Logo special training camp Section V font structure and common design techniques

One 、 Appreciation of font design cases

Font design is divided into ： Commercial design （ Considerable ） And artistic design （ subjective ）.

Look at some works ：

（1）

The left half ：“ Zhou black duck ” Great design , But pinyin is rubbish , Don't be rough or thin .

“ Listen to the rain in the future ” The left side is more objective , The right side is subjective .

In designing , First finish the basic modeling , And then add .

“ travel round the world ” Very design , It is very suitable for making business signs .

“ Phoenix ” It's also great , Use many concrete things to replace , Like Phoenix 、 Auspicious clouds .

however , We talked about a knowledge point before , When you want to use a concrete symbol to summarize a stroke , Make sure that the shape of the symbol is similar to the shape of the stroke .

This phoenix is obviously not .

The design of the right half , Add too much subjective emotion , The scope of application is very narrow .

Business design ： It can be used in the commercial field , And can be accepted by the public .

（2）

These fonts are beautifully designed .

We were in the last quarter “ Three principles of font design ” Speaking of a principle , It's called “ Rhythm coordination ”.

The shapes of these fonts are very harmonious .

For example, the edges of horizontal lines have small corners , And not only on the left , On the right, too .

There are small corners on the edge of the current horizontal line , It forms the unity of style on the font .

These words , The single area of each text is the same .

There is a small semicircle at the bottom of each vertical line .

This is called “ Unity ”.

When doing business design , Want to consider , Unity between words , That is, the unity between the edge strokes .

（3）

“ tea ” And “ beautiful ” There are small vertical lines on it , Although the angle is different , This design directly turns them into vertical lines .

however “ tea ” The upper two points run through , and “ beautiful ” There is no penetration .

Although they are all vertical lines , But it still retains the basic structure of the original strokes .

There is another change ,“ tea ” and " beautiful " There is one person , although “ beautiful ” It's the beginning of my career , But the big font structure is the same .

In design , Similar strokes or between the same strokes , Unity should be achieved .

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You can see , The vertical and horizontal lines of these three words are unified .

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Turn the horizontal line into a curved line , On the whole, it's very beautiful .

Two 、 Understand the structure of Chinese characters

（1） Stroke structure

Let's first understand the stroke structure of words ：

I usually know how to write , There are pen start and pen close .

Fall down and cry Start writing , End call Close the pen , In the middle Using pen , The turning point is called Folding pen .

General structural changes of strokes , Mainly based on pen operation .

Move the pen to the left , The pen must be on the left .

Pen movement is the skeleton line of the whole stroke .

（2） Word white

Text can be placed in a field word box , The rest is called Word white , Also called blank （ The white space in the font ）.

I choose different fonts on the left and right ,“ Word white ” It's also different .

On the left is the serif , On the right is sans serif .

White words more or less , Emotional expression is completely different .

We can see , The font on the right is thick , Less white words , This kind of words often have a strong sense of strength ; The disadvantage is that it's bulky . You can do some designs with a strong sense of strength . For example, XX Group 、 XX sports brand .

The font on the left is thin , There are many white words , Overall, it's light , It's delicate , soft ; The disadvantage is the lack of weight .

（3） Middle palace

Middle palace Generally, it refers to the one in the middle of the nine palaces （ It happens to be in the area of the text Center ）.

Generally, it describes whether the text structure is loose or compact , Will “ Middle palace ” As the standard .

“ Middle palace ” Location ：

for instance , The most common “ forever ”：

By measuring “ forever ” The position of Zhonggong's strokes , To analyze the strokes and shapes of the Chinese character .

Let's take another example “ well ”：

Compare the text details inside the middle Palace on the left with those on the right , There is not much .

There are more strokes in the middle Palace on the right , Call him “ Nakagi tightens ”.

Let's look at the picture above , You can find , The font area of Zhonggong relaxed and tightened is also different .

Zhonggong relaxation is literally big , Tighten the letter .

Let's take a look at a passage to experience .

You can see ,“ often ” When Zhonggong tightens , The whole font is tight ; The relaxed font is wider .

Zhonggong is compact ------> Loose .

Why should we convey the concept of Zhonggong ？

Compact words and relaxed words , The concepts conveyed are different .

If you want to be a big group 、 Big business , Just use Zhonggong's slightly relaxed font .

If you want to make that kind of delicate , Relatively soft , You can choose Zhonggong's slightly compact text .

（4） Zigu

Zigu It refers to the enclosed or semi enclosed space .

The space between strokes and the outer space is called “ Word white ”.

It's called word white on the outside , Inside the text is called word Valley .

What is the area of Zigu , It also determines the emotion of this text , Is it heavy or light .

Word Valley is less cumbersome , And the word valley will appear light .

（5） A word ring

A word ring Except for the enclosed space , Other areas are closely related to the text .（ I don't know , Look at the picture , Understand for yourself ）

The fewer word rings , The thicker the text , The larger the text area ; The more word rings , The lighter the text , The smaller the text area .

Word white includes word Valley, word ring and middle palace .

3、 ... and 、 Common techniques of font design

Here, let's first show you what each technique makes Logo The appearance of , Next class will put forward several ways to teach you how to practice , There's no need to worry .

（1） Rectangular lettering

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（2） Pen writing

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（3） Hand lettering

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