ART 264 - Fundamentals of Typography

3 credit hours - Two hours of lecture and two hours of laboratory weekly; one term.
Explore the conceptual and production process of typographic design. Study its history, technology, anatomy, and implementation. Work with traditional methods and software to develop letterforms and organize type. Lab fee $40.

Location(s) Typically Offered: Arnold Main Campus (MC) and Online (OL)

Term(s) Typically Offered: Fall and spring

Course Outcomes:

Highlight major points in typographical history
- Utilize library resources to research a historical typographic topic
- Apply facts and details found during research in a professional design format
Apply basic research techniques to the discipline
- Utilize a variety of media (books, online, periodicals, alternative) effectively
- Utilize ARTstor image database to locate appropriate sources for use in the design project
Articulate using vocabulary appropriate to the discipline
- Articulate historical information in an oral presentation given to class
- Speak coherently and critically during critiques
- Reference methods and techniques during critiques
Demonstrate knowledge of the letterform and it’s relation to language and communication
- Break down the general anatomy of a letterform
- Identify cap height, x-height, ascenders, descenders, baselines and how they come together to create a typographic form
- Apply techniques discussed in the creation of typefaces, fonts, etc.
Apply principles of the letterform using traditional and modern techniques
- Apply skills in hand drawing letterforms
- Apply skills in technological creation of letterforms
Demonstrate knowledge of typography and it’s relationship with branding
- Demonstrate knowledge of the role of the use of consistent type families in corporate identity and branding
- Apply concepts of kerning, tracking and stacking in the creation of logotypes
Apply type as a branding method in the development of logotypes and corporate identities
- Create original logo designs employing only typography and color
- Explore the relationships established in a branding package
Demonstrate knowledge of typeface classifications
- Identify different type classifications, and give examples of font families for each
- Incorporate knowledge of type classification in original design work
Distinguish between typographers historically comparing printers, 20th century typographers and contemporary typographers
- Explore how the role of typographer has contributed to graphic design using research methodology
- Present information based on previous research in a custom design piece
Apply typographic layout techniques in a design environment
- Demonstrate knowledge of white space, alignment, and other layout techniques
- Apply layout techniques previously discussed in an original work or design
Apply typographic spacing and alignment techniques in a creative manner
- Demonstrate knowledge of the importance of spacing and alignment in typographical treatments
- Explore tracking, alignment and stacked type in an original design example
Apply typographical hierarchy and emphasis in a design environment
- Demonstrate knowledge of hierarchy in a typographical layout
- Apply hierarchical techniques to explore emphasis in an original design
Demonstrate knowledge of the typographical grid and Golden Section
- Employ research techniques to explore the history of the Golden Section
- Demonstrate knowledge of how the typographical grid system has been used historically in the design world
Apply single, multi-column and modular grid systems in a design environment
- Demonstrate knowledge of the three grid systems and explain differences between the systems
- Apply specific grid styles in original design pieces
Demonstrate knowledge of typographic organization
- Explore organization in a typographic piece
- Establish chaos in a design through disorganized arrangement of typefaces, establishing pattern
Demonstrate knowledge of the different mediums for presenting type, such as print, interactive and public spaces
- Provide contemporary examples of typography through research of various mediums
- Demonstrate knowledge of how mediums have changed historically
Apply a typographical design across various mediums
- Create an original design concept and explore how it might be employed across different mediums
- Execute an original design concept across various mediums
Apply type as an expressive means in the design environment
- Demonstrate knowledge of how expressive type is used in the art and design worlds
- Explore concepts of expressive type through original work.