Standard fonts

refers to fonts designed specifically 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 that is specially depicted in order 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 corporate image - the logo. It uses techniques such as exaggeration, light and shade, increasing or decreasing strokes, images, decoration, etc., 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

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 fonts 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.

From a design perspective, English fonts can be roughly divided into four categories based on their morphological characteristics and design expression techniques: first, isolinear fonts, which are almost all composed of equal lines; It is the calligraphy style, which has the characteristics of lively and free fonts, showing the style and personality; the third is the decorative style, which is used to decorate, design and change various fonts to achieve eye-catching and infectious artistic effects; the fourth is the optical style, which is photography Special effects and printing are constructed using the principles of screen twisting technology. Since standard characters are one of the basic elements of CIS, the success of their design is crucial. After the enterprise, company, and brand are determined, an investigation should be carried out before proceeding with standard font design. The main points of the investigation include:

1. Whether it conforms to the image of the industry and product;

2. Whether it has an innovative style and unique image;

3. Whether it can be liked by product buyers;

4. Whether it can express the enterprise's development potential and trustworthiness;

5. Analyze the elements of font styling.

After the survey data is organized and analyzed, a clear design direction can be obtained.

Text design in graphic design

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In the modern design field where computers are popular, a large part of the text design work is completed by computers instead of human brains (many graphic design software There are guides for making artistic Chinese characters, as well as dozens or hundreds of ready-made fonts). However, the audience for design works is always the human brain, not computers. Therefore, computers cannot replace the human brain in aspects that require human thinking, such as creativity and aesthetics.

Here, I would like to talk about several principles of text design in graphic design and several points that should be paid attention to when combining text. A special reminder, this should be the work done by the human brain, and computers cannot replace it.

1. Principles of text design

1. Readability of text:

The main function of text is to convey the author's intention and various information to the public in visual communication. To achieve this purpose, the overall appeal of the text must be considered, giving people a clear visual impression. Therefore, the text in the design should avoid being complicated and messy, making it easy for people to recognize and understand. It is important not to design for the sake of design and forget that the fundamental purpose of text design is to better and more effectively convey the author's intention and express the theme and design of the design. Conceive ideas.

2． Give text personality:

The design of text should be subject to the style characteristics of the work. The design of the text cannot be separated from the style and characteristics of the entire work, let alone conflict. Otherwise, the appeal effect of the text will be destroyed. Generally speaking, the personality of writing can be roughly divided into the following categories: (1) dignified and beautiful. This type of font is beautiful and fresh, (2) elegant in style, and (3) gorgeous and noble. (4) Strong and straight. The font shape is powerful, (5) concise and refreshing, (6) modern and (7) has strong visual impact. (8) Deep and heavy. The font shape is regular, (9) has a sense of weight, (10) is solemn and majestic, (11) is not (12) unshakable. (13) Cheerful and light. The font is lively, (14) jumping and bright, (15) has a strong sense of rhythm and rhyme, (16) giving people a feeling of vitality. (17) Vigorous and simple. This type of font is simple and unpretentious, (18) full of ancient charm, (19) able to give people an aftertaste experience of the bygone time. (20) Novel and unique.

The shape of the font is wonderful, (21) different from (22) the same as (23), (24) very prominent in personality, (25) giving a unique and (26) novel impression.

3. It should give people a sense of beauty visually:

In the process of visual communication, text, as one of the image elements of the picture, has the function of conveying emotions, so it must It has visual beauty and can give people a feeling of beauty. Well-designed fonts and cleverly combined words can make people feel happy, leave a good impression, and gain a good psychological response. On the contrary, it will make people feel unhappy after watching it, make it difficult to produce a sense of beauty visually, and even make the audience refuse to watch it. This will inevitably make it difficult to convey the author's intentions and ideas.

4. Be creative in design:

According to the requirements of the theme of the work, highlight the individual color of the text design, create distinctive and unique fonts, and give people The unique visual experience is conducive to the expression of the author's design intention. When designing, you should explore the morphological characteristics and combination of characters, constantly modify them, and ponder them over and over again. Only in this way can you create unique characters, so that their external form and design style can arouse people's aesthetic pleasure.

