Chinese and Latin Font Matching Transform conference Asia-Pacific
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For many brands it is difficult to communicate across different cultures and across different writing systems. Chinese presents one of the biggest challenges to integrate into a brand’s tone of voice due to the vast number of characters.Dalton Maag has been working with its Taiwanese partners, Arphic Technology, to match Chinese fonts with their Latin cousins. This can involve creating a font from scratch, as was done for HP and Intel, or it may be about changing some structural elements in an existing Chinese script to match the design of the Latin brand font.Bruno Maag will illustrate how to create a harmonious typographical tone of voice across Latin and Chinese, and by extension to other writing systems of Asia.
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Chinese and Latin Font Matching Transform conference Asia-Pacific
- 1. d i Worlds apart. Bruno Maag @ Transform Asia, 2014-11-19 www.daltonmaag.com @DaltonMaag @bruno_maag
- 10. A
- 11. AD E
- 12. A D E F I C J K N B G Q O
- 18. We’re not so different after all.
- 20. A modern vision of the cortical networks for reading Access to pronunciation and articulation Top-down attention and serial reading Posterior parietal region Angular gyrus Middle temporal region Visual inputs Visual Word Form Area (the brain’s letterbox) Inferior frontal region Access to meaning Anterior temporal region Ventral occipito-temporal region Occipital regions Supramarginal gyrus Superior temporal Precentral regions Anterior region insula Anterior fusiform region
- 23. Combine skills & knowledge.
- 24. London―Taipei
- 25. London―Taipei d
- 27. Aktiv Aa Bb 23 InterF ace Aa Bb 23 Aa Bb 23 Foco Corp Aa Bb 23 Cordale Aa Bb 23 Lexia Aa Bb 23
- 28. Efexgcika f a f g Efexgcika e a Aktiv
- 29. 初步想法 Aktiv 國新Aa 國新 國新国新 國新國新 晶熙黑圓體 晶栩黑中宋 晶熙黑95 書苑黑 InterFace Aa Effra Aa Foco Corp Aa Cordale Aa Lexia Aa
- 30. 初步想法 Aktiv Effra - AR 95UDJingxicuhei I feel that this is a less successful match than the others. It does not quite capture the softer and humanistic tones of Effra. AR 95UDJingxicuhei is more suited to Aktiv Grotesk than Effra. It also appears too dark in colour when compared to Effra Regular. 國新Aa 國新 國新国新 國新國新 晶熙黑圓體 Instinctively, I would have chosen AR Shu-lin Hei or AR Newcu Hei. The look and feel is warmer, more in tune with Effra than your choice. I understand that when looking at the design details, like the stroke terminals slightly flaring in Chinese, there is a design discrepancy. However, as far as tone/tex-ture 晶栩黑中宋 晶熙黑95 書苑黑 InterFace Aa Effra Aa Foco Corp Aa Cordale Aa goes it captures the warmness of Effra better than your choice. Would it be pos-sible to see a larger sample of both these fonts together with Effra? Lexia Aa Please note that Effra is our best selling font at present, and I believe that a warm and friendly Chinese complement would make it commercially very successful.
- 31. 初步想法 Aktiv 國新Aa 國新 國新国新 國新國新 晶熙黑圓體 晶栩黑中宋 晶熙黑95 書苑黑 InterFace Aa Effra Aa Foco Corp Aa Cordale Aa Lexia Aa Cordale - AR ZhongSong AR ZhongSong has a good resemblance to Cordale but as already pointed out the weights need matching the Regular and Bold. I also think that it is a bit too cal-ligraphic, too ‘soft’ compared to Cordale which as a strong vertical emphasis and rhythm. AR ZhongSong, too, has a strong verticality but it’s less ‘spikey’ than Cordale. From my Western perspective, I think some of the curves, particularly in the small drop-like elements could be a bit hardened, and some of the stroke end ‘serifs’ empha-sised a touch more. I do feel, however, that much of the con-cerns can be addressed by simply match-ing the font weights, the ‘colour’ of the Chinese to go with Cordale. It may be that only a slight reduction of contrast is neces-sary, to match the stroke contrast in Cord-ale more, and that this will suffice already.
- 32. 初步想法 Aktiv 國新Aa Aktiv Grotesk - AR JingxiHei AR JingxiHei appears 國to be a very good 新 match, in my opinion. 國新国新 國新國新 晶熙黑圓體 The main weights are covered for an initial release, and if it is commercially success-ful we could consider matching the other weights. I feel that the look and feel of AR JingxiHei captures the clarity and simplicity of Aktiv Grotesk by and large. It may be that we would look into some minor detail-ing 晶栩黑中宋 晶熙黑95 書苑黑 InterFace Aa Effra Aa Foco Corp Aa Cordale Aa that Julius suggests. I see that not all weights are currently available in GB18030. It think it would be worth considering to start a project to expand the weight cover-age, Lexia Aa to create a truly pan-Chinese Aktiv/ JingxiHei font.
