This comprehensive overview of advertising design strategies helps students and professionals understand how to create ads that cut through the clutter. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type-image relationships are thoroughly discussed. Chapters also cover: Researching your client and your audience What makes an ad successful Getting the audience's attention in a crowded marketplace Researching your client and your audience The importance of consistent branding and identity The difference between print advertising, billboards, the web, television, and radio Advertising design versus editorial design Also included is an extensive section on typography with essential information on how type is perceived by readers, typographic history, principles, and practice. Complete with over fifteen hundred examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography will change the way you develop visual ideas and train you to see in a more critical and accurate way that gets messages across more effectively. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Once you have learnt the fundamentals of typography, there is still a wealth of knowledge to grasp to really become a master in the art and craft of working with type. In Advanced Typography, expert practitioner and instructor Richard Hunt goes beyond the basics to take your understanding and usage to the next level. Taking a practical approach, the book combines visual, linguistic, historical and psychological systems with the broad range of applications and audiences of type today. From the challenges of designing across media and cultures, to type as information and craft, Hunt marries theoretical context with applied examples so you feel confident in improving your skills as an advanced typographer.

100 copyright-free alphabets: Blackstone, Dolbey, Germania, 97 more-with many lowercases, numerals, punctuation marks.

A charming and indispensable tour of two thousand years of the written word, Shady Characters weaves a fascinating trail across the parallel histories of language and typography.

Whether investigating the asterisk (*) and dagger ( ) which alternately illuminated and skewered heretical verses of the early Bible or the at sign (@), which languished in obscurity for centuries until rescued by the Internet, Keith Houston draws on myriad sources to chart the life and times of these enigmatic squiggles, both exotic (

) and everyday (&).

From the Library of Alexandria to the halls of Bell Labs, figures as diverse as Charlemagne, Vladimir Nabokov, and George W. Bush cross paths with marks as obscure as the interrobang (?) and as divisive as the dash ( ). Ancient Roman graffiti, Venetian trading shorthand, Cold War double agents, and Madison Avenue round out an ever more diverse set of episodes, characters, and artifacts.

Richly illustrated, ranging across time, typographies, and countries, Shady Characters will delight and entertain all who cherish the unpredictable and surprising in the writing life."

Expand, inspire and invigorate your calligraphy practice today. Packed with fresh ideas for calligraphy techniques, styles and subjects, this book is a visual feast of inspiration for all abilities, whether you're new to calligraphy or looking to reinvigorate your practice. Boost your creativity with the help of more than 80 artworks by contemporary, international calligraphers, each demonstrating an interesting or innovative approach. Techniques include hot foiling, laser cutting and brush calligraphy, as well as general inspiration such as practising calligraphy on baubles, making calligraphy wrapping paper and customising your own tools. Explore both new and old methods and discover the basic skills to excel at this ancient art form. The art of calligraphy is the ultimate way to relax, restore and create beautiful pieces of art - and this book is sure to renew your creativity.

Typefaces come in thousands of shapes, sizes and styles. Like verbal language, with all its nuances, dialects, accents and tics, typography is not simply a container of meanings but a translator too. Different faces say distinct things to many people. Type projects authority and frivolity. Type is communication on so many different levels of perception and reception. Type Deck is a sampler of typographic personality and a primer of expressive visual communication. The letterforms are part of a shared language that have added to the diversity of graphic design. The Deck identifies characteristics and places particular forms in historical periods and aesthetic contexts.

Type Tricks: User Design is a dissemination of the author's research into typeface legibility. What to consider when choosing fonts in difficult reading situations including signage, small point sizes, glance-like reading or scanning? But also what to look out for when designing for struggling readers, for example people with low-vision, elderly, children and people with dyslexia. This kind of research is normally communicated in scientific papers, which takes a long time to read and understand. In this book, all findings are presented in an illustrative and easily accessible way. The book has a small amount of text and lots of illustrations presenting more than 140 tips from evidence-based research.

Calm Calligraphy will teach you the ancient art of the Scriptorium - copying letters, words and phrases - which helps you focus your thoughts and relax your mind. Learn the beautiful letter forms with step-by-step instructions, then refine your technique by copying inspirational words and phrases in the dedicated workbook section. By practising the meditative art of calligraphy you will gain a deeper appreciation of the beauty of order and balance. Ease your worries, improve your concentration and feel your spirits lift with each stroke of your pen. Malleus studied with the most recognized international masters of calligraphy and founded the Antica Bottega Amanuense in Recanati, now the greatest Scriptorium in the world.

