Creative design of English alphabet graphics

The origin of the text has a long history, and the text reflects the trajectory of human evolution. The early writings were almost all hieroglyphs. They included the most primitive symbols of Eastern and Western times in ancient times. Take the East as an example. The first is the pictorial text. Afterwards, it is further developed into the Shang Dynasty and the Zhou Dynasty. The Western texts that appeared in the same period as Oracle were “cuneiform”. They were created by Sumerian in southern Mesopotamia. They were named because they were wedged in portraits and they were popular in Cuban, Assyria, and Persia. . Text not only conveys information through combination, but also uses specific meanings in the text fonts. Most of these meanings also continue the ancient graphic meaning. The oriental text is more complicated. It inherits more early pictographic patterns; Western texts, like Western culture, are straightforward and simple. English alphabet fonts are more of an abstract form. It does not have the complex meaning of oriental texts, but it shows the simple and abstract way of thinking of early humans. All the fonts come from the basic shapes of the natural world. For example, the letter "A" is a generalized type of scaffolding tool. Obviously, it comes from humans in the early years of labor; the letter "S" is the shape of a reptile such as a dragonfly or a snake; and if the letter "O" is also a natural thing These all convey the life, labor, and social ideology of the early primitive society. The advancement of history has led to the distortion of the text, and it has also given the text a different kind of function—a creative font. This was in the latter part of the industrial revolution. Because of the development of productivity, the original art system was refined and transformed. This period of time produced the art of design. Its pioneer was the German Bauhaus art. They broke the tradition and strived to innovate. The first thing that rushed in was the combination of text composition and text styling. Exaggerated, superimposed, and contrasted each letter of simple styling, it was given a new meaning and was stronger. Visual impact to achieve commercial sales. From the industrial revolution to the present, the design art system has been continuously improved. Due to the increasing frequency of commercial activities, the design art has become the same discipline as pure art. Font design is an indispensable part of it. At the same time, the development of internationalized commerce has made the simple English alphabet a popular fashion. How do we design it? On this issue, I have used an example of my own design and application as an example to briefly describe the graphical design of English letters. .

1 English alphabet design concept and purpose

What is font design? This concept is called “Lettering” in the West. The interpretation of this word is slightly different. It is commonly translated as “writing of words” in China. This kind of translation will bring about some misunderstandings, and it will make the reader think that it is a question of “how to write”, which often distort the meaning of the design. According to the "Commercial Languages" book, it is interpreted as follows: the design, writing, performance behavior or technique of various words, and the feelings of the expressed words. At present, the design community's interpretation of "Lettering" is mostly "text font creation", "text modeling", and "text design". There is no uniform terminology. In short, font design is to make the original font mutate, so that it produces a new shape, through such deformation, so that the original dull text produces a strong emotional color, and let this feeling to infect the consumer , so as to achieve the purpose of sales.

The Latin alphabet is represented by the Latin alphabet. The Latin alphabet is the Latin speaker's vocal sign. They first lived on the Italian peninsula. The Latins and the Sabinans jointly founded the Roman city. The Latin alphabet also followed the Roman Empire. Strong and expanding, spread throughout Europe and Southwest. Due to political colonial rule, religious commonalities, and the advantages of letter formation, the Latin word was accepted by the West. Latin fonts, because of the design convenience, can be described as thousands of fonts used and popular around the world, but through the design of various Latin variants, the sources of development and change can be cut into the Roman body, Gothic body, Cursive and unlined 4 western traditional fonts. Roman is elegant, dignified, and solemn and rational. This has the same meaning as the Song of Chinese character. The Gothic character is a Latin font that rose in Germany during the Renaissance. Its shape is very unique, like dancing ribbons, but There is no lack of dignity, there is no lack of dignity in the flowing; the cursive form was formed in France and Italy in the 16th century, emphasizing the speed of writing and ups and downs with the pen, the dragon fluttering dance, due to the fast writing speed, the font has a certain trend of slope; The trimmings were later formed than the above 3 fonts. Almost the same as the jewels (Egyptian bodies) appeared in the 18th and 19th centuries. The British called them black, and the Chinese characters are also in its influence. Born under. There are no decorative lines in the no-line body. Strokes are mainly based on the skeleton structure. They are concise, crisp, visually powerful, and have a sense of the times.

The following works are designed for a modern electronic product company. They use high-tech products as the main sales content. Therefore, the design ideas are concentrated on the science and technology. At the same time, there is no lack of modern flavor and must be different. According to the company's characteristics and requirements, first conduct market surveys and internal corporate surveys. Through market research, we found that more than 80% of electrical products use blue for the expression of technological meaning. Most of them are deformed using Chinese characters or English characters. In addition, there are useful mascots for signs, such as: Haier Electric; also useful Product appearance as a sign, such as Founder Computer, is to use the disk shape as a sign. At the same time, the company is mainly based on high-tech electronic computer designers. It is a typical technology company and its employees are all younger. In response to this situation, two sets of logo designs, three sets of business card designs, multiple sets of hall screen designs, and related poster designs were proposed. In this regard, logo design is the main discussion object.

Design Scheme 1: As shown in Figure 1. The program uses blue, red and black. Blue takes the meaning of technology and wisdom to show the company's main direction of operation and themes: In order to avoid the melancholy sentiment of blue, red is also used. It is a passionate, lively color that symbolizes not only A kind of youthful vitality also means the work passion of employees; in addition, black is a stable, noble color, indicating that the company's development is a long way to go. The English alphabet HYF as the design prototype. HYF is the initial letter of the company's Hanyu Pinyin Henyifeng, and it is accompanied by the words of HEYFENG in bold black (the company's original English words are not changed as required) and the words of “Heng Yu Feng Trading Co., Ltd.” on the black background. Words. The entire logo is a mixture of three letters of the HYF, and uses a certain amount of font linear changes to enhance the dynamic sense of speed, rhythm and science and technology. Design Plan 1 has a strong dynamic design, a novel form, and a distinctive modern sense. The design aims to give consumers a sense of vitality and modernity at a glance.

Design Option 2: As shown in Figure 2. The program also uses blue, red and black. Similarly, blue takes the sense of science and technology; red takes the meaning of being active and passionate; and black makes a pressure bottom, as a foil to the big blue HyF, which plays a role in highlighting large letters. The three-dimensional effect, with the triangle on the top of the letter Y as a cut-off angle, makes a similar flying red wing, a symbol of passion and motivation. In addition, Chinese characters marked with black and white characters are used as labels. This method of contrasting black and white enhances the credibility of the company's management. Uniform and eye-catching. The whole design is designed with dignity and stability, and the meaning of the theme is given in terms of different colors. At the same time, the heavy letters also give consumers honest and credible feelings. There is no lack of modernity in the entire design tradition.

(to be continued)