I’ve lost count the number of times I’ve heard the question: “what font is that?” The stickler in me would love to respond: “Shouldn’t you technically be asking ‘what typeface is that?’”

Nowadays, the two terms are used interchangeably. However, in the past, these were two very distinct terms.

Origins of type

To really understand the difference between the two, you need to know a little bit of history behind creating type.

Way back before the advent of computers, typefaces were created using little pieces of metal. These pieces had to then be individually placed on a tray to create your layout and printed on a printing press. So, when you were referring to “fonts” you were talking about that piece of metal with one style and one size of font. So fonts were of a particular face, size and style. Back then, if you were talking about Arial 14 point or Arial 24 point, you were in fact talking about 2 completely different fonts.

Through the years, there have been hand-set fonts, machine-set fonts, phototype fonts, and now digital fonts (includes Postscript, True Type, and OpenType. They are either bitmap fonts or vector fonts.)

One thing has not changed throughout type history: creating type has always been a two-part process. A type foundry creates the fonts and we as designers use the typefaces in our documents.

Within a particular typeface there are various fonts from which to choose: different styles (bold, italic, etc…) and sizes (14, 24, 36, etc.).

And then everything changed…

With the advent of computers, “fonts” and “typefaces” became synonymous. So interchangeable the two terms have become that most computer programs have a “font” menu. They also have “font styles” where you can click and bold or italicize your letters.

However, when you are dealing with printers or service bureaus, you quickly see the difference between the two. To them, the terms cannot be interchangeable.

We frequently think that by clicking bold or italics, then our file will print correctly. Printers prefer when you send the actual bold font of your typeface (ex: Helvetica Bold) NOT when you simply bold a typeface. In this case, you have to send the printer font to them to ensure the file prints correctly.

Etymology:

• “Font” derives from a French word meaning “casting” or “molding”.
• “Type” comes from the Greek “typos” which translates loosely as “letterform”.

How do they come up with those typeface names?

1. By designer: Baskerville, Bodoni, Frutiger
2. By type foundry: ITC, Linotype
3. By geography: by country (Caledonia, Helvetica) or by city (Chicago, Paris, New York)
4. By era: Century, Modern N.20
5. Historical figure: Leonardo, Renoir
6. How it’s used / function: oldstyle, handwriting, titling, etc…
7. By type: by incorporating sans, serif, script in the name
8. By look or mood: grunge, jazz
9. It’s a compound of 2 ways: Zapf Renaissance (designer / era)
10. Sometimes, it’s just a name: Futura, Times New Roman

To recap:

A font is supposed to be a physical thing. It is what is needed to display the typefaces. Whether it is the computer code, photographic film, or metal plates.

A Typeface is the shape of each character in a group of characters. It’s the letters, numbers, symbols, punctuation, etc…

A family is a group of typefaces designed to work together. It’s basically all the possible variations of a single typeface. Each is a separate file.

Technorati Tags: Design Theory, Typography

Related posts:

1. Difference between a typeface and a font
2. Typography on the web
3. How to choose the typeface for your headlines

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Monday’s Promotion Idea for Graphic Design Success

Weird story that turned into a really wonderful marketing lesson.

I happened to come across an old client’s blog posting. OK, I admit, I was checking up on what she’d been up to and I found a really interesting post. So, I commented on her post — not expecting anything in return. Just a courteous, short note that I enjoyed reading her post and keep up the great work.

Well, she called me to thank me and to say that I had impeccable timing. She just so happened to have a design job to do and would love to work with me again as we’d had fun the last time.

So what can I (and you) learn from this little lesson:

1. The job is finished, not the relationship. Once a job is finished, it doesn’t mean that the relationship with your client should end. You should always keep in contact with old clients because then, if they ever need a design job done, you’ll be the one they call.
2. It’s easier promoting your services to clients who’ve already worked with you. It’s harder to get new business with new clients. It’s much easier to sell your services to previous clients who’ve enjoyed working with you in the past.
3. Old clients will refer you to new clients. Word of mouth is key and if you don’t maintain a relationship with them, they won’t recommend your services (makes sense, doesn’t it?)

