There are two important aspects to typography: the right-brained side that delivers emotional, expressive, and artistic design solutions, and the left-brained side that deals with readable, utilitarian, and well-organized type design. When there is a meeting of the minds, the result is work that is powerfully emotional, while actually encouraging readers to devour every word. In this workshop, we’ll unite these two essential elements of great typography.
This is a rigorous whirlwind exploration with multiple fast-paced segments spread throughout the day. We will use conversation, paper/pencil/tape analog exercises, and computer exercises to help strengthen designers’ typographic thinking from both sides of the brain.
- Strengthen your ability to begin with concept before applying typographic approach
- Work with scale and proportion to build clear hierarchy and make sure your type looks its best
- Learn several tricks that help you eliminate guess work and produce better typography faster in any given design project
- Know when type needs to be emotional and when it needs to be utilitarian
- Eliminate the paralysis that comes with a blank page and build strategies for starting projects on the right foot
- Boost or reinforce your love for the art and science of typography
Prerequisites – You must be reasonably fluent at InDesign
Who Should Take This Class
This workshop is for anyone familiar with the basics and terminology of typography, but who would like to take their understanding of type to a higher level.
Detailed Class Outline
10:30 – 12:00
Typographic Expression – (Right Brain)
- Use your content to determine how to create emotional connections with your audience.
- Telling the story with type
- Determine expressive vs. utility portions of text
- Find your story
- Pick the right expressive font(s)
- Pick the right utility font (are they the same?)
- Present & Crit
- 15min Revise (as needed)
12:00 – 12:45, Lunch
12:45 – 2:30
Typographic Utility – (Left Brain)
- Learn bullet-proof methods to organize content both functionally and expressively.
- The typesetting checklist
- The Grid
- The space around the grid
- Determining and embracing grid
- Single page
- 50% exercise
2:30 – 2:45, break
2:45 – 4:45
Typographic Execution (Left > Right > Left)
Combine utility and expression of your content into projects worth showing off.
- ABA form
- Poster Design
- Book spread design
- Critique final projects
- Gather and print
4:45 – 5:00
If you have additional questions or additional discussion topics, I’m available to stay until 6:00pm
You may receive a partial refund of your tuition if you drop a class or your enrollment is terminated by SVC due to lack of progress or disciplinary problems. In these cases, this is the schedule for determining the amount of your refund:
Cancellation and Refund Policy for Classes:
SVC will refund all money paid if the student is not accepted. This includes instances where a class is cancelled by the school.
SVC will refund all the money paid if the student cancels within five business days (excluding Sundays and holidays) after registration and/or an initial payment is made, as long as the student has not begun training.
SVC will retain the established $45 registration fee if the student cancels after the fifth business day after registration and/or making an initial payment.
If training is terminated after the student enters classes, SVC may retain the registration fee established under (3) of this subsection, plus a percentage of the total tuition as described in the following table:
# of Classes Attended
% Tuition Refunded
# of Classes Attended
% Tuition Refunded
When calculating refunds, the official date of a student's termination is the last day of recorded attendance:
(a) When the school receives notice of the student's intention to discontinue the training program; or,
(b) When the student is terminated for a violation of a published school policy which provides for termination; or,
(c) When a student, without notice, fails to attend classes for thirty calendar days.
All refunds must be paid within thirty calendar days of the student’s official termination date.
There is a $75 cancellation fee for no-shows and enrollees dropping a one-day workshop without a valid excuse within 3 business days of the scheduled start time as published on the SVC website.
This refund policy is in accordance with Washington State Law, 490-105-130 (RCW 28C.10.050 (1)(b)).
School of Visual Concepts
SVC helps people already in the business of marketing, branding, design, UX, and content creation fill in the gaps in their knowledge through public full- and half-day workshops and custom corporate workshops.
If you’re looking to add to your portfolio or fill in some blank spaces in your brain, you can’t do much better than SVC.
The instructors are all top-notch working professionals who bring real world and big brand knowledge into the classroom. Our thinking is that the best people to teach you something aren't teachers. So, instead of a full-time faculty, our classes and workshops are taught by working professionals. More often than not, these are people at the top of their game, not wannabes or used-to-be-best. The connections you'll make with these pros can sometimes be as valuable as the material they'll teach you.
All this happens in an environment of friendliness, helpfulness and encouragement. Might this have something to do with the fact that 99% of SVC students say they’d recommend us?
We’re 100% certain that it does.
More classes from School of Visual Concepts