在平面设计行业的每一个分支中,但凡有经验的人,都明白,字体设计,是必不可少的,是极为关键的。
  In every branch of graphic design industry, but all experienced people understand that font design is essential and critical.
  我们化繁为简,举几个例子。
  Let's turn complexity into simplicity, for example.
  在带有图形的logo设计中,很多朋友会设计图形,但并不擅长设计字体,而字体却恰恰不能忽略。如果你设计好了图形,但字体设计却无能为力,这是一件很尴尬的事情,比如这个:
  In logo design with graphics, many friends can design graphics, but they are not good at designing fonts, and fonts can not be ignored. It's embarrassing if you design graphics, but you can't do anything about font design, like this:
  中英文是经过细致设计的,能够与图形相辅相成,共同组成了统一协调的画面,而下图,中文也经过设计,但是字形结构与笔画细节有多处严重错误,也就没法与左侧的图形达成呼应,换句话说,糟糕的字体,可以毁掉你的设计。
  Chinese and English are carefully designed and can complement each other with graphics to form a unified and coordinated picture. The following picture is also designed in Chinese. However, there are many serious errors in the structure of the font and the details of the strokes, so it can not correspond with the left graphics. In other words, bad fonts can destroy your design.
  与上面的案例相对应,字体logo的盛行,已经成为logo设计的明显趋势,去除图形,以单纯的字体设计作为logo,已经成为更多企业和品牌的选择,因为在这个节奏逐渐加快的社会中,字体logo,相对于图形logo而言,更简洁,更直接,更容易被人识别和记忆。
  Corresponding to the above case, the popularity of font logo has become an obvious trend in logo design. Removing graphics and using simple font design as logo has become the choice of more enterprises and brands, because in this fast-paced society, font logo is simpler, more direct and easier to be recognized and remembered than graphic logo.
  前不久,知名奢侈品牌Burberry的logo升级,又是一次新的证明,不仅仅在是这样,国际上的设计趋势,也可见一斑:
  Not long ago, the logo upgrade of Burberry, a well-known luxury brand, was a new proof, not only in China, but also in the international design trend.
  巴宝莉的旧LOGO,大家都很熟悉,是一个骑着骏马,并披着铠甲的骑士形象。而新logo中,则完全删减了这一形象,字体也由衬线体,改成了非衬线体。
济南vi设计
  Burberry's old LOGO, which everyone knows very well, is a knight figure riding a horse and wearing armor. In the new logo, the image was completely deleted and the font was changed from serif to non-serif.
  虽然我们不能否认很多品牌是需要图形logo的,但大量的品牌升级,都朝向了简约、现代的方向发展,都果断放弃了之前的图形部分,用字体取而代之。因为,这样的升级,会带来更有效更便利的传播,也就会带来更长远的经济效益。
  Although we can not deny that many brands need graphical logo, but a large number of brand upgrades, are toward the direction of simplicity, modern development, have decisively abandoned the previous graphic part, replaced by fonts. Because such an upgrade will bring more effective and convenient dissemination, and will also bring more long-term economic benefits.
  我们身边的每一件商品,都离不开字体,字体,就像是空气一般,无处不在,与我们的生活息息相关,既然从事平面设计行业,那么,你更应该学会字体设计,因为,这会给你的设计工作带来极大的便利。
  Every commodity around us is inseparable from fonts, fonts, like air, everywhere, and closely related to our lives, since engaged in graphic design industry, then you should learn font design, because this will bring great convenience to your design work.

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