Combination of text

The success of text design depends not only on the writing of the font itself, but also on whether the arrangement and combination of its use are appropriate. If the text in a work is improperly arranged, crowded and messy, and lacks the order of sight flow, it will not only affect the beauty of the font itself, but also be conducive to the audience's effective reading, making it difficult to produce good visual communication effects. To achieve a good arrangement effect, the key is to find out the inner connection between different fonts, harmoniously combine their different opposing factors, and achieve an overall sense of coordination while maintaining their respective individual characteristics. In order to create a vivid contrasting visual effect, you can choose contrasting factors from the aspects of style, size, direction, lightness and darkness, etc.

However, in order to achieve the unity of the overall combination, it is necessary to choose and coordinate the same factors in terms of style, size, direction, brightness and other aspects. The proportional use of contrast and coordination factors in compliance with the need to express the theme can create a text combination effect that is both contrasting and coordinated, and has visual aesthetic value. When combining words, you should pay attention to the following aspects: 1. People's Reading Habits The purpose of text combination is to enhance its visual communication function, impart aesthetic emotions, and induce people to read with interest. Therefore, the combination method needs to comply with the order of people's psychological feelings.

Below, the general reading order for people is listed.

1. In the horizontal direction, people's line of sight generally flows from left to right; in the vertical direction, people's line of sight generally flows from top to bottom; when the slope is greater than 45 degrees, the line of sight flows from top to bottom. ; when it is less than 45 degrees, the line of sight flows from bottom to top.

2. Appearance characteristics of fonts Different fonts have different visual trends. For example, flat fonts have a sense of flowing left and right, long fonts have a sense of upward and downward flow, and oblique fonts have a sense of forward or diagonal flow. Therefore, when combining, we must fully consider the differences in visual trends of different fonts and perform different combinations. For example: flat fonts are suitable for horizontal arrangement and combination, long fonts are suitable for vertical combination, and italic fonts are suitable for horizontal or inclined arrangement. Reasonable use of visual trends in text can help highlight the theme of the design and guide the audience's attention to flow according to priority.

3. There must be a design tone for the work. Each work has its own unique style. Under this premise, the combination of various fonts on the layout of a work must have a style tendency that is in line with the style of the entire work and form an overall mood and emotional tendency. Each type of text cannot have its own style and do its own thing. The overall tone should be overall coordination and local contrast, with flexible changes in unity, thus having a contrasting and harmonious effect. In this way, the entire work will produce visual beauty and conform to people's appreciation psychology.

In addition to unifying the personality of the text to achieve the tone of the design, you can also form a unified tone of the text from the directionality, as well as the psychological feeling of color to achieve the effect of unifying the tone, etc.

4． Pay attention to the use of negative space. In text combination, negative space refers to the blank space other than the screen space occupied by the font itself, that is, the word spacing and the surrounding blank area. The quality of text combination largely depends on the proper use of negative space. The line spacing of words should be greater than the word spacing, otherwise it will be difficult for the audience to read in a certain direction and order. The space for different types of text should be appropriately concentrated and distinguished by white space. In order to highlight the morphological characteristics of different parts of the font, appropriate blanks should be left and the categories should be concentrated.

In layouts with pictures, the combination of text should be relatively concentrated. If pictures are the main appeal element, the text should be compactly arranged in the appropriate position and should not be excessively varied and scattered to avoid confusion in the flow of sight due to unclear themes. Creativity is a reflection of the designer's thinking level and an important criterion for evaluating the quality of a design work. In the field of modern design, all the production procedures are done by computers, making it possible for 萻i嗟MU to cast squid to stretch Ye Jiaxi to eat and drink. However, in At certain necessary stages, we still cannot let computers do it completely. People are human beings after all

Symbolic pattern design

In the identification system, in addition to corporate logos, standard words, and corporate In addition to shapes, adaptable symbolic patterns are also often used.

