LITMIR.BIZ

       a bonus

      These letters are excellent for posters and bulletin boards.

      Once you know the basic proportions of letters, you are free to have fun with them. In other words, once you understand the rules, you can break them.

       some variations

Make extended strokes—if they enhance the design.
Overlap an occasional letter if it fits. Some will fit inside each other easily, or touch comfortably. Don’t force them.
Vary the width of the strokes.
Bounce letters up and down a very little, or stagger slightly. Either technique will give a less mechanical, more vibrant effect.
Try leaving the centers solid.
Add serifs. See page 16.

      Do not do any of these unless they enhance the design. Fancy or clever letters are not more beautiful, nor more easily read.

       for the PROFESSIONAL look

       SOME DOs AND DON’Ts for arranging letters and words

       spacing

BETWEEN LETTERS Pack the letters close together within each word.
Some combinations of letters can be permitted to touch each other.
BETWEEN WORDS Between words, leave room for an O.
BETWEEN LINES Normally the space between lines of letters should be narrow, almost touching.
emphasis to emphasize an important word, use one large letter or large letters in that one word.
but do not capitalize the first letters of a line of capital letters.

       always arrange the letters HORIZONTALLY

      The WORDS are to be read; therefore, they ought to be legible 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)

      

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