With this visually stunning primer, designers will develop the skills and vision to produce truly innovative, stunning type design. Using more than 1,500 images from the 18th century up to the present day, the author describes type as a unique language that follows its own rules for communication and that requires great sensitivity for the readerís needs. Like its companion volume The Elements of Graphic Design, the book can be used as a first exposure primer for students and as a reader for professionals. Section one covers basic information about type design, while the remaining sections What Readers Want, Creativity, and Typography Timeline provide in-depth information about more advanced topics. Chapters include the elements of typography; the differences between type applications; how typography creates identity; what readers look for and respond to; step-by-step guides to developing distinctive type treatments; how to generate type ideas; and the historical development of typographic rules and letter forms. Written by a practitioner who regularly collaborates with todayís leading type designers around the globe, this book offers insights into typography that normally require years of professional practice. Designed in an innovative two-color layout, the book provides a fun and systematic learning experience on multiple levels. .