A Practical Study of Typography in Cultural Brand Image Design

GeJunJie and XiongXuan
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GeJunJie: College of Creative Arts, Guangxi Minzu University Guangxi Nanning* Guangxi University for Nationalities (Guangxi province) China
XiongXuan: College of Creative Arts, Guangxi Minzu University Guangxi Nanning

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 7, 1676-1691

Abstract: In the context of globalization, brand fonts, as an important medium of cultural communication, face the problems of “focusing on form but not meaning†and “fragmentation of cultural expression†. With the core concept of “form and meaning come together†, this paper proposes a font design path that integrates the structure of Chinese characters and ethnic patterns, and explores a systematic way of expression from form to meaning and from the surface to the interior. By deconstructing the structure of Chinese characters, analyzing the cultural connotation of ethnic patterns, and conducting comparative studies with design cases such as Guiren Lai, the advantages of this path in cultural extraction, visual expression and audience empathy are verified. The study shows that integrating the shape of Chinese characters with the meaning of nationalities can effectively enhance the cultural expression and recognition of brand fonts, providing theoretical support and practical direction for cultural brand design.

Date: 2025
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