These elements along with the remaining five can either make or break a written text’s aesthetics. This is referred to as whitespace.Īll of the aforementioned elements play a big role in the art of typography. You will notice that some space around the word as well as inside it is also selected that is not taken up by the typeface. Once you’ve typed it up, select it using the mouse. To understand what exactly white space is, you can type a four-letter word in a word document. White Space – White space or negative space is referred to the void space that appears in the text. Thus, the brand’s outlet becomes identifiable from a long-range. Coupled with the iconic typeface of Mcdonalds’, the color yellow will automatically invoke the image of the brand for any viewer. That’s why brands make use of their own distinctly-colored typefaces. Colors are the first thing that any viewer of a typeface will notice. It is also used as a synonym for the font.Ĭolor – In typography, color is of great importance. It will have its own geometrical shape and a distinct style to it. For instance, consider a letter that is displayed in the font ‘Sans Serif’. Typeface – The typeface is the style and structure of the font. Elaborating on all of them will probably be a lengthy process, so let’s stick to the basic ones: There are 8 universal elements of typography – typeface, color, hierarchy, consistency, alignment, white space, and contrast. On the other hand, a font like ‘Times New Roman’ will probably not be used in a children’s book.Īlthough, typography is a nuanced art form, the fundamentals of it are quite simple. To illustrate this point with one example – one simply cannot use a font like ‘Chiller’ in a business document. Today, typography is considered essential to branding, digital art, and the business world in general. The digital revolution consolidated the art of typography. Fast forward to the late 20 th century and there were a variety of fonts being displayed on computer screens. Thousands of books being printed meant that there had to be consistent typefaces. Thus, consistency, which is the basis of typography was achieved.Ĥ00 years later, the printing revolution which was brought about by the invention of the printing press in 1440 breathed new life into the art of typography. Each letter was assigned a standard design, and that design was used throughout the text. Back then, the moving type was invented by Bi Sheng. The history of typography can be dated back to the 11 th century. Moreover, almost all digital artists cross paths with this art form at some point in their careers. Without a proper understanding of typography, there is no way a web designer can produce a decent website. It is all about making the text more legible, attractive, and aesthetic. But before that, let’s get a brief idea of what this art behind picking the right fonts is all about. We’ll tell you all about how to download fonts from Typekit or Adobe Fonts. That’s where Typekit/Adobe Fonts comes in. In such cases, we must go beyond the stock fonts and find the perfect fit. Projects such as these include brand development or an art project, etc. For projects like these, we cannot settle on the stock fonts that are used by everyone who has access to a PC. These fonts can be accessed via Creative Cloud Subscriptions.Įvery now and then, we begin working on a project that requires something special. Today, the font libraries of Typekit (Adobe Fonts) contain over 20,000 that are licensed for commercial as well as personal use. With an industry giant such as Adobe acquiring and adding to the font library of Typekit, it soon became one of the most popular places to source fonts. It was in 2018 that Adobe finally decided to rebrand the service as Adobe Fonts. At that point in time, Typekit was one of the most popular font-providing services in the market. was a company operated by the very same people who brought Google Analytics to the market. When it was launched back in 2009 by Small Batch Inc., it was a subscription-based service. Thus, with the help of Typekit, users were not limited to the stock font that usually came with Windows or any other OS. Typekit was an online service that allowed users to access a variety of fonts.
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