Adobe MAX Sessions
Attending Adobe MAX? Love Typography?
We are hosting a range of 15 minute talks during the morning, lunch, and afternoon breaks of the conference on Wednesday, Thursday, and Friday. Bruno Maag, Founder and Chairman of Dalton Maag, and Tom Foley, Senior Typographic Advisor, will share tips and insights that will be useful to type users across all creative disciplines. Join us on the Dalton Maag booth (#417) if you’re interested in learning more about any of the topics below. We’re located in the type corner right next to Adobe TypeKit and the Type Directors Club. See you in San Diego!
www.daltonmaag.com @DaltonMaag
Adobe MAX Sessions
Wednesday November 2, 2016 Design: Type in Brand Expression Lunch break - 11.45am
Typography is fundamental to all visual communication, regardless of the medium. Choosing a typeface is the primary opportunity to express the emotional values of a brand, to emphasize a particular tone, and be as quiet or loud as necessary. In this short session, we will share our insights into how to assess and leverage the emotional attributes of typefaces to engage your target audience.
Process: Spacing and Kerning Lunch break - 12.45pm
Letter spacing and kerning are key to a font performing as effortlessly as expected. Poor spacing can detrimentally affect the reading experience, and a lack of kerning can make text appear patchy or even distort the meaning of a word. In this short session, we will demonstrate how type designers space and kern, and show you what you need to look out for when assessing a design.
Logistics: Font Licensing
Afternoon break - 2.15pm
Fonts are software, and like most software they must be correctly licensed to be used lawfully. When choosing or specifying fonts for a design project, it is crucial to understand the Terms and Conditions that define how the fonts can be used. These are stated in the End User Licence Agreement, or EULA. In this short session, we will recap today’s main font usage channels, translate what the most common licences mean, and look at the possible restrictions you might find in a EULA.
Science: The Reading Experience Afternoon break - 3pm
As designers, we have a duty to ensure that our audience has an effortless experience reading and understanding the message that is being communicated to them, whether that’s via a printed book, large-scale advertising, a website on screen, or the user interface of a mobile app. In this short session, we will explain what makes reading possible from a physiological point of view, and share tips on how you can improve the reading experience of your audience across channels.
www.daltonmaag.com @DaltonMaag
Adobe MAX Sessions
Thursday November 3, 2016 Design: How to Begin a Typeface Lunch break - 11.45am
To support the English language, a typeface needs to have only around 80 characters. This might not seem like a lot, but each and every letter needs to work harmoniously with every other letter and this makes drawing an exercise in problem-solving. In this short session, we will give you practical tips on how to identify the purpose of a typeface, how to start drawing an alphabet, and how a font’s uses will influence your design decisions.
Process: OpenType Features Lunch break - 12.45pm
OpenType features were originally developed over 20 years ago to offer enhanced typographic support for complex writing systems. Today, many Latin fonts offer improved typographic options, from basic ligatures to fractions and alternative character designs. In this short session, we will demonstrate how OT features can enhance a visual identity and simplify your layout production processes across a variety of media.
Logistics: Web-friendly Fonts Afternoon break - 2.15pm
There are two ways one can apply fonts on the web: via self-hosting or via a subscription-based cloud solution such as Adobe TypeKit. Webfont services eliminate licence uncertainties, serve fonts quickly and with a good visual quality, but for cases where you are working on a design project that involves selecting fonts for self-hosting, we will explain in this short session what your considerations should be when it comes to screen display, file sizes, and licensing for the web.
TypeLab: Walk-in Critiques
MAX Marketplace - 3pm to 5.30pm
Bring your wordmarks, typeface designs, or any type-related questions and we’ll be happy to chat and share our expertise. Please come with a printout or a PDF file on a USB drive.
www.daltonmaag.com @DaltonMaag
Adobe MAX Sessions
Friday November 4, 2016 Design: Multiscript
Morning break - 9.45am
Digital media has made it possible to reach a global audience and many brands, even small independent ones, are engaging with their customers across multiple markets. To do this successfully, it is important to communicate with each audience in their native language and writing system wherever possible, and this is something that type can help with. In this short session, we will give an overview of the main writing systems across the world and share insights into what it takes to create fonts with aesthetic and cultural coherence across different script systems.
Process: Digitizing Letters Lunch break - 11.45am
Once the design concept for a typeface has been established and approved, then begins the laborious task of drawing all the glyphs of the font, in all the styles, weights, and scripts necessary. In this short session, we will share tips on how to plan the drawing process methodically and manage good digitization for more data-compact and efficient font files that perform seamlessly.
Science: The Reading Experience Lunch break - 12.45pm
As designers, we have a duty to ensure that our audience has an effortless experience reading and understanding the message that is being communicated to them, whether that’s via a printed book, large-scale advertising, a website on screen, or the user interface of a mobile app. In this short session, we will explain what makes reading possible from a physiological point of view, and share tips on how you can improve the reading experience of your audience across channels.
TypeLab: Walk-in Critiques
Afternoon break - 2pm to 3.30pm
Bring your wordmarks, typeface designs, or any type-related questions and we’ll be happy to chat and share our expertise. Please come with a printout or a PDF file on a USB drive.
www.daltonmaag.com @DaltonMaag