'Type Tricks' is about typographical rules and the underlying structure of the work process in the design of new typefaces. In that way, it is both a reference book and a user manual. In an illustrative format, it presents the different stages of type design in an easily accessible manner. Being an expert as a typography professor, Sofie Beier knows exactly what the students need to know and how they can improve their skills. 'Type Tricks' is not only perfect for students, it also comes in handy for every type designer. It gives them the opportunity to reread information they were taught at during their time at school. It's the perfect reference book. The book contains a number of essential tricks that designers need to know and understand. The typographic guidelines are difficult to remember, but with this book you don't have to remember every single one of them.

What goes on inside a paragraph of printed text? Cyrus Highsmith's Inside Paragraphs is an essential primer on the basics of typography that focuses specifically on the role of printed text within a paragraph. Engaging full-page illustrations and Highsmith's accessible explanations show the role of white space between letters, words, and lines. Perfect for students and professionals alike, this updated edition includes a new preface.

Letterforms are an inseparable part of a civilized literary landscape. At some distant point in history, letters started as representations of things in the world. Then, gradually, through a complex evolutionary process, they came to be defined as the closed shapes of a writing system. This photo-typographic essay is a meditation on this remarkable transition. Exploring the relationship between typography and the visual world around us, the essay looks at the twenty-six letters of the English version of the Roman alphabet in four manners: as the world presenting itself in the shape of a letter, as an intended letter in space, as a flat letter on paper, and finally as a pure geometric form embodied in a typeface. Familiar letterforms are presented in fresh, surprising ways, forming an homage to the beauty of type and a reflection on its ubiquity in our visual understanding of the world around us. Alongside the fascinating images, Ornan Rotem's text offers an overview and a detailed discussion of each letter. In this unusual book, text and image coalesce to create a modern day primer on letters: a typographic abecedarium.

As a result of globalization and in- creased interaction across countries and cultures, multilingualism is becom- ing increasingly important all around the world. Script, as the most impor- tant conveyor of confirmation, plays a major role in this development. Design- ers are more and more faced with the challenge of creating designs that not only combine various languages but two or even more writing systems. At first, Bi-Scriptual discusses on a theoretical level questions such as the sociocultural relations between various writing systems and the increasing importance of sociocultural communi- cation. Following a general section on the practical application of bilingual design, experts of the concerned lan- guages compare eight writing systems with the Latin script. This part also contains topical interviews and practi- cal examples of more than 100 design- ers that show the various possibilites of creating designs incorporating different writing systems side by side.

The use of italic letters as means of accentuation has become common practice in the digital age. They convey movement and dynamics, address the emotional experience of reading and remind of handwriting. However, this lively characteristic, which once re-sulted from the movement of the hand, is noticeably lost when words are simply tilted by a mouse click.

To impart knowledge about this typo-graphic feature and to find a general definition as writing style, the author has compiled style patterns to examine the tangible forms, characteristics and functions of “italic nature”. Furthermore, he deals intensively with the historical development of italics from handwriting to digital typesetting. This monograph is the first detailed treatise on this topic, and is aimed at all those who deal with letters professionally or privately

Enjoy the colourful vernacular of a bygone era in this alphabetic guidebook to the slang of the 1930s. Often referred to as the Dirty Thirties, it was a time marked by economic hardship, unemployment, and excessive crime. The words and phrases reflect this, mirroring the concerns and vices of the day with a myriad of colloquialisms.

Did the invention of movable type change the way that the word was perceived in the early modern period? In his groundbreaking essay "The Work of Art in the Age of Mechanical Reproduction," the cultural critic Walter Benjamin argued that reproduction drains the image of its aura, by which he means the authority that a work of art obtains from its singularity and its embeddedness in a particular context. The central question in The Aura of the Word in the Early Age of Print (1450-1600) is whether the dissemination of text through print had a similar effect on the status of the word in the early modern period. In this volume, contributors from a variety of fields look at manifestations of the early modern word (in English, French, Latin, Dutch, German and Yiddish) as entities whose significance derived not simply from their semantic meaning but also from their relationship to their material support, to the physical context in which they are located and to the act of writing itself. Rather than viewing printed text as functional and lacking in materiality, contributors focus on how the placement of a text could affect its meaning and significance. The essays also consider the continued vitality of pre-printing-press kinds of text such as the illuminated manuscript; and how new practices, such as the veneration of handwriting, sprung up in the wake of the invention of movable type.

