Typeface Basics: intro/Serif

As a graphic design student, i see quite a bit of amature typography in designs. While the concept and creativity may be good and CRAP (Contrast, Reppitition, Alignment, and Proximity) used, they turn out, well, like crap; that’s not the acronym.

The problem?

it really is just the typography. True, it is easy to screw up, especially with little to no experience; however, many seem to be overwhelmed with all the choices. This on slot of choices that happen throughout the design process, such as layout, color and more, seems to take a toll on a young designers creativity. The result? Lackluster or arbitrary font choices.

What To Do

What will you do when this happens to you? i suggest reflecting on the purpose of the piece, whatever it may be. Then examine your audience. The style of the design can, and should, be emphasized in typeface (aka font) selection. Also, reduce your choices. The big mistake that is easily made is when the designer goes scouring the web looking for the perfect typeface. Let’s face it, all of them are going to start looking alike and the process will take a while. i simply try a couple, even one, from each family of typefaces. One will definitely look "right"; it feels at home. Today, we can examine the first of four Families of typeface categories, Serif Type. To be preceded by San serif, Script, and Decorative Type.

Serif = ?

Ok, so i wasn’t the only one asleep when the instructor said, "Serif is French for feet. The feet on a type face…" blah blah. Oh and then, "Can you tell me what San serif means?", she said. Well we’ll get into that later, but all of this can help us do what? Well without going too in depth in typography (if you want to go in depth checkout Typographica) review, or learn for the first time, the categories of serif fonts. Yes, there are categories within categories, this is for all you web/multimedia designers.

Old Style

Old style fonts have a hand crafted look, and are the least linear of the three categories. Roman/latin script based fonts are the basis for old style fonts. Although most serif fonts italic face has a calligraphic or script quality, old style faces can have a smooth flowing italic setting. Out of all of the old style fonts, i enjoy Garamond and Stone. i suggest trying out these and others.

Modern

This category can be more difficult to identify. Sometimes i see a font an think it’s a Modern Typeface when it is actually an Old Style Typeface, or vica versa. in fact i actually did that when preparing the examples to the right. So what makes a Modern Typeface modern? it has to do with the serifs, belive it or not. if you look closely at the example the feet have a horizontal, rather than diagonal, serif. This is evident in the ascenders on the L in Garamond, and D in Warnock. Not really a huge difference, but, belive me, there are other subtle differences between the styles that are only known by type designers. i rarely use Modern Typefaces, but plan on incorporating them more into my work. i just got Warnock and like the style allot. There is also Bodini, which i haven’t seen since that typography final.

Slab Serif

i think my typography book called this category Egyptine. The instructor, however, used Slab Serif to describe this category; i think that’s more appropriate in our modern day, so i use Slab Serif. it is quite easy to remember and identify, usually. The boxy serifs and straight verticals give these typefaces a more mechanical feel. They tend to look more masculine, and the italic version doesn’t have a strong calligraphic quality. Rockwell (example on right) has a strong slab serif. Where as New Century Schoolbook can be hard to identify as a slab serif font, but it is.

So, if you had no idea what typography was about, i’m sure you must be getting some kind of idea now. Remember to check back for the next additions in the typography basics series. i plan on doing more series like this one on basic to intermediate design skills. The best way to learn and refine skills is to practice, and i like to recommend doing that as often as possible. Hey, i’ll practice on a client too. if doctors and lawyers can, why not me.

Well, ’till San serif, Speak Graphically.