Logo special training camp Section IV importance of font design

Introduction

Concrete design Logo When , Common is the combination of graphics and text .

There are figures , Literal .

Let's start with font design , Font design is very important .

One 、 Discrimination and appreciation

Before formal study , Let's take a look at which brands Logo There are changes .

ad locum , Selected some words with relatively large changes Logo.

do Logo Design , You have to learn to distinguish what is good first Logo, Which are not good .

（1）

① Meituanyun ：

After the change, the fillet radian increases , More sleek . The original one is tough .“ cloud ” Itself is very soft .

This revision is very successful , Including the modification of the pattern , They run through each other .

② snow ：

The font beauty before the change is not enough , No sense of design . When changing the font after rounding , The font is not very thick , Fine words will appear delicate 、 Lithe .

Be careful ： To do a design , Don't add too much of your own ideas . Design should be more rational than emotional , Our design should conform to public aesthetics , Not a minority .

（2）

① Lily ：

Personally feel , Modified , Not as good-looking as before .

however , The modified one also has its highlights .

such as , The pattern is very similar to two little people ,“ network ” Your design is great , At first glance, it's love 、 Love and marriage .

Modify the previous font , It's handwriting , There will be limitations in practical applications . Recognition is also relatively poor .

From a market point of view , The one on the right is more popular .

② JD.COM ：

Before the change , It's a metal dog .

After the modification , It's a cartoon dog .

Now the audience , Many are young people . Although the grade is reduced , But after the modification , Be closer to citizens .

The brightness after modification is improved , Echo with cartoon dog .

Before modification “ JD.COM ”, Compress a little , I can't see clearly . After modification, it is more intuitive .

Brand memory has been deeply rooted in the hearts of the people , There is no need to pass JD.com To convey the website . So after the modification , Remove the URL , prominent “ JD.COM ” Two words .

（3）

①YouTube：

And above “ JD.COM ” The case is similar .

In the early , It's a “Tube” Put it inside a box , Will feel very suffocating .

It will also be limited , What are the limitations ？ Later, we will talk about the brand proposal and VI When , Then focus on .

And the modified , Take out the font , It is more widely used , No restrictions .

② barley

Modified font , It's sleek , There's even a pen . And pattern style .

The font is standard ：1、 The whole brand meaning 2、 Pattern shape features

（4）

① haidilao ：

At that time, the new Haidilao Logo It has been attacked by many designers , Too much pursuit of foreign simple style .

But I personally feel that , This Logo excellent .

“Hi” It can shorten the distance between people . Wrap it with a small bubble similar to talking to others “Hi”, There is a feeling of voice box .

“Hi” The letter of “i”, Designed as a small pepper , It looks very spicy , Related to hot pot .

New Logo The font of , Obviously, it has been designed , It's very fashionable 、 Simplicity .

②ofo：

The original height is relatively high , After modification, it is more Q 了 , And it's bold .

You can also find , The modified figure becomes thicker , The text became thinner .

“ yellow ” There is more space inside the word , If bold , It will look bulky , Recognition is not clear .

“ofo” Compressed , The sense of speed will also improve .

（5）

① Mr. li ：

Personally, I feel that the design was very unsuccessful .

This design , I really want to go abroad , There is a pizza hut style .

It does not retain the charm and style that the Chinese text should have .

But the left side is different ,“ First ” and “ raw ” Produce continuous writing , There is also the appearance of a spoon , Very pretty. .

② UNIFON ：

Early is a calligraphy style , Very Chinese , But there is no delicate feeling .

If the picture and text are combined , It's ok . But if you take it directly Logo Words , Lack of beauty .

Later, “ The royal ” Very design , excellent .

（6）

① Miaojie ：

obvious , The one on the right is more beautiful .

The font is designed with elegance , Very soft .

② Dada ：

Follow “ JD.COM ” The technique is similar .

The one on the right is more Q One o'clock , More easily accepted by people .

