Description: Fun Promotional Advertisement for an online type bureau.
Sender: Type Company, Font Bureau. Font Fish, Type Monkey, Alphabet Soup.
Message: Use our Fonts! Inform about the company/ typography. Promote company and products.
Audience: Company’s customers, future customers, designers.
Objective: Company is promoting itself. Get people to buy product.
Response: To grab attention, they’ll “share” it. Buy a font, then brand that font.
Specifications: 11” by 17” with ½ inch border printed and digital.
Budget/Schedule: $900 for 30 hours of work
Summary Design Statement: Create a type anatomy poster that draws attention, and intrigues those interested in type.
1. Cap height Line: The height of a capital letter above the baseline.
2. X- height: The Height of a lower-case x.
3. Baseline: The imaginary line upon which a line of text rests.
4. Aperture: The rounded, partially enclosed negative space in a letterform.
5. Descender: The part of a lowercase letterform that falls below the body of the baseline.
6. Fork: The intersection point within a letter where one stroke splits into two.
7. Counter: An area fully or partially enclosed by a bowl or a cross bar of a letterform.
8. Apex: The outer point where two diagonal stems or strokes meet.
9. Ascender: The part of a lowercase letterform that extends above the body of the letterform, or x-height.
10. Arc: A curved stroke that extends from a straight stem of a letterform but doesn’t form a bowl.
11. Leg: A projecting diagonal stem or stroke of a letterform extending downward.
12. Spine: The diagonal portion or main curved stroke of an s.
13. Dot: A punctuation glyph in the form of a typographic dot that either is used at the end of a sentence or caps the strokes of a lowercase I and j.
14. Ellipsis: A punctuation glyph comprised of three evenly spaced dots, or periods in a row.
15. Majuscule: The handwritten basis for capital or uppercase letterforms
16. Finial: A tapered, curved terminal of a letterform located at the end of a stroke.
17. Overshoot: the rounded or pointed feature of a letterform which extends slightly over a baseline, x-height, or cap line to optically align with another letterform that has straight features.
18. Crossbar: A horizontal element connecting two vertical or diagonal stems of strokes of a letterform.
19. Bowl: A curved stem or stroke of a letterform that encloses a counter.
20. Eye: The enclosed part, or counter of the lowercase e.
