Explore 100 key concepts, theories, and guidelines that are critical for choosing and using type.
We communicate with text every single day, but what does it mean to really understand type-to use it with clear intent and purpose? The art and science of typography combines subtle tweaks to line lengths with harmonious combinations of weights and styles; considered typeface pairings with a robust set of alternate characters; exciting technological advances with the realities of font licensing. There are so many ways designers can optimize how text is read and influence the way its message is understood-and yet so many designers miscommunicate without even realizing it.
Richly illustrated and easy to navigate, Universal Principles of Typographypairs clear explanations of each principle with visual examples of it applied in practice. By considering these concepts and examples, you can learn to make more informed, and ultimately better, typography decisions.
Building upon tried-and-tested principles from the world of print through to the very latest advances in browser technology, this book will equip you with everything you need to make the most informed typographic decisions in your design work today.
Featured principles are as diverse as:
Explore 100 key concepts, theories, and guidelines that are critical for choosing and using type.
We communicate with text every single day, but what does it mean to really understand type-to use it with clear intent and purpose? The art and science of typography combines subtle tweaks to line lengths with harmonious combinations of weights and styles; considered typeface pairings with a robust set of alternate characters; exciting technological advances with the realities of font licensing. There are so many ways designers can optimize how text is read and influence the way its message is understood-and yet so many designers miscommunicate without even realizing it.
Richly illustrated and easy to navigate, Universal Principles of Typographypairs clear explanations of each principle with visual examples of it applied in practice. By considering these concepts and examples, you can learn to make more informed, and ultimately better, typography decisions.
Building upon tried-and-tested principles from the world of print through to the very latest advances in browser technology, this book will equip you with everything you need to make the most informed typographic decisions in your design work today.
Featured principles are as diverse as:
Introduction
Alignment
Alternates
Faux or synthesized
Bold
Case
Characters & glyphs
Choosing type
CJK
Classification
Color
Combining
Consistency
Contrast
Control it all with axes
Customization
Dashes
Diacritics
Dissonance
Distinction / asymmetry
Drop caps
OpenType
Emphasis
Expression
Families
Fit
Font development
Font formats
Font vs. typeface
Foundries
Fractions
Variable fonts
Grade
Handwriting
Harmony
Hierarchy
Hinting
Humanism
Icons & symbols
Inclusivity
Installation
It depends
Italics
It’s all about the em square
Justification
Kerning
Legibility
Lettering
Licensing
Ligatures
Line height consistency issues
Line length
Loading
Lock-up
Line height
Masters & interpolation
Metrics
Monospace
Multiplex
Networks
Numerals
Obliques
Optical size
Optical trickery
Pairing type
Parametric axes
Personality
Proportion
Punctuation
Readability
Refinement
Relation
Responsiveness & viewport
Rhythm
Sans serif
Scale
Scripts
Serif
Signage
Size
Small caps
Spacing
Stress
Style
Stylistic sets
Subsetting
Superfamilies
Swashes
Systems
Technical evaluation
Tracking
Type
Type design
Units
Usability
Web fonts
Weight
Widows & orphans
Width
Writing systems
X-height
Acknowledgements
About the Author
Index
Elliot Jay Stocks is a designer and musician, based just outside
Bristol, UK. After founding the typography magazine 8 Faces in
2010, Elliot joined Typekit (now known as Adobe Fonts) as Creative
Director, and helped lead the service's transition into desktop
fonts and the Creative Cloud ecosystem. He then went on to take
several Creative Director roles, all while co-running the lifestyle
magazine Lagom with his wife. In 2021, Elliot collaborated with
Google to launch the typography education resource Google Fonts
Knowledge. He is the author of Universal Principles of Typography
(Rockport Publishers, 2024).
Over his nearly two-decade career as a designer, Elliot's work has
been profiled in publications such as Communication Arts, Creative
Review, Computer Arts, and Page, and he has long been a familiar
face at design and tech conferences around the world. Past
highlights include TYPO, An Event Apart, South by Southwest, and
The Type Directors Club NYC.
Today, Elliot focuses exclusively on typographic projects, as well
as publishing the newsletter Typographic & Sporadic, and hosting
the podcast Hello, Type Friends! He also makes electronic music as
Other Form, and releases on several independent labels across
Europe.
Ellen Lupton is a writer, curator, educator, and designer. She is
Senior Curator of Contemporary Design at Cooper Hewitt, Smithsonian
Design Museum in New York City. New projects include the books
Health Design Thinking and Extra Bold, a feminist career guide for
designers. Lupton is founding director of the Graphic Design MFA
Program at MICA (Maryland Institute College of Art) in Baltimore,
where she has authored numerous books on design processes,
including Thinking with Type, Graphic Design Thinking, Graphic
Design: The New Basics, and Type on Screen. Her book Design Is
Storytelling was published by Cooper Hewitt in 2017. She received
the AIGA Gold Medal for Lifetime Achievement in 2007. Recent
exhibitions include Face Values: Understanding Artificial
Intelligence and Herbert Bayer: Bauhaus Master. The Senses: Design
Beyond Vision, Beauty-Cooper Hewitt Design Triennial, How Posters
Work, and Beautiful Users. She was named a Fellow of the American
Academy of Arts Sciences in 2019.
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