I-Mattel inefonti yangokwezifiso entsha, futhi igcwele imininingwane efihliwe edlalwayo

Kungani Imikhiqizo Emikhulu Emhlabeni Itshala Ku-Custom Typography — Futhi Kusho Ukuthini Ebhizinisini Lakho

Lapho inkampani osekuyiminyaka engaphezu kwamashumi ayisishiyagalombili ikhona inquma ukuthi ekugcineni idinga uhlobo lwayo lokubhala, ithumela isignali ecacile: ukungaguquguquki komkhiqizo akusakhethwa. UMatel, umenzi wamathoyizi ngemuva kuka-Barbie, ama-Hot Wheels, kanye nenqwaba yeminye imigqa yomkhiqizo oyisakhiwo sodumo, usanda kwethula ifonti yakhe yokuqala ngqa yomhlaba wonke enobunikazi - umnyakazo oklanyelwe ukuhlanganisa iphothifoliyo yawo esabalele ngaphansi kokubonakala okukodwa okubumbene. I-typeface igcwele imininingwane edlalwayo efihliwe, kusukela kumakhanda acashile kuya kumathoyizi akudala kuya kumafomu ananela amajika kanye nejiyomethri yabalingiswa abathandekayo. Kuyisigaba esihle kakhulu sokushumeka i-DNA yomkhiqizo kuwo wonke uhlamvu olulodwa ekhasini. Kodwa lena akuyona nje indaba mayelana nenkampani yamathoyizi namafonti ayo. Indaba emayelana nokuthi kungani ukufana okubonakalayo sekuphenduke injini ethule yokwethenjwa komkhiqizo, futhi kungani amabhizinisi abo bonke osayizi - hhayi nje iziqhwaga ze-Fortune 500 - kudingeka bakuthathele phezulu.

Izindleko Ezifihliwe Zokungahlangani Okubonakalayo

Iminyaka eminingi, i-Mattel inikeze ilayisense amafonti amaningi akhona kuyo yonke imisebenzi yayo yomhlaba. Kwasebenza, ngokobuchwepheshe. Kodwa izimali zamalayisense zengeziwe, futhi okubaluleke nakakhulu, ukuntuleka kohlobo oluhlanganisiwe kwakusho ukuthi zonke izigaba, isifunda ngasinye, nawo wonke umugqa womkhiqizo ubukeka uhluke kancane ezingeni lebhizinisi. Umphumela waba uhlobo oluzwakala luhlakazekile — hhayi eshalofini lamathoyizi, lapho i-Barbie ne-Hot Wheels ngayinye inomazisi obuqinile, kodwa ezingeni lenkampani yabazali lapho abatshalizimali, ozakwethu, namakhasimende ebhizinisi ahlanganyela negama le-Mattel.

Le yinkinga edlulela ngale kwemboni yamathoyizi. Ucwaningo oluvela kwa-Lucidpress luthole ukuthi ukwethulwa komkhiqizo okungaguquki kuzo zonke izinkundla kungakhuphula imali engenayo ngo-23%. Nokho amabhizinisi amaningi - ikakhulukazi amancane naphakathi nendawo - asebenza nge-patchwork yezimpahla ezibonakalayo. Iqembu elilodwa lisebenzisa ifonti eyodwa eziphakamisweni, elinye likhetha okuthile okuhlukile kuma-invoyisi, futhi iwebhusayithi isebenzisa enye futhi. Ukungqubuzana ngakunye kuqeda umbono wobungcweti nokwethembeka.

Umthelela wezezimali ungokoqobo futhi. Izinkampani zamabhizinisi zisebenzisa isilinganiso sika-$100,000 kuya ku-$300,000 ngonyaka ekunikezeni amalayisense efonti kuphela. Emabhizinisini akhulayo, ngisho nengxenye yaleso sabelomali ingase iqondiswe kabusha kumathuluzi nezinhlelo empeleni eziqhuba ukukhula - yingakho izinkundla ezifana ne-Mewayz zibhaka ukwenziwa ngokwezifiso komkhiqizo ngokuqondile ku-OS yebhizinisi labo eliyimojuli. Uma ama-invoyisi akho, amakhasi okubhukha, ukuxhumana kwe-CRM, namadokhumenti abhekene neklayenti konke kuphuma kuzilungiselelo zomkhiqizo ofanayo, ukungaguquguquki kuyeka ukuba yinkinga yokuklama futhi kuba okumisiwe kokusebenza.

