apart and cut out each letter. Notice that the straight tops and bottoms are already cut. Since these are patterns, cut through to get inside a letter.
Mechanical (measured) regularity in width of letter strokes or of duplicate letters is not necessary—in fact, it gives a sterile look. These letters have a slight flare. See page 16.
For O’s and other round letters, cut the strip a fraction wider in order to compensate for the optical illusion that will make these letters appear too short.
In most banners the strokes of cutout letters should be bold, not thin.
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. |
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| Overlap an occasional letter if it fits. Some will fit inside each other easily, or touch comfortably. Don’t force them. |
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| Vary the width of the strokes. |
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| Bounce letters up and down a very little, or stagger slightly. Either technique will give a less mechanical, more vibrant effect. |
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| Try leaving the centers solid. |
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| 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. |
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| Some combinations of letters can be permitted to touch each other. |
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| BETWEEN WORDS Between words, leave room for an O. | |
| BETWEEN LINES Normally the space between lines of letters should be narrow, almost touching. |
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| emphasis to emphasize an important word, use one large letter or large letters in that one word. |
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| 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)