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A Designer’s
Guide To
Type

Designer
Mary Ingwalson

Table of Contents
Type Vocabulary 10-13
Serif Fonts 14-29
Sans Serif Fonts 30-45
Decoritive Fonts 46-57
9

Bleed: is the overlapping area from where
printing on the page extends.
Baseline: is the invisible line that a word sits on;
where some letter parts go below it like
the tail of the ‘p’ and some go above it like
the letter ‘h’.
Bitmap: is a bunch of dots that represent
individual pixels in a digital image, each
representing different colors.
Body type: is the written text that makes up the
majority of a document. This document
could be a news article, chapter in a book
or magazine page. It is not the title or
heading.
Cap Height: is the height of capital letter measure
from the baseline for a particular typeface.
CMYK: is the 4-colors of ink used to create
printed projects. The colors are cyan,
magenta, yellow, and black. Typically a
computer printer has these four cartridges
that are used to make colored images.
Contrast: refers to the size of the font or type of
font. Examples can Arial vrs Monoton,
thick vs thin.
Dingbat: are single graphic characters used
instead of a word. An example of a
dingbat is using an → instead of typing the
word arrow.
DPI - Dots per inch: is the number of dots in one
inch of an image.
Drop cap: is a large capital letter that can be used
to emphasize the beginning of a book or
article.
Em space: is as wide as an uppercase M. In a 12
point font the em is 12 point wide.
En space: is as wide as the uppercase N. In a 12
point font the en is 6 points wide.
Flush Left: is text that is left justified or lined up
on the left edge and the right edge of the
text jagged.
Font: is a collection of typeface styles like the
spacing, size or, pitch of the characters.
Glyph: is the shape of a typed character.
Grid: is the invisible boundaries in a document
that helps a designer keep the created
work in alignment.
Decorative Fonts: are fancy display or artistic
fonts that are used to make posters and
advertisement stand out to a viewer.
10 11

Hyphenate: a character used to divide a word or
connect two words together. A hyphen
can be used to divide a word at the end
of a line.
Italic: typed print used to slightly emphasize a
word or phrase. This type has a diagonal
slant.
Kern: is letter spacing between font
Leading: is vertical spacing between lines of type.
Ligature: is a combination of two letters and is
used in old documents or fancy script.
Old Style typeface: Roman types from the 1500s
that are slanted or curved and considered
the first italic letters.
Pica: is a horizontal typographic measurement
that 1/2 of an inch. One pica equals 12
points and is identified with a small
letter p.
Resolution: the visibility of how well type can be
seen. The dots per inch determine if the
resolution can be visible.
Serif font: decorative font lines that are expressed
by accents that are attached to the end or
corner of a letter. An example of Serif is
Times Roman.
Slab Serif font: these fonts are used for displaying
things like logos, headlines, billboards,
posters and situations that need to be
expressed in a fancy or eye catching font.
Textblock: the box that text is inputted into.
Trim marks: the outside of a document that
shows an artist or printer where to cut the
document.
Weight: shows that there is an order of how a
project should be laid out so, that the
most important information is
recognized.
Word space: the amount of space that is between
the words.
X-height: is the distance between the baseline
and the mean line. It can also be shown as being
the height of the letter x.
Sans Serif font: a font that does not have a fancy
end or tail on its arms. An example of
Sans Serif is Avant Garde.
12 13

BROTHERS
SERIF
CENTURY
WINDSOR
SERIF
SERIF
SERIF
BODONI
GARAMOND
Times
ROMAN
CASLON

Bodoni
DESIGNER:
Giambattista Bodoni
CREATED: 1798
ORIGIN: Italian engraved
INFLUENCED BY: Baskerville
PRENOUNCED: Bow-down-i
USED: For many magazines and theater
posters.
LEFT:
Vogue uses
Bodoni for
their logo.
RIGHT:
Bazaar uses Bodoni
for their logo.
16
ABOVE:
Bodoni is used for the known typography for
Mamma Mia. 17

Century
DESIGNER:
Morris Fuller Benton
(textbook publisher)
CREATED: 1924
MORRIS
FULLER
BENTON
ORIGIN: American
INFLUENCED BY: Century Roman
INSPERATION: Linn Boyd Benton (father and
also earlier century font creator)
PRENOUNCED: sen-chuh-ree skool-boo k
CREATED FOR: Textbooks
LEFT:
The monthly
magazine that
was created by
The Century
Company from
1881-1930.
18
ABOVE:
Illistation from a book about Century
School Book.
RIGHT:
An example
of Century
School Book
beautifully
calligraohy and
has a very high
x-height.
19

