Author Archives:

Using Hierarchy

Using-Hierarchy-1

This is the second half of last week’s piece on hierarchy. After giving this topic a week’s worth of thought, I realize that I’m not going to teach much of anything in this article. The subject is too broad. There are too many caveats to keep the end result down to a concise read. If you’d like to learn more about hierarchy, teach yourself something by trying things with hierarchical structure you’ve never tried before, which may or may not be illustrated and narrated below. The type in this piece comes from a previous Great Pair featuring Sindre Bremnes’s Telefon with Robert Slimbach’s Minion.

Using-Hierarchy-2

Above illustrates a couple of common approaches to hierarchical ordering. Breaking content down into logical groupings, and presenting them in an accessible order is what an effective hierarchy does. Beside obvious or common ways of accomplishing this (mostly reliant upon a header’s type size or numbered systems), there are other and better ways.

Using-Hierarchy-3

As mentioned in the piece before, a difference in scale can be measured by the negative space surrounding the element in question. Above I waste a spread in order to create a rhythmic disruption in the book at each chapter break. Below, I use the same content to create a different set of elements. The introductory text is set at the same size as its header (presumably in contrast to the type size in subsequent pages).

Using-Hierarchy-5

Using-Hierarchy-4

If it makes sense to do it, a change of layout can serve as a hierarchical device. Rather than use all your space for a main column of content, keep some space free for important notes of various kinds. Also, I recommend the common-sense stuff such as keeping all body text the same size, adhering to a baseline grid, and setting up styles properly.

Using-Hierarchy-6

Make use of sequential imagery, whether graphic, photographic or by using simple blocks of color, or colored type, or a device as simple as a progress bar. There are boundless intelligent ways of establishing and getting the most out of a clear, useful hierarchy, and if there’s one thing you take from this, I hope it’s that your education in this regard will be self-led, and fun if you remember to set fun rules to play by. Using Type continues here Thursday.

Lavigne and FF Netto

For today’s great pair, let’s look at Ramiro Espinoza’s Lavigne with Daniel Utz’s FF Netto. Trying to come up with a suitable companion for FF Netto, a face that definitely deserves some recognition, it finally occurred to me to test it with a text face that has a pretty conspicuous personality.

Lavigne-and-FF-Netto-1

Lavigne was created to solve a specific problem in fashion publishing—not enough individuality among the typically bland modern/romantic type palettes characteristic to the industry. Though more well known for its Display cut, Lavigne Text settles down and gets to work at text sizes.
Lavigne-and-FF-Netto-3
Lavigne-and-FF-Netto-2

Lavigne-and-FF-Netto
Lavigne-and-FF-Netto-4

FF Netto, a plainspoken spurless UI/wayfinding face is probably best known for its extensive set of stylized icons.

Lavigne-and-FF-Netto-5

Together, the two complement their counterparts, each serving as a proper foil to emphasize the best characteristics possessed by the other.

Great Pairs is a regular series. Catch it here each Wednesday.

Farewell Anna!

Tuesday was Anna Eshelman’s last day in the office, our designer over the past two years. She’s moving on to grad school and other adventures – a term I don’t use lightly by the way – in the coming weeks she’ll be traversing the length of a major mountain range, for which excursion she’s steadily built up a supply of hiking things and dried food. Anna’s always been one to get out and see what the world’s made of. I’ll miss sitting across from her every day, collaborating on projects and doing the work of promoting great type together. We’ll all miss her warm personality and consistent ability to surprise.

Anna

Here’s a shot of her I got on an office outing to Angel Island last summer, (though you can continue to pretend that when people leave FontShop, we make them ride out on a boat). Gosh, Anna. Thanks for everything. We’ll continue to look out for you and your work. And we’ll miss you.

Understanding Visual Hierarchy

Now that we’ve got the scale of text type talked about, however successfully, (I think I’ll end up completely revisiting that subject later, when I’ve got a better approach worked out) we can move on to the relationships created by scale.

