Typography

Basic Components of Typography

• Typeface: refers to a set of characters, symbols and punctuation marks designed with consistent stylistic features.
• Font: is a specific style and size of a typeface. For example, Arial is a typeface, and Arial 12pt bold is a font.
• Baseline: is the imaginary line on which most letters and other characters sit.
• Kerning: refers to the specific space between individual characters. Manipulating kerning can drastically affect readability.
• Leading: pronounced ‘ledding’, it is the vertical spacing between lines of text. Good leading increases overall readability.
• X-height: This is the height of lowercase letters, excluding ascenders and descenders. Some typefaces have a larger x-height than others.

Important Concepts in Typography

• Hierarchy: creates a rank and importance of text, allowing readers to easily navigate the design. By using different font sizes, weights, and spacing, you establish a visual hierarchy.
• Alignment: refers to how text is spaced on a line or block. It could be left, right, centred or justified. Each alignment has its place in design and can add visual interest.
• Contrast: using dramatically different font types (like a bold serif font with a light sans-serif font) can create a dynamic and captivating design.
• Consistency: maintaining a simple collection of typefaces can result in a cleaner and more professional-looking design.
• Colour: Just as with other design elements, colour plays a crucial role in typography. It impacts legibility, mood, and even the perceived importance of the text.

Typography and Brand Identity

• Typography is a powerful brand tool as it can convey messages about the brand’s personality, industry, and values.
• Different typefaces carry different connotations. For example, Serif fonts are often seen as more traditional, while Sans Serif fonts are viewed as modern and clean.
• The right typography can create an emotional connection with an audience, enliven a brand’s identity, and improve brand recognition.