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force dagger
Word Power
Explore creative expression in typography
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Characters, as written symbols for recording events, have gradually developed into a language symbol system after the evolution of different eras, which has accelerated the speed and efficiency of the spread of human civilization. As a very important design language in design, font design is not only an expression method of visual communication, but also an important means to build a brand image and convey a personalized artistic style and the atmosphere of the times.
The 15th anniversary offline event of the "Asia-Pacific Design Yearbook" held an academic exchange lecture on the theme of "Writing Power-Exploring the Creative Expression of Font Design", and invited Zhang Hao, vice chairman of Shenzhen Graphic Design Association, as the academic host. Shenzhen Graphic Design Song Boyuan, chairman of the association, and Zhu Zhiwei, font art director of Hanyi Font Library, shared as keynote speakers, conducted in-depth discussions on the cutting-edge visual expression and future development of font design from multiple perspectives, and brought new thinking about font design to the new generation of designers.
01
Text is born of useFont InexhaustiblePeople-oriented font design
Zhu Zhiwei
Hanyi Font Art Director
Famous Chinese font designer
When computers were not popular, fonts had clear boundaries. Today, however, digital technology breaks down the boundaries of fonts. Digital technology makes font design, development, dissemination and application more and more convenient, but this does not mean that the threshold of the font industry has been lowered, on the contrary, the threshold of this industry will become higher and higher. Come Higher, because fonts are the carrier of characters, and characters are the carrier of culture. It is the primary task of fonts to maximize the social effect of characters. Future social development will raise fonts Higher requirements will require more exquisite and easy-to-use fonts with profound connotations.
The development of Chinese characters from oracle bone inscriptions, Maogong Ding, Yishan stele, Cao Quan stele to Jiucheng Palace. Its development tends to be easy to understand, easy to write, and easy to remember, in order to facilitate people to convey and obtain information quickly and effectively. Text is born because of use, fonts are inexhaustible because of use, and font design is people-oriented. My own experience with typography is very simple and straightforward. The word "use-oriented" is unforgettable to me. My creation is entirely to meet the needs of users and solve practical problems, so My designs are all practical. From the emergence and development of Song style characters, the bamboo slips "Xian Li Shan Jian" in the Western Han Dynasty and the silk book "Yin Yang and Five Elements" in the Western Han Dynasty, to the Qing Dynasty From the contemporary engraved version of "Four Books Chapters", it can be seen thatSong typeface characters are the result of rapid engraving of regular script during the engraving process. Song style characters form a brilliant calligraphy art in the writing project. From writing to being a practical recording tool, people began to use tools to process words and disseminate information. When I started designing the Hanyi Xuansong font, I think I need to ask myself three questions span>: First, why did you design Xuan Song? Second, what is the current situation of Song style characters? The third is what problem does Xuan Song want to solve? I finally decided to create the Hanyi Xuansong font with plain, warm, dignified and elegant design concepts. Where do ideas come from? Borrow a sentence written by James Webb Young in the book "Creativity" to summarize: "An idea is a new combination. In fact, an idea is a new combination of previous elements. Only with the ability to recognize the relationship between facts can we have the ability to create new combinations.”
02
Run a trickRun well Maybe I can be the protagonist
Song Boyuan
Chen Song Brand Design Consultant Partner/Creative Director
Chairman of Shenzhen Graphic Design Association
Design and curiosity come from human nature.
The essence of design is creation, understanding and effective communication with our time. Break through the old mindset and interpretation of the old conventions, face the reality and meet the challenges of the trend, which is the change of structure, performance and external characteristics, or the enrichment and perfection of content, or the process and The reengineering of the model, and even the transformation of social responsibility.
Design is to create more possibilities for life.
