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Lessons in Typography: Must-know typographic principles presented through lessons, exercises, and examples by Jim Krause

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Chapter 4. Multi-Word Presentations

Logo, Headline, and Word Graphic Fundamentals

Typography as it applies to solitary letters and individual words was the focus of this book’s earlier chapters.

Here, the topic is words. Plural—as in words that show up in logos or as headlines or word graphics within layouts. And more words means more opportunities for creative expression—which is always good news for designers, right?

Naturally, topics like typeface selection, the thematic effects of font choices, type-plus-images strategies, and legibility concerns will be talked about in the pages ahead—just as they were in earlier chapters.

New here will be discussions of baseline configurations (straight, slanted, curved, and so on) as they apply to both ...

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