Garamond
DESIGNER:
Claude Garamond
CREATED: 1540
ORIGIN: French
INFLUENCED BY: Aldus Manutius’ roman
PRENOUNCED: gar-uh-mond (french ‘r’ and a =u
sound)
CREATED: for French King Francis I
LEFT:
Garamond’s original
stamps got his
typeface.
RIGHT:
Garamond
is used in
Dr. Seuss books
because it is easy for
kids to read.
20
ABOVE:
The example show the different elements of
the letter form.
21

Caslon
DESIGNER:
William Caslon I
CREATED: 1722
ORIGIN: London
INFLUENCED BY: Dutch typefaces
PRENOUNCED: kaz-luh n
LEFT:
This example
expresses the
engravings
done by
William
Caslon.
RIGHT:
Caslon is used for
the 2013 movie
Diana.
22
ABOVE:
Caslon is used on the map in the book,
Poland: The First Thousand Years.
23

Times
Roman
TYPOGRAPHER:
Stanley Morison
DESIGNER: Victor Lardent
CREATED: 1932
ORIGIN: Britain
INFLUENCED BY: Plantin
PRENOUNCED: tahymz ro-man
LEFT:
Times Roman is
used for the 1983
Star Wars: Return
of the Jedi Movie
cover.
ABOVE:
Example of the original Times Roman
being used.
RIGHT:
Example showing
the differents
between Times
Roman and Times
New Roman.
24 25

Brothers
DESIGNER:
John Downer
DESIGNER: Victor Lardent
CREATED: 1999
ORIGIN: American
INFLUENCED BY: lettering found on The
Cole Brothers traveling circus shows
in the early 1900s.
PRENOUNCED: bruh-thrz
LEFT:
Brothers is used on
the Ocean’s Blend
tea tins.
ABOVE:
Brothers is used in the letter head for Floyd
and Howard King’s 1929 Cole Bros,
World Toured Shows.
RIGHT:
Brothers is
used for the
La Colombe
coffee roasters.
26 27

Windsor
DESIGNER:
Eleisha Pechey
CREATED: 1905
ORIGIN: British
PRENOUNCED: win-zer
LEFT:
Windsor font
is used for the
Canadian beer
Drav.
RIGHT:
A Ball Park Franks
ad from a 1976
Detroit Tigers
scorebook.
28
ABOVE:
McDonald’s 1980 add promoting
their new shamrock sunday.
29

ANS
SERIF
OMNES
HELVETICA
SANS SERIF
Peignot
SANS
SERIF
SANS
SERIF
FUTURA
FRUTIGER
GILL
MYRIAD
SANS

Frutiger
DESIGNER:
Adrian Frutiger
CREATED: 1928
ORIGIN: German
CLARIFICATION: Humanist
INFLUENCED BY: Nicholas Jenson’s work
PRENOUNCED: Fru-ti-ger
LEFT:
Frutiger is used in
the typography for
the Panda Express
Logo.
RIGHT:
Frutiger is used
for the Radio
Shack Logo.
32
ABOVE:
Frutiger is used for the train
company AMTRAK.
33

Futura
DESIGNER:
Paul Renner
CREATED: 1972
ORIGIN: German
INFLUENCED BY: Bauhaus and the English
Arts and Crafts Movements
PRENOUNCED: Fu-tura
LEFT:
Futura was used
for the 2001: A
Space Odyssey;
Directed by,
Stanley Kubrick.
RIGHT:
Futura is
used for the
Domino’s
Pizza logo.
34
ABOVE:
Futura was the first font used on the
moon.
35

Gill Sans
DESIGNER:
Eric Gill
CREATED: 1928
ORIGIN: British
INFLUENCED BY: Edward Johnston’s 1916 “Underground
Alphabet”
PRENOUNCED: gill-sans
LEFT:
Gill Sans is used on
the cover of the
reindition of the
1915 novel, The
Thirty-Nine Steps.
ABOVE:
Gill Sans is used in the British BBC new channel.
36
RIGHT:
Gill Sans was
used for the
1995 movie, Toy
Story produced
by Pixar released
by Disney.
37

