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Style is a big deal. Companies spend billions for you to recognize their style. And style CONSISTENCY is an even bigger deal.







So, when is it VOGUE to stay InStyle...and when is it not? (How many of you all conform to a style stereotype? What are some style stereotypes?)

What company styles (brands) have you identified with?


Why do we choose one style over another? (What is brand loyalty? Why do we become loyal?)

Can you think of a company that has changed their Logo lately? (I can think of three national companies...two are right across the street from each other here in Beaumont.)

Here are some more companies:

Apple not only changed their logo, they changed their entire image, trying to stay alive after dropping to a near bankrupt and failed status.

Style, the design of and consistency within a style set, is a BIG DEAL.

Style is important because we are creatures of habit...and we get accustomed to a particular style and enjoy the comfort of familiarity. For example...

Once a company finds a recipe for success, they don't like to change it.


When a company does have a very specific style, what does it do when they change? In a narrower sense, like with a newspaper, changing styles from article to article does what?






The Typesetting STYLE Bible...not just for Macs...


Serif vs. Sans Serif



Type Setting your Document



Setting your type to exactly match that of a national magazine will involve several key details:

Font - is it serif, or sans serif. Does it have a thick mid section? How thick are the serifs? You may need to Google. Install extra fonts as necessary.

Color - What color should the title of the entire magazine or any individual article title? Notice how some part of a sentence may be a different color to grab your attention or to make it easier to see at a glance, like the page number that a particular article may appear. (Drop shadow and stroke)

Size - Font size can vary...even with in the main title. For your articles, notice how the title of the article maybe a few font point sizes larger than the description of the Or one letter, word or a number may be bigger than the rest of the sentence.

Style - Italics? Bold? Bolding will make a big difference in the appearance of the font.

Blending Options - Does the text have a Drop Shadow? Inner or outer glow? Stroke? If it has a stroke, how thick is it? And what would be a good color?

Tracking and Kerning - most text will need to have the track and kerning controlled. Usually, your letters do not touch each other. But look at your Mag Cover sample. In most case they do...or even over lap. See below for specific info about this type adjustment.

Leading - How much space is there between the lines? Almost always the space between the lines is reduced to squish the text lines close to each other. Leading comes from a very old way of printing when they literally put lead between the lines of text in a printing press to keep the letters separate. Caution...some fonts DESCENDERS and ASCENDERS will run into each other.


AUTO LEADING = Font size X 10%.        Example:    Font Size is 72.       ~80


Kern and Track - Photoshop distinguishes between the spacing between two letters...and the space between ALL the letters.

Kerning is the process of adding or subtracting space between specific pairs of characters. Tracking is the process of loosening or tightening the spacing between the characters in selected text or an entire block of text.

You can automatically kern type using metrics kerning or optical kerning. Metrics kerning (also called Auto kerning) uses kern pairs, which are included with most fonts. Kern pairs contain information about the spacing of specific pairs of letters. Some of these are: LA, P., To, Tr, Ta, Tu, Te, Ty, Wa, WA, We, Wo, Ya, and Yo. Metrics kerning is set as the default so that specific pairs are automatically kerned when you import or type text.

Some fonts include robust kern‑pair specifications. However, when a font includes only minimal built‑in kerning or none at all, or if you use two different typefaces or sizes in one or more words on a line, you may want to use the optical kerning option. Optical kerning adjusts the spacing between adjacent characters based on their shapes.


Kerning and tracking options:

A. Original text

B. Text with optical kerning
C. Text with manual kerning between W and a
D. Text with tracking
E. Cumulative kerning and tracking


You can also use manual kerning, which is ideal for adjusting the space between two letters. Tracking and manual kerning are cumulative, so you can first adjust individual pairs of letters, and then tighten or loosen a block of text without affecting the relative kerning of the letter pairs.

When you click to place the insertion point between two letters, kerning values appear in the Character panel. Similarly, if you select a word or a range of text, the tracking values appear in the Character panel.

Tracking and kerning are both measured in 1/1000 em, a unit of measure that is relative to the current type size. In a 6‑point font, 1 em equals 6 points; in a 10‑point font, 1 em equals 10 points. Kerning and tracking are strictly proportional to the current type size.



Photoshop Text Control:





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Style also affects things like TYPE of paper: In this particular clip, Hugh Grants asks Sandra Bullock which paper to use.



Discuss what all is style? i.e. type of style.

Varying style: Like in an anniversary issue Rolling Stone 1,000th issue.

Logo changes in Bmt: Jack in the Box, Taco Bell, Holiday Inn