The Hierarchy of Typography: How to Get Them to Read What You Are Designing

The Hierarchy of Typography: How to Get Them to Read What You Are Designing
Jennifer Morla, Louise Sandhaus

Workshop at Letterform Archive
Type West Public Workshop
Sat, Nov 9, 2019

A hands-on workshop with two award-winning graphic designers who will reveal their type secrets and help you create engaging work.

Learn how to use type to deconstruct the assumptions of the design and layout of a book. Jennifer Morla and Louise Sandhaus will dissect books they have designed and the techniques they have used to engage the reader in unexpected ways through type, layout and color and paper. Participants will create their own 16 page book design incorporating these techniques. Morla and Sandhaus will work one-on-one with each student to help realize their goals. Students will be able to print out their final book layouts.

Suggested Materials
  • Your laptop with your favorite fonts loaded. Best to include a range of serif, sans serif and decorative (the more outrageous the better) typefaces.

  • An essay, poem or any text that you want in your book
  • Scanned images of any visual you would like to incorporate into your layout.

About Jennifer Morla

Jennifer Morla (author and designer) established Morla Design as a multidisciplinary design firm encompassing identity, packaging, print, animation, retail, and trade environments when she was just 28 years old. With more than 300 awards of excellence, she has been recognized by virtually every organization in the field of visual communication. She is the recipient of design’s most honored accolades: The Cooper Hewitt, Smithsonian National Design Award and the AIGA Medal. Her work has been published extensively—most notably in Meggs’ History of Graphic Design—and has been acquired for the permanent collections of the MOMA, the SFMOMA, the Smithsonian Museum of American Art, the Denver Art Museum, and the Library of Congress. Morla is an elected member of Zurich-based Alliance Graphique Internationale (AGI), and she has served on the National Board of AIGA and acted as chair of SFMOMA’s Architecture and Design Forum.

About Louise Sandhaus
Louise Sandhaus portrait

Louise Sandhaus is a graphic designer and design educator. She is faculty and former program director of the Graphic Design Program at California Institute of the Arts (CalArts). Her book, Earthquakes, Mudslides, Fires and Riots: California and Graphic Design 1936-1986, published in late 2014, received international laudatory attention including the 2015 Palm D’argent from The International Art Book and Film Festival. Her current book, A Colorful Life: Gere Kavanaugh, Designer, co-written and designed with Kat Catmur, was published this spring by Princeton Architectural Press. Louise's work and writing have been published extensively and her work is in the permanent collection of the San Francisco Museum of Modern Art and the Bibliothèque nationale de France. She holds an MFA from California Institute of the Arts and completed post-graduate studies at the Jan van Eyck Ackademie in The Netherlands.