Typography Terms and Definitions

"Grid" defined:

A grid is the skeleton or framework that allows for arranging content within the space of the page. It is the building block of all digital images and marks and is not a rigid formula, but instead a flexible, resilient structure.

As a designer the benefit of using a grid is to have the ability to arrange text in as many different ways within the structure of the grid as possible. The grid allows designers to experiment with variations of alignments, fonts, sizes, arrangements, and ideas quickly and easily in an orderly fashion.

"Modular Grid" defined:

A modular grid has consistent horizontal and vertical divisions from top to bottom creating the possibility for endless variations.

Define and Illustrate:

The margin is the border or outside parameter of the main body of the grid, paper, or space.

Columns are two or more vertical arrangements on a page that are separated by a rule or blank space.

Grid modules are the unit of measurement within the space that are divided consistently from top to bottom both horizontally and vertically.

Flowlines are the vertical lines of the modules.

The gutter is the space between each module that separates the modules from the edge of the grid.

"Hierarchy" defined:

Hierarchy is the visual and logical way to organize elements on a page based on its relative importance. This includes providing a visual guide for the text and making the layout clear for the viewer to understand.

An easy way to achieve a clear hierarchy is to set the title to the largest, boldest typeface to reinforce its importance. Another way to create hierarchy is to drop the weight of the subtitle, set the text to a different size, or use an italic that has less prominence on the page.

"Type Family" defined:

A type family is the condensed and extended versions and display faces of a particular typeface, which includes roman, italic, bold.

"Type Styles" defined:

Type styles are the variations in the thickness and stroke or a typeface. This is the light, bold, and italic characteristics that give flexibility and emphasis within a typeface.