Typo 2 syllabus

Typography 2
AD012
Units:3
Time:3 hours
Allotment:18 meetings/54 total hours
Course Description
Main emphasis is on setting priorities for
typographic elements, designing typefaces
and use of grids to develop publications of
ascending complexity from one-page, single-
color format through multi-folio, multicolor
books and magazines. These are considered
from concept development through
pre-press preparation.
Co-requisite subject Typography 2
Course Objectives
At the end of the semester the student is
expected to:
1. Develop skill in layouting types for various
publications.
2. Enhance the sensitivity the right typeface
relative to the kind of publication in
which he/she is at work.
3. Be able to make a comprehensive artwork
for either brochure or newspaper.
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4. Understand the importance of typography
and how it works in any printed communications
material.
5. Understand the advancement of computer
typography and it’s effects to the trade.
6. Develop ability in art direction for types.
Learning Contents and Activities
1. Recollection of past lessons in typography
1.1 Fonts
1.2 Typefaces; styles and names
1.3 Considerations in choosing typefaces
2. Structuring
2.1 type alignment
2.2 dividing text
2.3 type layouts
3. Measurement of types
3.1 point and picas
3.2 type size
4. Typesetting
4.1 leading
4.2 set, units and ems
4.3 word spacing and letter spacing
4.4 kerving
4.5 copy casting
5. Specifying types
5.1 copy preparations and marking
5.2 marking up proof and fine-tuning
type
6. Enlivening text
6.1 creating emphasis
6.2 initial letter accentuation
6.3 associating types with illustrations
photograph and color
7. Display typography
7.1 contrasting size, weight and
width
7.2 changing texture
7.3 shape and arrangement
7.4 impact of color
8. Desktop typography
8.1 tools and how they work
8.2 type of fonts
8.3 special effects
9. Development of brochures, newspapers
and magazines
9.1 corresponding pages and departments
9.2 lay outing techniques
9.3 type selections
9.4 kinds of newspaper and their respective
formats and styles
9.4.1 broadsheets
9.4.2 tabloids
9.4.3 newsletters
Methodology
1. Lecture and discussions
2. Rendering demonstration
3. Plate making
Grading System
Major Plates 40%
Minor Plates 30%
Research and reporting 20%
Attendance 10%
____
100%
Reference and Texts
Sandra E. Moriarty. Creative Advertising
and Theory and Practice. Second Edition.
New Jersey: Prentice Hall, 1993.
David W. Nylen. Advertising Planning,
Implementation and Control. Third Edition,
Cincinnati: Southwestern Publishing CA,
1986.
Christopher Perfect and Jeremy Ansten.
The Complete Typographer. First Edition,
Massachusetts: Rockport Publishers, 1992.