Let's start with simple examples of how different firms approach to addressing the maintenance of a unified corporate identity and the situations in which, in this connection, enter the domestic firms and representative offices of foreign companies in Russia. First I would like to mention the Savings Bank of Russian Federation, which uses a well-recognized by all our citizens of the font. ITC Benguiat. (named by the name of the author). The words ...
For a long time Sberbank has used illegal Russified version of the font. Under the ... A ' local designers ' dorisovyvaet Cyrillic characters are not coordinating work with the owner of the original. Thus obtained the font gets widely pirated on the same disk. And some ad agency or design studio is developing a corporate style, paying no attention to the origin of the font. The font is proprietary and is used in the logo. Thus, to cause serious damage to the reputation the client, as though there is a technical possibility of replicating the fonts provided in computer format, it does not negate the need for compliance with the RF Law ... Burbank, after a while, found it necessary to check all the elements of corporate identity in compliance with copyrights. We had to do the following: first - to get the right to use the Latin part of the font, the second - in Russia Russify Latin, that is, a Cyrillic. And the third - to buy a license to install the font on a specific number (more than one hundred) machines for working in all branches.
The second example. U.S. firm Compaq ( one of the leaders of the computer world ), which has its corporate identity, ordered the officers of the Russian office to issue documentation in Russian, in accordance with a system of corporate identity. This system was part of the font. Thesis. (by. Lucas de Groot. Fairly well-known German designer). The company had no right to Latin. Cyrillic alphabet was created and was acquired by a simple license to use the Cyrillic alphabet for the publishing and production of technical documentation.
The third example. Volkswagen Group on billboards and in print advertising vehicle VW ( Audi does not ) use the font. Futuris Demi. In the western editions used the same font VAG Rounded ( Volkswagen's corporate font ) and Futura. You can compare the logs for the Western reader and Russia: the texts they typed with different fonts. Not finding similar to VAG Rounded Cyrillic font, the company has just removed it from advertising, but instead used the Futura closest equivalent - the font Futuris. Both actions are surprising, since the scale of advertising automotive company make any corporate font in order - a very real problem. As for the font Futura, then there are the official Cyrillic version of this headset firms 'ParaType'.
The first case is perhaps the most common and most serious. This is a large organization with a developed system of branches, with a fairly rigid requirements to the system of corporate identity. For the bank corporate identity plays a special role. The inscription ' Savings Bank of Russian Federation ' must be the same for all documents and all branches, both in Russia and abroad.
The second case is the transfer of proprietary documentation in other languages - more private but no less interesting. Pay attention to the fact that the passports of household appliances, released 3-5 years ago, has already been translated into Russian language (which may be 10 different languages ), all recruited units with different fonts: a Latin, Cyrillic another, and another group of languages - the third. If you take a date technical documentation for a solid company, the more often the entire document issued in a single format, typed single letters in all languages and has a uniform appearance. For a system of corporate identity is, of course, has a value of.
The third case is interesting as an example of an international advertising campaign network agencies. It is similar to the first and the second is massive, but the ' work ' at the time of a particular campaign. If a campaign is international in nature, it is important to preserve the visual aspects of the use in different countries for different languages , the same set of fonts. The company ' Mercedes ' this requirement is fulfilled throughout. All advertisements are laid out c using the same font, and in telephone directories and magazines. There are examples of corporate font transnational tobacco companies or firms trading in food. However, in most cases, the former Soviet Union branding in advertising campaigns is not observed. Models of advertising remain a slogan, logo and visuals, but unfortunately, the font selected by the criterion of ' like - not like ', suggesting a lack of training of Advertising Agencies. Such decisions should be taken by professionals, as each type corresponds to a particular style and direction in graphic design, and even a ' small' error can completely destroy the original idea of the original design. ' Specialists ', who believe that all fonts are the same, I remind you that all Europeans have the same expression of the Chinese people and is absolutely similar to each other.
When we talk about corporate style or corporate identity system, we mean a set of concepts. And the font is one of the components, along with the grid, corporate colors, logo. What challenges await us here? . The international advertising campaigns, as a rule, come to us from the West. In the West, commercial fonts ( for directories) more than 15 000. Moreover, Western firms is probably not wasting so much money on advertising and consultants. Very often they use fancy fonts, which appeared 2-3 years ago, and there are usually only in Latin. This is a big problem for our market. Not only because it is necessary to select the Cyrillic alphabet. In the Russian regions such advertising is in the national languages , and very often the problem of Belarusian, Ukrainian, Tatar, Kazakh language - is the problem of an advertising agency in Moscow. And we should pay attention to it. If you can not do ' in Latin ', we must try to find a close font. It is very important to see a specialist, professional.
For example, the font used in the campaign ' Ingosstrakh ', exists for the majority of Ukrainian and other languages. But during the campaign in Russia in general, local advertisers in Bashkortostan and Tatarstan are unlikely to pay attention to the fact that the font is. Futuris. Rather than. Helvetica. ,. Pragmatica. or. Arial. To this must draw the attention of the manager, making the contract. Contractor signature color, a set of photos, text, font, should be referred to one set. These requirements should be set appropriately for the entire chain of contracts.
There may be unexpected and purely utilitarian problem. If the font is changed to a similar, may simply not survive in the layout of phototypesetting. If you are replacing one another font, the text simply ' will slip ' (in the case of the ten characters), or will pereverstan (if a few sentences ). The other font a different width, the height of another character. And perhaps, if not the meaning is lost, then a plan, conceived by the designer, it can be broken.
