Mattel ine font nyowani, uye izere nezvakavanzika zvakavanzika

Sei MaBrand Makuru Panyika Ari Kudyara muCustom Typography - Uye Zvazvinoreva kuBhizinesi Rako

Kana kambani yavepo kweanopfuura makumi masere emakore yafunga kuti pakupedzisira inoda typeface yayo, inotumira chiratidzo chakajeka: kuenderana kwemhando haisi sarudzo zvakare. Mattel, mugadziri wematoyi ari kuseri kwaBarbie, Mavhiri Anopisa, uye akawanda emamwe mitsara yechigadzirwa, nguva pfupi yadarika yakaburitsa font yayo yekutanga-yepasi rose - danho rakagadzirirwa kubatanidza portfolio yaro inoputika pasi pechiratidzo chimwe chete chakabatana. Iyo typeface yakazara nezvakavanzika zvakavanzwa, kubva kune zvinyoro nyoro kusvika kune ematoyi echinyakare kusvika kune mavara mabhii anoenderana nemacurves uye geometry yevadikani mavara. Iyo masterclass mukumisikidza brand DNA mune yega yega mavara pane peji. Asi iyi haisi nyaya yekambani yematoyi nemafonti ayo. Inyaya yekuti sei kusachinja-chinja kwemaziso kwave injini yakanyarara yekuvimba nemhando, uye nei mabhizinesi ehukuru hwese - kwete hofori yeFortune 500 chete - achifanira kuikoshesa.

Mutengo Wakavanzika Wekusawirirana Kwekuona

Kwemakore, Mattel yakapa marezenisi akawanda aripo mafonti pamabasa ayo epasi rose. Yakashanda, nehunyanzvi. Asi mari yerezinesi yakawedzerwa, uye zvakanyanya kutsoropodza, kushaikwa kwechimiro chakabatana chaireva kuti chikamu chega chega, dunhu rega rega, uye mutsara wese wechigadzirwa waitaridzika zvakasiyana padanho rekambani. Mhedzisiro yacho yaive mhando yainzwa yakatsemuka - kwete pasherufu yematoyi, apo Barbie neHot Wheels vane zvitupa zvakasimba, asi padanho rekambani yevabereki apo vanoisa mari, vanodyidzana, uye vatengi vebhizinesi vanodyidzana nezita reMattel.

Iri idambudziko rinoenda kure kupfuura indasitiri yematoyi. Tsvagiridzo kubva kuLucidpress yakawana kuti kuenderana kwemhando yekuratidzira pamapuratifomu ese kunogona kuwedzera mari inosvika makumi maviri nematatu%. Zvakadaro mabhizinesi mazhinji - kunyanya madiki uye epakati-saizi - anoshanda ane patchwork yezvinhu zvinoonekwa. Chimwe chikwata chinoshandisa font imwe muzvikumbiro, imwe inotora chimwe chinhu chakasiyana chema invoice, uye webhusaiti inoshandisa imwezve. Kusawirirana kwega kwega kunobvisa pamaonero ehunyanzvi uye kuvimbika.

Kukanganisa kwemari ndekwechokwadi zvakare. Makambani emabhizinesi anoshandisa avhareji yemadhora zviuru zana kusvika kumadhora mazana matatu pagore pakupa marezenisi emafonti chete. Kune mabhizinesi ari kukura, kunyangwe chikamu chebhajeti ichocho chinogona kutungamirwa kune zvishandiso uye masisitimu anofambisa kukura - ndosaka mapuratifomu akaita seMewayz anobika brand customization zvakananga mune yavo modular bhizinesi OS. Kana ma invoice ako, mapeji ekubhukha, kufambiswa kwemashoko eCRM, uye magwaro anotarisana nevatengi ese achidhonza kubva pamasetin'i emhando imwe chete, kusachinja-chinja kunomira kuva dambudziko rekugadzira uye kunova kusashanda kwemaitiro.

Zvatinodzidziswa naMattel Font NezveKutaura Nyaya Yemhando

Hungwaru hweMattel's typeface nyowani haisi kungofanana - zvinoreva. Iyo font inonzi ine mazai eIsita mukati meseti yehunhu hwayo: zvinyowani dhizaini inonongedza nhaka yekambani, zvigadzirwa zvayo, uye kukosha kwayo. Mutsara mumwe chete unogona kutenderedza silhouette yechitsitsinho chaBarbie. Iyo kona yejometri inogona kugutsurira kuHot Wheels track dhizaini. Idzi hadzisi tsaona. Ivo kutaura nyaya nemaune kwakadzikwa pamwero wakakura wekurukurirano yemhando.

Maitiro aya anoratidza shanduko yakakura mukuti makambani anofunga sei nezve branding. Mataipa haasisiri ekuverenga chete. Mutakuri wekuzivikanwa. Netflix, Apple, Google, Airbnb, uye Samsung dzakapa mabhii emhando dzemhando mumakore achangopfuura — kwete nekuti Helvetica yakamira kushanda, asi nekuti kuva nemutauro wako wekuona kunoita kuti utonge manzwire anoita vanhu pavanosangana nerudzi rwako, kunyangwe usingazivi.