- 33. 初次見面 Aktiv GH國新g欣hex茶 GH國新g欣hex茶 GH國新g欣hex茶 GH國新g欣hex茶
- 35. 如何更適配？想法？ 東東東 100 % 97 % 96 % 95 %
- 36. Aktiv AR Jingxi Hei(Big5) 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 Hairline Thin Light Regular Medium Bold XBold Black AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268
- 37. Aktiv AR Jingxi Hei(Big5) 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 Hairline Thin Light Regular Medium Bold XBold Black AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268
- 38. Aktiv AR Jingxi Hei(Big5) 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 東方文字傳情之美 Hairline Thin Light Regular 東 東 東 L AEGHabegh01268 Medium Bold XBold Black AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 東 AEGHabegh01268 AEGHabegh01268 AEGHabegh01268 東 E D 東 東 Eh M 東 H B 東 Uh 東 Bl E Aktiv Grotesk Regular
- 39. Ey新造型元素
- 40. 造型元素 Ey新
- 41. Ey新字面大小
- 42. 字面 字間距較小 東方文字傳情之美 東方文字傳情之美 字間距較大
- 43. 東新hg Gb
- 44. 東新hg Gb整個遊戲的進行過程中，主角Lil'Howie 都會一直陪伴著你。遊戲一開始，Lil'Howie會作一段表演，並為 TuneLand 作介 紹，以引導你開始作遊戲。當他介紹完後，便會有一段主要的歌舞表演。在每一幕場景，Lil'Howie 都會出現，但它會藏 在某處，你必須用心尋找才會令它出現。第一幕是位於庭院，當 Lil'Howie告訴你遊戲進行的規則後，農夫就從屋子走 出，開始表演「王老先生有塊地」(Old Mac-Donald Had A Farm) 這一首歌，而在其身旁的火雞、牛、小豬、池塘中的三 只小鴨等亦會為它伴歌伴舞。這些童謠都是一些膾炙人口的世界名曲，例如，哦！蘇珊娜（Oh!Susana）、頭兒肩膀腳趾 頭（Head and Shoulders）、春神來了（I'm A Little Teapot）、小星星（Twinkle Little Star）。這些歌曲不但能喚起你 童年的回憶，也可以讓小孩子沈浸在這些歡樂的音樂中。整個遊戲的進行過程中，主角Lil'Howie 都會一直陪伴著你。遊 戲一開始，Lil'Howie會作一段表演，並為 TuneLand 作介紹，以引導你開始作遊戲。當他介紹完後，便會有一段主要的歌 舞表演。在每一幕場景，Lil'Howie 都會出現，但它會藏在某處，你必須用心尋找才會令它出現。第一幕是位於庭院，當 Lil'Howie告訴你遊戲進行的規則後，農夫就從屋子走出，開始表演「王老先生有塊地」(Old Mac-Donald Had A Farm) 這 一首歌，而在其身旁的火雞、牛、小豬、池塘中的三只小鴨等亦會為它伴歌伴舞。這些童謠都是一些膾炙人口的世界名 曲，例如，哦！蘇珊娜（Oh!Susana）、頭兒肩膀腳趾頭（Head and Shoulders）、春神來了（I'm A Little Teapot）、
- 45. 東新hg Gb圖描寫圍坐於一張巨型方桌四周的後 宮嬪妃，有的品茗，也有的在行酒令。 畫面上方的四人負責吹樂助興，所持 用的樂器，自左而右，分別為笙、古 箏、琵琶與篳篥。兩名在旁的侍女， 還有一人輕敲著牙板，為她們打節 圖描寫圍坐於一張巨型方桌四周的後 宮嬪妃，有的品茗，也有的在行酒令。 畫面上方的四人負責吹樂助興，所持 用的樂器，自左而右，分別為笙、古 箏、琵琶與篳篥。兩名在旁的侍女， 還有一人輕敲著牙板，為她們打節 圖描寫圍坐於一張巨型方桌四周的後 宮嬪妃，有的品茗，也有的在行酒令。 畫面上方的四人負責吹樂助興，所持 用的樂器，自左而右，分別為笙、古 箏、琵琶與篳篥。兩名在旁的侍女， 還有一人輕敲著牙板，為她們打節 This painting shows ten ladies of the inner court sitting around a large rectangular table. Some enjoy tea, while others drink wine. The four figures at the far end seem to be responsible for playing music and This painting shows ten ladies of the inner court sitting around a large rectangular table. Some enjoy tea, while others drink wine. The four figures at the far end seem to be responsible for playing music This painting shows ten ladies of the inner court sitting around a large rectangular table. Some enjoy tea, while others drink wine. The four figures at the far end seem to be responsible for Aktiv Grotesk + AR UDJingxicuhei Aktiv Grotesk R + AR UDJingxihei D Aktiv Grotesk M + AR UDJingxihei B Aktiv Grotesk B + AR UDJingxihei H
- 46. 圖描寫後宮嬪妃十人
- 47. Aktiv Grotesk: Chinese Traditional Chinese Simplified Japanese 圖描寫後宮嬪妃十人
- 48. Aktiv Grotesk: Chinese Traditional Chinese Simplified Japanese Greek, Cyrillic, Arabic, Hebrew 圖描寫後宮嬪妃十人
- 49. d i One world. Bruno Maag @ Transform Asia, 2014-11-19 www.daltonmaag.com @DaltonMaag @bruno_maag