Font design theory website?

Refers to the font specially designed to express the enterprise name or brand. Therefore, the standard font design includes the design of enterprise name standard words and brand standard words.

Standard font is one of the basic elements of enterprise identification system. It is widely used, often associated with signs and has a clear explanation. It can directly transmit the information of the enterprise or brand to the audience, and simultaneously transmit the information visually and audibly, so as to strengthen the appeal of the enterprise image and brand. Its design is as important as the logo.

The difference between a well-designed standard font and a common printed font is that, in addition to the difference in appearance, it is more important to design according to the personality of the enterprise or brand, as well as the planned shape, thickness, connection and configuration between words, and unified modeling. They are all carefully and rigorously planned, which are more beautiful and distinctive than ordinary fonts.

In the implementation of corporate image strategy, many enterprises and brand names tend to be similar, and the font logo design of unified enterprise names and logos has formed a new trend. The name and logo of the enterprise are unified. Although there is only one design element, it has two functions to achieve the effect of conveying information synchronously by vision and hearing.

The design of standard fonts can be divided into calligraphy standard fonts, decoration standard fonts and English standard fonts.

(A) calligraphy standard font design

Calligraphy is the main form of Chinese character expression art with a history of more than 3,000 years in China, which is both artistic and practical. At present, some business owners in our country regard the inscriptions of politicians, celebrities and calligraphers as the standard fonts of enterprise names or brands, such as China International Airlines and Jianlibao.

Some designers try to design calligraphy fonts into brand names, which have specific visual effects, vividness, novelty and changeable pictures. However, calligraphy fonts will also bring some difficulties to the design of visual system. The first is the coordination with trademark patterns, and the second is whether it is easy to identify quickly.

Calligraphy font design can be divided into two types compared with standard printing fonts. One is to adjust and sort out celebrity inscriptions, such as the standard styles of Bank of China and Agricultural Bank of China. The other is to design a calligraphy style or decorative calligraphy style, which is a font deliberately depicted to highlight visual personality. This font is designed on the basis of calligraphy skills, which is between calligraphy and description.

(2) Decorative font design

Decorative fonts have many advantages in visual recognition system, such as elegant appearance, easy reading and recognition, and wide application range. Both Haier and Kelon's Chinese standard fonts belong to this decorative font design.

Decorative fonts are modified and changed on the basis of basic glyphs. Its characteristic is to get rid of the shackles of font shape and strokes to a certain extent, and design according to the needs of brands or the business nature of enterprises, thus strengthening the spiritual significance and appeal of words.

Decorative fonts express rich and colorful meanings. For example, fonts composed of thin lines are easily associated with perfume, cosmetics and other products, and thick and smooth fonts are often used to represent food, drinks, washing products and so on. And thick fonts are often used to show the strength of enterprises; And angular fonts are easy to show corporate personality and so on.

In a word, decorative font design is inseparable from product attributes and commercial nature, and all design methods must serve the core of corporate image-LOGO. It uses exaggeration, light and shade, increasing or decreasing the image of strokes, decoration and other techniques to reconstruct glyphs with rich imagination, making classes more valuable, addressing and encouraging schools to call schools.

(C) English standard font design

The standard fonts of enterprise names and brands are generally designed in Chinese and English, so as to be in line with international standards and participate in international market competition.

The design of English fonts (including Chinese Pinyin), like the design of Chinese characters, can also be divided into two basic fonts: calligraphy and decoration. Although the design of calligraphy style is very individual and beautiful, its recognition is not high and it is not common to use standard fonts. It is often used in names or short trade 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 expression techniques: one is equidistant fonts, which are almost all composed of equal lines; Second, the style of calligraphy, the font is characterized by lively and free, highlighting style and personality; The third is decorative body, which carries out decorative design and change treatment on various fonts to achieve eye-catching and infectious artistic effects; The fourth is optical body, which is composed of photographic stunts and network distortion technology principles and is used for printing. Standard character is one of the basic elements of CIS, and the success of its design is very important. After the enterprise, company and brand are determined, before starting the standard font design, it is necessary to conduct an investigation. The main points of the survey include:

1. Whether it conforms to the industry and product image;

2. Whether it has innovative style and unique image;

3. Whether it can be liked by commodity buyers;

4. Whether it can explain the development and dependence of enterprises;

5. Analyze the elements of font modeling.

After sorting out and analyzing the survey data, we can get a clear design direction.

Character design in graphic design

The text is I, I, I m, I m, I m, I m, I m, I m, I m, I m, I m, I m, I m, I m, I m.

