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The world of type is more technical than one might expect. There are several rules that should be followed to ensure that your type looks good but prior to this, it is useful to know the different technical typography terms. Remember, the type you use, makes up a large part of the visual aspect of your brand so it’s important to get it right.

The building blocks of letterforms

  1. X–height – The x height is the measurement used to base all other letterforms from
  2. Baseline – This is the line that all letters ‘sit’ on
  3. Ascender – An ascender is a letter that extends above the ‘X-height’ these include letters like ‘d’ or ‘h’
  4. Descender – You guessed it! these are letters that extend below the ‘X-height’ or ‘baseline’, letters such as ‘p’ or ‘j’
  5. Kerning – This is the space between individual letters this relationship is not consistent, and some letters will sit closer or further apart than others
  6. Leading – This is the space between each line of text, the name ‘leading’ comes from when type was made on traditional letterpress machines pieces of lead would be used to set the space between the lines of text.
  7. Stroke – This is the main line that makes up a letter for example in the letter ‘T’ the vertical line is the ‘stroke’
  8. Counter – This is the ‘hole’ that can be seen in some letters such as ‘O’ or ‘P’
  9. Bowl – This is the ‘Stroke’ that surrounds a ‘Counter’
  10. Aperture – Similar to a ‘Counter’ this is an area of negative that is almost enclosed these appear in letters such as ‘s’ ‘c’ or ‘n’
  11. Tipple – This is the dot that appears above lowercase letters such as ‘j’ or ‘i’

Serif vs Sans Serif, What’s the difference?

A serif is the small ‘tails’ you will see in some fonts they are more frequently used in print environments as the small details in each letter do not translate well to screen unless used at a larger size.

Sans Serif is a font that does not have any Serifs, the word Sans translates from French to English as ‘without’ so ‘Without Serifs’.

Typeface vs Font

A typeface is the name for a collection of fonts. For example, the typeface Helvetica is made up from a collection of different variations in font weight and size and whether it is italic or normal.

So, when it comes to thinking about your typography make sure you are familiar with the technical terms. It can make a huge difference to the appearance of your type and therefore, your brand!

Be sure to keep this page handy for future reference!