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汉字是中国特有的文化元素,是一种象形文字。想要突出中国品牌特性,提高品牌识别度,做好品牌的汉字标志的设计是非常重要的,汉字标志的个性化特点使其在标志设计中散发着独特的魅力,这也是中国品牌的重要符号和象征之一。为了国际化而完全把标志变为英文的方法是不可取的,失去个性的设计也就失去了它的存在价值。在海外品牌进军中国市场,中国品牌也将走向国际市场的竞争局面下,中国品牌字体设计不能摒弃汉字,全盘西化,应该在保留民族特征的基础上广泛地融合世界艺术文化,在满足人们的审美需求的同时,在感情和设计上唤起消费者的共鸣和民族自豪感,进一步准确传递品牌情感,提升品牌的认知度和美誉度。这既是品牌字体设计的目的,更是有效传递品牌特质的基础,这也是汉字设计“新象形”功能的体现。
Chinese characters are unique to China’s cultural elements, is a hieroglyph. Want to highlight the characteristics of Chinese brands, improve brand recognition, good brand logo design is very important Chinese characters, personalized logo features make it in the logo design exudes a unique charm, which is also an important symbol of the Chinese brand And one of the symbols. It is not advisable to completely change the emblem to English in order to internationalize, and the loss of individuality will lose its existence value. Under the competition of overseas brands entering the Chinese market and Chinese brands going to the international market, the Chinese brand font design can not abandon the Chinese characters and completely westernize. It should integrate the world art and culture extensively on the basis of preserving national characteristics and meet the needs of people’s aesthetic In the meantime, it resonates with consumers and resonates with national pride in terms of feelings and design, further accurately conveying brand sentiment and enhancing brand awareness and reputation. This is not only the purpose of the brand font design, but also the basis for the effective delivery of brand identity, which is also the embodiment of the Chinese character design “new pictographic” function.