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Optimum Type: Custom Typography Design and Application

Wang Shaoqiang
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      FORMAT: Hardback

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      When we read, our brain is decoding a series of abstract symbols and synthesizing the results into complex ideas. Really, then, we see before we read. We recognize the character of a word before we ascertain its meaning. A tailor-made creative type takes advantage of this effect to visualize a specific brand, deliver its image and message and make it stand out among the crowd. To create an optimum type, a designer must understand the brand's philosophy, communicate with the client, feel with his empathy, and achieve a perfect solution with his professional skills. This publication features over a hundred custom types created by designers and agencies within diverse cultural contexts. Readers of this book will learn lessons from these creatives' work processes and be inspired to design types that satisfy their clients and wow their viewers.
      Format: Hardback CONTRIBUTORS: Wang Shaoqiang EAN: 9788417656249 COUNTRY: Spain PAGES: WEIGHT: 0 g HEIGHT: 285 cm
      PUBLISHED BY: Hoaki DATE PUBLISHED: 2020-08-10 CITY: GENRE: DESIGN / Book, DESIGN / Graphic Arts / Typography WIDTH: 210 cm SPINE:

      Book Themes:

      Typography and lettering

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      Wang Shaoqiang is a professor at the Guangzhou Academy of Fine Arts (China) and Doctoral Supervisor at the College of Arts and Humanities of the Macau University of Science and Technology. He is a prolific editor whose titles focus on design, art and life. He is also the editor of Design 360° magazine and Asia-Pacific Design yearbook. He has been invited to lecture at numerous universities, design academies and organizations, and he has been a jury member for China's most prestigious design and illustration awards.
      When we read, our brain is decoding a series of abstract symbols and synthesizing the results into complex ideas. Really, then, we see before we read. We recognize the character of a word before we ascertain its meaning. A tailor-made creative type takes advantage of this effect to visualize a specific brand, deliver its image and message and make it stand out among the crowd. To create an optimum type, a designer must understand the brand's philosophy, communicate with the client, feel with his empathy, and achieve a perfect solution with his professional skills. This publication features over a hundred custom types created by designers and agencies within diverse cultural contexts. Readers of this book will learn lessons from these creatives' work processes and be inspired to design types that satisfy their clients and wow their viewers.
      Format: Hardback CONTRIBUTORS: Wang Shaoqiang EAN: 9788417656249 COUNTRY: Spain PAGES: WEIGHT: 0 g HEIGHT: 285 cm
      PUBLISHED BY: Hoaki DATE PUBLISHED: 2020-08-10 CITY: GENRE: DESIGN / Book, DESIGN / Graphic Arts / Typography WIDTH: 210 cm SPINE:

      Book Themes:

      Typography and lettering

      Customer Reviews

      Be the first to write a review
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      Wang Shaoqiang is a professor at the Guangzhou Academy of Fine Arts (China) and Doctoral Supervisor at the College of Arts and Humanities of the Macau University of Science and Technology. He is a prolific editor whose titles focus on design, art and life. He is also the editor of Design 360° magazine and Asia-Pacific Design yearbook. He has been invited to lecture at numerous universities, design academies and organizations, and he has been a jury member for China's most prestigious design and illustration awards.

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