Hierarchy-1

Visual hierarchy – whether used in a magazine, book or other long text, or on a single page or slip of paper, or a sign or system of signs, or in the presentation of a single piece of data in relation to a larger data set – serves to draw a clear relationship between the one thing, and the whole thing. Hierarchy obviously exists beyond the visual. There are levels, real, imagined, and imposed, in and upon any medium. The organizing principles are essentially the same at whatever scale. And we should take into account things like hierarchy in non-visual media, but this is already beginning to get deep, and that’s probably a full discussion to have some other time. I’ll put it on my list, and keep the rest pretty light and practical.

Hierarchy-2

Using type to create hierarchy is more than setting headers and subheads at different type sizes; but can incorporate several principles of design, such as scale, composition or arrangement, pattern, and pacing, contrast (above all), and probably more if you care to go looking for examples. Even if all the type on a page is the same size, such as in a resume, we can still draw conclusions about the related nature and relative importance of each piece just by looking at what it’s grouped with, whether it’s set near the top of the page or the bottom, whether it aligns the same or differently from elements around it, and how much negative space it requires above or beneath it, or to one side. The following are a few bits of advice, which we’ll get into with more depth next week.

Separate the content from its navigation.

Just as a policeman is capable of policing in large part because of what he wears, the navigational elements of a document should set themselves apart from the content in order to be in its service. This can be made to work simply by setting the navigational type in a complementary voice (using a different typeface or contrasting style within the same face), or by using any number of techniques to break up and separate the two.

Understand the complexity of the piece you’re working on, and get rid of as much of it as you can.

If you’ve got seven main levels of hierarchy, but only really use four of them regularly, then condense, adapt, rearrange, erase, etc. (to the extent you can) to get it down to four. When I’ve had to do this in the past, the client has been generally happy that I take interest in the content’s accessibility and readability, not just its appearance.
Hierarchy-3

Make sure the hierarchical steps are well-defined.

A header with a lower-level header set just below it should appear as such. The audience should not be left to wonder why these two appear so similar to one another, nor should they wonder if there’s room for a step in between. Find a way to differentiate, so that each step down can occupy and own its place in the hierarchy.

Hierarchy-4

Switch up your approach.

If you’re laying out a numbered-item proposal, or some very sequential piece of technical writing, such as product documentation, you’ll soon find that additional left indent accompanying each level of hierarchy will lead to some ungainly narrow columns, high page counts, and odd margins. Create systems that reset themselves periodically, using all the ways you can think of to diversify the content within each level.

That’s all for now. Using Type looks more closely into visual hierarchy on Thursday. A special thanks to Octavio Pardo’s Sutturah, featured here in a small way (outside its use in the title graphic). Its period character used at different sizes illustrates the points above.

Custodia and TheSans

Today we examine the pairing of Fred Smeijers’s Custodia and Luc de Groot’s TheSans (also known as Thesis Sans). What surprises me most seeing these two at work together isn’t how one pulls the other in a specific direction, but rather how very much at home the two Dutch designs appear to be with one another.
Custodia,-TheSans-1 Custodia,-TheSans-2

Custodia takes influences from the work of a number of 17th century Dutch punchcutters, creating a lively surface when setting running text. I’ve given the body generous line spacing in these examples, helping to give it an contemporary look.

Custodia,-TheSans-3

Custodia,-TheSans-4

TheSans is humanist (and obviously, a sans serif design), full of many complementary quirks, such as the baseline-twisting S. TheSans, together with the numerous members of its superfamily, TheSans Mono, TheSerif, TheMix, TheAntiqua, etc. come in an impressive array of weights and offer quite a bit of options in terms of language support. Seeing the relationship come together between TheSans and Custodia was a nice surprise for me, given the sometimes haphazard nature of pairing faces, but I see these two getting along quite well.

Custodia,-TheSans-5

Great Pairs continue here Wednesday.

A Sense for Typographic Scale, continued

I didn’t really get at what I was hoping to convey with the last piece on developing a sense for appropriate typographic scale. Which is a real shame considering how fundamental it is. It’s true that if one does the exercises I prescribe, the result is likely a furthering of the development of this sense that’s both difficult to describe and impossible to confer. After giving it a couple weeks’ thought, I now see that what’s really missing from all this talk is an ultimatum, and more bad examples.

Scale-1

I’m calling this a sense, because if it were only a series of techniques, they would be easily acquired. Like a little child’s sense of balance, or a motorist’s sense for the road, one is not born with an eye for typographic scale. It develops and refines over time and with experience. This ability to feel and not merely see type, is the indispensable characteristic of typographers who know what they’re doing.