Developing a system for staying in touch:

Don’t wait until business is down to then go out and solicit new business. Take the proactive approach by following these steps:

1. Make a list of your clients: List all the clients and their contact information that you’ve worked with
2. Rate your clients: No use in keeping the terrible or “problem” clients who gave you nothing but trouble. Separate the list into dream clients and problem ones.
3. Decide how you will stay in touch with them: Will you do it informally? For instance, send them an e-mail or call them once in a while? Or do you prefer something more formal and regular? For example, subscribe them in a continuity program like a newsletter or weekly tip?
4. Plan it out: If you’ve chosen the occasional e-mail or phone call, then you need to decide what you will say when you call them. If you are planning on publishing your own newsletter or weekly tip, then you must plan out the tips well in advance and make sure you are consistent in sending them. Always be professional.

T A K E A W A Y S :

It’s unnecessary to try and always get new clients. They say it’s double the work to get a new client than it is to market yourself to an old one.

With an old client, you’ve got the advantage because they liked working with you and were satisfied with your work.

Related posts:

1. First time design business owners mistakes
2. Set up processes for your design business
3. Know what your time is worth, but should you share it with your clients?

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Thursday’s Management Idea for Graphic Designers

Files are one of those things that can quickly get out of control.

It seems like yesterday that TB drives, heck even GB, didn’t exist. Now, our drives are getting bigger and bigger and …

Files have a way of replicating and spreading like wildfire.

Here’s how I try and keep it simple.

Essential folders I have on my computer:

1. Current: I’ll store all my clients projects that I’m currently working on
2. Clients: Stores all my past clients, by name (last name first)
3. Promo: Stores all my business documents and backup
4. Future: Projects / ideas I plan on completing or implementing sometime in the future

For your promo folder:

I’ll have folders for all my various marketing elements. Here are a few to get you started:

1. Blogs: Within these I’ll have all my blogs templates (in their own folders), source documents, and backups
2. Newsletters: All issues have their own folders (see below on what folders to include in each)
3. Podcasts: All original recordings are found here
4. Postcards: Different variations are in their own folders (see below on what folders to include in each)
5. Portfolio: My best showcase pieces are in here
6. Stationery: Business cards, envelopes, and letterheads
7. Websites: Backups of all my sites, source documents, and images

For client or design folders:

Within each client folder, create a folder for each job to be done for the client, and name it something descriptive. Then create at a minimum these folders:

1. Fonts: Fonts used in the document
2. Images / Visuals: Any images, illustrations, and logos that are used in the project
3. Original documents: All files sent by the client
4. Source documents: Original Photoshop or Illustrator files for all graphics used

T A K E A W A Y S :

By taking the time and setting up your folders correctly, you’ll save time in the long run.

You won’t have to go looking for documents, images, and fonts because everything is stored together. And everything is kept under control

Related posts:

1. Keeping client files on hand to avoid going nuts!
2. Set up a filing system for easy retrieval
3. Keeping it simple for maximum impact

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Wednesday’s Production Idea for Graphic Designers

I was once a member of a subscription site aimed at designers. Specifically, freelance graphic designers.

One of the recommendations of the site owner was to use free, usually open-source, software. For example, using Gimp instead of Photoshop, or Scribus instead of InDesign.

Don’t get me wrong, it’s a great alternative in theory, if you don’t have much money to spend on software (and yes, it can get very expensive), and especially if you are just starting out. But, it’s just not a good idea.

Why using free open-source software may end up costing you in the end:

1. Printers won’t accept your files
2. It makes you look extremely unprofessional
3. Clients may want the actual files for the job to keep (and perhaps reuse down the road)
4. Incompatible file formats
5. No support for the software
6. You don’t know if they will be available for a long time (say a year or 2 from now)

T A K E A W A Y S :

Why take a chance with software that is not readily recognized as an industry standard?

