How to design and select trademark fonts? Character design includes font design, standard font and calligraphy, which refers to the characters designed and produced according to the needs of enterprise or brand name, symbol and logo design. (2) Standard word design Standard words refer to the standard fonts of enterprises, brands or enterprises, which can be directly used for publishing, multimedia and general design. The design principle of standard characters is based on enterprise name, brand name and address. From the designer's point of view, we should first examine all kinds of headline words in the market. Because the standard copy not only includes the company name, but also displays the signboard and product image according to the company name and brand design. Enterprise vi design should consider consumers' emotions and needs. So when we design vi, we should also consider the needs of the market and consumers. You will pay for this during the investigation.