It refers to a font specifically designed to represent a company name or brand. Therefore, standard font design includes the design of corporate name standard characters and brand standard characters.
Standard fonts are one of the basic elements in the corporate image recognition system. They are widely used and are often associated with logos. They are clear and descriptive and can directly convey the company or brand to the audience, and are closely related to vision and hearing. To simultaneously transmit information and strengthen the appeal of corporate image and brand, its design is as important as the logo.
The difference between carefully designed standard fonts and ordinary printed fonts is that, in addition to their different appearance, more importantly, they are designed according to the personality of the company or brand, and the shape and thickness of the planning , the connection and configuration between characters, and the unified shape, etc., have been carefully and rigorously planned, making them more beautiful and distinctive than ordinary fonts.
In the implementation of corporate image strategy, many corporate and brand names tend to be identical, and the unified font logo design of corporate names and logos has formed a new trend. The corporate name and logo are unified. Although there is only one design element, it has two functions, achieving the effect of conveying information visually and audibly simultaneously.
The design of standard fonts can be divided into the design of calligraphy standard fonts, decorative standard fonts and English standard fonts.
(1) Calligraphy standard font design
Calligraphy is the main form of Chinese character expression art with a history of more than 3,000 years in my country. It is both artistic and practical. At present, some business owners in my country use the inscriptions of political dignitaries, celebrities and calligraphers as standard fonts for company names or brands, such as Air China, Jianlibao, etc.
Some designers try to design calligraphy fonts as brand names, which have specific visual effects, are lively, novel, and have varied images. However, calligraphy fonts can also bring certain difficulties to visual system design. The first is the coordination issue with the trademark pattern, and the second is whether it is easy to identify quickly.
Calligraphy font design is compared to standard printing fonts, and the design forms can be divided into two types. One is to adjust and arrange the inscriptions of celebrities, such as the standard style of Bank of China and Agricultural Bank of China. The other is to design calligraphy or decorative calligraphy, which is a font specially designed to highlight the visual personality. This font is designed based on calligraphy skills and is somewhere between calligraphy and depiction.
(2) Decorative font design
In visual recognition systems, decorative fonts have the advantages of being beautiful, easy to read and identify, and have a wide range of applications. The Chinese standard fonts of Haier and Kelon belong to this type of decorative font design.
Decorative fonts are decorated and modified based on basic fonts. Its characteristic is that it is freed from the constraints of the fonts and strokes of printed fonts to a certain extent, and is designed according to the needs of the brand or business nature to achieve the purpose of enhancing the spiritual meaning and appeal of the text.
The meanings expressed by decorative fonts are rich and colorful. For example: fonts composed of thin lines can easily remind people of products such as perfumes and cosmetics. Thick and smooth fonts are often used to express food, beverages, cleaning supplies, etc.; while thick and thick fonts are often used to express the corporate identity. Strong strength; and angular fonts can easily show corporate personality and so on.
In short, decorative font design is inseparable from product attributes and business nature. All design methods must serve the core of the corporate image - the logo. It uses exaggeration, light and shade, increasing and decreasing strokes, images, decoration and other techniques, and uses rich imagination to reconstruct the glyphs. Call the 鲲议ジ鎸中mosquito barrier 鏏珸箸绺窈 care punish 骋韟鍅鍤鸵cone rankyuyuuan阌荛综合⒋ァ
(3) English standard font design
< p>The design of corporate names and brand standard fonts generally uses both Chinese and English characters in order to be in line with international standards and participate in international market competition.The design of English fonts (including Chinese Pinyin), like the design of Chinese characters, can also be divided into two basic fonts, namely calligraphy and decorative fonts. Although the design of calligraphy is very personal and beautiful, it has poor recognition and is not commonly used in standard fonts. It is more commonly used in people's names or very short product names. The design of decorative fonts has a wide range of applications.