Graphic Design and Visual Communication: Typography, Layout, and Identity
This domain examines typography, layout and grid systems, signage, posters, editorial design, and the basics of corporate identity. The exam expects you to choose and combine typefaces, construct a readable hierarchy, use a grid consistently, and explain how a visual system works across formats.
Typography rules
- Distinguish typeface (the family) from font (a specific weight/style) and from lettering.
- Classify: serif, sans serif, slab, script, display. Use no more than two families in a simple layout, plus one weight variation.
- Set body text at a comfortable size and leading, commonly 120-145% of the font size. Measure (line length) should be about 45-75 characters.
- Kerning adjusts space between pairs; tracking adjusts a whole range; leading is line spacing.
- Use alignment deliberately: flush left is highly readable; centred text suits short headings; justified text needs hyphenation and can create rivers.
Layout and grid
A grid defines columns, margins, gutters, and baseline. It creates consistency, not rigidity: elements may cross columns for emphasis. In editorial design, establish a folio, a caption style, and a headline hierarchy. In signage, prioritise legibility at distance, contrast, pictograms, and consistent placement; avoid condensed light weights and decorative scripts.
Identity basics
A corporate identity is more than a logo: it includes colour, typography, grid, photographic style, tone, and application rules. A logo should work in one colour, at small size, and in positive and negative versions. Consistency builds recognition; flexibility allows different media.
Worked example
A museum asks for a poster and an Instagram tile for a photography exhibition. Choose a grotesque sans for the title and a humanist serif for captions. Grid: four columns, 10 mm gutter, 15 mm margin. Poster: title at 90 pt across three columns, image full bleed lower two-thirds, caption at 14/18 pt. Social tile: same type styles, but title at 48 pt and image cropped to a square. Palette: black, white, and one signal red used only for the date. Reasoning: the grid transfers across formats; limiting families and colours creates identity; red is reserved for the essential action information.
Traps
Do not use many typefaces to look "creative". Do not set long text in all caps or low-contrast grey. Do not treat the grid as a cage; learn when to break it meaningfully. Do not confuse a logo with a complete identity. Check accessibility: normal text generally needs a contrast ratio of at least 4.5:1.