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Type Seminars - 1,2,3,4,5

Seminar 1 - What Is Typography?
  • The solution to a problem of communicating through design.
  • The effective delivery of a message through the use of visual language.

Visual Literacy
  • The ability to construct meaning from visual images and type.
  • Interpreting images of the present, and range of cultures.
  • Producing images that effectively communicate a message to an audience.

Visual Communication
  • Is a process of sending and receiving messages using images and type. 
  • Is based on a level of shared understanding of signs, symbols, gestures and objects. 
  • Is affected by audience, context, media and method of distribution.

Key Elements Of Design

  • Frame
  • Format
  • Figure/ Form
  • Ground 
  • Composition 
  • Visual Dynamics 
  • Type
  • Image
  • Colour
  • Layout
  • Legibility 
  • Readability 

"All that is neccessary for any language to exsist is an agreement amogst people that one thing will stand for another"


  • Stone

  • Sable

  • Bone
  • Wood
  • Lead
  • Silicon

Images From The Seminar

Seminar 2 - The Language Of Type

In this seminar we was looking at the Anatomy Of Type...

x Height and Cap Height. 

Body Parts.


Sans Serif = 'Without Serifs'



Seminar 3 - Visual Literacy

"All that is necessary for any language to exist is an agreement amongst a group of people that one thing will stand for another. "
In This seminar we looked at pictograms and how the human race can see things to instantly know what that is - such as a man and women for toilet signs. We looked at wayfinding and infographics too...

We look at this and although they are pretty abstract shapes and pictograms we instantly know which is the mans and which is the womans toilet. 

Simplifying the woman figure. 

Wayfinding Pictograms - Travel / Food

Simple pictograms to represent taking off and landing. 


Beer - Sales - Plunge - Britains - Stay - Home 

Clever Pictograms to tell a story. 

The beautiful Game. Love this peice. It represents the swearing and violence in football hooligans.

Symbol, Sign and Signifier

Using the Apple logo to demonstrate...

SYMBOL - Symbolises an apple.
SIGN - A sign for Apple Mac. Computers.

SIGNIFIER - Signifies quality, creativity, lifestyle, independence…

Seminar 4 - Type, Character & Hierarchy 

"Type is speech made visible".

  • '...A hierarchy (Greek: hierarchia (ἱεραρχία), from hierarches, "leader of sacred rites") is an arrangement of items (objects, names, values, categories, etc.) in which the items are represented as being "above," "below," or "at the same level as" one another. Abstractly, a hierarchy is simply an ordered set or an acyclic directed graphA hierarchy (sometimes abbreviated HR) can link entities either directly or indirectly, and either vertically or horizontally. The only direct links in a hierarchy, insofar as they are hierarchical, are to one's immediate superior or to one of one's subordinates, although a system that is largely hierarchical can also incorporate alternative hierarchies. Indirect hierarchical links can extend "vertically" upwards or downwards via multiple links in the same direction, following a path. All parts of the hierarchy which are not linked vertically to one another nevertheless can be "horizontally" linked through a path by traveling up the hierarchy to find a common direct or indirect superior, and then down again. This is akin to two co-workers or colleagues; each reports to a common superior, but they have the same relative amount of authority. Organizational forms exist that are both alternative and complimentary to hierarchy. Heterarchy (sometimes abbreviated HT) is one such form...' -

The top left is the most appropriate for this word. 

a full typeface/font is made up of lots of glyphs. not just letters and numbers. 

Different shapes and sizes of typefaces

Different weights 

Font familysand titles. 

Seminar 5 - Visual Literacy 2

Sleek, professional, desirable - Apple Logo

Play on technology with the blackberry and apple logos. 

Visual Synecdoche - Statue Of Liberty

This term is applied when a part is used to represent the whole, or vice versa. Quite simply, the main subject is substituted for something that is inherently connected to it. This substitution only works if what the synecdoche represents is universally recognized and understood, rather than taken at face value for its literal meaning.


A visual metaphor is used to transfer the meaning from one image to another. Although the images may have no close relationship, a metaphor conveys an impression about something relatively unfamiliar by drawing a comparison between it and something familiar.


A visual metonym is a symbolic image that is used to make reference to something with a more literal meaning. For example, a cross might be used to signify the church. By way of association the viewer makes a connection between the image and the intended subject. Unlike a visual synecdoche , the two images bear a close relationship, but are not intrinsically linked. And unlike visual metaphors, metonyms do not transfer the characteristics of one image to the other.

'In trying to separate words from pictures we have to accept that 
words are ‘pictures of letters’" - David Crow

subtle bumbs in the b to represent a pregnant lady. 


is the degree to which glyphs (individual characters) in text are understandable or recognizable based on appearance

clever arrow in the fed Ex logo. 

OGC logo had to be changed because they realised when it was flipped it looked like a picotgram of a person cracking one off. 



is the ease in which text can be read and understood. It is influenced by line length, primary and secondary leading, justification, typestyle, kerning, tracking, point size, etc.


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