Here’s the ultimatum. Great and mediocre designers diverge on this point: having developed senses specific to typography. Your demonstrated ability in this precise area – that of scale – is impossible to hide. It will be one of the first signs of the quality of your work. So you had better learn this. Here are some examples of what not to do. For similar examples with properly used type, refer to my previous post. Seems like I wrote this out of order.

Scale-2

Above: Notice how the type, Fry’s Baskerville, is too light and spindly on the page. A closer look below reveals that its fine details and tight fit make it suited to display settings of, say, 20 pt and up.
Scale-3

Below is Tony Stan’s ITC Garamond, deceptively given the weight name of ‘Book.’ But, don’t be fooled; this is more of the same. A type style drawn for display, but unlike the above, it’s additionally been poorly adapted to function as text. The letter spacing is tight and the contrast of the letterforms is overpronounced in all the wrong ways. If you’re going for a late ’70s – early ’80s vibe, this will get you there.
Scale-5

Which could cause one to think that lowering the contrast is all that’s required. Below,  Jos Buivenga’s Museo shows it isn’t so. Because Museo is designed to work as a display face, it limits its ability to function well at text sizes. Notice how similar a feeling ITC Garamond and Museo give off when setting text. And you can achieve this with nearly any display face.
Scale-4

Scale-7

Lastly, Cyrus Highsmith’s Novia is a set of two size-specific script faces. Be careful not to do what I do above, which is ignore that the design is size-specific. Since the style is inspired by the engraving discipline, the fine hairlines above should match in weight. How? Either by keeping the size consistent, or by using the Light weight at an appropriate scale. Similarly, it would be inappropriate to use both the Regular and Light weight at the same size, unless it’s for the purpose of showing the difference.

That’s it. Again, the previous piece on type scale should make a lot more sense now. Thanks for reading. Using Type is a regular Thursday deal.

Pona and Salvo Sans

Pona,-Salvo-Sans-1

This week we examine the pairing of Jordi Embodas’s Pona and Cyrus Highsmith’s Salvo Sans. Our look will more or less be a quick study in typographic texture, a pairing of coarse and smooth. As I generally do when working with two faces, I line up their styles to get a sense for what’s working.

Pona,-Salvo-Sans-2
Pona,-Salvo-Sans-5

Pona comes off incredibly even-colored, a contemporary pushing along of the great page presence had by late baroque and neoclassical types before it. Note how the rhythm of the stems, overall relaxed fit, and high stroke contrast contribute to a rich, sophisticated, smooth texture.
Pona,-Salvo-Sans-3

Add to that the much coarser texture of Salvo Sans’s exuberant gestures and near-monolinear stroke. The result is a text that warms to its subheads, and a titles that – though casual – stay on their best behavior.

Pona,-Salvo-Sans-4

Great Pairs drop here Wednesdays.

JAF Lapture and Geogrotesque Stencil

Today we pair Tim Ahrens’s JAF Lapture, a careful reworking of Albert Kapr’s Leipziger Antiqua, with Eduardo Manso’s Geogrotesque Stencil.

JAF-Lapture,-Geogrotesque-Stencil-2

JAF-Lapture,-Geogrotesque-Stencil-7

JAF Lapture comes in a three weights (with companion italics) across a generous four optical sizes arranged below into columns: Caption, [Regular], Subhead, and Display. Geogrotesque Stencil spans seven weights from Thin to Bold.

JAF-Lapture,-Geogrotesque-Stencil-1

The particular stencil variant shown above is one of three. See sets A, B, and C below, the difference between the them being the width of their bridges. A non-stencil version also exists, complete with italics.
JAF-Lapture,-Geogrotesque-Stencil-6

JAF-Lapture,-Geogrotesque-Stencil-4

Above: Geogrotesque Stencil C Light with JAF Lapture Display. The decisions made to preserve some characteristic signs of Lapture’s age and the age of its influences can cause it to come off a bit stern. Pairing it with a contemporary sans, and specifically this lighthearted stencil face, highlights Lapture’s easily overlooked newness and freshness.

