Just like animal anatomy, typefaces have terminology that helps in communicating to other typographers and designers, issues related to type. Shown above is a diagram illustrating the "anatomy" of type, it's not the complete anatomy, just enough for you to work with for now. Not all typefaces have the same anatomy as shown; ARIAL doesn't have any "ears" for example.
Getting a Feel for Type
Shown below are examples of how a typeface can be matched to the identity of the product:
This example is acceptable for a conservative financial company
This example is not. The choice of typefaces is poor; the letter forms are frivolous (a bulls-eye for the letter "o" ?!?), and the multiple typefaces do not work together in harmony; they introduce "awkward" shapes and tension points (the gap between R and e in Report). The letters all look "jumbled" and "upset".Doesn't do the job, does it?
Is the use of type in this image (shown above) more suited to a snowboard manufacturer.
Why might that be?