Typography

Typefaces

Serif- Traditional, respect, reliable

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Sans Serif- Stability, objective, clean, modern

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• Franklin Gothic
• Calibri
• Myriad Italic
• Univers

Modern- Strong, progressive, stylish, chic

• Futura
• ITC Avant Garde Extra Light
• Didot Italic
• Century Gothic
• Archer
• Trade Gothic

Script- Elegance, affectionate, creativity

• Bickham Script
• Edwardian Script
• Lavenderia

Display- Large, friendly, unique, expressive, amusing

• Cooper
• Valencia
• Giddyup

Comparison

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Notes

• Use TrueType for web, PostScript for print PDFs
• Don't mix serif fonts in a layout
• Reversed text is special- not for body
• Indent OR line break
• Don't indent first line
• First few words after a drop-cap are small-cap
• Hang lines in a bulleted list
• Line length = 80 characters max
• Paragraphs should have straight left edges, ragged right edge
• Script fonts must be kerned