2
Traveling to Auckland This second chapter will travel through the North city of Auckland, New Zealand. This city is referred to as the “city of sails”. Just as a sailor must have all of the skills of sailing in order to have a successful boat, designers must know the ropes to the rules in order to be successful. This chapter focuses on the next steps of the basics of design. Auckland, in the North Island of New Zealand, is the largest and most populous urban area in the country. Auckland has a population of 1,454,300 which is 32 percent of New Zealand’s population. It is part of the wider Auckland Region, which includes the rural areas and towns north and south of the urban area, plus the islands of the Hauraki Gulf, resulting in a total population of 1,570,500 that is governed by the Auckland Council. Auckland also has the largest Polynesian population of any city in the world. In Maori, Auckland’s name is Tāmaki Makaurau and the adaptation of Auckland, to suit Maori phonetic rules, is karana.
Typographic Rules ... 19
THE CITY OF
1. All punctuation should have a single space after it Inserting two spaces after a period was common when using a typewriter. Monospace typefaces were designed to occupy the same amount of space no matter the width of the character. Therefore, two spaces were needed to identify the end of a sentence and the beginning of another sentence. 2. Use proper ‘em’ dashes, ‘en’ dashes, and hyphens An em is a unit of measure equal to the point size that you are using. An em dash is a type of punctuation used to offset clauses in a sentence or to indicate an abrupt change in thought. An en dash is equal to half the length of an em dash. En dashes are used to denote duration like time. 3. Always use proper quote and apostrophe marks Use true quotation marks and apostrophes instead of using inch marks and feet marks. Place all punctuations inside the quotation marks.
4. Use true Small Caps When setting text that contains acronyms, select a typeface with small caps as a family. Selecting small caps from the style menus is a poor choice because the compute reduces the overall size of the type by 80%. This changes the stroke weight and the feel of the font. Expert sets in the Adobe Type Library have small caps options. 5. Add letter spacing to capitalized text and small caps Letterspacing is the amount of space between characters in a word. This is also called tracking. Use positive number values (to about 2 or 3) to open up letterspacing to capitalized text and small caps, except when periods are used between characters.
SAILS
GRID STRUCTURES When designing a layout and working with text and/or images the use of a grid is essential, as it is the basis on which information is organized and clarified, ensuring legibility. The grid provides a framework were text, image and space can be combined into a cohesive manner. A grid subdivides a page vertically and horizontally into margins, columns, intercolumn spaces, lines of type, and spaces between blocks of type and images. These subdivisions form the basis of a modular and systematic approach to the layout, particularly for multipage documents, making the design process quicker, and ensuring visual consistency between related pages.
At its most basic, the sizes of a grid’s component parts are determined by ease of reading and handling. From the sizes of type to the overall page or sheet size, decision-making is derived from physiology and the psychology of perception as much as by aesthetics. Type sizes are generally determined by hierarchy—captions smaller than body text and so on—column widths by optimum word counts of eight to ten words to the line, and overall layout by the need to group related items. This all sounds rather formulaic, and easy. But designers whose grids produce dynamic or very subtle results take these rules as a starting point only, developing flexible structures in which their sensibility can flourish.
“ The grid system is an aid, not a guarantee. It
permits a number of possible uses and each designer can look for a solution appropriate to his personal style. But one must learn how to use the grid; it is an art that requires practice.” —Josef Müller-Brockmann
LEADING Line spacing is the vertical distance between lines of text. Leading is the hot-metal printing term that refers to the strips of lead that were inserted between text measures in order to space them accurately. Leading is specified in pts or points and refers now days to the space between lines of a text block. Leading introduces space into the text block and allows characters to "breathe" so that the information is easy to read. To achieve a balanced and and well-spaced text block, leading usualy has a higher point size than the text it is associated with. Example: 10pt text set with 12pt leading.
NEGATIVE
SOLID
Rugby league football, usually called rugby league, league, rugby or football, is a full contact sport played by two teams of thirteen players on a rectangular field. It originated in England in 1895 as a split from the Rugby Football Union over the issue of payments to players. Its rules gradually changed with the purpose of producing a faster, more entertaining game for spectators. It has been cited as the toughest, most physically demanding of team sports. In rugby league, points are scored by carrying the ball and touching it to the ground beyond the opposing team's goal line; this is called a try, and is the primary method of scoring. The opposing team attempts to stop the attacking side scoring points by tackling the player carrying the ball. In addition to tries, points can be scored by kicking goals. After each try, the scoring team gains a free kick to try at goal with a conversion for further points. Kicks at goal may also be awarded for penalties, and field goals can be attempted at any time. Rugby league is a popular sport in Northern England, the states of Queensland and New South Wales in Australia, New Zealand, southwest France and Papua New Guinea, where it is the national sport.
