The Art of Typography Essay

The Art of Typography Essay

Length: 1022 words (2.9 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

The literature relevant to typography is diverse and often describes the evolution of typography. This chapter provides a summary of those topics considered to be the most relevant to the research. It begins with a discussion of exploring typography and the consumer perceptions of the art. This is followed by the clarification of brand identity and the importance of it in today’s business environment. The merging of how typography plays a role in brand identity is next. Finally, there is an explanation of Generation-Y and how the former concepts of typography and brand identity are relevant.

2.1 Exploring Typography

The art of typography has been around for centuries. It is dynamic in nature and the evolution has brought about a whole new meaning to visual communication especially in the branding sphere where differentiation is key.

Typography "is the art and technique of creating and composing type in order to convey a message. The term includes the design and function of alphabetic and analphabetic symbols to represent language" (Woolman, 1997).

McLean (1980) best defines typography as “the art, or skill, of designing communication by means of the printed word.” This “involves the design of books, magazines, posters or anything that is printed and communicates to other people by means of words.” On the other hand, Meggs (1998) describes typography as “the process of printing using independent letterforms to mechanically re-create hand-written interpretation of words.”

It is important to understand that typography and font are not interchangeable words. Font refers to the size and style (bold or italic) of typography.

Typography has a great impact on the visual culture of today and it surrounds our daily lives and its...


... middle of paper ...


...ent (Stanford Report, 2005).

The progression of methods in which written communication is produced and presented will continue to evolve. “From cuneiform markings on clay tablets, to pen and parchment, to the Gutenberg press, to computers and the internet, technology has always provided text with new mediums to express itself” (Lee, Forlizzi & Hudson, 2002).

Typography in any size business, as per Childers & Jass (2002), is able to be considered as an affordable design decision for brochures, in-store displays, coupons, and advertising. With these possibilities at their fingertips, marketing communications has so much potential to successfully communicate with their target audience, however the incorrect application of it can cause people to not bother reading the message. Therefore understanding it’s principals and employing the correct strategies is imperative.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

The Art of Typography Essay

- The literature relevant to typography is diverse and often describes the evolution of typography. This chapter provides a summary of those topics considered to be the most relevant to the research. It begins with a discussion of exploring typography and the consumer perceptions of the art. This is followed by the clarification of brand identity and the importance of it in today’s business environment. The merging of how typography plays a role in brand identity is next. Finally, there is an explanation of Generation-Y and how the former concepts of typography and brand identity are relevant....   [tags: arraging of type, printing techniques]

Better Essays
1022 words (2.9 pages)

Graphic Design : The Polish Poster Movement Essay

- Ariel Milinsky 12/10/15 Graphic Design History Elizabeth Welch The Polish Poster Movement The Polish poster movement is pretty downplayed in art and graphic design history, but this is not a reflection on its importance. Characterized by stylistic variation and the integration of image and text, poster art played a major role in Polish graphic design, and an even greater role to graphic design and illustration as a whole. Especially in contemporary design, we have seen a sort of reemergence with the aesthetic qualities of Polish poster art....   [tags: Graphic design, Typography, Art, Advertising]

Better Essays
1410 words (4 pages)

Graphic Design Is The Most Intriguing Essay

- Out of all aspects of mass communications, graphic design is the most intriguing. The study and art of one thing that has made it possible for advertisements, art, and for humans to grow as the creativity of the world. Graphic design is the art and skill of combining text, and pictures in advertisements, magazines, or books. It 's the basic structure of the advertisement world. Luring people in with powerful art is the intent. Graphic design is a very important occupation. Businesses and individuals seeking great ways to promote their business or cause rely on graphic design....   [tags: Graphic design, Design, Typography, Art]

Better Essays
1427 words (4.1 pages)

