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The art of composing printed material from letterforms is called

20/03/2021 Client: saad24vbs Deadline: 2 Day

Michael Beirut, Saks Fifth Avenue logo

Challenge of renewing a brand

64 square pieces sliced from original logo and recombined randomly

Still recognizable but innovative

Challenges of designers

Solving problems and presenting solutions

Working in a number of disciplines

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Michael Bierut. Saks Fifth Avenue logo. 2007. Design Firm: Pentagram. Image courtesy of Saks Fifth Avenue. HBC Corporate Collection. [Fig. 11-1]

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Graphic Design (1 of 13)

11.1 Discuss the use of graphic design in the visual communication of information and ideas.

The process of working with words and pictures to enhance visual communication

Mostly involving designing materials to be printed

Most frequent artform encountered in daily life

Creative process employing art and technology

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Graphic Design (2 of 13)

11.1 Discuss the use of graphic design in the visual communication of information and ideas.

Typography

The art and technique of composing printed material from letterforms (typefaces or fonts)

Decades ago, typewriters mostly had the same typeface.

Since Chinese invention of printing, thousands of typefaces have been created.

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Graphic Design (3 of 13)

11.1 Discuss the use of graphic design in the visual communication of information and ideas.

Typography

Roman letters

Based on capital letters carved in stone by early Romans

Strokes ending in serifs

Short lines with pointed ends at an angle to the main strokes

“Not italic”

Sans serif fonts have a modern look.

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Graphic Design (4 of 13)

11.1 Discuss the use of graphic design in the visual communication of information and ideas.

Typography

Today, redesigns incorporate readability and contemporary preference

Donald Meeker

Changes to Clearview Hwy typeface

Expanded hollow spaces for better readability

Interstate highway signs

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Donald Meeker. Clearview Hwy typeface. 2004 to present. Sample road sign using Clearview 5-w. [Fig. 11-2a]

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Donald Meeker. Clearview Hwy typeface. 2004 to present. Development of Clearview Hwy font from previous Federal Highway font. [Fig. 11-2b]

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Graphic Design (5 of 13)

11.1 Discuss the use of graphic design in the visual communication of information and ideas.

Typography

Heidy Cody, American Alphabet

All 26 letters in the initials of corporate logos

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Heidi Cody. American Alphabet. 2000. A set of 26 aluminum light boxes which feature the isolated first letters of American grocery products. Lambda Duratrans print. Each box 28” × 28” × 7”. © 2000 Heidi Cody. www.heidicody.com. [Fig. 11-3]

Copyright © 2019, 2014, 2011 Pearson Education, Inc. All Rights Reserved

Graphic Design (6 of 13)

11.1 Discuss the use of graphic design in the visual communication of information and ideas.

Typography

Jonathan Cuervo Cisneros

Redesigns and updates old fonts

Febrile

Based on black letter typefaces found on documents in colonial Latin America

Slanted the letters backward

Added frilly details to the capitals

Created digitally

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