Rugby league football, usually called rugby league, league, rugby or football, is a full contact sport played by two teams of thirteen players on a rectangular field. It originated in England in 1895 as a split from the Rugby Football Union over the issue of payments to players. Its rules gradually changed with the purpose of producing a faster, more entertaining game for spectators. It has been cited as the toughest, most physically demanding of team sports. In rugby league, points are scored by carrying the ball and touching it to the ground beyond the opposing team's goal line; this is called a try, and is the primary method of scoring. The opposing team attempts to stop the attacking side scoring points by tackling the player carrying the ball. In addition to tries, points can be scored by kicking goals. After each try, the scoring team gains a free kick to try at goal with a conversion for further points. Kicks at goal may also be awarded for penalties, and field goals can be attempted at any time. Rugby league is a popular sport in Northern England, the states of Queensland and New South Wales in Australia, New Zealand, southwest France and Papua New Guinea, where it is the national sport.
12 pt/10 pt
12 pt/12 pt
NORMAL Rugby league football, usually called rugby league, league, rugby or football, is a full contact sport played by two teams of thirteen players on a rectangular field. It originated in England in 1895 as a split from the Rugby Football Union over the issue of payments to players. It has been cited as the toughest, most physically demanding of team sports. In rugby league, points are scored by carrying the ball and touching it to the ground beyond the opposing team's goal line; this is called a try, and is the primary method of scoring. After each try, the scoring team gains a free kick to try at goal with a conversion for further points. Kicks at goal may also be awarded for penalties, and field goals can be attempted at any time. Rugby league is a popular sport in Northern England, the states of Queensland and New South Wales in Australia, New Zealand, southwest France and Papua New Guinea, where it is the national sport. 12 pt/14 pt
EXTREME Rugby league football, usually called rugby league, league, rugby or football, is a full contact sport played by two teams of thirteen players on a rectangular field. It originated in England in 1895 as a split from the Rugby Football Union over the issue of payments to players. It has been cited as the toughest, most physically demanding of team sports. In rugby league, points are scored by carrying the ball and touching it to the ground beyond the opposing team's goal line; this is called a try, and is the primary method of scoring. The opposing team attempts to stop the attacking side scoring points by tackling the player carrying the ball. In addition to tries, points can be scored by kicking goals. Kicks at goal may also be awarded for penalties, and field goals can be attempted at any time. 12 pt/18 pt
Xxh g Futura Robert Slimbach Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. Marinetti’s manifesto glorified the new technology of the automobile and the beauty of its speed, power, and movement.
8.5/12 x-height: small character width: narrow color: light
Xxhg Univers Adrian Frutiger
Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. 8.5/12 x-height: average character width: average
X xh g Xxhg
ITC Avant Garde Gothic Herb Lubalin
Gotham Hoefler and Frere-Jones
Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. Marinetti’s manifesto glorified the new technology of the automobile and the beauty of its speed, power, and movement.
Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. Marinetti’s manifesto glorified the new technology of the automobile and the beauty of its speed.
8.5/12 x-height: average character width: average color: light
8.5/12 x-height: average character width: average color: light
X xhg
Xxh g
Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. Marinetti’s manifesto glorified the new technology of the automobile and the beauty of its speed, power, and movement.
Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. Marinetti’s manifesto glorified the new technology of the automobile and the beauty of its speed, power, and movement.
8.5/12 x-height: average character width: medium color: medium
8.5/12 x-height: small character width: average
X x hg
Xxh g
Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. Marinetti’s manifesto glorified the new technology of the automobile and the beauty of its speed, power, and movement.
Futurism was first announced on February 20, 1909, when the Paris newspaper Le Figaro published a manifesto by the Italian poet and editor Filippo Tommaso Marinetti. The name Futurism, coined by Marinetti, reflected his emphasis on discarding what he conceived to be the static and irrelevant art of the past and celebrating change, originality, and innovation in culture and society. Futurism rejected traditions and glorified contemporary life, mainly by emphasizing two dominant themes, the machine and motion. The works were characterized by the depiction of several successive actions of a subject at the same time. Marinetti’s manifesto glorified the new technology of the automobile and the beauty of its speed, power, and movement.