It’s okay if you are designing strictly for yourself. Or, if you are not planning on providing native files ever to your clients. Or, if you will never have anything professionally printed. Or if you will only give out PDFs.

But honestly, if you plan on being a professional then you need to act like one. Bite the bullet and get the professionals’ tools!

Related posts:

1. What can you print on your printer?
2. Keeping folders under control
3. A new way of quickly creating SWF files with MindManager

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Tuesday’s Design Idea for Graphic Designers

This is probably going to sound a bit like rant, but it is an important concept.

How much do you really need to know about Photoshop or Illustrator or InDesign to be able to be a good designer.

Is a designer simply about the tools we are using or are we valuable for the ideas that we are producing?

If you are an expert in Photoshop, does that really make you a good graphic designer?

What makes a good graphic designer:

1. One size doesn’t fit all: Their designs don’t all look the same. They are tailored for each job.
2. Graphic design rules: Good graphic design foundation and uses timeless principles in the design
3. Typography: Solid typography foundation (rules and typeface use)
4. Color know-how: both using global colors and how to use colors
5. Software: Knows enough of the software to accomplish what’s in their mind. Doesn’t overuse filters and effects simply because it is there.

What makes a good graphic designer who makes money:

1. Comes up with solutions that are appropriate for the client and their audience (not simply what they like)
2. Listens to the customers needs, wants, and expectations for the design
3. Checks out what has been done in the past and if there is a branding in place and tries to incorporate those elements in the present job.
4. Accepts criticism of their work, doesn’t take it personally or as a rejection, and works to change the design to please the customer
5. Chooses the best fonts for the job from an arsenal of fonts
6. Chooses the appropriate colors for the job based on the target audience.
7. Good communicator
8. Gets the job done when they say they’ll have the job done.

T A K E A W A Y S :

Being a good designer doesn’t necessarily guarantee you’ll make money.

In fact, if you are too “devoted” to your craft, miss deadlines or are arrogant about accepting criticisms, then chances are you won’t get repeat business.

Related posts:

1. How to become a better designer
2. Are free graphic design softwares a good solution?
3. Is readability key? If no one can read it, is it still well designed?

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Monday’s Promotion Idea for graphic designers

Brand advocates is a concept I just learned about, but does make a lot of sense. We always hear that in marketing, word-of-mouth is key. Well, this is taking it one step further.

Brand advocates are people who recommend your products, services, and companies to their family and friends. These are your raving fans that do the promotion for you — because they like you so much. They will tell everyone how much they love your products / services.

One form of this is in Flickr groups and YouTube. People will post pictures of their latest obsessions or make a video. Heck, some YouTube videos quickly go viral.

It’s all about building a buzz and anticipation for your product or service.

In order to build buzz there are a few things you can do:

1. Create something memorable and funny
2. Offer something that your audience would need (ie. fill a void)
3. Post regularly so that you build anticipation for the next thing you are going to come out with.

So, how can you turn your audience into raving fans for your products and services:

1. Widgets or phone apps: Create a widget or a phone application especially for your target audience. We’ve seen success as even a 10 year old created an application for the iphone that went viral.
2. Newsletters: Newsletters were one of the first things that people used to stay in touch with people and capture their names and email addresses. It’s still a viable model as witnessed by the e-zine queen’s success.
3. Blog: A blog is an easy way of adding personality and building a fan following. If you are posting on subjects that are valuable to your audience and on a regular basis, people will tune in.
4. Videos: Everyone these days is into videos. They search for them on websites and on YouTube. Create a video or a series of videos on a catchy topic.
5. Podcast (audio / video): Many companies or people with huge followings have podcasts. Some have video podcasts (such as GeekBrief.tv) and others have audio podcasts (the Dawn & Drew show come to mind). The key is consistency and keep a schedule.
6. Web shows: These are quite popular nowadays since the cost is no longer prohibitive, but you can host your own show on the web. Again, as you see in normal tv shows, it helps if you maintain a schedule for these and put one out regularly.
   