Two 、 case analysis

（1） The original Logo

（2） What happened

Brand background ： Is a company specializing in interior design , At present, it ranks among the top ten in Tianjin .

Let's take a look at this Logo.

There are several problems .

① First , These words are regular , One word Space area Should be consistent .

We use a light colored box , take “ deep ” Word package . Then copy it to other words . Find out ,“ white ” The right is short ,“ meter ” A horizontal length .

② The thickness of the lines is not consistent .

For each word thickness 、 depth There should be consistency ！！！

But this is visually inconsistent .

③ The size relationship between the same stroke structures 、 Location relationship 、 The balance relationship should be consistent .

But this , Let's take a look , The width is obviously not consistent .

Between the same stroke structures , We must ensure their unity .

How to embody unity ？1、 shape ： tilt 、 Horizontal line 、 Round corners 2、 Location 3、 Balance the relationship

④ The design is unreasonable

On the right “ meter ” The disconnection of is unreasonable .

“ set up ” It can be disconnected , Because there is a slash connecting it on the right .

and “ meter ” There is no connection .

This is called blind unification .

therefore “ meter ” Sinister “ said ” The vertical lines should be parallel , There is no reason to disconnect .

⑤ Current text , We need to consider its unity .

stay “ set up ” This place , We can see an obvious change , It's an inclined structure as shown in the figure below .

In other fonts , I haven't found too many such changes .

“ deep ” Inclined structure in structure , It's also such a change . But not enough .

If in the design text , There is a character that changes greatly , But other words have no change in the range , The whole is very inconsistent .

（3） Problem solving

Now, after solving the above problems one by one , We get such a draft ：

Compare the two figures , We can see more clearly ：

① Word space inconsistency has been solved .

In the draft drawing , You can see my grid with gray squares as the background , Every word is consistent .

② The problem of inconsistent thickness has been solved .

In the draft drawing , The thickness of each stroke is consistent .

③ The inconsistency of the same stroke structure has been solved .

In the draft drawing , The same stroke structure is consistent .

④ The problem of unreasonable design has been solved .

In the draft drawing , take “ meter ” Of “ said ” That vertical line merged .

⑤ The problem of inconsistent words has been solved .

In the draft drawing , We can see ,“ set up ” The slash of has also been greatly changed in other places .

The stroke structure is more unified .

（4） summary

When designing fonts , Don't add too much to your thoughts .

such as , I feel disconnected here , Merge, merge . It's too subjective , Not objective .

Font design , We need to pay attention to every structural change and the unity of words .

（5） Graphic design

Because the text itself is relatively thin , Considering its practical application , You can add fonts of different thicknesses .

It is convenient for them to use flexibly .

Last , These fonts are too commercial , Artistry is not so strong , There is no very elegant artistic sense .

therefore , You can also design a graphic , Adopt the method of combining graphics .

Some friends may not see the meaning of this figure .

Let's take it apart and see . Last interview “ deep ”, Here is “ white ”.

Close together , Like a CAD Interior layout .

This figure has the same merit . Both “ Dark white ” In itself , And reflect brand characteristics .

Customers also require yellow and black colors , I hope the contrast is bigger .

therefore , After adding colors , You get the basic effect ：

Look at different renderings ：

Why should there be a white in the pattern ？

Do you feel more jumping with white , It's flat without adding .

This white is the whole Logo The finishing touch . The position is exactly the font “ white ” The place of , Follow “ white ” Echo .

And use white , Not pure white , A little gray , Here's the picture .

Because the brand is “ Dark white ”, instead of “ Pure white ”. Pure white will be particularly dazzling .

（6） The proposal

finish Logo, Give some proposals .

Such as engineering manual ：

Wait, these effects ：

3、 ... and 、 Three principles of font design

（1） The meaning of the word is clear

After finish , Others should know what you are doing .

（2） Easy to identify

If it is not easy to identify , That is a very failed Logo.

（3） Rhythm coordination

The font 、 Maintain unity in style .