8.5/12 x-height: large character width: large color: dark
8.5/12 x-height: average character width: average color: light
Franklin Gothic Morris Fuller Benton
Calibri Lucas de Groot
72 point
Baskerville John Baskerville
72 point
Syntax Hans Eduard Meier
SHORTCUTS
— em dash Option Shift Hyphen
• bullet Option 8
© copyright Option g
™ trademark Option 2
° degree symbol Option Shift 8
Use copyright, register, and trademark marks properly. The copyright, register, and trademark characters need to be reduced to work with body text. At times, depending on the typeface, you may need to reduce the mark between 50% and 70%. The goal is to match the x-height. The copyright mark should be approximately 70% of the surrounding text. Unlike the ™ symbol, the © should NOT be superscripted and should remain on the baseline. ™ is usually superscripted for the chosen font. ™ and ® are normally set higher then other marks. If you choose to superscript ®, reduce it to about 60% of the original size. Ellipsis Character Use the ellipsis character and NOT three periods. You can access the ellipsis by typing Option + : (colon). Allow a small amount of space before and after. However if it is not crowding the text, leave no space at all. Accent Marks Remember, to set an accent mark over a letter, press the Option key and the letter, then press the letter you want under it. ´ Option e ` Option ~ (upper-left or next to the Spacebar) ¨ Option u ˜ Option n ˆ Option i
HYPHENS The hyphen and the dash deserve lot of attentions as they are often misused. They come in a variety of sizes. hyphen en dash – em dash — Hyphens (-) Hyphens are, first off, used as a symbol to break words. Although every software program has a setting for automatic hyphenation most designers will turn off this setting to avoid multiple hyphenation. The reason for manual hyphenation is that compound words are best divided into their components, as in infra-red or job-center. The next step is to hyphenate prefixes and suffices like pre-school. The second use of a hyphen is a trait d’union. A hyphen is added when two consonants or vowels are pronounced separately rather than as a diphthong, for instance in bowl-like or anti-intellectual. Finally the hyphen is sometimes used in dates 9-8-2016 or phone numbers 785-666-2525 although full stops are more frequently used. 9.8.2016 or 785.666.2525.
Sometimes text uses a double hyphen to indicate a dash. This is a typewriter convention because they didn’t have the real dash used in professional typesetting. On a Mac, no one needs to use the double hyphen—we have a professional em dash, the long one, such as you see in this sentence. We also have an en dash, which is shorter than the em dash. En Dash (–) option (the width of a capital N). The en dash is longer than the hyphen dash is used to demarcate a parenthetical thought or to indicate a sudden change of direction as in, for instance: ‘Unfortunately the document to be discussed – which you received via email – is no longer up to date’. Typically these dashes can be replaced by commas, or the phrase can be bracketed. Therefore it is very important to decide which option is best. If dashes frequently occur – thereby disturbing the reading comfort – using a comma might be a better option. If a sentence really needs to stand out, and if they are not used to open, dashes are the best choice.
The end says is used to indicate a range of values, such as those between dates, times and numbers and approximately replace the word ‘to’:
1914 – 1918 May 2 – 8 6:30 – 8:45 A.M. 1914 – 1918 May 2 – 8 6:30 – 8:45 A.M.
-- the en dash is used to indicate parenthetical thought -- as a replacement for ‘to’ -- in the meaning ‘from…to’ -- as a minus sign -- as a bullet sign
Typeface: ITC Century Bold
36pt: Header
New Zealand Typeface: Futura Medium
18pt: Subhead
D E C I DE S TO KE E P T H E I R F L AG Typeface: ITC Century Book
18pt: Intro Text, Pull Quotes
Prime Minister John Key of New Zealand announced that despite having over 10,000 options, citizens have voted to stick with their current flag. Typeface: ITC Century Book
9pt: Body Text
The judges weighed 10,292 options — including a flightless kiwi bird firing lasers from its eyes — and the country spent two years thinking about it. But in the end, New Zealanders chose decisively to keep their century-old flag, a blue ensign with Britain’s Union Jack in the upper left corner and the four stars of the Southern Cross in red on the right. Preliminary results of a nationwide postal vote, which pitted the incumbent against the final challenger — a flag known as the Silver Fern (Black, White and Blue) — showed on Thursday that 56.6 percent had voted to keep the existing flag flying, despite the assertion by Prime Minister John Key that it symbolized a colonial era whose time had passed.
Font Combination Rational
These two fonts work together because...the rounded fonts have just enough contrast to stand out from each other without being too overwhelming.