JAF-Lapture,-Geogrotesque-Stencil-3

JAF-Lapture,-Geogrotesque-Stencil-8

Great Pairs land here each Wednesday.

A Sense for Typographic Scale

Before I can really get to hierarchy, which is the next subject of our study, there’s one thing that needs covering on its own. The typographer (that’s you) needs to develop a sense for typographic scale. Unlike the five senses, this is a learned sense, an elementary principle of typography and one that easily and commonly goes unmastered. Experienced designers and the typographically immature tend to differ here most noticeably. So in this brief piece I’ll do my best to give a specific definition of the question and share a few exercises that may open the eyes of the young typographer. It will be difficult however to properly demonstrate, since for many the principle can feel quite nebulous, and also since this is being conveyed over the web – where you’re viewing it at who knows what size or at what distance. (It’s not safe for me to assume you’re seeing it at 96ppi like I am.)

Scale-1

Or more like 114ppi on my notebook computer. If you’re looking at this site on a mid-2011 Macbook Pro or similar model, the image above should be about actual size.

Scale-2

Just checking.

Scale-3

Okay. To start, We’ll focus on body text, though the principle extends to all settings, all media. Though digital fonts (or any vector-based artwork) are size-independent, text type is pretty size-specific. Ever read a book where the text is set just a little too small? It’s a pain to look at it. Too large and it loses its firmness. It’s no fun to read. Somewhere in between there, provided the measure and line-height are cooperating, the natural rhythm of the text begins to resonate with the larger composition’s own physical properties.

To get there

A starting point is to reduce the type size until its stems take on a linear quality. This is admittedly a bit subjective of a criterion, but after testing a tight range of text sizes for a given piece, I think the more successful options will speak up quite clearly. Insofar as you can, the tests should be in as near the final medium and process as possible. For example, if it’s a print piece, print out your initial explorations and plan several trips to the printer for tests. Below are a couple of explorations of scale set in Nick Shinn’s Scotch Modern Regular, less and more successfully fitting the dimensions of the medium.

Scale-4

Scale-6

Note that Scotch Modern comes in a range of optical sizes from Micro to Display for setting type at specific sizes. Micro is designed to work below conventional text sizes. Display is for larger settings. One easy way to test whether these various cuts are being sized properly is to compare the hairline strokes. All should be close to equal in weight. And if you use any borders or rules in the composition, the stroke weight of each should be conscious of the weight of the hairlines. Below: three optical sizes of Scotch Modern.

Scale-7

Other faces, such as FF Clifford by Akira Kobayashi, specify exactly at what size each cut is intended to be reproduced. Below is FF Clifford Eighteen, Nine, and Six.

FF Clifford optical sizes

Because all media is different, I’d recommend even further testing to see if 8.75 pt or 9.125 pt or somewhere in between works any better. Use similar fractional-unit testing with your line-height/baseline grid settings to make sure the body is optimally holding together. Through all the tests, and through using your eyes, I’m pretty confident your sense for scale will develop.

Lastly, remember to keep in mind the distance from which your work will be viewed. Even though a display cut sounds like just what you might need for a billboard-sized piece, if it’s going to be viewed from the road, the same principles of scale for text apply. Use a text cut.

That’s it for now. Let me know if this came out clear or hazy, and what questions I left you with. Thanks for reading. Using Type picks back up on Thursday.

Richler and MVB Embarcadero

Richler,-MVB-Embarcadero-3

Richler,-MVB-Embarcadero-1

Nick Shinn’s Richler and Mark van Bronkhorst’s MVB Embarcadero make up today’s great pair. Let’s look at Richler on its own for a moment. See how its squarely-drawn curves, sharp bits and airy fit allow it to resonate on the page. Nick’s description of the face as a 21st century antiqua I find particularly worth noting. It achieves an old familiar look, similar to say, a Melior, but with a fit that’s crisp and contemporary.

Richler,-MVB-Embarcadero-2

Playing up Richler’s contemporary feel is a gentle piece of American vernacular-inspired type, MVB Embarcadero. Together the two create a compatible and versatile relationship that can be tuned between clean, staid polish and carelessly relaxed warmth.

Richler,-MVB-Embarcadero-4 Richler,-MVB-Embarcadero-5

Great Pairs continue here Wednesday.