In the modern design field where computers are popular, a large part of the work of character design is done by computers instead of human brains (many graphic design softwares have the guidance of making artistic Chinese characters and provide dozens of ready-made fonts). However, the audience of design works is always the human brain, not the computer. So in some aspects that need to involve people's thinking, computers can never replace the human brain, such as creativity and aesthetics.

Here, I want to talk about some principles of text design and some points that should be paid attention to in text combination in graphic design. Special reminder, this should be done by the human brain, and computers can't replace it.

First, the principle of text design

1. readability of text:

The main function of writing is to convey the author's intention and all kinds of information to the public in visual communication. To achieve this goal, we should consider the overall appeal effect of words and give people a clear visual impression. Therefore, the characters in the design should avoid complexity and confusion, make people easy to identify and understand, and avoid designing for the sake of design, forgetting that the fundamental purpose of text design is to better and effectively convey the author's intention and express the design theme and idea.

2. Give the text personality:

Character design should obey the style characteristics of the work. The design of characters can not be divorced from the style and characteristics of the whole work, let alone conflict, otherwise it will destroy the appealing effect of characters. Generally speaking, characters can be divided into the following categories: (1) dignified and beautiful. This type of fonts is beautiful and fresh, (2) elegant in style, and (3) gorgeous and noble. (4) strong and straight. The font is vigorous, (5) concise, (6) modern and (7) strong visual impact. (8) Deep and heavy. Regular fonts, (9) sense of weight, (10) solemn and dignified, (1 1) unshakable. (13) cheerful and brisk. The font is lively, (14) jumps brightly, (15) has a strong sense of rhythm and (16) gives people a sense of vitality. (17) vigorous and simple. This kind of font is simple and unpretentious, (18) full of ancient charm, and (19) can give people an experience of missing the lost time. (20) novel and unique. The shape of the font is wonderful, (2 1) is different from (22) is different from (23), (24) has outstanding personality, (25) gives people a unique impression and (26) is novel.

3. Visually, it should give people a sense of beauty:

In the process of visual communication, text, as one of the picture elements, has the function of conveying feelings, so it must have visual aesthetic feeling and give people a beautiful feeling. Good font design and clever text combination can make people feel happy and leave a good impression, thus obtaining a good psychological response. On the other hand, it makes people unhappy after reading it, which makes it difficult to produce aesthetic feeling visually, and even makes the audience refuse to watch it, which is bound to make it difficult to convey the author's intention and conception.

4. Design should be creative:

According to the requirements of the theme of the work, highlighting the individual color of text design and creating unique fonts give people a unique visual experience, which is conducive to expressing the author's design intention. When designing, we should explore the morphological characteristics and combination of characters, constantly revise and ponder, and create personalized characters, so that their external forms and design styles can arouse people's aesthetic pleasure.

Combination of words

The success of font design lies not only in the writing of the font itself, but also in the proper arrangement and combination of its application. If the words in a work are improperly arranged, crowded and disorderly, and lack the order of line of sight flow, it will not only affect the aesthetic feeling of the font itself, but also be unfavorable for the audience to read effectively, and it is difficult to produce good visual communication effect. To achieve a good layout effect, the key is to find out the internal relationship between different fonts and combine their different opposing factors harmoniously, so as to maintain their individual characteristics and achieve a sense of overall coordination. In order to create a distinct contrast visual effect, we can choose the contrast factors from the aspects of style, size, direction and brightness.

However, to achieve the unity of the overall combination, it is necessary to select and coordinate the same factors from the aspects of style, size, direction and brightness. If the factors of contrast and coordination are used appropriately to meet the needs of expressing the theme, we can realize the combination of words with visual aesthetic value while comparing and coordinating. In the combination of words, we should pay attention to the following aspects: 1. The purpose of people's reading habits is to enhance their visual communication function, endow them with aesthetic feeling and induce people's interest in reading. Therefore, the combination mode needs to conform to the order of people's psychological feelings.

Below, list the general reading order of people.

1. In the horizontal direction, people's eyes generally flow from left to right; In the vertical direction, the line of sight generally flows from top to bottom; When the slope is greater than 45 degrees, the line of sight is from top to bottom; When it is less than 45 degrees, the line of sight flows from bottom to top.

2. Fonts with different shape features have different visual trends. For example, flat characters have a sense of left and right flow, long characters have a sense of up and down flow, and oblique characters have a sense of forward or oblique flow. Therefore, when combining, we should fully consider the differences of visual trends of different fonts and carry out different combination processing. For example, flat characters are suitable for horizontal arrangement and combination, long characters are suitable for vertical combination, and italics are suitable for horizontal or oblique arrangement. Rational use of the visual trend of words is conducive to highlighting the theme of design and guiding the audience's line of sight to flow according to priorities.