Yini I-Mattel's Font Esifundisayo Ngokuxoxa Ngezindaba Zomkhiqizo

Ingcweti yohlobo olusha luka-Mattel akukhona nje ukufana - kuyincazelo. Ifonti kubikwa ukuthi iqukethe amaqanda e-Easter kulo lonke isethi yezinhlamvu zayo: imininingwane yedizayini ecashile ebhekisela kumagugu enkampani, imikhiqizo yayo, namagugu ayo. Ijika kuhlamvu olulodwa lingase lifane nesilhouette sesithende sika-Barbie. I-engeli yejiyomethri ingase ivume ngekhanda idizayini yethrekhi yamasondo Ashisayo. Akuzona izingozi lezi. Ziyindaba exoxwayo yamabomu eshumekwe ezingeni elincane kakhulu lokuxhumana komkhiqizo.

Le ndlela ibonisa ushintsho olubanzi endleleni izinkampani ezicabanga ngayo ngokufaka uphawu. Ukuthayipha akuseyona nje eyokufundeka. Kungumthwali wobunikazi. I-Netflix, i-Apple, i-Google, i-Airbnb, kanye ne-Samsung zonke zisebenzise izinhlobo zokubhala zangokwezifiso eminyakeni yamuva nje — hhayi ngoba i-Helvetica iyekile ukusebenza, kodwa ngenxa yokuthi ukuba nolimi lwakho olubonakalayo kukunikeza ukulawula ukuthi abantu bazizwa kanjani lapho behlangana nomkhiqizo wakho, ngisho benganakile.

Yonke indawo yokuthinta iyisikhathi somkhiqizo. Ifonti eku-invoyisi yakho ixhumana kakhulu ngebhizinisi lakho njengelogo ekhasini lakho eliyisiqalo. Uma lezo zindawo zokuthinta zixoxa indaba engaguquki, amakhasimende awaboni nje uhlobo lwakho lomkhiqizo — ayaluthemba.

Ukukhula Kwezinhlelo Zomkhiqizo Ngaphezu Kwezimpahla Zomkhiqizo

Iphrojekthi yefonti ka-Mattel ayizange yenziwe yodwa. Bekuyingxenye yesinyathelo esikhudlwana sokwakha isistimu yebhrendi ehlangene - isethi yemithetho exhumene ebonakalayo nenkulumo ebusa ukuthi ubunikazi benkampani yakwa-Mattel bubonakala kanjani yonke indawo, kusukela emibikweni yonyaka kuye kokuthunyelwe kwe-LinkedIn kuya emaphaketheni. I-ejensi esungule le phrojekthi ikuchaze njengokuthi "ukubeka i-lasso" eduze kobunikazi benkampani, okuyisingathekiso esiphelele salokho okumele kwenziwe yiwo wonke amabhizinisi akhulayo ekugcineni.

Umehluko phakathi kwempahla yomkhiqizo kanye nesistimu yomkhiqizo umehluko phakathi kokuba nesando nokwakha indlu. Ilogo, iphalethi yombala, ifonti — lezi amafa. Isistimu yebhrendi yisakhiwo esinquma ukuthi lezo zimpahla zisebenza kanjani ndawonye kuwo wonke isiteshi, wonke amadokhumenti, nakho konke ukuxhumana. Izinkampani ezinjengoMattel zitshala izigidi kulezi zinhlelo ngoba ziyaqonda ukuthi esikalini, ukungahambisani kuyi-entropy. Ngaphandle kwesistimu, yonke into entsha eqashiwe, yonke imakethe entsha, kanye nayo yonke imigqa yemikhiqizo emisha yethula i-visual drift.

