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 and shape of a word before we ascertain its meaning. A tailor-made creative type takes advantage of this effect to conjure a specific brand, deliver its image and message, and make it stand out amidst a crowd. To create an optimum typeface, a designer must understand the brand’s philosophy, communicate clearly with a client about goals, be able to empathize with potential audiences, and achieve a perfect solution with professional skill. This publication features over a hundred custom types created by designers and agencies working in diverse cultural contexts. Readers will learn lessons from these creatives’ work processes and be inspired to design type that satisfies their clients and wows viewers. Edited by Wang Shaoqiang Published by Hoaki, 2020 Hardcover, 240 pages, full color, 8.5 × 11.5 inches ISBN: 978-8-41-765624-9
