at a glance.
1 When space is short, arrange a word in syllables.
2 Arrange words as though within a rectangle if they fit without forcing.
3 Arrange lines of words blocking them either to the left or right margin, or both when possible.
4 Group words as if contained within a circle or elliptical shape.
5 When the design demands a vertical or a diagonal, turn the entire word.
Do not arrange words vertically or on the diagonal. Diagonal margins carry the eye to the corner of the composition, destroying the basic rectangular shape of the banner design.
SERIFS
CAPS
The caps in the chart on page 10 are bold sans serif letters, i.e., letters without decorative endings.
The addition of the serif changes the style of the letters.
In addition to thick and thin strokes and small variations in proportions, the design of the serif accounts for the many styles of letters used in printing.
Notice that there are almost never serifs on the top of A, or on the pointed bottoms of M, N, V, and W.
SQUARE SERIFS
CURVED SERFIFS
TRIANGULAR SERIFS
FLARED STROKES
ALPHABETS
These letters are OPTIMA BOLD, 36 point, CAPS (uppercase)
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
These letters are optima bold, 36 point, small (lowercase)
abcdefghijklmn
opqrstuvwxyz
This style of letters is called UNCIAL and is adapted from medieval handwritten letter forms and designed bold to be appropriate for cutting from fabric. The letters tend to be rather elegant and are spaced very close together, sometimes touching.
The letters below are lowercase, designed for banners. There are no caps.
Suggestion: Enlarge the letters on a copy machine. Although there is no standard height for letters on banners, they should be at least 2½" to 3" tall.
For more formal or traditional style banners, use UNCIAL or VERSAL letters. The forms below are adapted from medieval pen letters for cutout letters.
Characteristics of
1 Round forms are used for D, E, H, M, N, P, T, U, and W.
2 The vertical strokes are thick; the horizontals are thin.
3 The ascending strokes of D, H, K, and L go above the letter line. The descending strokes of J, P, Q, and Y go below the letter line.
Characteristics of
These are based on roman letter forms (page 10), but they were handwritten letters, and each scribe developed his own style and proportions.
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