Typeface: Times New Roman Bold
36pt: Header
New Zealand Typeface: Univers 45 Light
18pt: Subhead
DE C I DE S TO KE E P T H E IR F L AG Typeface: Times New Roman Regular
18pt: Intro Text, Pull Quotes
Prime Minister John Key of New Zealand announced that despite having over 10,000 options, citizens have voted to stick with their current flag. Typeface: Times New Roman Regular
9/12pt: Body Text
The judges weighed 10,292 options — including a flightless kiwi bird firing lasers from its eyes — and the country spent two years thinking about it. But in the end, New Zealanders chose decisively to keep their century-old flag, a blue ensign with Britain’s Union Jack in the upper left corner and the four stars of the Southern Cross in red on the right. Preliminary results of a nationwide postal vote, which pitted the incumbent against the final challenger — a flag known as the Silver Fern (Black, White and Blue) — showed on Thursday that 56.6 percent had voted to keep the existing flag flying, despite the assertion by Prime Minister John Key that it symbolized a colonial era whose time had passed.
Font Combination Rational
These two fonts work together because...the different sizes of line weight help the reader to not be overwhelmed. The serif font at first glance is a bit crowded, so the crispness of the sans serif helps to make the page more legible.
NUMERALS/ FIGURES In typography, the symbols used to represent numbers are commonly referred to as figures or numerals. Lining figures (also called aligning, cap, or modern figures) approximate capital letters in that they are uniform in height, and generally align with the baseline and the cap height. In some traditional typefaces, certain numerals extend slightly above and/or below the baseline and/or the cap height. Oldstyle figures (also known as non-lining figures) do not line up on the baseline as regular or lining numerals do. Oldstyle figures can be found in various fonts. Oldstyle figures are a style of numeral which approximate lowercase letterforms by having an x-height and varying ascenders and descenders.
12 17 1023
12.5 17.8567 1023.4
New Zealand yachtsmen have won more than 60 world titles. There are more than 120 sailing clubs around New Zealand and it is the #1 water sport of Auckland.
CLASSIFICATION: MODERN (DIDONE)
Bodoni
MxaogGdQrRst REGULAR
A basic system for classifying typefaces was devised in the nineteenth century, when printers sought to identify a heritage for their own craft analogous to that of art history. Humanist letterforms are closely connected to calligraphy and the movement of the hand. Transitional and modern typefaces are more abstract and less organic. These three main groups correspond roughly to the Renaissance, Baroque, and Enlightenment periods in art and literature. Designers in the twentieth and twenty-first centuries have continued to create new typefaces based on historic characteristics.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ( ) { } ? ! @&*123456789 ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ( ) { } ? ! @&* BOLD
A basic system for classifying typefaces was devised in the nineteenth century, when printers sought to identify a heritage for their own craft analogous to that of art history. Humanist letterforms are closely connected to calligraphy and the movement of the hand. Transitional and modern typefaces are more abstract and less organic. These three main groups correspond roughly to the Renaissance, Baroque, and Enlightenment periods in art and literature. Designers in the twentieth and twenty-first centuries have continued to create new typefaces based on historic characteristics.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ( ) { }?!@&* SMALL CAPS OLD STYLE FIGURES
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ( ) { } ? ! @&*
Caslon
CLASSIFICATION: TRANSITIONAL
MxanogGdQRt REGULAR
A basic system for classifying typefaces was devised in the nineteenth century, when printers sought to identify a heritage for their own craft analogous to that of art history. Humanist letterforms are closely connected to calligraphy and the movement of the hand. Transitional and modern typefaces are more abstract and less organic. These three main groups correspond roughly to the Renaissance, Baroque, and Enlightenment periods in art and literature. Designers in the twentieth and twenty-first centuries have continued to create new typefaces based on historic characteristics.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ( ) { } ? ! @ &* ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ( ) { } ? ! @ & * ALTERNATE
c h i k l Ss T t A basic system for classifying typefaces was devised in the nineteenth century, when printers sought to identify a heritage for their own craft analogous to that of art history. Humanist letterforms are closely connected to calligraphy and the movement of the hand. Transitional and modern typefaces are more abstract and less organic. These three main groups correspond roughly to the Renaissance, Baroque, and Enlightenment periods in art and literature. Designers in the twentieth and twenty-first centuries have continued to create new typefaces based on historic characteristics.
SWASH
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Z SEMIBOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ( ){ } ? ! @ & * 211