3. Have a design tone. For works, each work has its own unique style. Under this premise, the combination of different fonts in the layout of a work must have a style tendency that conforms to the style of the whole work, forming an overall artistic conception and emotional tendency. It is impossible for all kinds of characters to have their own styles and go their own way. The overall tone should be overall coordination and local contrast, with flexible changes in unity, thus producing a harmonious effect of contrast. In this way, the whole work will have a visual aesthetic feeling, which is in line with people's appreciation psychology. In addition to achieving the design tone by unifying the personality of the characters, it can also form the unified tone of the characters from the direction, as well as the psychological feeling of color to achieve the effect of unified tone, and so on.

4. Pay attention to the application of negative spaces in text combination. Negative space refers to the blank space outside the picture space occupied by the font itself, that is, the space between words and blank areas around words. The combination of words depends largely on the proper use of negative space. The spacing between words should be larger than the spacing between words, otherwise it is difficult for the audience to read in a certain direction and order. The space of different types of characters should be properly concentrated and separated by spaces. In order to highlight the morphological characteristics of different parts of the font, it is necessary to leave appropriate blanks and concentrate on classification.

In the layout with pictures, the combination of words should be relatively concentrated. If the image is the main appeal element, then the text should be arranged in an appropriate position compactly, not excessively changeable and scattered, so as to avoid the confusion of line of sight flow caused by unclear theme. Creativity is the embodiment of the designer's thinking level and an important criterion for evaluating the quality of a design work. In the field of modern design, all the production procedures are completed by computers, so that squid can be thrown into the grave and vinegar can be seen.

Symbol pattern design

In the identification system, in addition to corporate logo, standard text and corporate modeling, adaptive symbols are often used.

Symbolic pattern, also known as decorative lace, is the extension and development of visual identity design elements, and maintains the relationship between subject and object, supplementing and setting off signs, standard fonts and standard colors. It is an auxiliary symbol in design elements, which is mainly suitable for decorative pictures of various publicity media to enhance the appeal of corporate image. Visual recognition design is more meaningful, more complete and more recognizable.

Generally speaking, symbol patterns have the following characteristics:

1. can contrast the appeal of the image, and make the meaning of the logo and standard font more complete and easy to identify.

2. It can increase the adaptability of design elements and make all design elements more expressive.

3. It can strengthen the visual impact, make the picture effect infectious, and create the visual induction effect to the maximum extent.

However, not all enterprise identification systems can develop ideal symbolic patterns. Some signs and standard fonts already have a picture effect, so symbolic patterns lose their positive significance. In this case, it is more ideal to enrich the visual image with standard colors.

Generally speaking, signs and standard fonts appear in a complete form when using elements for design and expression, and their patterns should be allowed to overlap to ensure their clarity, but the application effect of symbol patterns should be clear, instead of symbol patterns appearing in all pictures.

The symbolic design of Mitsui Bank in Japan was very successful. The whole set of patterns comes from the extension of logo pattern, and the corresponding regulations are used for the application effect. Large-area pictures use a complete set of patterns, and small-area pictures use a unit pattern. The planned symbol pattern is very convenient to use, which is beneficial to strengthen the recognition effect of visual images.

Symbolic patterns are designed to meet the needs of various publicity media. However, there are many kinds of application design projects and the screen size is changeable. This requires that the design of symbol pattern is an elastic symbol, which can be adjusted and changed appropriately with different media or layout area, rather than a fixed pattern.

Enterprise logo design

Corporate logo is a unified standard visual symbol with simple shape and clear meaning, which conveys elements such as business philosophy, corporate culture, business content, corporate scale, product characteristics and so on to the public, so that they can recognize and recognize corporate patterns and characters.

The corporate logo represents the whole enterprise. For enterprises that produce and sell commodities, it refers to the trademark patterns of commodities.

Enterprise logo has abstract, concrete and unpatterned font logo.

Corporate logo is the core of visual image, which constitutes the basic characteristics of corporate image and reflects the internal quality of the enterprise. Corporate logo is not only the leading force to mobilize all visual elements, but also the center to integrate all visual elements, and it is also the representative of the public's brand identity. Therefore, corporate logo design is of great significance in the design of the whole visual identification system.

Enterprise logo has the following characteristics:

(1) identifiability

Recognition is the basic function of corporate logo. It is a "sharp weapon" for modern enterprises to distinguish discrimination against their own enterprises and their products with the help of unique signs. Therefore, through the overall planning and design of visual symbols, it must have a unique personality and strong impact. In CI design, logo is the design element with the most information transmission function in enterprise visual cognition and recognition.

