Songti is the most widely used font in the printing industry. According to the different shapes of characters, it can be divided into book songs and newspaper songs. Songti is a printing font, which originated from the Song Dynasty when block printing was popular. The font is square, the strokes are horizontal and vertical, the thickness is clear, the edges and corners are sharp, rigorous, neat and even, and the strokes are regular, which makes people feel comfortable and eye-catching when reading. In modern printing, it is mainly used for the text of books and periodicals or newspapers.
In the Song Dynasty, "culture and education were promoted while military affairs were suppressed", and culture showed unprecedented prosperity. In Song Dynasty, the printing and publishing industry entered the golden age, block printing flourished, the book engraving center developed rapidly, and movable type printing was invented. During the Yuan and Ming Dynasties, a large number of Song editions were engraved, and the Song style was established in the Ming Dynasty. Song style is easy to write and engrave, and the font is beautiful and dignified, which adapts to the requirements of industrialized operation of printing and publishing industry and becomes a witness to the perfection of culture in Song Dynasty.
The combination of China's calligraphy and block printing produced Song characters. Therefore, Song Zi not only has the charm of China's calligraphy, but also has the charm of block printing and woodcut. Printing is a variety of variant designs of standard characters made by enterprises on the premise of not destroying the original logo design concept and visual structure, according to the different manifestations of printing methods and the limitations of printing technology and production procedures, and fixed in a standardized form. For example, the expression and application specification of line thickness change, the expression and application specification of logo font, and the expression and application specification of wireframe hollow body, grid and line.
Print is actually a combination of the basic elements of standard characters and other basic elements. Because there are differences and technical problems in the production of standard characters when they are applied to various media such as plane printed matter, three-dimensional space objects, neon lights with special materials, cloth embroidery and so on. In the design of standard characters, variations are often used to enhance the conveying function of standard characters. In the process of printing design, we should pay attention to the following two aspects:
First, the design of printing should be based on the objective requirements of printing and production technology. Eye-catching and individuality can achieve vivid results. Commonly used variant designs include enlargement or reduction deformation, bottom-bottom exchange or black-and-white inversion deformation, font wireframe hollow body, point and line deformation, or design two-dimensional plane graphics into three-dimensional design.
Second, the design of printing should emphasize the integrity and collective effect of standard words. Standard words can be repeatedly combined, which can not only change the simple and independent effect of standard words, but also increase the visual communication effect through the repetition and reinforcement of visual elements. Printing can be used on wrapping paper, handbags and advertising posters, thus avoiding consumers' disgust caused by simple repetition of standardized words. In the overall design process of printed font set, we should grasp the modeling and arrangement characteristics of standard fonts, and emphasize the cooperation with other elements such as background, framing, stereo and projection to make it unique. At the same time, we should also pay attention to the dynamic expression of standardized characters, such as size, area, color and structural combination. The main function of printing is the recognition function that can be realized through the change of its form. Because of the different shapes of fonts, printers can give people different influences, thus realizing the spread of different enterprise identification systems. The font composed of thin lines is easily associated with fiber products, cosmetics, perfume, women's products and so on. The font composed of smooth line segments gives people the impression of food, candy, cake, soap, children's products and so on. And powerful fonts composed of straight lines and thick lines are easily associated with machinery, industrial products and tools. Through the change and standardization of different fonts, consumers and employees can form recognition and cognition of corporate logo.