Graphic Designs Of Graphic Design Essays

- Introduction Graphics are art works that emanate from visual statement, which are reproduced on surfaces either as pottery, canvas, landscape, stone, paper and computer screen. I other graphics include creations such as logos, symbols, charts, signs and drawings. Graphic design has been in existence for a long time as a professional art and has been widely used in areas such as advertisements, websites and other publications such as magazines (Clifford 13). Like other art works, graphic design has undergone numerous progress and drastic transformations, conceptually and technically....   [tags: Graphic design, Advertising, Typography, Art]

Better Essays
780 words (2.2 pages)

Essay on Hiroshim Panels By Iri Maruki And Toshiko Akamatsu

- Hiroshima Poster Formal Analysis (Assignment one) Notation “Hiroshima: Panels by Iri Maruki and Toshiko Akamatsu” Is a poster which was designed in 1957, by Wim Crouwel for the Stedelijk Museum in the Netherlands. The poster was for a museum exhibition on specific works of art related to the Hiroshima bombing in 1945. Being a museum exhibition poster, it would have been mass produced for many locations and environments, so it would have used offset printing in A3 or A2 sizes. Perception The poster uses a portrait format, which is common for posters intended to inform as it is a more natural reading orientation....   [tags: Typography, Graphic design, Design, Modern art]

Better Essays
1340 words (3.8 pages)

Typography Essay

- One of the most important aspects of graphic design is typography. Typography plays a huge role in not only its basic function of communication, but also as a visual design element that can easily make or break a work. Knowing this, I strive to be very strong typographically. An artist that I take typographical inspiration from is Michael Bierut, who happens to be terrific with typography. Bierut graduated from the Cincinnati College of Design, Architecture, Art and Planning in 1980. Upon graduating, he went on to work for Vignelli Associates....   [tags: Graphic Design]

Better Essays
911 words (2.6 pages)

How Graphic Design Is Art Essay examples

- Sometimes we look at pieces of art and we understand it, and sometimes we don’t. There are many pieces of art that are straight forward and we understand right away. There are also pieces that require you to evaluate the reasons behind it. That is how art works. Art is the creativeness from the production of paintings, drawings, sculpturing, or the combining of images to get a point across. Graphic design is projecting ideas with visual and textual content. Other important factors include color, image, and space....   [tags: Graphic design, Design, Typography, Illustration]

Better Essays
951 words (2.7 pages)

How Graphic Design Differ From Other Art Disciplines Essay

- Hai Ho ARTH 176A Take-Home Quiz I. Short Answer 1. Graphic design differs from other art disciplines in that it has as much to do with people and society as it does with the design itself. Much of graphic design is intended to be consumed by an audience such as the public, whether they are aware of it or not (often not). Its success is measured by how well this audience receives the message it was intended to express within its historical context. For instance, the map of the London Underground was more conceptual than geographically accurate, but the confusion it caused its riders at that time is rarely discussed....   [tags: Graphic design, Typography, Typeface, Helvetica]

Better Essays
1352 words (3.9 pages)

Essay on What´s Typography

- Like most people, typography is a focus in graphic design that most people overlook or don’t think anything of. Even though it’s seen every single day in multiple ways, people still forget that it’s considered an art of its own. Every single day we see typeface in multiple ways. Typography is one of the most influential art forms out in the world to date yet somehow it goes unnoticed. Max Miedinger, Adrian Frutiger, John Baskerville, and Matthew Carter are some of the most influential and famous photographers in history....   [tags: photographers, graphic design]

Better Essays
661 words (1.9 pages)

Essay on Illegal Typography

- Illegal Typography Enter TAKI 183, a kid that lives on 183rd street in the Washington Heights area of Manhattan. The number means just that, TAKI lives on 183rd street, therefore he chose his number street as a sign of location, as a base saying " yo' kid I'm from 183rd ". TAKI works as a messenger, going through all 5 boroughs of the city. When he travels he writes his name on all of the stations that he came upon, he was "up" (name being written everywhere). Which is an important part of graffiti, but this objective does not have any importance at this time....   [tags: Graffiti Crime Papers]

Free Essays
2520 words (7.2 pages)