(2) Leadership

Corporate logo is the core of corporate visual communication elements, and it is also the leading force of corporate information communication. The dominant position of logo is the concentrated expression of business philosophy and business activities of enterprises, which runs through and is applied to all related activities of enterprises. It is not only authoritative, but also reflected in the integration and diversity of visual elements, and other visual elements are centered on logo composition as a whole.

(3) Identity

Logo represents the business philosophy, cultural characteristics, scale, business content and characteristics of an enterprise, so it is a concrete symbol of enterprise spirit. Therefore, it can be said that the public's recognition of the logo is equal to the recognition of the enterprise. Only when the business content or actual state of an enterprise is consistent with the external symbol-enterprise logo, can it be unanimously recognized by the public.

(4) Modeling

The themes and forms of corporate logo design are rich and colorful, such as Chinese and foreign fonts, angular patterns, patterns, abstract symbols and geometric figures in Chinese and foreign fonts. Therefore, the logo modeling changes are particularly lively and vivid. The quality of logo graphics not only determines the effectiveness of logo to convey enterprise situation, but also affects consumers' confidence in product quality and recognition of enterprise image.

(5) Extensibility

Corporate logo is the most widely used and frequently appeared visual communication element, which must be widely used in various media. According to different printing methods, manufacturing processes, material textures and application projects, logo graphics should adopt a variety of corresponding and malleable variant designs to produce appropriate and appropriate effects and performances.

(6) Systematization

Once the enterprise logo is determined, it should be refined, including the combination of logo and other basic design elements. The purpose is to plan the application of future signs and realize systematic, standardized and standardized scientific management. So as to improve the efficiency of design work and maintain a certain design level. In addition, when the visual structure is diversified, all related enterprises can be unified with powerful signs, and different colors, the same shape and different patterns or the same logo patterns can be adopted to strengthen the systematic spirit of related enterprises.

(7) the times.

Facing the rapid development of society, changes in life and ideology, and constant market competition, modern enterprises must have distinctive characteristics of the times. In particular, many time-honored enterprises need to re-examine and improve the existing logo image, and adopt a fresh, concise, clear and easy-to-remember design form on the basis of retaining the time-honored image, so that the logo of the enterprise has distinct characteristics of the times. Usually, the renewal of logo image takes ten years as a cycle, which represents the spirit of innovation, innovation and Excellence, and avoids the increasingly rigid and outdated corporate image.

Corporate logo design is not only a pattern design, but also a symbol with commercial value and artistic appreciation value. Logo pattern is the summary of visual art. Designers should use their own aesthetic way to describe and express with vivid and concrete perceptual images, so as to deepen the theme of the logo and achieve the purpose of accurately conveying enterprise information.

The difficulty of enterprise logo design lies in how to accurately transform the concept of image into visual image, rather than simply what it looks like or represents. That is to say, we should have novel and unique creativity, express the personality characteristics of enterprises and express them in visual art language.

The design of excellent corporate logo should consider injecting profound thoughts and ideas into the enterprise, so as to convey a distinctive and unique excellent corporate image and achieve the purpose of differentiation strategy.

With the acceleration of commercial information transmission and scientific and cultural exchanges, all communication behaviors are extremely efficient. The characteristics of visual communication, like commercial symbols, are developing in the same direction, that is, simplicity and consensus are required, while aesthetics, generosity and individuality are emphasized. Corporate logo design is no exception.

Creative thinking method

James young, an American advertising professor, believes that "creativity is not only the generation of inspiration, but also the result of thinking." He listed two principles of creative thinking:

(1) Creativity is a combination of existing factors. Take kaleidoscope as an example. After the kaleidoscope rotates, the glass sheet in the cylinder can present many patterns. The more pieces of glass in the cylinder, the more patterns are presented. The creation of creativity is also the same principle.

(2) Creativity is to guide existing factors to develop and create a new fact-for example, by changing the order of words and phrases in the title, a new fact can be generated and more effective advertising effects can be exerted. As for the law of thinking process, it can be divided into the following five stages: A. Preparation period-study the collected materials and stimulate new ideas on the basis of old experience. Materials are divided into general materials and special materials. The so-called special materials refer to the relevant materials collected specifically for an advertising campaign. B. incubation period-during the incubation period, the collected data are chewed and digested, so that consciousness can develop freely and combine consciously or unconsciously. Because all ideas are accidental and suddenly discovered. C. Enlightenment-Most psychologists believe that image is the source of inspiration. So this stage is in the development and combination of consciousness, producing all kinds of creativity. D. validation period-review and modify the generated ideas to make them more perfect. E. formative period-concretizing creativity with words or graphics. There is no clear standard for the stages of thinking about creativity, and sometimes these stages overlap or even reverse.

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