History of Typography in Advertising and Design

89 Pages·2017·8.34 MB·English

by  Lurenda Mastromonaco

Just the Ad stuff…
Middle Ages They used rounded
elaborate lettering.
Calligraphy along with
page layout.
www.printmag.com/typography/evolution-
typography-history
15th century, printing Developed the lighter
press and development of more ordered page layout
moveable type. with subtle illustrations.
About communicating to 1800 – medieval art and
the masses. hand crafted individual
art developed.
Signs, posters,
newspapers, periodicals
and ads.
Typefaces larger and
catchier with bolder
lettering and shading.
Explore Central Pacific
Railroad, The Railroad.
Billboard, newspaper, poster –
typography used to pass the
advertisers message. Usually bold, Need to realize the target
enlarged, colored and highlighted so
audience – to draw them
that the reader doesn’t miss it.
into the visual aspect of
the ads.
Below is one of L. Mastromonaco’s ads,
yes, she photographed the model, fork
and bird. You know the photographer as
as Mrs. Gilder
For example, coca cola –
note the calligraphy, the
white and red.
Recognized everywhere.
Advertisement in 1890
Usage of contrast and
negative space
surrounding it so that it
stands out more.
Also the word is lit from
behind, note the vignette.
Know your groupings
www.smashingmagazine.
com 5 principals for
choosing.
Strokes are all the same. Examples of
Geometric/Realist/Grotes
Less is more – simple.
k Sans: Helvetica, Univers,
Strict geometric forms.
Futura, Avant Garde,
Clear, objective, modern,
Akzidenz Grotesk,
universal – but cold,
Franklin Gothic, Gotham.
boring and impersonal.
Hello, my name is.
(franklin gothic).
Derived from Examples of Humanist
handwriting. Sans: Gill Sans, Frutiger,
Myriad, Optima, Verdana.
Clean and modern – but
has something human to
their root.
Veranda, veranda,
More detail, less veranda
consistency, involve
Gill sans, gill sans, gill sans
thinner and thicker stroke
weights.
Seem empathetic, but
can look wishy-washy and
fake.
Venetian. No one really improved
these for over a century
Little contrast between
and a half
thick and thin, curved
letters tend to tilt to the
left – as in calligraphy.
Jenson, Bembo, Palatino,
They are classic, Garamond
traditional and readable.
Cons, they are classic,
Garamond, Garamond,
traditional and readable.
Garamond