Pese pakubata inguva yemhando. Mafonti ari painvoice yako anotaurisa zvakanyanya nezvebhizinesi rako sechiratidzo chiri papeji rako rekutanga. Kana idzo dzekubata dzichitaura nyaya inowirirana, vatengi havangoziva mhando yako - vanovimba nayo.

Kukwidziridzwa KwemaSystems eBrand Pamusoro peZvinhu Zvemhando

Mattel's font project haina kuitwa ari ega. Chaive chikamu chedanho rakakura rekuvaka yakabatana brand sisitimu - seti yemitemo yakabatana yekuona uye yekutaura inotonga maratidziro anoita Mattel corporate identity kwese kwese, kubva pamishumo yegore kusvika kuLinkedIn zvinyorwa kusvika pakurongedza. Bazi riri seri kwechirongwa ichi rakazvitsanangura se "kuisa lasso" pakuzivikanwa kwekambani, inova dimikira rakakwana rezvinofanira kuitwa nebhizinesi rega rega.

Musiyano uripo pakati pemhando yeasset neiyo brand system musiyano wekuva nesando nekuvaka imba. Chiratidzo, pendi yeruvara, font - izvi zvinhu. A brand system ndiyo dhizaini inotaridza kuti izvo zvinhu zvinoshanda sei pamwechete pachiteshi chese, gwaro rega rega, uye kudyidzana kwese. Makambani akaita saMattel anodyara mamirioni mune aya masisitimu nekuti anonzwisisa kuti pachiyero, kusawirirana ndiko entropy. Pasina sisitimu, mubhadharo mutsva wega wega, musika mutsva wega wega, uye mutsara wega wega wezvigadzirwa zvinounza kuona kudonha.

Kune mabhizinesi asina bhajeti raMattel, musimboti uchiri kushanda - unongoda zvivakwa zvakafanira. Apa ndipo apo chikuva chakabatanidzwa chinova chakakosha. NeMewayz, mabhizinesi anoshanda mumamodule 207 — kubva kuCRM nemainvoice kuenda kuHR, payroll, booking, uye client portals — anogona kutsanangura marongero emhando kamwe chete oita kuti afambe pane ese anotarisana nevatengi uye zvinyorwa zvemukati. Kufunga kwebrand-system, kunoitwa pasina nhanhatu-nhamba yedhizaini inochengeta.

Zvidzidzo Zvishanu kubva kuMattel's Typography Strategy Iyo Chero Bhizinesi Rinogona Kushandisa

Haufanire kutumira chimiro chetsika kuti ushandise misimboti yekuseri kwemaitiro aMattel. Heano maitiro mashanu anogona kutora anoshanda chero pachiyero:

1. Ongorora nzvimbo dzako dzinoonekwa. Nyora pese panowanikwa brand yako — maemail, mainvoice, zvikumbiro, social media, zvisimbiso zvekubhukha, makondirakiti. Mangani akasiyana mafonti, mavara, uye marongero ari kutamba? Mabhizinesi mazhinji anoshamiswa nekusaenderana kwaanowana.
2. Sarudza mafonti mashoma, kwete akawanda. Mattel akabva pakupa marezenisi emataipi akawanda kuenda kumhuri imwe chete ine mafonti. Iwe unogona kuita zvakafanana nekumisikidza pane imwe kana maviri mafonti pane ese kutaurirana. Sarudza fonti yekutanga yemisoro uye yechipiri yezvinyorwa zvemuviri, wozoisimbisa kwese kwese.
3. Simidza zvinorehwa muzvaunosarudza. Mafonti aMattel ane mareferensi akavanzika kune zvigadzirwa nenhaka yake. Sarudzo dzako dzemafonti dzinofanira kuratidza hunhu hwako zvakare. Kambani yemutemo uye chikoro chekusevha haifanire kushandisa mhando imwechete. Iva nemaune.
4. Systematise, usangogadzika chete. Kunyora nhungamiro yemhando idanho rekutanga. Kuvavaka mumidziyo yako yekushandisa - yako invoicing software, yako CRM matemplate, ako mapeji ekubhuroka - inhanho yechipiri. Mukaha uripo pakati pezviviri izvi ndipo panofa kuwirirana.
5. Dpudza marezinesi epamusoro. Kana uri kubhadharira marezinesi emafonti akawanda pazvikwata zvese, batanidza. Vhura-sosi mafonti mhuri seInter, Plus Jakarta Sans, kana IBM Plex inopa nyanzvi-giredhi kutaipa pamutengo we zero. Nangidzirazve mari idzo mukukura.

