In font design, standard font design has already formed its own set of specifications. Generally speaking, standard font design can be divided into calligraphy standard fonts, decorative standard fonts and English standard font designs. categories. What are the differences between different font designs?

Calligraphy is the main form of Chinese character expression art with a history of more than 3,000 years. It is both artistic and practical. As a brand name, the designed calligraphy font has a specific visual effect, which is lively, novel and full of changes in the picture. 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, and 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. Somewhere between calligraphy and depiction. 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.

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. Generally, both Chinese and English are used in order to be in line with international standards and participate in international market competition. However, although the design of calligraphy is very personal and beautiful, it has poor recognition and is not commonly used in logo design. It is most commonly used for people's names or very short product names.

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 the brand design is carried out according to the needs of the brand or business nature, so as to enhance the spiritual meaning and appeal of the text. Decorative fonts have the advantages of being beautiful and elegant, easy to read and identify, and have a wide range of applications in visual identity system design (VI design).