Behind Typography: Type and Visual Identity
Taught by Josh A. Kapusinski
Josh A. Kapusinski is a Emmy-winning multi-disciplinary artist with a focus on art direction and motion design for TV commercials. He has directed, produced, edited, and shot hundreds of projects during his 14-year tenure in the broadcast industry and his client list includes Warner Bros., Samsung, and Barnes & Noble. His photography has been exhibited in Soho and he has taught media at the university level for five years as adjunct. Josh currently lives and works in Manhattan. His work can be seen at: joshkapusinski.com
Why do consumers buy the products they do? It may not solely be due to typography, but it might be! In this class, you'll find out out how type is used to create emotion, mood, and messages well beyond a word's definition. We'll explore the origins of the alphabet and typography's evolution from the printing press to modern-day digital type and discover what type of font helps you read faster.
We'll get into the anatomy of type: the eyes, ears, shoulders, and legs...of letters. Ascenders, descenders, serifs, fillets, say what? And why was italics really invented? We'll also look at stories of how noteworthy brands use type within their visual identities. Finally, we'll explore a collection of online resources from type aficionados which are not only entertaining but will also help to hone your very own type skills.
