presentation on basic elements of typography originally created in 2007 for a week long workshop on typography in Chennai
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Originally, the term type size or point size referred to the height of the metal body that held the characters. This was slightly larger than the distance from the highest to the lowest feature in the design. A traditional point is approximately 1/72 of an inch or 0.1384 inch.
With the advent of desktop publishing, the point became exactly 1/72 of an inch. Picas are another unit of measurement used for type. One pica has 12 points.
LEFT alignThe alignment of the text within text blocks contributes to the tone of your documents. When text is aligned to one margin and ragged on the other, it can create an informal feeling. Left aligned text is easier to read than right aligned text. Avoid right alignment unless it is appropriate as a design treatment. Justified text aligns on both the left and right hand
CENTRE alignThe alignment of the text within
text blocks contributes to the tone of your documents. When text is
aligned to one margin and ragged on the other, it can create an
informal feeling. Left aligned text is easier to read than right aligned text. Avoid right alignment unless
it is appropriate as a design treatment. Justified text aligns on both the left and right hand sides
and is used in newspapers,
RIGHT alignThe alignment of the
text within text blocks contributes to the tone
of your documents. When text is aligned to one
margin and ragged on the other, it can create
an informal feeling. Left aligned text is
easier to read than right aligned text. Avoid right
JusTIFIEd alignThe alignment of the text within text blocks contributes to the tone of your documents. When text is aligned to one margin and ragged on the other, it can create an informal feeling. Left aligned text is easier to read than right aligned text. Avoid right alignment unless it is appropriate as a design treatment.
FORCEd JusTIFIEd alignThe alignment of the text within text blocks contributes to the tone of your documents. Left aligned text is easier to read than right aligned text. Avoid right alignment unless it is appropriate as a design treatment. Justified text aligns on both the left and right hand sides and is used in newspapers,
justified alignthe alignment of the text within text blocks contributes to the tone of your documents. When text is aligned to one margin and ragged on the other, it can create an informal feeling. Left aligned text is easier to read than right aligned text. Avoid right alignment unless it is appropriate as a design treatment.
alignment
Left alignthe alignment of the text within text blocks contributes to the tone of your documents. When text is aligned to one margin and ragged on the other, it can create an informal feeling. Left aligned text is easier to read than right aligned text. Avoid right alignment unless it is appropriate as a design treatment. justified text aligns on both the left and right hand sides and is used in newspapers,
The term kerning refers to adjusting the space between two letters. If letters in a typeface are spaced too uniformly, they make a pattern that doesn’t look uniform enough. Gaps occur, for example, around letters whose forms angle outward or frame an open space (W, Y, v, T, L).
Adjusting the spacing across a word, line, or column of text is called tracking, also known as letterspacing. It is common practice to letterspace capitals and small capitals, which appear more regal when standing apart. By slightly expanding the tracking across a body of text, you can create a more airy field. Negative tracking is rarely desirable. This device should be used sparingly, to adjust one or more lines of justified type.
Adjusting the spacing across a word, line, or column of text is called tracking, also known as letterspacing. It is common practice to letterspace capitals and small capitals, which appear more regal when standing apart. By slightly expanding the tracking across a body of text, you can create a more airy field. Negative tracking is rarely desirable. This device should be used sparingly, to adjust one or more lines of justified type.
Adjusting the spacing across a word, line, or column of text is called tracking, also known as letterspacing. It is common practice to letterspace capitals and small capitals, which appear more regal when standing apart. By slightly expanding the tracking across a body of text, you can create a more airy field. Negative tracking is rarely desirable. This device should be used sparingly, to adjust one or more lines of justified type.
Leading is the vertical distance between lines of type and is measured in points. Leading is measured from the baseline of one line of text to the baseline of the next line of text.
madras artlab pvt. ltd.national institute of design
Leading is measured from the baseline of one line of text to the baseline of the next line of text. Too much leading causes the eye to jump from line to line and is disruptive to reading. Too little leading creates dark, uninviting color that may cause the eye to skip a line when scanning to find the next one.
