Application Of Variable Fonts In Brand Vision System

In recent years,cases of domestic brand fonts emerge in an endless stream.Customized fonts highlight brand personality and empower brand value,and are recognized by more and more enterprises.At the same time,the emergence of variable fonts has shaken fonts.Domestic mobile phone manufacturers have released brand fonts in the form of variable fonts,which are also used as UI characters in mobile phone systems to improve users’ reading experience.This paper focuses on the current situation of Xicha brand characters and re-examines and re-constructs the role of customized fonts in brand image.In the context of the global outbreak of COVID-19,which has caused a huge impact on the entire economic environment,rejecting brand homogeneity is one of the means for enterprises to cope with competitive pressure,driving reflection and improvement of design practice;Combined with the theme of the customized fonts of Xi Cha brand in the context of new media,it analyzes the limitations of traditional fonts in the multi-media environment.Based on the relationship between xi Cha and Xi Xiaocha,insight into the design exploration of variable fonts in the brand extension case.On the premise of improving brand recognition brought by fonts,the relationship between variable font design and emotional design is analyzed from three levels of "instinct,behavior and reflection",and the emotional design advantages of variable font compared with traditional fonts are summarized.Combined with the actual case of Xicha brand font design,From the perspective of variable fonts,it responds to the emotional needs of customized fonts brought by brand homogenization,new media context and brand extension.In addition to analyzing the emotional advantages of variable fonts,it also analyzes the problems and prospects of new font forms in the future application from multiple perspectives,striving to objectively and comprehensively discuss the application of variable fonts in brand customized font design.The theoretical research and practical exploration of variable fonts have certain foresight in the current brand recognition system,and hope to provide beneficial reference and inspiration for the construction of Chinese brands in the new era.