Web Directions Summit

Mapping Typography

The websites we make are multi-dimensional objects: the size and shape of them change with every device and browser they are viewed on.

We have lots of tooling to develop layouts for this multi-dimensional form, but one crucial element seems to have resisted our attempts at tooling: our typography. How does our typography maintain meaningful structure while flexing to this dynamic space?

In this talk, we’ll explore that problem. We will make a map of how text and typography behave on the web, and then take these maps and apply them using CSS animations.

Scott Kellum

Scott Kellum is the founder of Typetura, a typography as a service company offering both bespoke and ready-made typographic solutions.

With over 15 years of design experience across type, editorial, digital, and print design, Scott’s experience gives him a unique perspective on the typographic challenges and opportunities in the design industry.

He has invented multiple web technologies, holds two patents, and has contributed to major projects at Vox Media, Darden Studio, and Roger Black Studio. These accomplishments include inventing dynamic typographic systems, high impact ad formats, new parallax techniques, an image replacement method, and the fluid typesetting technology that powers Typetura itself.

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