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Amasis More Than Your Average Slab
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EGYPT IA The impact of the Industrial Revolution brought profound changes to printing and typography in the 19th century. Manufacturing and mass production of consumer goods had two major effects on print communication: the creation of new kinds of print media and the emergence of more functional type designs for commercial purposes.
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19 I was born in
By A Designer Ron Carpenter
R on Carpenter was born in 1950 in Dorking, England. In 1967 he worked as a cartographer, but in 1968 joined Monotype Corporation and trained in their type department. In 1976 he worked on the quality control of Monotype fonts, and in 1984 he became senior type designer at Monotype Corporation. Â
90 Fonts List designed by Ron Carpenter Aktiv Grotesk Co Kingâ&#x20AC;&#x2122;s Caslon Lexia Plume Prometo Stroudley Viato
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Baseline
Minimal variation of thick and thin strokes
trong Large x-heights
Descender
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X-height
m Hu a n Otherwise, I have
Amasis was designed in 1990 as a slab-serif typeface family. It expands the genre with humanist proportions, renaissance structure, and subtle stroke variation. Amasis serves in more setting than most slab-serif types by virtue of its clarity, strength and wamth.
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a t nis ‘e’ <Amasis meduim/Italic>
Proportions
Look at my
Sloping cross-bar
on the lowercase ‘e’
I’m
Legible in All Sizes
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The Amasis design is a The Amasis font family highly legible font, even has also become increasat very small point sizes. ingly popular for use in Its slab-like serifs help define the outline web design, as it renders of the font and allow the reader to focus on the text properly. As a result, the extremely well on screen. Amasis design is the choice of popular eReader devices, including the Nook®. A number of different typefaces were considered for the Nook – but ultimately, Amasis won the default spot, placing Carpenter’s creation in front of potentially millions the world over.
A good example can be seen at the Tablespoon website – particularly in the “Recipes” drop down menu, as well as the main navigation bar at the top.
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V ISUA L C LAR ITY
ffff Do you feel the elegant
Renaissance structure
in my “f ?”
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abcdefghijklmnopqrstuvwxyz 0123456789 <Amasis light /Italic>
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Find out why at Fonts.com
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Monotype Imaging is a multifaceted enterprise that combines technology with design to help the world communicate. The company has more than 150 years of experience serving the typographic needs of the design industry. As one of the most established type foundries in the world, Monotype offers a myriad of typefaces through its designer-focused portal, www. fonts.com.
Established in 1929, the Academy of Art University is the largest private school of art and design in the country. Located in downtown San Francisco, the university believes that established artists and designers are best at training the next generation of professionals. The schoolâ&#x20AC;&#x2122;s highly regarded Graphic Design program maintains an international student body that has won numerous student design awards. The program enjoys a strategic partnership with Monotype Imaging, which provides students with scholarship funds as well as numerous other opportunities.
Degree: MFA Class: Type Composition, Designer: JeeSeon Kim (Elin), Instructor: Andrew Loesel