Aperture
The rounded, partially enclosed negative space in a letterform.
Ascender
The part of a lowercase letterform that extends above the x-height.
Bowl
A curved stem or stroke of a letterform that encloses a counter. Also called eye.
Bracket
A continuous, curving joint of a letterform connecting a serif to a stem or stroke.
Counter
An area fully or partially enclosed by a bowl or a cross bar of a letterform. A counter can also describe the negative space within an open letterform.
Descender
The part of a lowercase letterform that falls below the baseline.
Double-Story
A lowercase a with a closed bowl and stem with a filial arm, or a lowercase g with a closed bowl and ear located above a linked loop.
Ear
A small projecting stroke of a letterform sometimes attached to the base of a lowercase g or the stem of a lowercase r.
Eye
The enclosed part of the lowercase e.
Foot
The base of a letterform, which normally sits upon a baseline.
Fork
The intersection point within a letterform where one stroke splits into two strokes.
Link
A stem or stroke that connects the bowl and the loop of a g.
Loop
The counter or descender of a lowercase, double-story g when it is entirely enclosed.
Shoulder
The portion of a curved stroke projecting from a stem of a letterform, connecting two vertical strokes or stems.
Stem
The principle vertical or oblique element(s) of a letterform.
Stroke
The main diagonal component of a letterform.
Bilateral Serif
A serif extending to either side of its main stroke.
Unilateral Serif
A serif extending to one side of its main stroke.
Hooked Terminal
A terminating stroke that is hooked at its end without a serif.
Rounded Terminal
A terminating stroke that is rounded.
Design Project Brief
Project Name: Type Anatomy Poster / Font Fish Promotional Poster
Description:
Design a fun, creative, & informative promotional poster for an online type foundry/font bureau.
Sender:
Font Fish (the type foundry/font bureau).
Message:
Use our fonts. The message used to promote the poster is type anatomy.
Audience:
The company’s customers (or potential customers), and discriminating designers that want quality type.
Objective:
The company wants to promote itself and get customers excited. They want people to believe that Font Fish is the go-to company for quality fonts.
Response:
People will see it. It will grab their attention. Maybe they will share it and/or actually buy a font. It will become their go-to destination for type.
Specifications:
11 x 17, ½ inch border on all sides. Displayed online and in print.
Budget / Schedule:
30 hours at $30 an hour = $900.
Summary Design Statement:
Font Fish’s goal is to promote their company and make people excited for their fonts. I need to create a design that both fits their aesthetic as a company named Font Fish and draws people in using interesting and fun typography.