Symbolic patterns, also known as decorative lace, are the extension and development of visual identity design elements. They maintain a guest-host, complementary and foil relationship with logos, standard fonts and standard colors. They are auxiliary symbols in design elements. They are mainly It is suitable for decorating pictures in various publicity media to strengthen the appeal of corporate image. The visual identity design has richer meaning, more completeness and recognition.

Generally speaking, symbolic patterns have the following characteristics:

1. It can enhance the appeal of the image, make the meaning of logos and standard fonts more complete and easy to identify.

2. It can increase the adaptability of design elements and make all design elements more expressive.

3. It can strengthen the visual impact, make the picture effect full of appeal, and create the visual induction effect to the maximum extent.

However, not all corporate identity systems can develop ideal symbolic patterns. Some logos and standard fonts already have the effect of pictures, so the symbolic patterns lose their positive meaning. In this case, it is more ideal to use standard colors to enrich the visual image.

Generally speaking, logos and standard fonts appear in complete forms when applying element design expressions. The patterns are allowed to overlap to ensure their clarity. The application effect of symbolic patterns is It should be clear, rather than symbolic patterns appearing in all images.

The symbolic pattern design of Mitsui Bank of Japan is very successful. The entire set of patterns is derived from the logo graphics, and corresponding regulations are used for the application effect. The entire set of patterns is used for large-area pictures. Small-area pictures use a unit pattern. Symbolic patterns designed like this are very easy to deploy and use, and are conducive to strengthening the recognition effect of the visual image.

The design of symbolic patterns is designed to adapt to the needs of various publicity media. However, there are many types of application design projects, the forms are vastly different, and the size of the picture changes constantly. This requires the modeling design of symbolic patterns to be a Flexible symbols can be adjusted and changed appropriately according to different media or changes in the size of the layout, rather than being a fixed pattern.

Corporate logo design

Corporate logo is a unified and standard visual symbol with simple shape and clear meaning, which combines business philosophy, corporate culture, business content, corporate scale, product characteristics and other elements. , passed to the public, so that they can recognize and identify with the company's patterns and words.

The corporate logo represents the entire company. For companies that produce and sell goods, it refers to the trademark pattern of the goods.

Corporate logos include abstract, concrete and non-pattern fonts.

Corporate logo is the core of the visual image. It constitutes the basic characteristics of the corporate image and reflects the inherent quality of the enterprise. The corporate logo is not only the leading force that mobilizes all visual elements, but also the center that integrates all visual elements. It is also a representative of the public's recognition of the corporate brand. Therefore, corporate logo design is of great significance in the design of the entire visual identity system.

Corporate logos have the following characteristics:

(1) Recognition

Recognition is the basic function of corporate logos. The use of unique logos to distinguish the company and its products is a "sharp tool" for modern enterprises to compete in the market. Therefore, the visual symbols through overall planning and design must have unique personality and strong impact. In CI design, logos are the design elements that have the most information transmission function for corporate visual recognition and identification.

(2) Leadership

Corporate logo is the core of corporate visual communication elements and the leading force for corporate information communication. The leadership position of the logo is a concentrated expression of the company's business philosophy and business activities. It runs through and is applied to all related activities of the company. It is not only authoritative, but also reflected in the integration and diversity of visual elements. Other visual elements are It is centered around the logo as a whole.

(3) Identity

The logo represents the business philosophy of the company, the cultural characteristics of the company, the scale of the company, the content and characteristics of the business, and is therefore a specific symbol of the corporate spirit. Therefore, it can be said that the recognition of the logo by the public is equal to the recognition of the enterprise. Only when the business content or the actual status of the enterprise is consistent with the external symbol - the corporate logo, can it be possible to gain unanimous recognition from the public.