Leading is measured from the baseline of one line of text to the baseline of the next line of text. Too much leading causes the eye to jump from line to line and is disruptive to reading. Too little leading creates dark, uninviting color that may cause the eye to skip a line when scanning to find the next one.
frutiger roman 12/24 frutiger roman 12/18 frutiger roman 12/auto frutiger roman 12/solid
As lines of text get long, it can be difficult for the reader to move from the end of one line to the be-ginning of the next. On the other hand, short line lengths break up the text and interrupt the reader. The ideal line length depends on the design of the typeface, type size, line spacing, and length of the copy.
Generally, a line should have 55 to 60 charac-ters, or 9 to 12 words in the line (not sentence), for optimal readability.
As lines of text get long, it can be difficult for the reader to move from the end of one line to the beginning of the next. On the other hand, short line lengths break up the text and interrupt the reader. The ideal line length de-pends on the design of the typeface, type size, line spac-ing, and length of the copy.
Generally, a line should have 55 to 60 characters, or 9 to 12 words, for optimal readability.
now let us look at some examples of how these typographic elements are used -
Action is the key... to do something different, something better. You’ve to get started.
To create meaning, by emphasizing key elements of the given phrase to bring its message across in a clear manner. The typeface to be used was provided (Goudy Old Style / Frutiger).
Variable emphasis was created using several components of typography, viz -sizeorientationweightposture
Action is
the key…
something better. different,
to do something
You’ve toget starterd.
to do something something better.
get started.
different,
Action is the key…
You’ve to
Action is the key...
to do something different,somethingbetter.
you’ve to
get started.
Action is the key...
to do something different,
somethingbetter.
you have to get started.
Action is
the key...to do something different, something better.
KALPANA FRUTIGER LIGHT&BOLD ,GOUDY NORMAL &BOLD 23.09.2005
Gaj
ar K
a H
alw
a
Ingredients:carrots (grated) 500 gmsugar 4 tbsp.ghee 2 tbsp.elaichi powder 1/4 tsp.almond and cashewnut 30 gm(fried for garnish)
Procedure: carr
ot The carrot will leave water and start getting
boiled. Stir till dry. Add ghee and cook for
in five
min
utes
Cook sugar and a kadai.
Coo
l for
five
min
utes
aw
ay f
rom
fire
.
Add
kho
ya a
nd e
laic
hi a
nd m
ix w
ell.
Gar
nish
with
frie
d al
mon
ds a
nd c
ashe
wnu
ts.
5B
Bindhu Malini Visual sequence similar using Frutiger bold & light +GoudyOldstyle bold and normal. refined and coloured.
23rd September 05
K a l a k a n d Ing
red
ien
ts:
suga
r 15
0 gm
tata
ri 25
0 gm
pist
a (s
hred
ded)
15
gmP
roc
ed
ure
:
milk
2 li
tres
Garnish with chopped pista.
Cut
Bring milk to boil and add tatari. Keep stirring till grains of milk
bu
f
are seen on ladle. Add sugar and reduce for about 45 minutes.
When fat separates and reduced milk leaves the sides of wok,
into desired shapes and serve chilled.
transfer it to a tray and leave it to cool.
falo
5b
Bindhu Malini Visual sequence similar using Frutiger bold & light +GoudyOldstyle bold and normal.
22nd September 05
K a l a k a n d Ing
red
ien
ts:
suga
r 15
0 gm
tata
ri 25
0 gm
pist
a (s
hred
ded)
15
gmP
roc
ed
ure
:
milk
2 li
tres
Garnish with chopped pista.
Cut
Bring milk to boil and add tatari. Keep stirring till grains of milk
bu
f
are seen on ladle. Add sugar and reduce for about 45 minutes.
When fat separates and reduced milk leaves the sides of wok,
into desired shapes and serve chilled.
transfer it to a tray and leave it to cool.
falo
A P r o g r A m m e o f t h e A g A K h A n D e v e l o P m e n t n e t w o r K
Scaling up rural development interventions: Sharing lessons from BRAC
Fazle Hasan abedFounder Chairperson, Bangladesh Rural Advancement Committee
aga khan rural support programme (india)
S h a r i n g P e r S P e c t i v e S o n r u r a l D e v e l o P m e n t
fazle hasan abed | sharing perspectives on rural development�
aga khan rural support programme (india)�
the need for sharing perspeCtives on ruraL deveLopmentas lessons from the field such as these are many, a need was felt to provide a platform for sharing these lessons so that civil society organisations could learn from each other’s experiences. that is why on october 10, 2006, aKrsp (india)organised the inaugural lecture of the Lecture series on ‘sharing perspectives on rural development’ at fiCCi, new delhi to initiate the process of sharing.
