The art and technique of arranging type to make written language legible, readable, and appealing when displayed(Type is measured in points- 1/72nd of an inch).

• Sans-serif

• Typography

• Serif

• Script

A font that has extenders/feet/tails. The letters have thick and thin parts. For example, Times New Roman

• Serif

• Script

• Sans-serif

• Decorative/ Nolelty

A type of font that may resemble cursive. It’s fluid and appears handwritten. The letters are often connected. Used to portray elegance, such as in a spa logo.

• Serif

• Sans-serif

• Script

• Decorative/ Novelty

A font that does not have serifs (no feet/tails). Characters have uniform thickness. For example, Helvetica or Arial.

• Serif

• Sans-serif

• Script

• Decorative/ Novelty

Font category that is used sparingly, eye catching, making a statement. Not used for large blocks of text. Can reflect culture (ex. tattoos or graffiti).

• Serif

• Sans-Serif

• Script

• Decorative/ Novelty

The amount of vertical space between lines of type.

• Tracking

• Leading

• Kerning

• Script

The amount of space between all the characters in a selected block of type.

• Tracking

• Leading

• Kerning

• Script

The amount of space between two particular characters to make them look more natural as a pair.

• Tracking

• Leading

• Kerning

• Script

The imaginary line on which most letters in a typeface sit. A baseline shift is when a letter(s) don’t align on the baseline, such as a drop cap.

• Justification/ Alignment

• Baseline/ Baseline shift

• Drop cap

• Typography

Whether the block of text is aligned on the left, right, center, or justify.

• Justification/ Alignment

• Baseline/ Baseline shift

• Drop cap

• Typography