Kumabhizinisi angenaso isabelomali sika-Mattel, umgomo usasebenza — udinga nje ingqalasizinda efanele. Yilapho inkundla edidiyelwe iba yigugu khona. Nge-Mewayz, amabhizinisi asebenza kuwo wonke amamojula angu-207 — kusukela ku-CRM nama-invoyisi kuya kwa-HR, ukukhokha, ukubhukha, nezingosi zamaklayenti — angachaza izilungiselelo zomkhiqizo kanye futhi azenze zibukeke kuwo wonke amadokhumenti abheka amakhasimende nawangaphakathi. Ukucabanga kwesistimu yomkhiqizo, okwenziwa ngaphandle kwe-ejensi yokuklama enezibalo eziyisithupha.

Izifundo Ezinhlanu Zesu Le-Mattel's Typography Engasebenza Noma Iliphi Ibhizinisi

Awudingi ukuthuma uhlobo lwangokwezifiso ukuze usebenzise izimiso ezisekelwe endleleni ka-Mattel. Nazi izinyathelo ezinhlanu ezithathwayo ezisebenza kunoma yisiphi isikali:

1. Hlola izindawo zokuthinta ezibonakalayo. Faka kuhlu zonke izindawo lapho umkhiqizo wakho uvela khona — ama-imeyili, ama-invoyisi, iziphakamiso, inkundla yezokuxhumana, iziqinisekiso zokubhukha, izinkontileka. Mangaki amafonti ahlukene, imibala, nezakhiwo ezidlalwayo? Amabhizinisi amaningi ayamangala ngokungahambisani akutholayo.
2. Khetha amafonti ambalwa, hhayi ngaphezulu. U-Mattel usuke ekunikezeni ilayisensi yobuso bokubhala abaningi waya kumndeni owodwa wefonti yobunikazi. Ungafinyelela umphumela ofanayo ngokumisa kufonti eyodwa noma amabili kukho konke ukuxhumana. Khetha ifonti eyinhloko yezihloko kanye neyesibili yombhalo womzimba, bese uyisebenzise yonke indawo.
3. Shumeka incazelo ezinqumweni zakho. Ifonti ka-Mattel iqukethe izinkomba ezifihliwe zemikhiqizo namagugu ayo. Izinketho zakho zefonti kufanele zibonise nobuntu bomkhiqizo wakho. Inkampani yabameli kanye nesikole sokuntweza emanzini akufanele sisebenzise uhlobo olufanayo lokubhala. Yiba ngamabomu.
4. Hlela, ungagcini nje ngokulingana. Ukubhala imihlahlandlela yomkhiqizo isinyathelo sokuqala. Ukuzakhela kumathuluzi akho okusebenza - isofthiwe yakho ye-invoyisi, izifanekiso zakho ze-CRM, amakhasi akho okubhuka - isinyathelo sesibili. Igebe phakathi kwalokhu okubili yilapho kufe khona ukungaguquguquki.
5. Yehlisa isihloko selayisense. Uma ukhokhela amalayisense efonti amaningi kuwo wonke amaqembu, hlanganisa. Imindeni yefonti yomthombo ovulekile njenge-Inter, i-Plus Jakarta Sans, noma i-IBM Plex inikeza ukuthayipha kwebanga lochwepheshe ngezindleko ezithize. Qondisa kabusha lokho kulondoloza ekukhuleni.

Kungani I-Typography Ibaluleke Kakhulu Esikhathini Se-AI

Kunendida ngo-Mattel etshala imali eningi ku-typography ngesikhathi lapho okuqukethwe okukhiqizwa i-AI kugcwele iziteshi zonke. Kodwa i-irony isezingeni eliphezulu kuphela. Ezweni lapho noma ubani engakwazi ukukhiqiza okuthunyelwe kwebhulogi, incazelo yomkhiqizo, noma amazwibela enkundla yezokuxhumana ngemizuzwana, isethulo salokho okuqukethwe kuba ngumahluko. I-typography, isakhiwo, kanye nobunikazi obubonakalayo yizinto i-AI engakwazi ukuzithengisa — izigxivizo zeminwe zomuntu kumkhiqizo wakho.

Cabangela lokhu: ucwaningo lwango-2024 olwenziwa yi-MIT Media Lab luthole ukuthi abafundi benza izinqumo mayelana nokwethembeka kokuqukethwe ngaphakathi kwama-millisecond angama-50 okubona ikhasi — ngaphambi kokuthi bafunde igama elilodwa. Lezo zinqumo ezisheshayo ziqhutshwa cishe ngokuphelele idizayini ebonakalayo, ne-typography idlala indima emaphakathi. Ikhasi elimiswe kahle ngohlobo oluhlukile, olungaguquki libonisa igunya. Ikhasi elimiswe kumafonti esistimu angafani libonisa ukunganaki.

