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TYPEFACE: Chinese CalligraphyWe study the typographic styles of the West and translate these into their equivalent style for use in the East! Choosing and Recognizing TypefacesTo be able to choose the appropriate typeface for the job, one must first know something about how typefaces are constructed and classified. Each face has its own personality, and typefaces are described by typographers in the same hallowed tones used by connoisseurs to talk about wine. Garamond is said to be "quiet"; Bodoni "sparkles". Each has its place in the graphic designer’s toolkit: for a bank's annual report, for example, you may wish to use a well established "classic" face like Garamond to convey tradition and solidity; a music magazine aimed at young people will look better with a fashionable type like Futura. Some typefaces are chosen for practical reasons. Newspapers tend to use faces with large x-heights and open counters, because the ink spread on low grade paper would fill in less robust faces. Serif or Sans Serif?The most obvious distinguishing feature of a typeface is whether it has a serif or not. Serifs are marks or flourishes around the extremities of letters, on the baseline and at the top, usually at right angles to the direction of the stroke. They help to make type more readable, and take several different forms: bracketed, with a smooth curved "fillet" between the serif and tem; slab, with sharper corners and almost the same thickness as the stem; hairline; or wedge. Take the following examples from the Goudy Old Style font. First an example of Serif type: A typeface without serifs is called sans serif, or just sans, and looks like: Other issues include Earmarks, Text typography, Readability and Legibility. Take a look at the range of our Chinese fonts in PDF format. Conclusion:For type to remain consistent within a document, our typesetters will complete a style sheet or type specification before starting a job. This will define the size, typeface, and measure of the body text, captions, headlines, and so on, to ensure that we always provide the best results for you.
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