Study On Conversion Of Typeface In Localization Design Of International Brand Visual Identity

Nowadays the essence of corporate competition is the competition of brands.Therefore,the visual image of brand as a capsule laden with brand’s intangible assets,which represents the brand’s core value,contenting its concept and culture.In order to cope with brand expansion and brand globalization,the corporate should correspondingly develop brand’s internationalizing strategies to achieve its strategic transformation and brand market expansion by strengthening its brand adaptation.During this process,brand’s visual image also needs to reform and transform timely based on its strategies.Economic globalization leads to the global expansion of brands.However,with the localization of international brands,localized designing of brand visual image is clearly imperative.Thus the concept of ’international brands visual localization’ becomes increasingly noticed.Regarding this,the most challenging problems are,between the brand’s localized designs in two regions,brand’s unacclimatized situation and its visual image deviation due to excessive localization.Moreover,among the brand’s cross-ethnic cultural differences,especially the differences between language and text appear to be more elusive.Therefore it is necessary to study the text transformation of the international brands’ localization.At present,the font design as the consequential part of localization of the international brand vision,has not yet formed its principles and methods for systematic transformation.So from the perspectives of the localization of international brand design,this study focuses on the transformation of font design between Latin and Chinese characters.By using various research methods,including literature review,comparative observation and case analysis,it sorts out the logic and the cut-in point to brand’s cross-text transformation in order to conclude the specific transformative methods.It aims at solving several practical problems,for instance,how the brand’s text integrates into the local culture and lasts its primary visual identification,how to localize the transformation from its international brand vision,which perspectives should the brand’s text be correctly and effectively accepted or rejected from,and so forth.This study may provide a reference for the research of the localization of text design of the international brand image.