DOES not all need to be used.

_ Size: 11 x 17 SPREAD
_ Color: Black + 2 colors, tints ok
_ Fonts: One sans serif and one serif family can be used from the list below
_ Mrs Eaves _ Adobe Garamond _ Sabon _ Archer_ Memphis _ Melior _ Minon _ Myriad_ Univers _ Interstate _ Meta _ Gotham _ News Gothic _ Officina Sans _ Officiana Serif _ Helvetica
_ Typographic Rules: You may use rules, bars, color fields avoid using them as decor
_ Leading Grid: 7 column, 12pt leading grid will be built in class.

_ Final: You will hand in 2 spreads. Each spread should look visually different from each other.

Always bring your files and sketches to class with you. If we are working in class bring the materials you will need do not waste your time by just sitting around. Get used to working during class. Materials: files, paper, tracing paper, thin and thick black pens, tape. Process is 50% of your grade you can't pass the project or the course if you don't come prepared for every class. If you have prints in the print lab when class begins you will be counted LATE (3 lates = 1 absence).

When designing/exploring/refining remember the design principles of SCALE, CONTRAST, RHYTHM.

wed Feb 23


_ read through several articles until you find one that "speaks to you"
_ select one
_ who is the article writen by, why are they important figures in design thinking?
_ summarize the article
_ what are the main points (at least 6 words/sentances...)
_ BLOG the above

_ print out grid on 11 x 17 b/w need at least 12 for your homework
_ place your artcle on the grid: follow directions given in class (fonts listed above under Technical Restrictions)
_ print all out and several copies so you have stuff to cut up (no grid on these)
_ bring tracing paper, paper, magazines to class on Monday

READ: Mac is not a Typewriter: download pdf
AND Chapter 2: Elements of Typographic Style by Bringhurst (handout)

Lastly, if you are behind in your Journal, use the weekend to catch up.

mon Feb 28
_ journal assignment

Cut and Paste.

ALL TYPE must fit in the grid, fill the column, if you don't do this I will not even consider your cut and pastes as done for class. IN MOST CASES you will have to cut and paste columns of texts together to make a column wide enough for our grid (or you may have to trim it narrower. No, images. YES, all type must fit on the grid! You may use text that you get out of the computer but no designs on the computer. You will need to have 10 cut and paste sketches.

Lock type to module.
Pay attention to how long the text is, white space, alignment horizontally and vertically, how to get the type and images to work together, elements should group together, space, scale, movement/ rhythm, asymmetric, call outs..

How can you draw the reader into the article?

When you are cutting and pasting you are trying to do something with the text that is more than straight columns down the page.
_ Think of the paragraph exercise...

_ what can you do with call outs... the title, subtitle, author, intro text
_ how can elements align.

_ What can you do typographically to the title to make it a typographical solution: contrast, size, cropping, cutting, connecting, positive negative.

What can be done to invite the reader into the page, how can you control the flow of the article, the rhythm. How can you treat paragraph breaks, call outs, pay attention to hang lines, column height rhythm, PLEASE AVOID “CUTE” SHAPES with the text you will be wasting your time if you do so. No type in circles, no type in the shape of a chair, mobile... When designing/ exploring/ refining remember the design principles of SCALE, SPACE, CONTRAST, RHYTHM/MOVEMENT

Spreads must have all of the following on them
_ Title
_ by line (author's name)
_ year it was written
_ intro text
_ body text
_ at least 2 callouts (something from the article that you call out and make large on the spread)
_ page numbers (odd number goes on left side) use the number as a horizontal or vertical alignment

Be cautious of/avoid...
_ avoid making your type into organic shapes, type in circles, text on a curve
_ avoid checkerboard layouts
_ avoid too much space between elements
_ avoid filling the page, start with the text lower on the page
_ avoid a symmetric spread, think as spreads not pages.

_ avoid all the text being "high" on the page - works better lower on the page
_ have elements align on the same baseline
_ avoid white more white space "inside" the page. have your white space outside of the elements
_ do not crowd the page
_ do not have too little on the page
_ take your time be neat
_ explore some layouts conservative/traditional, other really push scale, tension, overlap,...

_ What are the advantages of a multiple column grid.?
_ How many characters is optimal for a line length? words per line?
_ Why is the baseline grid used in design?
_ What is a typographic river?
_ From the readings what does clothesline or flow line mean?
_ How can you incorporate white space into your designs?
_ What is type color/texture mean?
_ What is x-height, how does it effect type color?
_ In justification or H&J terms what do the numbers: minimum, optimum, maximum mean?
_ What are some ways to indicate a new paragraph. Are there any rules?
_ What are some things to look out for when hyphenating text.
_ What is a literature?
_ What does CMYK and RGB mean?
_ What does hanging punctuation mean?
_ What is the difference between a foot mark and an apostrophe?
_ What is the difference between an inch mark and a quote mark (smart quote)?
_ What is a hyphen, en dash and em dashes, what are the differences and when are they used.
_ What are ligatures, why are they used, when are they not used, what are common ligatures

Wed March 2
_ working in class
_ BRING change to make copies
_ InDesign Tutorial: how to manipulate the box...

BUILD: 5 DIFFERENT spreads into InDesign. D I F F E R E N T from each other.

Monday March 7
_ journal assignment
_ lecture: mac is not a typewriter and elements of typographic style

Taking 2 of your spreads evolve them. You need at least 6 variations total. Cut and paste and/or on the computer. You can work half size. Variations on the design (that means you are MAKING changes to your final design to make it better and better.) Bring everything to next class for crit. Be prepared. PRINT OUT FOR CLASS.

Wed March 9
_ small group meetings

Refine/Explore computer layouts. Taking 2 versions of spreads, evolve each into 3 variations. Variations on the design (that means you are MAKING changes to your final design to make it better and better.) Bring everything to next class for crit. Be prepared. PRINT OUT FOR CLASS.

Mon March 14
_ journal assignment
_ working in class/individual crits

Choose final 2. Making everything getting perfect. Refining typographic rules: hyphenation, hierarchy, dashes, quotes... Making sure everything is locked to the grid, a dynamic composition that is inviting to the reader, that is appropriate to the content and the audience.

_ used leading grid correctly (margins, alleys. modules)
_ clear hierarchy: headlines, subheads, intro text, body copy and callouts
_ dynamic composition and use of the page
_ clear clothesline in compostion
_ appropriate type size, type color, line length (column width), leading
_ 1 – 2 call outs
_ page numbers (odd numbers on the RIGHT)
_ paragraph breaks,
_ justification or rags
_ letter and word spacing, hyphenation
_ no widows or orphans
_ use of dashes, quote marks and apostrophes

Wed March 16: project due

_ post finals on behance
_ 11 x 17 print 13 x 19 and trimmed to 11 x 17 (printed on Epson using epson paper)
_ Mount spread on black board with 2 inch borders (15 x 21 inches). (2 boards)
_ Paper overlay. Name on back of each board.
_ Black and white print outs of the spreads on 11 x 17 and LOOSE with the grid VISIBLE.
_ PDF of spreads yourname_leadingrid.pdf (put on the server before the final)

spring break