Research On The Brand Typeface Design Of The Chinese Character

In the turn of the century, different areas, nations, and races were all involved into the trend of globalization.Within the fierce competitions, many transnational enterprises began to put great efforts on the establishment of their own brands. Brands therefore became the key factor for the enterprise for winning the international market. In order to realize the greatest propagation effect and influence, brand typefaces, namely the typefaces exclusively designed for enterprises, including logotypes and standard fonts, have become one of the central area in the field of brand identity design.As a particular language of design, Chinese characters not only carry the function of information communication but also embrace the rich cultural and artistic connotations of China.However, instead of these beautiful Chinese characters, many Chinese designers tend to adopt Latin letters into their brand identity designs due to the dominant status of Western culture in nowadays age. How to realize a balance between the "nationality" and " internationality", "tradition" and "modernity" in the field of Chinese brand typefaces design istherefore a important problem that has to be solved urgently.The present study focuses on the brand typeface design of the Chinese character. From the perspective of design, with the intention to explore the value and potentiality of Chinese characters in the brand design field, the author investigates on the history, designing method, and evolution trends of the brand typeface design of the Chinese character. It is hoped that the study will benefits the relevant researches and practices as the result.