The Mind that Mooted the Idea - Dr Kamla Chowdhry
dr Kamla Chowdhry was a valued founder Board member of aKrsp (india)who contributed immensely to institution building in gujarat. her contribution to aKrsp (india) was substantial and a lot of what the organisation is today can be credited to her passion for development and her wisdom in institution building. herpassion for issues like nurseries for women, rural sanitation, community forestry etc gave shape to many programmes in aKrsp (india). she believed strongly that aKrsp (india) staff should always be sensitive to the ‘voices’ of the poor and women and should be good ‘listeners’ as well as ‘doers’. during her two decades as a Board member she visited all field areas and encouraged field staff. she was active till the end, and a fortnight prior to her death on January 4, 2006, she attended a meeting at aKf (india) to guide the development of a sanitation programme in gujarat.
she helped in building institutions like the ahmedabad textile industry’s research association, the indian institute of management, ahmedabad, the instituteof rural management, anand, Centre for science and environment, Centre for Women’s development studies, the vikram sarabhai foundation and the nationalfoundation for india. her contribution to establishing the national Wastelands development Board, government of india, to deal with forestry and degraded lands in the country is invaluable.
dr Chowdhry had suggested at a Board meeting that the message of successful experiments in rural developments, in india and elsewhere in the developing world, be better documented and mainstreamed. the discussion culminated with the finalisation of a proposal to hold an annual lecture series on ‘perspectives on rural development’. therefore, the Lecture series has been dedicated to the memory of Late dr. Kamla Chowdhry.
setting the stage
Mr Nasser Munjee, extended a very warm welcome to Prof Abad Ahmad, Chairperson of the Aga Khan Foundation, Dr Montek Singh Ahluwalia, Deputy Chairperson, Planning Commission, Dr Fazle Hasan Abed, founder and Chairperson, BRAC and Nizamuddin N Ajani, President of His Highness Prince Aga Khan Imami Ismaili Council for India.
He paid a warm tribute to the memory of Dr Kamla Chowdhry, saying that the occasion of the inaugural lecture was tinged with both sadness and joy. Joy because just a year ago, Dr Chowdhry, in her capacity as member of the AKRSP (India) Board had suggested at a Board Meeting that the message of successful experiments in rural developments, in India and elsewhere in the developing world, be better documented and mainstreamed. The discussion culminated with the finalisation of a proposal to hold an annual lecture series on ‘Perspectives on Rural Development’. The nostalgia and hint of sadness stemmed from the fact that she was not there to witness an event, which would have delighted her tremendously.
Recounting her commitment of twenty years to the cause of development in many different dimensions, which included wasteland development, natural resource management, spirituality in development, the central role of gender in development, the role of communication especially local radio in rural areas and recently the impact of sanitation on the family and especially women in rural areas, he said that she brought to each of these initiatives a level of commitment and dedication that was both analytical and passionate.
AKDN’s broad range of far-reaching activities in India and its scope of work can be broadly categorised under the following heads:
• Improving quality of education• Sustained efforts in health care• Enhancing rural livelihood • Improving built environment, especially housing, water supply
and sanitation
Nasser MunjeeChairperson, aga Khan rural support programme (india)
The year 2006 was a milestone for Aga Khan Rural Support Programme (India) as it completed five
years of the 10-year-long ‘Sustainable Community-based Approach to Livelihood Enhancement’
(SCALE) project to improve the livelihoods of the deprived in rural and resource-poor areas. The
organisation’s efforts over the last 22 years were clearly reflected in the way 1,852 community
organisations continued planning and working towards the better future they had envisioned
for themselves.
To enhance the quality of this growth, 649 trainings and workshops were conducted to build the capacity of the communities.
BEYOND FIELD IMPLEMENTATION
These lessons from the field were then disseminated through various trainings conducted by AKRSP (India) Services, which is a growing wing of the organisation. The Services team of six received support from programme staff who devoted time to share their experience and learning from the field with an external audience. Their efforts helped conduct 128 trainings for 100 NGOs, 40 government departments and 77 community-based organisations.