What’s the Best Font for Resumes?

We’re designers, you and I. And when family or friends come to us with their awful resumes, we strip them down to their essentials, fit them to the allotted space, give them some decent margins and properly tension the page. They get the interview; they get the job. Why? Maybe it’s because they had the added confidence of a professionally composed resume. Or maybe their new employer just thought something felt right. Maybe their resume worked.

Resume-4

So what’s the best font for resumes?

When I’m asked this question by designers, my response is usually, “The best font for a resume that does what?” “Oh,” they say, “Well what I’ve got’s not working. I need one that looks better and represents who I am.” “And who are you?”

This often leads to a discussion about what the field and position is, who the applicant is, and of what whom needs convincing. Why so many questions? Can’t I just name a font? I could, but as it turns out, this is precisely the sort of question I get from people who are in no position to receive an answer. Imagine me entering a hardware store and asking where the best nuts for bicycles are kept. “A nut for what size bolt, sir?” the clerk responds. “Uh, one on my bike. I’m not sure.” The clerk tries to be helpful, “Do you know if it’s metric or customary? How about the thread?” Me: “Ooh. I could try something flashy; got anything chrome plated?” One would think that because I ride my bike everyday, I might take more interest in these little details. In my example however, the reverse is true. I don’t even own a set of wrenches—I’ve never picked one up in my life. I don’t know the difference between a crescent wrench and an allen wrench. Luckily for me, bicycle shops exist.

To the professionals now reading this who do not consider themselves designers (we get mostly designers here), hello. I presume you come with the same question. Let’s stop for a moment and answer it. The best font for resumes is Palatino. You can get it here but check your word processor’s font menu first. It’s likely already waiting for you. Moving on.

You see, fonts don’t fix your resume’s inability to accomplish its basic tasks. That’s the job of design. A designer can with a single text face create many successful compositions, pursuing varied and nuanced qualities or styles just by the way the type is arranged. It’s at this point, after a designer has developed a sense for and command of his or her type, that he or she is in a position to benefit from having the “best” font for the job. And the questions these designers ask me are much more descriptive. “Could you suggest a good warm sans with an American feel, but that doesn’t look too dated?” Yes. I can, in fact.

Hey non-designers, still with us? Forget that Palatino thing. That was just—well—when people phrase the question that way, “What’s the best font for …” they’re usually out for a simple and inexpensive answer. If I suggested that the best font for their resume would cost them $125, they’d probably rephrase the question in a hurry, “I meant the best one out of the options already on my computer.” This is generally what I read the initial question to mean. If however, you’re still willing to put money on this, let me suggest the best place to spend it: hire a designer. Your designer will be able to see the problems you can’t, and has the tools and experience to create for you what you need. Okay, but what if you’ve got no budget for design? It’s rare, but it happens. I would then look to my circle of friends to ask if there’s someone they know who could spare an hour.

Resume-3

Opening it back up to a general audience, let’s return to the question of who you are, because I think here’s where we’ll find the best clues on how to design this resume and which typefaces will work with the composition. Think descriptive thoughts, and write down descriptive words. Professionally speaking, who are you, and who do you want to become, and what kind of work will get you there? If that doesn’t give you enough to work with, consider your influences. Describe the music you listen to, the writing style of an author whose books you read, the city or country you live in, the way your parents or siblings talk, or walk, the sound of the musical instrument you play. Finding some descriptors that work? Now use type in an understated way that fits the description. Different faces will perform differently in this role, so I suggest using something fairly versatile starting out. Robert Slimbach’s Minion is a popular one. I’d also recommend Thomas Gabriel’s Premiéra which I’ve come to know well. As your ability to create and control context becomes more refined, you’ll be able to identify and incorporate the characteristics of different typefaces into your compositions.

A few last bits of advice: Work with the text in a single size. Use placement and typographic features such as italic or bold, as well as advanced features like small caps, to create a clear hierarchy. The colors used should offer sufficient contrast as well. I recommend black on white. And here are a number of other considerations from last week’s piece on the same subject. Good luck. This feels more like a homework assignment than a how-to, but maybe that’s best. Typography is a discipline that’s learned by some study, but mainly by practice. Using Type continues here Thursday.

