Typographic conventions and terms

‘Type’ is the term given to the letters used in writing in visual communications. Type adds meaning to a visual communication through the literal meaning of the words, and the way in which the type form is designed and styled.

Typeface

A ‘typeface’ is a design of a set of type characters. The term ‘font’ in cast metal movable type describes one set of letters, numbers and special characters produced in one size. With digital type that can be resized using computer software and the term ‘font’ can be used interchangeably with ‘typeface’. Typefaces are chosen for different typesetting purposes.

Type anatomy

Type forms are made from a variety of parts. The classification of the structural aspects of type is known as ‘type anatomy’. Some of the characteristics of type anatomy include: x-height, baseline, descender, ascender, stem, crossbar, arm, bowl, leg, tail, and ear. ‘Case’ is the term used to describe whether type is set in capitals, lower case or a combination of both. ‘Alignment’ refers to the line from which lines of type extend. Type can be left-, right-, centre-aligned, justified or force justified. Further information about type anatomy can be found on the TypedeCon website.

Typography

The way type is arranged and the way type communicates to an audience is known as ‘Typography’. Specific terms used in typographic arrangements include:

• tracking: the adjustment of space between groups of letters
• kerning: the adjustment of space between adjacent type characters
• leading: the adjustment of space between lines of type.

Further information about the adjustment and arrangement of type can be found on the following websites:

Vanseo Design - 'Anatomy of a Modular Typographic Grid'

BC Campus OpenEd - 'Graphic Design and Print Production Fundamentals'
(Chapter 3.4 Organizational principles)

Canva Design School - '10 Rules of Composition All Designers Live By'