Type Rules!: The Designer's Guide to Professional Typography / Edition 3

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From principle to practice, get it all in the revised edition of the comprehensive introduction to typography.

Type Rules: The Designer's Guide to Professional Typography, 3rd Edition is an up-to-date, thorough introduction to the principles and practices of typography. From the fundamentals to cutting-edge applications, this edition has everything today's serious designer needs to use type effectively. Dozens of exercises reinforce authoritative coverage on such topics as how to select the appropriate type for the job, how to set type like a pro, how to avoid common mistakes, and how to design a typeface, as well as how to fully harness the power of major design packages such as InDesign? and QuarkXPress? — with new coverage of their latest versions.

This edition includes:

  • New information on OpenType, font management utilities, font web sites, and interactive typography.
  • An expanded history of type and an updated glossary of key terms.
  • Exercises throughout to help reinforce the concepts presented in the book.
  • A wealth of tried-and-true as well as recently developed type tips.
  • More in-depth type issues, including scaling logos.

"I've purchased and read just about every book on typography written over the last twenty-five years. Ilene Strizver's Type Rules is one of the best. It's a book that will prove its value time and again."
— Allan Haley, Director of Words and Letters, Monotype Imaging

"Type Rules is a must-have book for students and professionals alike. I highly recommend it."
— Prof. Ed Benguiat, world-renowned type designer and educator, School of Visual Arts

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Editorial Reviews

From the Publisher
"Type Rules! is a comprehensive source of information about the technicalities and art of typography. Strizver really knows her "type" and her expertise is clear as she ranges across topics from the history of typography and its nomenclature to recent developments in proprietary and computer generated typefaces. She has written this book for practitioners, positioning it as "the designer's guide to professional typography." She explains "what to do" with type and "how to do type". She unashamedly focus on MAC computers because that's what she uses, and that's what the design community mostly uses. It's a book with design in mind, not just because that's it's target market, but because its presented in a smart layout, with oodles of example of practical workman-like type, as well as type of the more artistic, original and intriguing variety." (webwombat, 8/6/10)
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Product Details

  • ISBN-13: 9780470542514
  • Publisher: Wiley
  • Publication date: 7/20/2010
  • Series: Wiley Desktop Editions Series
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 272
  • Sales rank: 1,387,532
  • Product dimensions: 8.12 (w) x 10.86 (h) x 0.56 (d)

Meet the Author

Ilene Strizver is the founder of The Type Studio in Westport, Connecticut. She writes and teaches extensively on typography. During her career, she's been creative and production director of Upper & lower case (U&lc) Magazine and director of typeface development at Inter-national Typeface Corporation (ITC) in New York City, where she developed more than 300 text and display typefaces with respected type designers such as Sumner Stone, Erik Spiekermann, Jill Bell, Jim Parkinson, and the late Phill Grimshaw. Ilene writes the popular column, "fy(t)i: For Your Typographic Information" for fonts.com, as well as "TypeTalk" for creativepro.com. She conducts her widely acclaimed Gourmet Typography workshops internationally.

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Table of Contents

Preface 9

Acknowledgments 11

Introduction 13

Chapter 1 A Brief History of Type 15

Sounds to Symbols 15

Gutenberg and Movable Type 18

The Industrial Revolution and the Mechanization of Type 21

Photocomposition 22

Into the Digital Age 22

Herb Lubalin and Expressive Typography (sidebar) 23

Notable Type Designers (sidebar) 26


Design Guidelines Nancy Sharon Collins Collins, Nancy Sharon 30

Typographic Timeline Ilene Strizver Strizver, Ilene 32

Historical Design Ilene Strizver Strizver, Ilene 33

Type Poster David Kadavy Kadavy, David 34

Chapter 2 From Metal to Mac: Understanding Font Technology 35

What Is a Font? 35

Font Formats 35

Type I (or PostScript) Fonts 36

TrueType Fonts 37

OpenType Fonts 37

OpenType Features (sidebar) 40

Hinting 41

Font Management Utilities 41

Techtip: OpenType Font Identifiers 41

Typetip: Long S 42

Typetip: Font vs.Typeface 42

Techtip: Style-Linked Fonts 42


Identifying Your OpenType Fonts Ilene Strizver Strizver, Ilene 42

Chapter 3 What Makes a Typeface Look the Way It Does? 45

Parts of a Character 46

Type Categories 48

Serif 48

Sans Serif 50

Scripts 51

Handwriting 52

Blackletter 53

Titling Fonts 53

Opticals and Size-Sensitive Fonts 54

Typetip: One-and Two-Storey Lowercase As and Gs 55

Decorative and Display 56

Typetip: Character vs. Glyph 57


Think Like a Type Designer Ilene Strizver Strizver, Ilene 58

Personal Type Specimen Book Ilene Strizver Strizver, Ilene 59

Type Specimen Book and Typeface Analysis (Group Project) Audrey G. Bennett Bennett, Audrey G. 60

On Beyond Zebra: The 27th Letter Assignment Virginia Rougon Chavis Chavis, Virginia Rougon 62

