Type Rules! : The Designer's Guide to Professional Typography

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2010-07-20
  • Publisher: Wiley
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Type Rules explains the technical side of typography and applies it to effective design by covering the history of design along with current trends, methods for customizing fonts, techniques for setting type, common mistakes to avoid, and guidelines for selecting the right type for the job. Building upon the previous edition, the Third Edition offers updated information on current type trends, such as OpenType, font management utilities, font search methods, scaling logos, and interactive typography. An expanded history section, an updated glossary, and new information on software programs such as InDesign CS4 andQuark 8 is also included. The book is fully illustrated throughout with a smart, relevant design.

Author Biography

Ilene Strizver is the founder of The Type Studio in Westport, Connecticut. She writes and teaches extensively on typography. During her career, she's been creative and production director of Upper & lower case (U&lc) Magazine and director of typeface development at Inter-national Typeface Corporation (ITC) in New York City, where she developed more than 300 text and display typefaces with respected type designers such as Sumner Stone, Erik Spiekermann, Jill Bell, Jim Parkinson, and the late Phill Grimshaw. Ilene writes the popular column, "fy(t)i: For Your Typographic Information" for fonts.com, as well as "TypeTalk" for creativepro.com. She conducts her widely acclaimed Gourmet Typography workshops internationally.

Table of Contents




Chapter 1 A Brief History of Type.

Sounds to Symbols.

Gutenberg and Movable Type.

The Industrial Revolution and the Mechanization of Type.


Into the Digital Age.

Herb Lubalin and Expressive Typography (sidebar).

Notable Type Designers (sidebar).


Design Guidelines (Nancy Sharon Collins).

Typographic Timeline (Ilene Strizver).

Historical Design (Ilene Strizver).

Type Poster (David Kadavy).

Chapter 2 From Metal to Mac: Understanding Font Technology.

What Is a Font?

Font Formats.

Type 1 (or PostScript) Fonts.

TrueType Fonts.

OpenType Fonts.

OpenType Features (sidebar).


Font Management Utilities.

Techtip: OpenType Font Identifiers.

Typetip: Long S.

Typetip: Font vs. Typeface.

Techtip: Style-Linked Fonts.


Identifying Your OpenType Fonts (Ilene Strizver).

Chapter 3 What Makes a Typeface Look the Way It Does?

Parts of a Character.

Type Categories.


Sans Serif.




Titling Fonts.

Opticals and Size-Sensitive Fonts.

Typetip: One- and Two-Storey Lowercase As and Gs.

Decorative and Display.

Typetip: Character vs. Glyph.


Think Like a Type Designer (Ilene Strizver).

Personal Type Specimen Book (Ilene Strizver).

Type Specimen Book and Typeface Analysis (Group Project) (Audrey G. Bennett).

On Beyond Zebra: The 27th Letter Assignment (Virginia Rougon Chavis).

Typeface Comparison Book (Joey Hannaford).

Real Signage Critique (Amelia Hugill-Fontanel).

Chapter 4 Selecting the Right Type for the Job.

Design Goals.

Legibility and Readability.

What Makes a Good Typeface?

Text vs. Display.

Script, Calligraphic, and Handwriting Fonts.

Super Families and Systems.

When the Best Font for the Job Isn’t a Font.

Typographic Illustration.

Mixing It Up.

Dos and Don’ts.

Typetip: Type Specimens.

Typetip: A Bodoni by Any Other Name?


Why Are All the Scary Typefaces Pointy? (Christopher Andreola).

A Garamond Is a Garamond Is a Garamond…or Is It? (Ilene Strizver).

Legibility and Readability Study (Peter Bain, Ilene Strizver).

Chapter 5 Formatting Your Type.

Type Size.

Line Length.

Line Spacing (Leading).

Techtip: Auto Leading.


Techtip: Style Sheets.

Indents and Other Paragraph Separators.

Techtip: Importing Copy.

Typetip: Standard Ligatures.

Typetip: Footnotes and Endnotes.


Typographic Hierarchy Study (Elizabeth Resnick).

Typographic Contrast (Kimberly Elam).

Chapter 6 Techniques for Emphasis.


Boldface (or Weight Contrast).


Cap vs. Lowercase.

Point Size.

Wide vs. Narrow.

Changing Typestyle.

Changing Color or Shade.


Currency Redesign (Jimmy Moss).

Expressive Typography (Stephanie Nace).

Chapter 7 Fine-Tuning and Tweaking Your Type.


Techtip: Discretionary Hyphens.

Hung Punctuation and Optical Margin Alignment.

Techtip: Hung Punctuation and Margin Alignment.

Visual Alignment.


Typetip: Breaking for Sense.

Techtip: Adobe Text Composer.


Techtip: Adjusting Tracking.

Typetip: Scaling Logos.

Techtip: Glyph Positioning and Baseline Shift.


Techtip: Adjusting Kerning.

Typetip: Type on a Curve.

Word Spacing.

Techtip: Adjusting Word Spacing.


Information Hierarchy Book (David Kadavy).

Spacing, Kerning, and Visual Alignment Exploration (Ilene Strizver).

Chapter 8 Finessing Your Type.


Techtip: Accessing Figures in OpenType Fonts.

Small Caps.

Techtip: How to Access True-Drawn Small Caps.

Initial Letters.

Swash Characters.

Alternate Characters.

Type and Color.


Concert Poster Design (Frank Armstrong).

Chapter 9 Typographic Typos (and How to Avoid Them).

Word Spaces.

Quotation Marks.

Techtip: Unwanted Smart Quotes.



Hyphen, En Dash, and Em Dash.

Widows and Orphans.

Computer-Generated Styling.

Poorly Justified Type.

Fake Small Caps.

Letterspacing Lowercase.


Editorial Design (Ilene Strizver).

Chapter 10 Fractions, Signs, Symbols, and Dingbats.


Techtip: Creating Fractions in OpenType Fonts.

Techtip: Fractions in QuarkXPress.


Techtip: Indenting Bulleted Lists.

Registered, Trademark, and Copyright Symbols.

Techtip: Circle P.

Accents and Accented Characters.

Typetip: Creating Accented Characters.

Parentheses, Brackets, Braces, and Angled Brackets.



End Marks.



Typographic Principles Card Set (Regina Rowland).

Spa Brochure (Ilene Strizver).

Chapter 11 Nonprint Typography.

Type on the Web.

Characteristics of Web Typography.

Web-Safe Fonts.

Smart Punctuation on the Web.

Cascading Style Sheets.

Font Embedding.

Type as Graphic.

Dos and Don’ts.

Type in Motion.

Combining Type and Motion.

Basic Guidelines.

How to Get Started.

Dos and Don’ts.


The Crystal Goblet Online: An Assignment in Two Parts (Laura Franz).

Four Squares: Text, Color, Motion (Heather Shaw).

enCODE / deCODE (Heather Shaw).

Chapter 12 Designing Your Own Typeface.

Handwriting Fonts: A Good Place to Begin.

Three Approaches to Designing a Typeface.

Professional Guidelines.

Techtip: Font Production Editors.


Introduction to Type Design: Symphony (James Montalbano).

Digitize Your Signature (James Montalbano).



Picture Credits.

Digital Font Foundries and Distributors.

Typographic Resources.


Rewards Program

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