Nei Typography Ichinyanya kukosha muAI Era

Pane chishamiso muMattel anodyara mari yakawanda mukutaipa panguva iyo inogadzirwa neAI ichizadza chiteshi chese. Asi dare rinongori pamusoro-soro. Munyika umo chero munhu anogona kugadzira chinyorwa cheblog, tsananguro yechigadzirwa, kana zvinyorwa zvepasocial media mumasekonzi, iyo presentation yezvirimo inova inosiyanisa. Mataipa, marongerwo, uye chitupa chekuona zvinhu izvo AI isingagoni kugadzirwa — ndiwo mafingamire emunhu parudzi rwako.

Chimbofunga izvi: ongororo ya2024 yakaitwa neMIT Media Lab yakaona kuti vaverengi vanotonga maererano nekuvimbika kwemukati mukati me50 milliseconds yekuona peji - zvakanaka vasati vaverenga izwi rimwechete. Iwo matongerwo ekukurumidza anofambiswa zvakazara nedhizaini yekuona, ine typography ichiita basa repakati. Peji yakanyatsoiswa mune yakasarudzika, inopindirana tapureta inoratidza chiremera. Peji rakaiswa mumafonti asina kuenderana rinoratidza kusangwarira.

Izvi zvinonyanya kukosha kumabhizinesi anovimba neotomatiki kutaurirana - zvisimbiso zvekugadzwa, zviyeuchidzo zveinvoice, maemail ekukwira, zviziviso zvekubhadhara. Aya ma-automated touchpoints anowanzo akanyanya kudyidzana kunowanzoitwa nemutengi kana mushandi nerudzi rwako, asi ndidzo zvakare dzinonyanya kuregeredzwa kubva pamaitiro ekugadzira. Mapuratifomu akaita seMewayz anogadzirisa izvi nekubvumira mabhizinesi kuti agadzirise chitarisiko uye manzwire ezvinoita zvekutaurirana pamamodules ese 207, kuve nechokwadi chekuti kunyange simbiso inogadzirwa nehurongwa hwekubhukha inotakura huremu hwemhando imwechete semushandirapamwe wekushambadzira wakagadzirwa nemaoko.

Zvinyorwa Zvinovaka Humambo

Mattel aisada font itsva. Vakanga vashanda zvinobudirira kwemakore 80 pasina mumwe. Asi ivo vakanzwisisa chimwe chinhu chinoparadzanisa mabhureki anoshingirira kubva kune anokanganwa: iwo ruzivo rwakasanganiswa. Chimiro chetapureta chakatenderedza mabasa epasirese hachingotaridziki zvirinani - chinodzikisira mutoro wekuziva kune wese munhu anosangana nemhando. Zvinovaka kuzivana. Zvinogadzira pfungwa yekuti iyi ikambani ine chiito chayo pamwechete.

Mazai eIsita akavanzika mufonti yaMattel ndiyo cherry iri pamusoro - zvinhu zvinofadza zvinopa mubayiro kutarisisa uye kugadzira nguva dzekuwanikwa. Asi iyo nyaya chaiyo ndiyo system iri pazasi: mutauro wakabatana wekuona unoshanda kune akawanda mabhureki, mazana emisika, uye zviuru zvekubata. Ndiwo mafungiro anoshandura kambani kuita sangano.

Kune 138,000+ mabhizimisi ari kutoshandisa Mewayz kuita mashandiro avo, chidzidzo chiri pachena. Brand kusachinja-chinja haisi dhizaini yakasarudzika - izano rekushandisa. Yese invoice inoenderana newebhusaiti yako, peji rega rega rekubhuka rinotaridza mavara emhando yako, email yega yega yega inonzwa yakagadzirwa nemaune - izvi zvinosanganiswa kuita chimwe chinhu chisingagone kutengwa nekushambadzira: kuvimba.

Tanga Nezvaunogona Kudzora

Pamwe hausi kuzotumira chimiro chetaipa mangwana. Zvakanaka. Asi unogona kutanga nekubvunza mubvunzo wakareruka: Ko gwaro rega rega rinotumirwa nebhizinesi rangu pasi rose rinoratidzika kunge rakabva kukambani imwe chete? Kana mhinduro iri kwete - uye kumabhizinesi mazhinji, - une michero yakarembera iyo inogona kukanganisa zvine musoro maonero ako vatengi.

Tanga neako anowanzo gara achibata vatengi. Gadzirisa mafonti, mavara, uye marongero pamainvoice ako, zvikumbiro, uye email kutaurirana. Kana iwe uri kutonga izvi pane akasiyana maturusi, funga kusanganisa kuita chikuva chinosimbisa kuenderana kwemhando nekusarudzika. Chinangwa hachisi kukwana - kubatana. Mattel akapedza makore makumi masere asina tsika font uye achiri kuvaka humambo. Asi pavakazobatanidza kuzivikanwa kwavo kwekuona, havana kungowana mhando yakanaka. Vakawana imwe inoshanda zvakanyanya, yakawedzera scalable, uye yakavimbika. Iro ibhuku rekutamba rakakodzera kuba.