Typeface Comparison Book Joey Hannaford Hannaford, Joey 64

Real Signage Critique Amelia Hugill-Fontanel Hugill-Fontanel, Amelia 69

Chapter 4 Selecting the Right Type for the Job 71

Design Goals 71

Legibility and Readability 73

What Makes a Good Typeface? 74

Text vs. Display 76

Script, Calligraphic, and Handwriting Fonts 77

Super Families and Systems 78

When the Best Font for the Job Isn't a Font 81

Typographic Illustration 86

Mixing It Up 90

Dos and Don'ts 93

Typetip: Type Specimens 94

Typetip: A Bodoni by Any Other Name? 95


Why Are All the Scary Typefaces Pointy? Christopher Andreola Andreola, Christopher 96

A Garamond Is a Garamond Is a Garamond...or Is It? Ilene Strizver Strizver, Ilene 97

Legibility and Readability Study Ilene Strizver Strizver, Ilene 100

Chapter 5 Formatting Your Type 103

Type Size 103

Line Length 104

Line Spacing (Leading) 104

Techtip: Auto Leading 107

Alignment 108

Techtip: Style Sheets 111

Indents and Other Paragraph Separators 119

Techtip: Importing Copy 122

Typetip: Standard Ligatures 123

Typetip: Footnotes and Endnotes 123


Typographic Hierarchy Study Elizabeth Resnick Resnick, Elizabeth 124

Typographic Contrast Kimberly Elam Elam, Kimberly 126

Chapter 6 Techniques for Emphasis 131

Italics 132

Boldface (or Weight Contrast) 133

Underscores 136

Cap vs. Lowercase 137

Point Size 138

Wide vs. Narrow 139

Changing Typestyle 140

Changing Color or Shade 140


Currency Redesign Jimmy Moss Moss, Jimmy 146

Expressive Typography Stephanie Nace Nace, Stephanie 148

Chapter 7 Fine-Tuning and Tweaking Your Type 151

Hyphenation 151

Techtip: Discretionary Hyphens 152

Hung Punctuation and Optical Margin Alignment 153

Techtip: Hung Punctuation and Margin Alignment 154

Visual Alignment 155

Rags 158

Typetip: Breaking for Sense 159

Techtip: Adobe Text Composer 159

Tracking 160

Techtip: Adjusting Tracking 161

Typetip: Scaling Logos 161

Techtip: Glyph Positioning and Baseline Shift 163

Kerning 164

Techtip: Adjusting Kerning 167

Typetip: Type on a Curve 169

Word Spacing 170

Techtip: Adjusting Word Spacing 171


Information Hierarchy Book David Kadavy Kadavy, David 172

Spacing, Kerning, and Visual Alignment Exploration Ilene Strizver Strizver, Ilene 174

Chapter 8 Finessing Your Type 177

Figures 177

Techtip: Accessing Figures in Open Type Fonts 179

Small Caps 180

Techtip: How to Access True-Drawn Small Caps 182

Initial Letters 183

Swash Characters 189

Alternate Characters 190

Type and Color 191


Concert Poster Design Frank Armstrong Armstrong, Frank 192

Chapter 9 Typographic Typos (and How to Avoid Them) 195

Word Spaces 196

Quotation Marks 197

Techtip: Unwanted Smart Quotes 198

Apostrophes 199

Primes 199

Hyphen, En Dash, and Ern Dash 200

Widows and Orphans 202

Computer-Generated Styling 202

Poorly Justified Type 203

Fake Small Caps 203

Letterspacing Lowercase 203


Editorial Design Ilene Strizver Strizver, Ilene 204

Chapter 10 Fractions, Signs, Symbols, and Dingbats 207

Fractions 207

Techtip: Creating Fractions in OpenType Fonts 208

Techtip: Fractions in QuarkXPress 208

Bullets 209

Techtip: Indenting Bulleted Lists 210

Registered, Trademark, and Copyright Symbols 211

Techtip: Circle P 212

Accents and Accented Characters 213

Typetip: Creating Accented Characters 213

Parentheses, Brackets, Braces, and Angled Brackets 214

Ellipses 216

Euro 216

End Marks 217

Dingbats 217


Typographic Principles Card Set Regina Rowland Rowland, Regina 218

Spa Brochure Ilene Strizver Strizver, Ilene 220

Chapter 11 Nonprint Typography 223

Type on the Web 223

Characteristics of Web Typography 223

Web-Safe Fonts 226

Smart Punctuation on the Web 227

Cascading Style Sheets 228

Font Embedding 229

Type as Graphic 229

Dos and Don'ts 230

Type in Motion 230

Combining Type and Motion 231

Basic Guidelines 231

How to Get Started 234

Dos and Don'ts 234


The Crystal Goblet Online: An Assignment in Two Parts Laura Franz Franz, Laura 236

Four Squares: Text, Color, Motion Heather Shaw Shaw, Heather 239

enCODE/deCODE Heather Shaw Shaw, Heather 243

Chapter 12 Designing Your Own Typeface 247

Handwriting Fonts: A Good Place to Begin 247

Three Approaches to Designing a Typeface 250

Professional Guidelines 252

Techtip: Font Production Editors 253


Introduction to Type Design: Symphony James Montalbano Montalbano, James 254

Digitize Your Signature James Montalbano Montalbano, James 258

Glossary 261

Bibliography 264

Picture Credits 265

Digital Font Foundries and Distributors 266

Typographic Resources 267

Index 268

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