Today, the advertising of consumer goods, automobiles, food, etc. Dr.. As a rule, try to avoid the typical fonts unless they are part of a trademark. Example - the same, rather neutral,. Futura. Volkswagen in advertising. A modern, constructivist, it was fashionable in the early '80s and is widely used in the present. Very often, Western advertising ( I pay attention to the fact that this is one of the criteria of high professionalism of the designer ) is made so that the font can be replaced by another with no loss of meaning and ideas designer. Well, would not be so nice. Yes, the professionals will notice. But it is quite possible. Type design can not carry meaning, if it is not tied to the image of time, design, style, etc. Dr..
There are disadvantages. They say that faceless international advertising, they do not ' punch '. But they are very professional, they are hard to mess up. It is convenient to advertise cars, tape, gum, drinks. For a system of corporate identity situation is the opposite - the font should be meaning. It is, above all, the annual reports and other documentation of banks, insurance companies, other financial institutions.
If you set a goal to achieve recognition of the company, creating a certain image in the documents: reports, letterhead, business cards, the most important principle - compliance measures. In ' serious ' documentation, if the font is also a function of the content, as a rule, use fonts that are associated with wealth, respectability, for example, the classic type fonts. Garamond. or. Baskerville. It's really solid fonts that you want to take my hat off. They are not simple to use and put forward additional requirements for the design of the whole. This requires the design of the project 's additional knowledge on the history and typography. But, perhaps more correct to use these fonts in the albums of art? . And if you have built Catherine Palace, then go to a wig and brocade. And if you have arrived at the modern sports car and you have a house of the Finnish materials, and the font is not better to take Catherine's era, and modern, a little aggressive, that does not prevent him from being fashionable and respectable. Most of the errors of modern print design is just due to a complete mismatch of the selected font character and content of the publication.
It is difficult to observe the entire line of corporate identity, including the interior of the premises and staff uniforms. Be kept in the style of all elements, including colors. Another example of architecture - with. Petersburg. Yellow buildings have a design of his time. Green - a. They do not repaint. If you built a house and painted it blue - do stucco. And if the style of your house a more constructivist, or you want to Smolny - paint the house yellow. Probably do not need to adjust the entire corporate identity for the building in which you work, but keep in mind the simple rule is necessary. It is very strange font looks modern style (the first half of the 20th century ) at Catherine's house. If it is a sign ' inn ' or ' beer ', then this can still be put up, but if the name of the bank or representative of some western companies - it raises a smile. In addition, advertising is often used in the view of the main office. And the style of advertising, in this case should correspond to the main entrance. Signs - Architecture Entrance.
You do not need to be a professor or the teaching of graphic design books to understand: the font, if it is used in outdoor advertising - is as much a part of the environment, as well as the architecture. If it is used on paper, it is the same equitable element as all the rest that is placed on the same page. If you remember this and try to bring all components into line, then line up the style itself. If it does not fit, or something does not work, then something needs to change. As a rule, the font is easier to change than anything else. If you already have a picture of President in knightly armor, there is nothing it can do about it ( both literally and figuratively ). Or if you have already spent millions on reconstruction of the entrance to the original form. The font is usually less critical part of.
In the west corporate fonts are not only reputable companies, but also to government departments. Custom fonts have newspapers that are trying to identify themselves in the general field. For commerce is very important when a huge collapse of the newspaper you can immediately tell this or any other publication by title, recruitment, not being a specialist. By using a unique custom font as part of corporate identity, we have just come. An example of this - the Savings Bank. Many are asked to change a few letters of the font, the style became a trademark, and it can be identified.
There are good examples of how to work with fonts. Kommersant Daily ... The search was long enough. Subheadings are typed bold brand Free Set - analog font Frutiger ' living classic ' Adrian Frutiger typography. This is a modern outdoor grotesque, very good alternative to Helvetica. Although there are already new grotesques, he will remain current for another ten years to twenty. As the header font used. Swift. ( with heavy serif serif chopped, the author. Gerard Unger. ). Nowhere else in Kommersant Daily ... Now is a new version of the Swift, which will be copied and sold en masse to everyone.
Another, this time a glaring example of. A wonderful, timely action ' dollar sign '. In the selection committee was not a single type designer. Among the selected character is the letter ' b' of the headset. Lazurskii. Since the sign of the ruble - a font character ( like the dollar, the yen, the pound ), it turns out that the sign of a solid headset. Lazurskii. need to add all the fonts in circulation. It is clear that the sign of the ruble to be used together with the numbers. It will be drawn to the grotesque, serif, decorative font and must correspond with the sign of the yen, the dollar, the forint, florins, and others. Only one of the finalists marks made with a view of the foregoing, professional, designer, script-. The rest of ' treating physicians '.
Good reference books in Russian there is little, but there are dozens of English. You can and should become acquainted with them. But at the same time, the competent literate people who are professionally engaged in advertising, do not try to print their own film. They go to the imagesetter center and consult what should be the layout that it is technologically and well deduced on phototypesetting. They shall consult with representatives of printing presses, what should be the color to be printed, and he is well on coated paper, and a simple offset. The same thing with the font. Do not be afraid to consult. There are very good designers who understand this. There are just artists, type designers. There are teachers in the graphic arts institute. These people are a lot of. They are easy to find. Any professional designer polygraphist tell you that the design of the font - it is ' aerobatics '.
Copyright RIN 2002-2004.
Source: http://ifont. ru/n21-36. html.
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