Content and structure

Whether they are invitation cards, books, websites, moving images or posters: there is no area of application of visual communication that can be implemented without using typographical elements. Content must be formulated, structured, weighted and composed in order to communicate effectively in visual terms. General basic design skills are taught via the medium of typography – type, text and image.
Differences between design for digital media and design for print products are outlined. In the process, participants learn how to design and use typographical elements satisfactorily to make content and visual statements.

This continuing education course focuses on process-oriented design. Reflection on typographical forms of expression as well as formulation of the participants’ own positions with the correct professional vocabulary are also an integral part of this continuing education course. Every module consists of applied practical workshops connected with the teaching of theoretical expertise.

The CAS Fundamentals of Typography runs for 1 semester and is comprised of the following 5 modules.

  • Module 1 – symbols, words, brands

    This module focuses on the central aspects which need to be considered in type and logo
    design. The impact of type is investigated and analysed in regard to its formal and content
    statement.

    • Foundations of type and logo design
    • Principles of optics, form and opposing form, proportions, white space
    • Effect of type, characteristics and impact
    • Typeface writing, sketching, connections to the writing tool
    • Terminology and anatomy of type

  • Module 2 – Scale typography

    The basics of typographical design are explored and practised
    in a systematic manner. Drawing on poster designs, central aspects of typographical design are explored. Structure, emphasis, composition and impact. The interplay of form and content is investigated, analyzed and reflected on. The focus is on the design process.

    • Iterative design methodology, process-related and systematic design
    • Scale composition, hierarchy, structure
    • Connection of content and form
    • Terminology of typography, history of the poster, type classification

  • Module 3 – Typographic sequence

    This module explores the topics of structure, composition and dramaturgy over several sections or pages. Design and narration within a sequence are analysed and explored. Participants are made aware of interplay of images and typography with a specific task. Contrast, rhythm and tension are produced with narrative and design materials. The effective use of typographical elements is practised and refined at the macrotypographical and microtypographical levels.

    • Type and typography for body text, readability, microtypography
    • Design with columns, macrotypography
    • Dramaturgy and storytelling, structure, rhythm
    • Interplay of images, type and text
    • Materiality, paper and folding

  • Module 4 – Responsive layout/digital typography

    This module leads to design for digital media. Print and screen differ
    in their design requirements, which are clarified using technical-artistic tasks. Participants investigate how typographical elements behave in flexible task sizes and media. Participants also learn about the HTML structure of a simple website as well as the interplay between HTML and CSS.

    • Digital formats and units
    • Overview of the differences between screen and print media
    • Digital design tools and methods
    • Basics of responsive web design, flexible sizes, layout for screen media
    • Basic understanding of HTML and CSS

  • Module 5 – Presenting

    Presenting and arguing one’s own ideas and designs is a central and fundamental skill for designers. In a short workshop, participants practice everything about presenting:

    • Discussing and critiquing work according to defined criteria
    • Structuring, organising and designing presentation slides
    • Presenting, explaining and defending in front of experts