ITC Mendoza and FF Good

ITC-Mendoza,-FF-Good-1

ITC-Mendoza,-FF-Good-2

This will be a super short great pair. I came across José Mendoza ITC Mendoza a few weeks back and felt like this was one that definitely deserved more attention. Its odd lettershapes and loose fit produces a kind of wild rhythm on the page. Playing the strong sans in this pairing is Lukasz Dziedzic’s wood type inspired FF Good. Itself possessing a similar unsettling quality, together the two strike a chord that’s utterly haunting in its subtlety.

ITC-Mendoza,-FF-Good-3

Great Pairs are featured here each Wednesday.

A Designer’s Resume

We see plenty of designers’ resumes here, and thanks to a recent opening at FontShop, have seen and continue to see plenty more. So after a brief discussion with the editorial board yesterday, we decided it would be apropos to spend a couple articles in this series on resumes. Specifically, our own resumes. Ones that can and must stand up to the scrutiny of designers and art directors who are in a position to hire us. I’ll share typography-specific insights as they come up, but for the most part we’ll be sticking with general design principles.

Resume-1

After the cover letter, the designer’s book, or portfolio, is likely the first thing seen by a design studio or agency. If the work is good, the resume generally determines who gets called in for an interview. If the work’s no good, no one looks at the resume. When a resume crosses my desk, it’s a similar process. I see the overall composition first, and then if there’s a demonstrated ability to practice the principles of typographic design, I see the content.

Both the design and content of your resume should exist to serve its audience. Start with the content. Include your name and how you may be contacted, pertinent work and education information, etc. and exclude the rest. Fit it on a single page.

Now you can give appropriate form to your content. (And obviously since you’re the author, editor, and designer, your content can be trimmed or extended as needed to fit the form you give it.) Just to make a quick point, this managing the give and take of form and content happens to be what design is. For all the time we spend styling content and calling ourselves designers because of it, let’s not forget what designers must do in order to be designers.

A few general guidelines and you can take it from here. Create a clear visual hierarchy. Adhere to a baseline grid. Use adequate margins. Demonstrate proper use of typographic scale. Use figures, punctuation and symbols properly. Have a second set of eyes you trust check your work, including final design, spelling, and grammar. Here’s a rough sketch I did.

Resume-2

Don’t

It’s rare that I’ll give specific instruction on what not to do, but in this case, yes, here are some clear don’ts.

Don’t be too clever with the medium. If the final version is on a nonstandard paper size, make a standard version that will e-mail and print properly without your supervision.

Don’t include the icons of Adobe’s Creative Suite for the purpose of demonstrating the depth of your experience with design software. If you designed these icons for Adobe, you may put them in your portfolio.

In fact, I don’t generally think it’s helpful to list all the software titles you use, ever.

Don’t feel you have to brand yourself. Remember that you’re a person, not a commodity.

That’s all. I’ll go into a bit more depth next week, and maybe touch on the burning question, “What’s the best font for a resume?”

Elena Takes 2013 Championship!

Final
139 Elena
45 Today Sans

Elena wins March Madness 2013

Nicole Dotin’s Elena cleaned house yesterday, taking the championship over sans serif contender Today Sans by a mile. Elena’s path to the final round was a series of sure steps, handily beating favorites like FF Unit Slab and FF Tisa along the way. We couldn’t be more pleased for her.

March-Madness-2013-final

Malabar and Versa Sans

Versa,-Malabar-4

Versa,-Malabar-1

Versa,-Malabar-3

There’s something nice and earthy about Dan Reynolds’s Malabar with Peter Verheul’s Versa Sans. At size and set in a body, Malabar’s sparkle is made a quiet fire. Its rationalized posture and renaissance details, along with its tall x-height and eased fit produce a text face both sophisticated and grounded. Marrying this with Versa Sans, the slightly de-thorned model of its namesake Dutch humanist face, each takes on a nicely plainspoken quality.

Versa,-Malabar-6

Shown at the same size here, 8/12 pt, one can see how comparatively big on the body Malabar is.

Versa,-Malabar-7

Great Pairs land here each Wednesday.

Follow

Get every new post delivered to your Inbox.

Join 51,386 other followers