Although in recent years, there are more and more Jeremy Levin font logos and graphic combination type logos, but the direction logo design of graphic and text types is still the mainstream. I feel that this kind of logo is higher than the first two kinds of difficulties, because graphic and text type logo design graphics and fonts, but also make logo graphics and standard characters very harmonious together. In fact, these logos are in this respect Not good enough.

　　假设你设计了一个好的Logo图形，你怎么能合理地设计出基于它的标准字符呢?以下是一些建议:

　　If you have designed a good logo graphic, how can you reasonably design standard characters based on it? Here are some suggestions:

　　01. 如何选择字体类型?

　　01. How to select font type?

　　可以作为标志的字体标准字符很多，如黑体字，宋体，正体，下属，跑步等，风格也很多，如优雅，大胆，端庄，休闲，卡通，文学等。那么我们需要哪种字体呢?

　　There are a lot of standard characters that can be used as symbols, such as bold type, song style, formal type, subordinates, running, etc., and many styles, such as elegant, bold, dignified, leisure, cartoon, literature, etc. So what font do we need?

　　首先，我们要根据品牌所属的行业来确定大致的方向。一般来说，互联网行业和科技行业比较适合用黑体字(sans serif)作为标准字。

　　First, we need to determine the general direction according to the industry to which the brand belongs. Generally speaking, the Internet industry and technology industry are more suitable to use sans serif as the standard word.

　　标志图形很漂亮，为什么要用文字粘贴?

　　The logo is very beautiful. Why paste it with text?

　　如果标志中有中国元素或复古元素，那么标准汉字可以是宋体、正体、书法等。

　　If there are Chinese elements or retro elements in the logo, the standard Chinese characters can be song style, orthodox style, calligraphy, etc.

　　当地的产品和食品行业标志的标准字符常用手写和宋体。

　　The standard characters of local product and food industry logo are usually handwritten and in Song typeface.

　　仅仅有大概的方向是不够的，因为选择太多了，我们需要进一步缩小选择范围，这就需要观察图形的特征。让我们来看一些例子:

　　It is not enough to have only a general direction, because there are too many choices, we need to further narrow the selection range, which requires observing the characteristics of the graphics. Let's look at some examples:

　　由于方圆集团的标志是菱形和圆形的结合，所以字体在半径上也结合了这个特点，文字的轮廓有直线和直角，但在内部做了一点圆角。

　　As the logo of the square circle group is the combination of diamond and circle, so the font also combines this feature on the radius. The outline of the text has straight lines and right angles, but a little round in the interior.

　　02采取什么中风治疗方法?

　　02 what treatment for stroke?

　　如果Logo是一个只有直线没有曲线的几何图形，那么标准汉字的笔画也应该是尖角和直线吗?事实上，这样做的例子非常少，因为这样的言辞是如此的强硬和尖锐，几乎没有人希望他们的品牌给别人这样的感觉。当然，过于丰富的字体和衬线体也不行。

　　If logo is a geometric figure with only straight lines and no curves, should the strokes of standard Chinese characters be sharp corners and straight lines? In fact, there are very few examples of this, because such words are so tough and sharp, few people want their brands to give others such a feeling. Of course, too many fonts and serifs are not good.

　　上面的标志图形是直尺几何色块,但标准词中风或多或少会有些曲线,如果这个词池经典黑体和无衬线会发现上面的标准供参考词汇和没有做太多的改变,仍然保留原来的曲线,水平平面垂直,详细和右拐角处,就进一步简化。

　　The logo above is the geometric color block of ruler, but the standard word stroke will have some curves more or less. If the classic bold and sans serif of this word pool will find that the above standard words for reference do not make too many changes, but still keep the original curve, the horizontal plane is vertical, the details and the right corner, it will be further simplified.

　　如果标志图形是曲线图形，那么标准字符的笔画可以适当添加一些圆角。如果是女性或儿童品牌，圆角可以多一点，角度可以大一点。对于男性品牌或科技品牌来说，圆角和小角较少。

　　If the sign shape is a curve shape, the strokes of standard characters can add some fillets appropriately. If it's a female or children's brand, it can have more rounded corners and a larger angle. For male brands or technology brands, there are fewer fillets and small corners.

　　也有一些标准的文字设计会故意打破一些笔划，使其更具有设计和特色，一般是因为Logo图形有类似的效果。

　　There are also some standard text designs that deliberately break some strokes to make them more design and feature, generally because logo graphics have similar effects.

　　03. 笔划的厚度是多少?

　　03. What is the thickness of the stroke?

　　笔画的粗细也取决于品牌的行业属性和图形。如果是重工业和建筑业的标志，标准字的笔画要粗一些。

　　The thickness of strokes also depends on the brand's industry attributes and graphics. If it is a sign of heavy industry and construction industry, the strokes of standard characters should be thicker.

　　而如果是护肤品、化妆品、服装、保健品行业的品牌，那么字体的笔画可以比较细。

　　And if it is a brand of skin care products, cosmetics, clothing, health care products industry, then the strokes of the font can be relatively fine.

　　另外，字体的笔画粗细也要根据图形设计。如果标志图形是等线性的，那么标准字符通常使用等线性体。至于笔画的粗细，也要与图形相呼应。

　　In addition, the stroke thickness of the font should also be designed according to the graphics. If the glyph is equilinear, then standard characters usually use equilinear. As for the thickness of the strokes, they should also correspond to the figures.

　　你可能已经注意到，许多标志的标准字符结合了宋体和粗体的特点，即去掉了宋体的衬线，但保留了宋体的水平、细、竖、粗的效果。这种字体比宋体更现代、更简洁，比粗体更丰富、更典雅。而横竖的笔画比例也会影响字体的效果和气质，大的差别会更细腻，小的差别会更现代，容易掉到地上。

　　You may have noticed that many standard characters of the logo combine the features of Song typeface and bold typeface, that is, the serif of Song typeface is removed, but the horizontal, thin, vertical and thick effects of Song typeface are retained. This kind of font is more modern and concise than Song typeface, and richer and more elegant than bold typeface. And the proportion of horizontal and vertical strokes will also affect the effect and temperament of the font, the big difference will be more delicate, the small difference will be more modern, easy to fall to the ground.

　　04. 如何设置文本长宽比?

　　04. How to set the text aspect ratio?

　　除了字体的类型、风格和笔画外，字体的长宽比也与图形密切相关。如果图形的轮廓趋向于正方形或圆形，那么文本(中文)的高宽比通常接近1:1。

　　In addition to the type, style and stroke of the font, the aspect ratio of the font is also closely related to the graphics. If the outline of the figure tends to be square or circular, the aspect ratio of the text (in Chinese) is usually close to 1:1.

　　如果图形又高又薄，那么文本不应该太粗，但是，为了平衡，不要拉伸文本太薄。

　　If the graphics are tall and thin, the text should not be too thick, but for balance, do not stretch the text too thin.