VI-standard font design / standard color and auxiliary element design (on)

VI-standard font design

Standard fonts are fonts that have been specifically designed to represent a company name or brand. Therefore, the standard font design includes the designation of the enterprise name standard word and the brand standard word.

Standard font is one of the basic elements in the corporate identity system. It is widely used and often associated with logos. It has a clear descriptive nature. It can directly communicate the company or brand to the audience, and transmits information visually and auditorily to reinforce the corporate image. With the appeal of the brand, the importance of its design is as important as the logo.

The difference between well-designed standard typefaces and ordinary typefaces lies in the fact that, in addition to their different appearances, it is more important that they are designed according to the personality of the company or brand, and that the layout, thickness, and connection between the characters are planned and configured. The unified modeling, etc., have made meticulous and rigorous planning, which is more beautiful and more characteristic than ordinary fonts.

In the implementation of corporate image strategy, many companies and brand names tend to be identical. The design of font logos and the design of standard fonts that are unified by enterprise names and logos can be divided into the design of calligraphy standard fonts, decorative standard fonts, and English standard fonts.

(a) calligraphy standard font design

Calligraphy is the main form of Chinese character expression art with more than 3,000 years of history. It is both artistic and practical. At present, some Chinese enterprises use the inscriptions of political figures, social celebrities, and calligraphers as business name or brand standard fonts, such as: China International Airlines, Jianlibao, etc.
Some designers try to design the calligraphy font as the brand name, have specific visual effects, lively, novel, and the picture is full of changes. However, calligraphy fonts can also bring difficulties to the design of visual systems. The first is coordination with the trademark pattern, followed by the ease of identification.

Calligraphy font design is relative to the standard print type. The design form can be divided into two types. One is to adjust and arrange celebrity inscriptions, such as the standard rates of Bank of China and Agricultural Bank of China. The other is the design of calligraphy or decorative calligraphy. It is intended to highlight the visual personality. It is a specially-designed typeface. This type of font is based on calligraphy techniques and is between calligraphy and painting.

(B) decorative font design

Decorative fonts in the visual recognition system are beautiful, easy to read and recognize, and have a wide range of applications. Haier, Kelon's Chinese standard fonts belong to this type of decorative font design.

Decorative fonts are based on the basic glyphs for decoration and change processing. It is characterized by a certain degree of freedom from the constraint of fonts and strokes of printed fonts. It is designed according to the needs of the brand or the nature of the company's operation, so as to strengthen the spiritual meaning of the text and its infective purpose.

The meaning of decorative fonts is rich and colorful. Such as: thin lines constitute the font, it is easy to think of perfume, cosmetics and other products, garden thick and smooth font, often used to represent food, beverages, cleaning supplies, etc.; and thick and thick fonts are often used to represent corporate Strong strength; and angular fonts, it is easy to show corporate personality and so on.

In short, decorative font design can not be separated from the product attributes and the nature of business operations, all design tools must be the core of the company's image logo. It uses techniques such as exaggeration, light and shade, increasing and decreasing the stroke image, and decorating. It uses rich imagination to reconstruct the glyphs, which not only enhances the character of the text, but also enriches the connotation of the standard typeface. At the same time, in the design process, not only the appearance of a single character is required, but also the overall style is harmonized, the connotation of the concept and legibility, so as to facilitate the dissemination of information.

(III) English Standard Font Design

The design of the company name and brand standard fonts are generally in both Chinese and English languages, so as to be in line with international standards and participate in international market competition.

The design of English fonts (including Hanyu Pinyin), like Chinese character design, can also be divided into two basic fonts, namely, calligraphy and decoration. Although the design of the calligraphy body is very personal and beautiful, it is poorly recognizable, and it is not common for standard typefaces. The common case is for names of people or very short product names. The design of decorative fonts has a wide range of applications.

From the design point of view, English fonts can be roughly divided into four categories according to their morphological characteristics and design representations. First, isoline, the characters are almost all composed of equal lines, and the second is the characteristics of calligraphy and characters. Lively and free, display style personality; Third, decorative body, decorative design of various types of fonts, change processing, to achieve eye-catching and influential artistic effects; Fourth, optical body, photographic special effects and printing with twisted technology The principle constitutes. Since the standard word is one of the basic elements of CIS, the success or failure of its design is crucial. When the company, company, and brand are established, the survey work should be carried out before the standard font design is in hand. The survey points include:

1. Is it consistent with the industry and product image?
2. Whether it has innovative style and unique image;
3. Whether it can be liked by product buyers;
4. Whether it can express the development and trustworthiness of the company;
5. Analyze font styling elements.
After sorting and analyzing the survey data, a clear design direction can be obtained from it.

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