Helvetica
DESIGNER:
Max Miedinger
CREATED: 1928
ORIGIN: Swiss
INFLUENCED BY: Akzidenz-Grotesk
PRENOUNCED: h-eh-l-v-eh-t-ih-k-uh
LEFT:
New York has a long
history of using helvetica
on their street
and subway signs.
RIGHT:
The Nestle
chocolate company
uses Helvetica as
the font for the type.
38
ABOVE:
Helvetica is used for the international
airline Lufthansa.
39

Myriad
DESIGNERS:
Robert Slimbach
Carol Twombly
CREATED: 1992
ORIGIN: American
KNOWN: Used by apple
PRENOUNCED: mir-ee-uhd
LEFT:
Myriad is used for the
Fortescue, Australian
iron ore company,
logo.
40
ABOVE:
Myriad is used for the Kingdom of Bahrain
airline Gulf Air.
RIGHT:
Myriad was used
for the Cardiff,
United Kingdom
Football, American
soccer, club.
41

Omnes
DESIGNERS:
Joshua Darden
CREATED: 2006
ORIGIN: American
INFLUENCED BY: 19th-century rounded
Grotesques
PRENOUNCED: am-nais
LEFT:
Omnes is used for thr
video game PopCap.
RIGHT:
Omnes is used for the
German electric
scooter brand
Happy Scooter
42
ABOVE:
Omnes is used for Crayola branding.
43

Peignot
DESIGNERS:
A. M. Cassandre
CREATED: 1937
ORIGIN: French
INFLUENCED BY: Art deco style
PRENOUNCED: peen-yot
LEFT:
Peignot is used fot the
1968 movie
Barbarella poster.
44
ABOVE:
Peignot is used in the game show
title Dream House.
RIGHT:
Peignot was used
for the 1970
cover of the Elton
John soundtrack album
for the movie Friends.
45

ORATIVE
WALTOGRAPH
DECORATIVE
M A GNE T O
DECORATIVE
DECORATIVE
DECORATIVE
JACKSON
DECORATIVE
AD LIB
DAVIDA

Magneto
DES IGNER:
Zavier Cabarga
CREA TED: 1995
ORIGIN: German
IN FLUENCED BY: streamless script
PREN OUNCED: mag-nee-tow
LEF T:
Magneto was used
for radio icons.
48
AB OVE:
Magneto is used in the Disney/Pixar
Movie 2006 Cars logo.
RIGH T:
Magneto is
used for the
designing tool
that decorates
eggs called the
Egg-Bot.
49

Ad Lib
DESIGNER:
Freeman Craw
CREATED: 1961
ORIGIN: American
INFLUENCED BY: Harold Adler (supposedly)
PRENOUNCED: ad-lib
LEFT:
Ad Lib is used for the
1995 movie Clueless.
50
ABOVE:
The 1960s Batman TV show credits and
episode titles.
RIGHT:
Ad Lib font can
be seen in the
episode titles of
Felix the Cat.
51

Davida
DESIGNER:
Louis Minott
CREATED: 1965
ORIGIN: American
AWARD: winner of a VGC competition
INFLUENCED BY: Victorian era designs
PRENOUNCED: d-ae-v-ih-d-ah
LEFT:
Davida is use for the
packaging of this
Euchre card game.
RIGHT:
Davida is used for the
branding of this
chip bag.
52
ABOVE:
Davida is used for the logo for Topstar
popcorn machines.
53

Waltograph
DESIGNER:
Justin Callaghan
CREATED : 1972
ORIGIN : American
INFLUENCED BY : The Walt Disney
Companysays it is a stylized vertion
of Walt Disney’s signature
PRENOUNCED : walt-o-graph
LEFT :
Walt Disney’s
autograph.
LEFT :
The original Disney
font 1937-1948.
LEFT :
The second Disney
font 1948-1972.
RIGHT :
The 2007 Walt Disney
pictures logo.
ABOVE :
Shown is the different characters in the Waltograph
fontface.
54
55

JACKSON
DESIGNER:
Bernard Jacquet
CREATED: 1971
ORIGIN: American
INFLUENCED BY: Retro deco
PRENOUNCED: jak-suh-n
LEFT:
Jackson was used
Poster for a 1984
production of Diabły
Warszawskie (Devils
of Warsaw) at
‘Teatr na Targówku’
in Warsaw, Poland.
56
ABOVE:
Jackson is used in these 1970’s books
about Singapore and Holland.
RIGHT:
Jackson is used for
the sign of the
‘Belma, Cilindros
Eléctricos’ store
in Porto.
57