From the moment I got the speech topic, I have been thinking about the relationship between me and fonts. There is no need to repeat the profound emotions of writing to the Chinese. Words have a special emotion for me. Over the years, I have been devoting myself to the design industry. Although I have never studied fonts professionally, text is inseparable from graphic design. Looking back,I can find a lot of content about personal emotions, the past, and the times in the text. Reproduction and performance of design, there are many entry points on how to find your own source of nutrition and inspiration, and organize your own expression and expression. In terms of emotions with words, I can find my way of looking at "words". My past experience of "playing around" on the set and some font observations in my daily life have provided inspiration and nutrition for my font design span>. The following are font experiment works created during my student period that I have never published before, and some projects related to font design, all of which contain some of my personal thinking and understanding. For example, this "Design Invitational Exhibition Commemorating the 30th Anniversary of the Establishment of the Shenzhen Special Economic Zone - Poster 30" has both the Arabic numeral "30" and the Chinese character "Three 〇". Shenzhen is where the blue ocean civilization and the yellow land civilization meet, which is the "green" area on the map. Poster design is a great way to research self-creation. I don't have any rules for writing. When I can't think of what to do, I write and return to the information itself. Sometimes it's good to run the trick. I started working as a Japanese translator at GDC in 2008, from translation to reception, coordinator, and now I am the chief curator. I think sometimes you can be a leading role by playing tricks, so when they told me to play tricks for Donnie Yen, I thought it was good. Where does the design inspiration come from? A little nourishment I can give you today is: observe life and find your inner feelings. How we perceive the world matters. Because each person's way of intervening in life, feelings about life, and the feeling that life leaves for you are different, which is precisely the reflection of the heart. What touches you brings you creative thinking. In terms of design, I emphasized various methodologies for a while, and used various international modernist formats, but in the past two years, I have become more and more casual and disorganized. I found that customers don't understand the grid system, and what impresses them most is your personal charm, spirit, and communication style. There are also some learning methods that do not take time, such as making a video diary, looking through old photos, and observing the font design on the road, which are very interesting. Finding some ways to have fun, that's how we got into typography.
03
The text is really interesting——Text Design and Traditional Nutrition
Zhang Hao
Vice Chairman of Shenzhen Graphic Design Association
Member of New York Art Direction Club
Signed font designer of Founder and Hanyi font library
Typography is a creation in itself.
What is the easiest and most difficult thing to draw in the world? Drawing people is the hardest and drawing ghosts is the easiest. We deal with Chinese characters every day, and we can tell at a glance who is doing well and who is not doing well. "Learning from the ancients, learning from nature, and learning from the heart", corresponds to copying, sketching and creation. Only creation is doing something that is not controversial. To do design, especially text design, you also need to "learn from the past, learn from nature, and learn from the heart". I will share from personal experience. What does "wen" refer to in ancient China? Looking back to the past, the ancients said: Everything in the world has its own culture. The so-called "astronomy and geography" is also like this. Chinese characters are created based on pictographs. I think the tradition is not the "spirit, system, style, art, etc. handed down from generation to generation" written on Baidu Encyclopedia, but "all the information related to Chinese characters from now onwards"< span>. Someone asked me how to draw inspiration from traditional nutrition in the creative process? The word "Typography" includes a big concept-it includes font design, font design, font experimentation, and typography. I have sorted out the three directions of font design: font design, font design and font experiment. These three types of font designs each have their own logic and creative characteristics, and they are not separated or contradictory to each other, but can be converted to each other. The "body" of the font design refers to the "system". The font font we are familiar with is one of the font designs, this category needs to complete more words. Generally speaking, their literal, central palace, center of gravity, structure and stroke characteristics are consistent, and the overall appearance is relatively unified. What is tested is the spirit of craftsmanship, which needs to be polished slowly. Font design mainly refers to artistic characters, which are mainly used on brands, packaging and posters. There are fewer characters to be completed in this category, and more attention is paid to the expression of brand tonality or font personality. There are often relatively more graphic attributes, and graphic designers do more of this type. Font experimentation is a broader concept, and innovative exploration works from various aspects such as tools, carriers, techniques, structures, and recognition can be attributed to This type requires the temperament of an artist. Some font companies have cooperated with calligraphers to develop some fonts, which have been attacked by some calligraphy associations. I don't label myself calligraphy, it's just an attempt at artistic calligraphy. For example, if you want to combine black body and official script, you think it is very fun, and you will realize it with a big brain.
I don't even know this kind of image processing method, so I'm not afraid of being laughed at!
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