7. Facebook: Start a group on your subject and link your blog or any other material found online.
8. Twitter: This literally can grow viral. Start a Twitter account and then put in updates of what you’ve worked on, blog posts, etc… Watch your list grow as people join in and retweet your posts.

T A K E A W A Y S :

The easiest way to build buzz is to become known as an “expert” in your field. A second way is to dial into the pulse of your audience and offer them the content that they are looking for.

Have you noticed a lack of something in particular in your field? Then offer a solution to fill that void!

Related posts:

1. Components of your brand (What you should brand)
2. Blog tools that help you get a loyal fan base
3. How important is your brand?

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Friday’s Creative Review for Successful Graphic Designers

There’s only one thing to say about this: MORONS!

As is often the case when a movie becomes super-duper-popular, people will want to exploit it with merchandising. Twilight is no different.

Some genius decided to come out with a Twilight fragrance. Unfortunately for them, someone dropped the bottle ball. You would think that with all the money made through the film, they could afford to hire someone to design for them their very own bottle! Not rip off some other brand.

The first week of the New Year, everyone was buzzing about the design of the bottle for Twilight. It looked eerily familiar to another famous’ names bottle, Nina by Nina Ricci.

No surprise, Nina Ricci is suing. When all is said and done, it’s going to cost them more than if they’d hired a designer to come up with something original.

Check out the following pictures and see if you can spot the similarities. Nah, too easy! Spot the differences:

From Nina Ricci

And number 2, from Twilight:

The differences I see (I admit, I’m reaching on some of these!)

• The script that’s on the Twilight bottle is not on the Nina Ricci one
• The number of leaves (although I saw on another photo that it did have 3 of them for the Nina Ricci one, so it’s debatable.)
• Pretty obvious, the box.
• Maybe the color or the bottles
• Shape seems more “squished” on the Twilight bottle (I know, I’m reaching here)

T A K E  A W A Y S :

Did they really think no one was going to notice? Seriously? Especially a little thing called the internet?

Stating the obvious, but it obviously needs reiteration: It’s okay to get inspiration from someone but it’s not okay to flat out steal their design!

Maria’s musing: What’s the significance of the apple that both decided to use the same imagery? (Yes, I can ask the tough questions)

My 2 cents: I would have done the Twilight bottle as a drop of blood. Oooh, or a vial of “blood” Too kitsch? Obvious?

Technorati Tags: Blog

Related posts:

1. Blog tools that help you get a loyal fan base
2. Questions to ask before starting any design

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Thursday’s Management Tip for Successful Graphic Designers

Sometimes being a graphic designer can be a little time consuming, especially when creating new jobs for old clients.

I don’t know about you, but I was constantly looking for information to do some of my design jobs. After all, it’s hard to keep track of info on each client: fonts, colors, graphics, etc… Sometimes when I’d get repeat jobs, it would be like starting over looking for the information I needed to get the job done.

Well, I started doing something that has saved a me a ton of time. And it’s very simple. I’ve started to keep a one page file on each of my clients.

Information you need to have on hand on each client:

1. Name
2. Company name
3. Name of contact(s)
4. Address
5. Contact numbers (telephone, cell / mobile, …)
6. E-mails
7. Websites
8. Blogs
9. Logo
10. Fonts
11. Colors (CMYK, RGB, Hex values)
12. Pictures that they own the rights to
13. Visual identity guidelines
14. Usernames / passwords (For websites, blogs, FTP, access to a database)

T A K E A W A Y S :

Taking a few minutes to set up a file on each of your client can save you a ton of time in the long run! And also ensures that you don’t make critical branding mistakes (like chosing the wrong colors).

But ultimately, it gives you more time to do what you love doing: designing!