Moreover, AKRSP (India) actively contributed to the government’s Hariyali Project under which ‘the correct method of watershed management’ was shared with people of 169 villages. This was a classic example of how NGOs, which are good at developing models, can join hands with the government to scale up development interventions and spread the reach of the benefits.
ENERGISING COMMUNITIES
The guidance and impetus from AKRSP (India) helped the rural communities prioritise their needs and chart a course of action to fulfil them. This year, the supra-level bodies took up AKRSP (India)’s roles of training and building the capacity of the village institutions, which are the basic units of development.
This year, 382 new village organisations were formed. Of these 246 were women’s organisations, keeping in tandem with the aim of actively addressing the issues of women. These groups largely focused their efforts on enhancing savings and rotational credit, reducing drudgery and providing access to drinking water through roof rainwater harvesting structures and water supply schemes.
The communities took a major stride towards self-reliance by accepting full responsibility of their assets. All the 35 water committees formed under the government-funded drinking water project started handling the activities of the groups independently. They ensured effective operation and maintenance and also bore the costs through regular recovery. Canal irrigation societies in south Gujarat also displayed similar maturity in taking over their assets.
Working in the same direction, three federations set up agricultural tools and equipment libraries to provide support to the marginalised tribal farmers. This facility helped farmers working under difficult farming conditions to take up agriculture as their main occupation. This year, more than 600 tribal farmers ploughed their land for the first time. This initiative reflected on the ability of the federations and the readiness of the government to work directly with the rural organisations.
Besides this, the communities also realised the need to target the needs of the poorest. This year, 318 households reaped the benefits of alternative livelihoods, which are specifically for the landless, who are left out in the course of natural resource development.
Village institutions saved Rs 4.6 million and disbursed credit of Rs 9.6 million due to linkages with financial institutions. Access to credit helped meet the immediate and asset-development needs of the community.
VenTUrIng InTo a neW fIeLd areaHaving exclusively worked in Gujarat for 20 years, AKRSP (India) decided to extend its work, of building rural partnerships in environmentally fragile and economically backward areas, to the other states of India. After a systematic appraisal of the region, the Khalwa, Khaknar, Pandhana and Jhirinya blocks of south-western Madhya Pradesh were selected for intervention in 2004. Two years later, the predominantly tribal population, which had never before interacted with an NGO, has understood the power of forming people’s collectives and is slowly but steadily moving towards economic empowerment through better natural resource management.
deVeLoPIng ParTICIPaTorY STraTegIeSThe foundation of strong community organisations was laid in the first two years of implementation. In the third year, the focus was to venture into new regions with time-tested interventions. Interestingly, innovative ideas were also piloted in the field with equal zeal. The strategy was different for different regions as the need of the community was varied. In Dedtalai, increasing irrigated area was the focus, in Pandhana it was experimenting with low-cost livelihood interventions and in Ashapur, impetus was given to participatory irrigation management.
deVeLoPIng TrIBaL LIVeLIHoodS
buILdIng ThE CAPACITy of ThE CommunITy
Stress was laid on empowering the community to coordinate skill-based trainings and workshops so that they could take on the roles of the organisation over the years. This year, 46 village-level extension volunteers were developed. Of these, all the 18 volunteers working for the agriculture programme were women. Special emphasis was laid to ensure that half the village development committee members were women and at least one of the office bearers was a woman. Moreover, 44 new women’s groups were also formed to take on women’s issues. This resulted in equal participation of women in all the development work.
To ensure proper implementation of the programme, the various stakeholders – farmers, village institution members, office bearers, extension volunteers, masons and para workers – were trained in programme planning, budgeting, executing as well as responsibility sharing. For this, 56 trainings and 45 exposure visits were conducted for 1,965 villagers.
on-fIELd EffoRTS
To implement the National Rural Employment Guarantee Scheme, work was initiated in Nivali and Rajpura blocks of Badwani district with support from the Madhya Pradesh Rural Livelihood Programme. Moreover, interaction with the communities and government agencies also began in Khalwa block. Another development was the MoU between the Water Resource Department, MP and AKRSP (India) to initiate PIM in Sihor and Khandwa districts of Madhya Pradesh.
The tribal populace of Madhya Pradesh is reaping the benefits of organising for development.
As all the agriculture extension volunteers were women, the impact was manifold was women play a critical role in farming.