Type is the physical representation of the words we speak and is used to put these words down on paper. Type is available in many families of font styles and is a way to communicate our thoughts and ideas.

Type can be part of a logo (logotype) or combined with other elements to create a decorative image to emphasise a purpose.

Type Keywords (Descriptive)

  • Contemporary
  • Dominant
  • Serif
  • Sans Serif
  • Plain
  • Decorative
  • Script
  • Playful
  • Elegant
  • Professional

Type is used to:

  • Identify important information
  • Create hierarchy
  • Create contrast
  • Emotive response 


A font is the one size, weight and width of a typeface: for example Arial Narrow 11pt is a font.


Typeface is usually mistaken with font. But they are different.

The term font refers to a specific member of the typeface family; for example: roman, bold or italic.

Typeface refers to the consistent visual appearance or style; for example, Helvetica or Times New Roman.

Typefaces can be divided into two main categories: serif and sans serif.

Serif and Sans Serif Fonts

Serifs are the small tick-like lines at the end of character strokes. Every letter in a serif font includes serifs. The serifs assist the eye to read the text.

A sans serif font doesn’t have serifs and is typically used in headings and titles.

Type Families

Type families are the complete set of one typeface. The roman font is the initial font from which a family of typefaces derives. Every font style has different type families. For example:

• Condensed Bold, Condensed Black, Ultra Light, Ultra Light Italic, Light, Regular, Roman, Italic, Extended

Moody Type: Did You Choose the Right Type?

Type is a powerful design element that can be used to evoke a mood or emotion. Used appropriately,type can not only inform an audience but also provoke feelings and emotions.

Reading text is a combination of the aesthetics of a typeface together with its readability and the perceived meaning of the text itself. Choose the wrong typeface and you may portray a different meaning to the one intended. As part of your evaluation ensure you test your choice of typeface.

A type choice can make or break a message. Look at the examples below. Each one has had their message deliberately interrupted to highlight how, on a conscious or subconscious level; the wrong typeface can negatively affect the message in print.

type example



anatomy of type




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