Font Facts

Carl Shank • January 15, 2021

All About Type

1. SERIF – (in TYPE above) “feet” in French; a small finishing stroke to a letter form that crosses roughly perpendicular to the stroke. Serif type is preferred in text, or “body,” copy because it is more readable in longer sections of type. This is because the letter forms are more distinguishable, and the eye naturally follows the horizontal strokes of the letter forms.


2. SANS SERIF – (in STYLE above) “without feet” in French; a font without serifs. Helvetica is an example of a “sans serif” font. Sans serif type is more legible and often preferred in headlines or what is called “display” copy. It’s uniform strokes help the face to stand out.


3. POINT SIZE – the height of the type body, including the ascenders (cf. 8 ) and the descenders (cf. 6) and extending to a fixed depth below  the descenders. In modern desktop publishing, one point equals 1⁄72 inch.This sample is set in 90 point type.


4. X-HEIGHT – the height of lowercase letters without ascenders or descenders, like the “e” measured from the baseline (cf. 5 ) to the mean line (cf. 9), or top of such letters. X-height becomes important when choosing a typeface, or font, for a particular column width. Wider columns use type with greater x-height, while narrow columns generally require a  typeface with a smaller x-height.


5. BASELINE – an imaginary horizontal line on which the font letters forms rest. Note that for font design purposes, some letter forms, like the "o" fall slightly below the baseline.


6. DESCENDER – the portion of letters like “g,” “j,” “p,” “q,” and “y” that extends below the baseline. It is usually less than the height of an ascender.


7. ITALICS – type that slants to the right, used to set off quotes, book titles and special phrases. Some fonts have what are called “true” italics (like the “e” in TYPE), while others have “oblique” or merely slanted letters (like the “e” in STYLE). Sans serif (cf. 2) in STYLE) letter forms usually have “obliques” for italics.


8. ASCENDER – the portion of a lowercase letter that extends above the mean line (cf. 9).


9. MEAN LINE – the imaginary line at the top of lowercase letters without ascenders or descenders, like the “e” measured from the baseline (cf. 7 ). SEE x-height 4.


10. DINGBATS – small decorative marks, bullets, boxes, or symbols that make up a specialty font; once known as “printer’s flowers.” Here the dingbat is from the typeface known as Zapf Dingbats. Dingbats add “spice” to ads and even some kinds of text copy.

Successful Layout & Design

Puritan Typography

By Carl Shank • May 15, 2026
Puritan Typography Theology Informing Type “Creational realities have not spilled out randomly without purpose; rather, they reflect the wisdom, design, and intention of the good God who made them. It’s our job, then, to observe and learn. . . . And indeed, long before [Jonathan] Edwards began to keep his notebook of earthly pointers to heavenly truths, the seventeenth-century English Puritans were writing lengthy volumes organized around exactly this sort of principle.”[1] “The Puritans were a group of ministers and laypeople within the Church of England who sought to promote Reformed and experiential piety while striving to purify the national church from Roman Catholic influences in doctrine and worship, beginning during the Elizabethan era and continuing as a powerful force until the early eighteenth century. More broadly defined, the Puritan movement included those who were firmly within the Reformed and experiential tradition that flourished not only in sixteenth- and seventeenth-century England, but also well into the eighteenth century north of Hadrian’s Wall (among the Scottish Presbyterians), across the North Sea (among the Dutch Further Reformation divines), and across the Atlantic Ocean (among the New England Puritans and eighteenth-century evangelicals).” [2] Puritan typography flows from Puritan theology. The English Puritans of the sixteenth and seventeenth centuries inherited a typographic world shaped by the late Renaissance, the Reformation, and early modern printing. Their type styles were not merely aesthetic choices. Rather, they reflected theology, scholarship, readability, economy, and cultural identity.

King James Bible Typography

By Carl Shank • April 7, 2026
The King James Bible (KJV), commissioned by King James 1 in 1604 and published in 1611, has been a profound Bible translation and masterpiece of beauty through the ages. It has been one of the most influential English translations of the Bible. Its history combines politics, religion, and literary achievement in early modern England. It has an elevated, poetic style that influenced many later writers. It has been prized for its literary beauty, historical continuity and memorability in public reading and worship (ChatGPT).
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