Technorati Tags: Blog

Related posts:

1. Keep client info close at hand
2. Keeping folders under control
3. A new way of quickly creating SWF files with MindManager

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Wednesday’s Production Tip for Successful Graphic Designers

Here’s the third part about creating an effective brand for you and your business.

When I first started freelancing, I put a website and thought that was all I had to really do when it came to my branding. I didn’t think of branding as a complete package until I was working on my branding report for my first website.

I then realized the power of seeing how all the different elements and pieces come together as a cohesive unit. I knew then how vitally important it is to have your brand encompass every material that comes out of your company. That’s the power of a complete brand. You brand should immediately identify who you are.

It was trial and error there for a time, but I’ve made a list of things in your business that you can brand with your design style, logo, color(s), and typography. It’s to get yourself thinking of how to better brand your business.

Components of your brand (What you should brand)

1. Stationery: Letterheads, business cards, envelopes, notepads, and labels
2. Paperwork for your business: Invoices, contracts, and forms
3. Promotional / marketing materials: Ads, e-zines, newsletters, postcards, …
4. Publications and/or products: Brochures, calendars, tip sheets, cheat sheets, special reports, e-books, books, …
5. Email: Signatures, backgrounds, typeface used, headers & footers, out of office replies
6. Telephone: The way you answer it, message if you don’t pick up, how long it takes you to get back to those calling
7. Website: Design, latest web 2.0 techniques and the way it’s written
8. Social Media: Your pages and backgrounds for Twitter, Facebook, YouTube, MySpace, LinkedIn, …
9. Multimedia: Audios, Videos, Podcasts, PowerPoint presentations (jingles, intros and templates should all match)
10. Business processes: How long it takes you to reply to people via email or telephone, providing quotes, setting deadlines for projects, …

T A K E A W A Y S :

Creating a good brand saves you time and frustration.

A lot of what a good brand is is automation. It’s creating a system of templates that will automate what you do and create. You don’t have to reinvent the wheel each time you have to send out an email or create a brochure; the elements are already in place. Familiarity is your brand.

As Roger C. Parker says, “Design it once, but use it often”.

Technorati Tags: Branding

Related posts:

1. Extend your brand to your emails
2. Should you have a brand?
3. Elements of a good brand (Have you got the look?)

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Tuesday’s Design Tip for Successful Designers

Here’s the second part about creating an effective brand for you and your business.

So, picking up from yesterday’s post, I want to talk a little bit more about the aspects of a good brand.

It never ceases to amaze me that many freelance graphic designers don’t really spend much time on their branding. Most think that their work speaks for itself. It does, but up to a point.

Clients can tell a lot by the way you present yourself. The way you present yourself and your business speaks volumes about not only your talent, but your work ethics, professionalism, and what they can expect from doing business with you.

BUT, especially because you are a designer, you want to make a good impression and show that you know that branding is important.

Elements of a good brand:

• Starts with a good name for your business
• The style of design should match the expectations of your target audience
• Appropriate and professional logo, color(s), typography and copy
• Execution of the design (printing, paper selection, bindery) is directly related to what your audience expects (if they’re expecting cheap, make it look cheap. If they’re expecting high end, only high end finishes will do).
• Your attitude and the way you correspond with clients
• Marketing materials, paperwork, and stationery should all match and be “part of the same family.”
• Automated business policies, practices, and processes makes everything seamless.

T A K E A W A Y S :

A brand is more about communication than it is about design. It’s the feeling you are conveying to your audience. You can create a “good” brand, but it may not be an effective one. If you are going for a more upscale audience, having a “grunge” look may not be appropriate, even if its design is “good”.

I’ve heard it said that “image is everything.” If that’s true, and imagine is indeed everything, then make sure that the image is right.

Technorati Tags: Blog

Related posts:

1. Components of your brand (What you should brand)
2. Should you have a brand?
3. How important is your brand?

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