What does a standard font design include?

Font design has many advantages in visual recognition system, such as elegant appearance, easy reading and recognition, and wide application. A standard font refers to a font specially designed to express a company's 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. (1) 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. (II) Decorative Font Design Decorative fonts have the advantages of being beautiful and elegant, easy to read and identify, and wide in application range in the visual recognition system. 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, increase or decrease the image of strokes, decoration and other methods to reconstruct fonts with rich imagination, which not only strengthens the characteristics of characters, but also enriches the connotation of standard fonts. At the same time, in the design process, not only the single glyph is required to be beautiful, but also the overall style is required to be harmonious and unified, and the concept connotation and readability are convenient for information dissemination. (3) English standard font design The design of enterprise names and brand standard fonts are generally 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; Third, 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. When the enterprise, company and brand are determined, before starting the standard font design, we must first investigate. The survey points 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.