Typography is the most effective tool that graphic designers use to express ideas and convey a message. The ability to choose the right typeface for the right job, to design readable and legible pages, and to marry type and image to create visually compelling results are skills that every designer must master. This book introduces the student to the basic principles of typography with clear examples from international practitioners, interviews with designers and typographers, plus exercises to reinforce the concepts covered. With its attractive layout, approachable text and skillful use of typography on every spread, the author sets the standard to inspire the beginning student of design.

Arrows, swashes, swooshes, globes, sunbursts and parallel, vertical and horizontal lines, words, letters, shapes and pictures. Logos are the most ubiquitous and essential of all graphic design devices, representing ideas, beliefs and, of course, things. They primarily identify products, businesses and institutions, but they are also associated, hopefully in a positive way, with the ethos or philosophy of those entities. The 50 logos in this book are examples of good ideas in the service of representation, reputation and identification.

This is the first comprehensive and in-depth study of the earliest figural painting ever to have been produced in Flanders on a continual basis. Most of the manuscripts are Psalters, but Bibles, a Breviary, a Missal, a Netherlandic life of a saint, and yet other texts occur. Three main categories of illuminator are distinguishable: those working in Bruges, in Ghent, and, at least in part, for the circle of the counts of Flanders. The principal chapters and the catalog segments are organized around their individual contributions. An arrangement in time and place of the total body of work was obtained through a lengthy and rigorous process of comparison of figural, ornamental and writing styles, codicological and textual features. Several distinctive Flemish patterns of Psalter iconography have emerged; these are presented in tabular form with accompanying commentaries. A surprising amount of information about the early owners of the books, mostly well-to-do members of the laity, was yielded in the analysis for the manuscript catalogs.

Talbot Baines Reed wrote in a period of transition when hot metal typesetting and offset printing were transforming the scale and scope of printing. In the previous 350 years, England had experienced civil war and started the Industrial Revolution. The dissemination of printed information and learning is inextricable to this history, and the art with which this was done is a quintessential part of English culture. Reed is distinctly aware of the great debt that his contemporaries had to the early typographers (notable among them William Caslon - considered the first great English typographer - and John Baskerville), and everywhere in his work is this shown in his meticulous and unstinting presentation of the fascinating details of their artistic exploration and expression. Modern readers will enjoy the technical and historical insight this work affords, and also find the style and presentation fresh and engaging.

Note to customers: The print version of this book is highly formatted, and many pages contain examples that use a variety of approaches to text layout including the use of multiple fonts. The subtleties of this layout would be lost when converted to ePub, so we have chosen to offer this ebook only in PDF format, which keeps the page layout intact. Beautifully designed and richly illustrated The Complete Manual of Typography, Second Edition, is the fully updated version of THE seminal book on typography by Jim Felici. This book is about how type should look and how to make it look that way - in other words, how to set type like a professional. It explains in practical terms how to use today's digital tools to achieve the secret of good design: well set type. An essential reference for anyone who works with type: designers, print production professionals, and corporate communications managers can go to straight to the index to find focused answers to specific questions, while educators and students can read it as a text book from cover to cover. You'll Learn: Basic Concepts and anatomy of good typography, indexed for quick reference by busy professionals How to manage fonts and handle corrupted or missing fonts on any operating system What makes good type good (and bad type bad) Techniques for working with measure, point-size, leading, kerning, and other type fundamentals Practical ways to fix composition problems such as loose lines, bad rags, windows, and orphans Hard-to-find rules for managing hyphenation and justification, indents, text wraps, and expert-set characters Secrets of how to wring out good type from uncooperative word-processing and layout problems The latest font technologies, including OpenType New typographic tools and improved font services in Operating Systems such as Windows and Mac OS New Techniques, and coverage of working methods such as style sheets. 35 page glossary of type terms Praise for the first edition "Clear and elegant... There's no better or more useful introduction to the whole craft of typography" Roger Black - Danilo Black, Inc "All you've wanted to know about type and typography but never dared ask. Jim Felici brings together a vast amount of knowledge in this book. Must-Have!" Erik Spiekermann author, Stop Stealing Sheep (and Find Out How Type Works)

The long awaited follow-up to our all-time bestseller Thinking with Type is here. Type on Screen is the definitive guide to using classic typographic concepts of form and structure to make dynamic compositions for screen-based applications. Covering a broad range of technologies-from electronic publications and websites to videos and mobile devices-this hands-on primer presents the latest information available to help designers make critical creative decisions, including how to choose typefaces for the screen, how to style beautiful, functional text and navigation, how to apply principles of animation to text and how to generate new forms and experiences with code-based operations. Type on Screen is an essential design tool for anyone seeking clear and focused guidance about typography for the digital age.