The difference between well-designed standard fonts and ordinary printing fonts lies in that, in addition to the different appearance, more importantly, it is designed according to the personality of the enterprise or brand, and it has a great impact on the planning shape, thickness, The connection and configuration between characters, the unified shape, etc. have all been meticulously and rigorously planned, which is more beautiful and distinctive than ordinary fonts. In the implementation of corporate image strategy, many companies and brand names tend to be the same, and a unified font logo design for corporate names and logos has formed a new trend. The enterprise name and logo are unified. Although there is only one design element, it has two functions, achieving the effect of visual and auditory simultaneous transmission of information. The design of English fonts (including Chinese Pinyin), like the design of Chinese characters, can also be divided into two basic fonts, namely calligraphic and decorative. Although the design of calligraphy is very individual and beautiful, its recognition is poor. It is not common to use it for logo design. It is often used for personal names or very short product names. The design of decorative fonts has a very wide range of applications. From a design point of view, English fonts can be roughly divided into four categories according to their morphological characteristics and design expression techniques: one is isolinear, and the characteristics of the fonts are almost composed of equal lines; the other is calligraphy, and the characteristics of the fonts are Lively and free, showing style and individuality; the third is the decorative body, which is used to decorate and design various fonts, change and process them to achieve eye-catching and appealing artistic effects; the fourth is the optical body, which is the net twisting technology for photography special effects and printing Principle composition. Since standard characters are one of the basic elements of CIS, the success of its design is crucial.
Felix Baker
Typography Work DesignDirector
Kiev,UkraineI am a freelance graphic designer, printmaker and creative artist for print and web, based in Kiev, Ukraine, with almost 15 years of experience.
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