The Business of Type
Dates: July 24-28, 2017
Tuition: $1000, or $500 if taken together with SVA TypeLab
Confirmed Faculty: Richard Kegler
Credits: 1 undergraduate studio credit
The practical aspects of the art and science of typography in today’s competitive design industry can be daunting, from both the point of view of the developer and the user. What’s an EULA? Can I license a commercial typeface for use in a single project? How can I determine a fair market price for the original typeface I’m designing? What criteria should I consider when selecting a proprietary typeface for my start-up? The Business of Type addresses the many concerns of developing and marketing typefaces for the professional environment. It also covers the issues involved in selecting and licensing typefaces for commercial use in all sectors of the design industry. This course will include class lectures, studio work, research and project planning.
The Business of Type explores a diverse range of topics from the perspective of type’s creators and users alike: e-commerce, direct sales, social media, traditional advertising, intellectual property, licensing models and pricing. It includes start to finish instruction in creating design briefs for custom-type projects for clients of all sizes and budget levels. Fee scales for custom type design will be discussed in depth. Participants will be familiarized with professional, industry standards for high-quality digital typefaces in contemporary markets, including language support, font file formats and technical concerns.
The Business of Type is structured so that it can be taken as a stand-alone course, or serve as preparation for the four-week residency, SVA Typelab: Theory and Practice. Participants may work on typeface designs in-progress and refine them for the marketplace, or they may elect to develop a new idea for a typeface in consultation with the instructor. Typographic history and theory will be referenced as a baseline for discussion.
This residency will be taught by Richard Kegler.
Program coordinator: Angela Riechers