The Rheological Typeface Design In Brand Image Development Background

Brands such as people, must have its own personality, otherwise, would be difficult to catch the consumer’s attention. Brand is not only external symbols, and also including the values and culture of the company.It is a high degree of perfection of form and content of unity. In modern marketing and advertising, good brand should have a unique pattern, color, shape content but also have complementary typography design with the brands,that font constraints to strictly regulate the long-term maintenance, in order to make consumer keep memories. Simple induction, perfect digestion enterprise’s content, to convey the spirit of the brand, is the font designed to promote the brand in the role.While the brand font design is a constantly changed with the times, a dynamic process, can be said that this process is a miniature of the history of the brand. In this miniature history of the brand, we can witness the advent of an era and the end of a country’s economic strength, prosperity and decline, the rise of a design style and disappeared, a popular brand and outdated.In this paper, the dimensions of brand image promotion under the logo font design is not just a single font design, or by one single set of words or letters of text characters and brand design specifications. Limit the scope of this paper will examine the class in the text to promote brand identity and brand image dimensions under the brand standard font, the font through the Text class brand design examples, a comparative study of different cultures in the context of East-West rheological font design. And summed up the brand image in the contemporary font design play in the development of the positive impact and future trends in the hope that the design process of branding fonts designed to provide visual identity reference value.