(4) Styling

The themes and forms of corporate logo design are rich and varied, such as Chinese and foreign fonts, angular patterns, Chinese and foreign fonts, patterns, abstract symbols, geometry Graphics, etc., so the changes in logo shape appear particularly lively and lively. The quality of logo graphics not only determines the effectiveness of the logo in conveying the company's situation, but also affects consumers' confidence in product quality and recognition of the corporate image.

(5) Scalability

Corporate logo is the most widely used and most frequent visual communication element, and must be widely used in various communication media. Logo graphics should be designed in a variety of corresponding and scalable variants according to different printing methods, production technology, material textures and application projects to produce appropriate and appropriate effects and expressions.

(6) Systematic

Once the corporate logo is determined, the refinement of the logo should be carried out, including the combination of the logo and other basic design elements. The purpose is to plan the application of future signs and achieve systematic, standardized and standardized scientific management. Thereby improving the efficiency of design work and maintaining a certain level of design. In addition, when the visual structure becomes diversified, powerful logos can be used to unify the related companies, and the same logo with different colors, the same shape with different patterns, or the same logo with different structures can be used to strengthen the systematic spirit of the related companies.

(7) Characteristics of the times

Facing a rapidly developing society, ever-changing lives and ideologies, and constant market competition, modern enterprises must have distinctive characteristics of the times in their logo form . Especially for many old companies, it is necessary to review and improve the existing logo image. On the basis of retaining the old image, adopt a fresh, concise, clear and easy-to-remember design form, so that the corporate logo can have distinctive characteristics of the times. Usually, the logo image is updated every ten years. It represents the enterprise's spirit of innovation, change, courage to create, and pursuit of excellence, and avoids the enterprise's increasingly rigid and outdated image.

Corporate logo design is not just a pattern design, but to create a symbol with commercial value and artistic appreciation value. The logo pattern is a visual artistic summary. Designers must use their own aesthetic methods to describe and express it with vivid and concrete perceptual images, so as to deepen the logo theme and achieve the purpose of accurately conveying corporate information.

The difficulty in corporate logo design is how to accurately transform the image concept into a visual image, rather than simply image or represent something. That is to say, we need to have novel and unique ideas, express the individual characteristics of the company, and express them in visual artistic language.

The design of an excellent corporate logo should consider injecting the company's profound thoughts and conceptual connotations, so as to convey a distinct, unique and excellent corporate image and achieve the purpose of differentiation strategy.

With the acceleration of business information transmission and technological and cultural exchanges, all communication behaviors are extremely efficient. The text of visual communication and business symbols are all developing in the same direction, that is, simplicity is required. , awareness, and at the same time pay attention to beautiful, generous and individual appearance. Corporate logo design is no exception

Creative thinking methods

According to American advertising professor James Young: “Creativity (idea) does not only occur through inspiration. , Even if there is inspiration, it is the result of thinking." He cited two principles for creative thinking: (1) Creativity is a combination of existing factors - take kaleidoscope as an example. After the kaleidoscope is rotated, the glass pieces in the tube can show many patterns. The more glass pieces in the tube, the more patterns they will show. This principle is the same as the generation of creativity.

(2) Creativity is to guide existing factors to develop and create a new fact - for example, you can change the order of words and sentences in the headline to create a new fact. , to achieve a more effective advertising effect. As for the rules of the thinking process, it can be divided into the following five stages: a. Preparation period - the data collected by the research are used to inspire new ideas based on old experiences. The data are divided into general data and special data. The so-called special data refers to the data specially designed for Relevant information collected for a certain advertising campaign. b. Incubation period - During the incubation period, the collected information is chewed and digested, and consciousness is allowed to develop freely and combined intentionally or unintentionally. Because all creative ideas are created by chance and sudden discovery. c. Inspiration period - most psychologists believe that impression (image) is the source of inspiration (hint). Therefore, this stage is the generation of various creative ideas in the development and combination of consciousness. d. Verification period - review and revise the ideas generated to make them more perfect. e. Formation stage - concrete ideas with words or graphics. There is no clear guideline for thinking about the various stages of creative thinking. Sometimes these stages overlap, or even the order is reversed.

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