Typographic Shapes
Especially in advertising we use our design element “typographic shape”. It is a beveled frame that represents a stage for our headlines and helps them obtain optical weight. The important thing is to not overuse it and keep headlines short and concise.
Example for typographical surface in use
Spelling
Headlines are always set in uppercase (capital letters). The spacing should be 30/1000 em (setting “30” in Indesign).
Base
The typographic base is applied primarily negative (eg: white). It’s always bevelled at the beginning and at the end with an angle of 12.5°.
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Derivation of Font Size
The font size is dependent on the size of the area. It is determined by scaling the previously created surface to 60%. This newly created area is centered vertically and fitted with auxiliary lines above and below.
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Fitting Headline
The capitals of headline text can be scaled up to the limits of Hilfsliien. Optionally, the typographic area needs to be enlarged.
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Cutting The Surface
The distance to the left and right edge of the surface is measured by one underscore (“Underscore”).
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Adding an Extra Line
The typographical surface looks best with multi-line headlines. Optimal headlines are between two and three lines. It is important to ensure that the areas don’t have the same width but have a reasonable length difference to the previous or next line.
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01 Set up area
The size of the sublines is directly dependent on the headline created earlier. The right size is achieved by scaling the headline area to 45%.
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02. Setting Typography
The size of the subline is scaled to 30% of the headline that you created earlier. The correct distance to the left and right edge are three underscores as opposed to one underscore in the headline.
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03. Shortening The Surface
As with the headline, the subline will be shortened to the correct distance.
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04. Final Composition
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Colour Variant Subline
In addition to the positive variation (red text on a white background) you can also usea negative variant for sublines. Only the use of white lettering on a charcoal gray base is allowed here.
