Thursday, 12 October 2017

Beer Personalities: Typographic characteristic

In order to produce a typographic publication on beer identities from the view point of bar staff, I need to research different typographic characteristics and how they relate to each personality.

Basic Anatomy of Type:


Typographic Classification: Cole, S. (2013). The Geometry of Type. Thames & Hudson.

Humanist:
  • Serif:
    • close ties to calligraphy 
    • gradually modulating strokes from thick to thin 
    • constant stress angle 
    • bracketed, asymmetrical serifs
    • consistant
    • e.g; Garamond
  • San serif:
    • calligraphic in structure 
    • open apertures
    • round, dynamic open forms
    • low to moderate contrast 
    • e.g. Cronos
  • Slab:
    • Minimal contrast 
    • unbracketed serifs
    • rectangular serifs 
    • less stroke contrast than san serif 
    • wedged serifs 
    • e.g; PMN Caecilia 
Non-Humanist Sans:
    • minimal stroke contrast 
    • open apertures
    • large x-height 
    • dynamic structure 
    • usually more square than other humanist typefaces
    • e.g; FF Meta  

 Transitional:
  • Serif:
    • variable stress angles, less consistant 
    • higher stroke contrast
    • bracketed serifs 
    • bulbous terminals 
    • regular in proportion, shape and apertures slightly smaller
    • e.g; Baskerville 
Rational Serif:
    • strong, vertical contrast between stems and hairlines 
    • constructed typeface rather than written 
    • symmetrical serifs, can be bracketed 
    • ball terminals 
    • upturned tails 
    • e.g; Didot
Contemporary Serif:
    • large apetures 
    • heavy wedge serifs 
    • simplified details 
    • larger x-height and lower stroke contrast when compared to traditional typefaces
    • e.g; Neue Swift 
Grotesque 
  • Sans:
    • Closed apertures, stroked turn slightly inwards
    • moderate vertical contrast 
    • regular proportions 
    • static forms based on oval, closed apertures 
  • Slab:
    • heavy, bracketed serifs 
    • ball terminals 
    • upturned tail
    • closed terminals 
    • attention grabbing
    • can be decorative 
    • usually very bold 
    • e.g; Clarendon
Non-Grotesque Sans:
    • rationalised extensions of Grotesque style 
    • little stroke contrast 
    • horizontal terminals 
    • closed apertures
    • work better at large sizes, good display fonts
    • e.g; Neue Helvetica 
Geometric Slab:
    • geometrically square or round 
    • rectangular serifs 
    • unbracketed serifs 
    • minimal stroke contrast, only visible at junctions 
    • e.g; Neutraface Slab 

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