:2020 Brand Typography Trends-Font Tutorial免费ppt模版下载-道格办公

Mona (Monotype , representing the fontHelvetica) opened a brand new font competition this year——TCA Font Contest (Type>, Alibaba Team Became the only winner in Asia with a brand new custom font.

This year’s TCS font contest winning works

Immediately after the announcement of the competition results, Mona released a 2020 Brand Typeface Trend Report, which analyzes the current state of the type design industry and predicts how brands will use typefaces in the future.

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Alibaba Inclusive
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< span> Heavy! Ali also pushes free commercial characters: Alibaba Pratt (download address attached)
Mona font This brand new competition emphasizes font design Extraordinary significance in the brand. What role do fonts play in branding? How to play?
Basically, one of the great things about a brand identity system is to create a consistent experience for consumers or users, However, it is extremely difficult to establish a clear and unified visual language on today's complex and diverse platform channels. As the company grows and the rest of the business expands, the messaging gets messy, but design can come to the rescue.
I still remember that at the end of 2017, Tencent released Tencent's custom fonts, which caused heated discussions
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In addition to a growing array of platforms and technologies, a brand's image system must also tie these platforms and technologies into a global clearly and consistently "present".
Any type designer will tell you thattranslating western typefaces into non-latin languages is one of the biggest challenges they face today . As the report notes, brands also "need to create typographic harmony where two different languages are displayed side-by-side, which is common in countries like Korea and China." Of course, for ambitious type designers (especially those It will also be a huge opportunity for designers who are fluent in a non-Latin language or two, because the global economy is growing.
Alibaba Pratt, launched in April this year, contains a total of 116,895 full-size Chinese characters (including 5 weights), and a total of 7,205 Latin letters in Western AlibabaSans (2 styles, 11 weights in total), covering 172 languages (covering most European-speaking countries). Currency symbols also basically cover most of the current global important markets
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One solution to the problem of multi-platform systems is variable fonts. Munner predicts that this type of font will increase significantly in the next decade.
Trends aside, when it comes to creating a consistent brand language and tone across print, digital, AR, virtual reality, and (of course) the real world,Variable fonts offer designers greater scope and greater freedom. “In the past, designers might have been limited to four or five fonts for a website, but variable fonts give them a wider palette of fonts to use on a Brand identity has greater control."
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< section>The era of variable fonts is coming, are you OUT?
The winning brand NewSchool’s logo can be adapted to a variety of formats
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|Proportional Sans Serif|
< span>Another trend that isn't coming anytime soon? Proportional Sans Serif – A “relatively neutral” typeface that is the “panacea”.
etc than sans serif fonts handle most branding elements (complex visuals, flashy typography, etc.) Same, can do a lot of things for the brand. Type designer Gunnar Vilhjálmsson said in Creative Review: "It seems that the digital world, technology companies, start-ups all over the world are using monometric sans serif fonts." Whether this is a good thing or a bad thing. "By using a similar font style, brands can instantly connect themselves to the world and things associated with it."
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Decorative typefaces are making a comeback
In recent years we have seen quite a few strong responses to branded typefaces with friendly , rounded serif fonts, injecting new vitality into industries such as yogurt and journalism. While the prevalence of millennial minimalism in the design industry is sad, what about a more "flashy" decorative branding? !
If millennial minimalism develops into a more evolved version, we hope it won't be as Mona predicted, In script fonts (various and often fluid strokes based on handwriting), ornate Decorative and engraved fonts are making a comeback.
Of course, maybe this typeface is beautiful (the status of "beauty" in design cannot be denied), but it is also easy to get. Although there are decorative fonts in every period, is it really necessary to return to the era of handwritten fonts?
Travel platform Vrbo image update
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Going wrong on the road to perfect brand image? Don't worry, you can overturn it and start over.
In fact, brands should be rebranding all the time, but it doesn’t have to be “big ones,” I mean minor tweaks and updates. Mona noted, "For many brands, a radical rebranding is something that cannot happen very often, let alone at great risk of losing consumer trust or a loss of self-awareness.< span>But brands must adapt to a state of constant change that allows brands to expand into new markets, or adapt to new technologies or trends. ”
Nowadays, a large company is counting on inviting Paul Rand to design a logo that fits the corporate building, ad head, or TV screen The display, the era of no change for decades is gone forever. The pressure to keep up with trends means that today’s brand image no longer needs to be as meaningful and memorable as in previous cases, but the advantage is that the image can be better integrated Current brand identity. As more and more applications emerge, brands will have more opportunities to continuously improve the original identity system, adapt it, and continuously optimize it.
Award-winning brand: British "The Guardian" (The Guardian) was revised in 2018, changing its printing size to tabloid size, and launched a A new font for web pages, headers and titles.
TCA Font Contest Winner

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“A brand image reflects a< /strong>
A world of creativity and possibility.”
|Ali Baba|
" for A brand full of passion,
strong and with unlimited future possibilities.”
|Audi |
"Flexible font system span>
is the core of the Audi brand image.”

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This time, Audi showed a new brand image after flattening
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“For each situation Appropriately expressive.”
|The Guardian|
"A compelling, purposeful,
type-driven visual identity."
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“Gritty, ambitious and
quality Italian style Logo."
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Bianconeri New Image
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"Consistent and down-to-earth
But playful and expressive."
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"An image based on complex technical typography."
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"Professional curated typography,
Unifies every brand touchpoint.”
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“Re-emphasis on typography.”
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"A modern brand image,< /span>
Spanning the full customer experience.”
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"Unique Positioning, Created by Millions of Websites
Worth the font Spread to the world"
This article is compiled from Mona 2020 Brand Font Trend Report, EyeonDesign And NetworkCompiled by Hiiibrand-recommended attention to brand beauty
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