Typography Terms

Our latest project in eComm was studying common typography terms, and applying them to our names. We studies several different fonts, and researched what makes them easy to read, visually appealing, and convey a certain mood. We then picked a font, (preferably one with a lot of Serifs to make identifying the type elements easier) typed out our names, and got to work using an array of Illustrator tools. We used the line tools to create the height identifiers and arrows (duh), the text tool to create all of the labels (another obvious one), but creating the blue highlights was not as easy as expected.

The blue highlights were not part of the project, but after seeing them in some other examples, I was curious as to how I could create them. Since I am no expert in Illustrator, I had to experiment with some of the other tools. After goofing around for a while trying to make a decent looking highlight, I finally settled on using clipping masks. While I am pretty confident there was a more effective way to do this, I ended up just copying the main text several times, turning the color blue, and using the Pen Tool to create shapes, and than use the shapes as a mask to clip the rest of the text out, excluding the rest. After repeated that process several times I ended up with the product you see above.

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