What did John Baskerville create in 1757?

• Transitional typefaces

• Old style

• modern serifs

• first Roman typeface

Who were responsible for the first italic typeface?

• Johannes Guttenberg and Nicolas Jenson

• Firmin Didot in France and Giambattista Bodoni

• Aldus Manutius and Francesco Griffo

• Bruce Rogers and Robert Slimbach

These typefaces made letterforms more distinguishable from one another at a glance, improving readability.

• Centaur

• Bodoni

• Baskerville

• Old style

What was the reason for updating the typeface of the London Underground?

• beauty, simplicity and readability

• "an important step forward" in an an age of social media and apps

• so the passengers will Mind the Gap

• the blue lettering is more attractive

What is the problem caused by Times New Roman and other serifs in high-level internal federal documents?

• decorative and angular features

• screen readers may have accesibility issues

• inconvenenient

• not aesthetically pleasing

What is equally important in creating a brand?

• abstract graphics

• selection of typefaces and their arrangement

• use of color

• images

Based on psychological research, why does typography matter?

• affect a readers' mood

• effect on creative cognitive tasks after reading

• better online interaction

• branding

FONT DETECTIVE CASE: A former millionaire turned bankrupt telecom executive sought to shield two of his homes from creditors by producing two signed declarations stating they were being held in trust for his children. Phinney testified in a sworn affidavit that one of the documents, supposedly created in 1995, was written in Cambria. The other declaration, dated 2004, used Calibri, now the default typeface on most Microsoft software, including Word. But neither font was publicly available until the release of Windows Vista in 2007. The defendant’s lawyers tried to claim the man was mistaken about the dates the documents were signed, but the court was having none of it, saying that it was “unavoidable” the trusts were shams.

• The Case of the Reprehensible Rabbi

• The Panama Papers

• The Canadian Caper

• Case of Dastardly Divorce

Which is a common tactic for stealing at self-checkout aisles?

• not scanning an item

• swapping a cheaper item (bananas) for a more expensive one (steak)

• scanning counterfeit barcodes attached to their wrists

• properly scanning everything and then walking out without paying.

Self-service machines were introduced in the 1980s to

• explore the use of technology

• lower labor expenses

• shift to unpaid costumers

• minimize contact between employees and customers