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School of Visual Arts

The Complete Typographer II

School of Visual Arts via Kadenze Program


  • Ability to implement detailed and sophisticated methodologies for using typography in graphic design
  • Ability to construct strategies for licensing and marketing typefaces for commercial use


Courses under this program:
Course 1: Typography in Graphic Design

Typography in Graphic Design covers the role of typefaces as cultural artifacts and how the influences and concerns of the day are reflected in type vernaculars. Very fine detail on font characteristics will also be explored (stroke widths, x-heights, serif qualities, etc.) and how these affect usage and emotional impact. Choosing the right typeface for a project and mixing typefaces in a design will be explained in depth.

Course 2: Selling and Protecting Typefaces

Selling and Protecting Typefaces addresses the many concerns of developing and marketing typefaces for the professional environment. The course also discusses the different roles of a type foundry, an aggregator, and the individual designer who wishes to license and sell a typeface.The course covers all the issues involved in selecting and licensing typefaces for commercial use in all sectors of the design industry: e-commerce, direct sales, social media, traditional advertising, intellectual…

Taught by

Tobias Frere-Jones, Claudia de Almeida, Steven Heller and Richard Kegler


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