Lokhu kubaluleke kakhulu kumabhizinisi athembele ekuxhumaneni okuzenzakalelayo — iziqinisekiso ze-aphoyintimenti, izikhumbuzi zama-invoyisi, ama-imeyili okugibela, izaziso zokukhokhelwa. Lezi zindawo zokuthinta ezizenzakalelayo ngokuvamile ziwukusebenzelana kakhulu okuvamile ikhasimende noma isisebenzi esinakho nomkhiqizo wakho, kodwa futhi yizo ezinganakwa kakhulu ngokombono wedizayini. Izingxenyekazi ezifana ne-Mewayz zibhekana nalokhu ngokuvumela amabhizinisi ukuthi enze ngendlela oyifisayo ukubukeka nomuzwa wokuxhumana okuzenzakalelayo kuwo wonke amamojula angu-207, ukuqinisekisa ukuthi ngisho nesiqinisekiso sokubhukha esikhiqizwe uhlelo sinesisindo somkhiqizo esifanayo njengomkhankaso wokumaketha owenziwe ngesandla.

Imininingwane Eyakha Imibuso

I-Mattel ibingadingi ifonti entsha. Babesebenze ngempumelelo iminyaka engu-80 ngaphandle kweyodwa. Kodwa baqonda okuthile okuhlukanisa ama-brand ahlala njalo kwakhohlwayo: imininingwane ehlanganisiwe. Uhlobo lokubhala olungaguquki kuyo yonke imisebenzi yomhlaba alubukeki kangcono nje kuphela - lwehlisa umthwalo wokuqonda kuwo wonke umuntu ohlangana nomkhiqizo. Kwakha ukujwayelana. Kwakha umqondo omncane wokuthi le yinkampani enesenzo sayo ndawonye.

Amaqanda ePhasika afihliwe kufonti ka-Mattel ayi-cherry phezulu — imininingwane ejabulisayo eklomelisa ukunakwa futhi idale izikhathi zokuthola. Kodwa indaba yangempela isistimu engaphansi: ulimi olubumbene olubonakalayo olusebenza kumikhiqizo eminingi, amakhulu ezimakethe, nezinkulungwane zezindawo zokuthinta. Yilolo hlobo lokucabanga oluphendula inkampani isikhungo.

Kumabhizinisi angu-138,000+ asevele asebenzisa i-Mewayz ukuqhuba imisebenzi yawo, isifundo sicacile. Ukungaguquguquki komkhiqizo akukona ukunethezeka kwedizayini — kuyisu lokusebenza. Wonke ama-invoyisi afana newebhusayithi yakho, wonke amakhasi okubhuka abonisa imibala yebhrendi yakho, wonke ama-imeyili azenzakalelayo azwa sengathi aklanywe ngenhloso - le mininingwane ihlanganiswa ibe into okungekho inani lokukhangisa elingathengwa: ukwethemba.

Qala Ngalokho Ongakwazi Ukukulawula

Mhlawumbe ngeke ukhiphe umshini wokubhala ngokwezifiso kusasa. Kulungile. Kodwa ungaqala ngokubuza umbuzo olula: Ingabe wonke amadokhumenti athunyelwa yibhizinisi lami emhlabeni abukeka sengathi avela enkampanini efanayo? Uma impendulo ithi cha - futhi emabhizinisini amaningi, kungukuthi - unezithelo ezilengayo ezingaba nomthelela obonakalayo endleleni amakhasimende akubona ngayo.

Qala ngendawo yakho yokuthinta ikhasimende evamile. Qondisa amafonti, imibala, nezakhiwo kuwo wonke ama-invoyisi akho, iziphakamiso, nokuxhumana kwe-imeyili. Uma uphethe lawa kuwo wonke amathuluzi ahlukene, cabanga ukuhlanganisa wenze inkundla ephoqelela ukuvumelana komkhiqizo ngokuzenzakalela. Umgomo awukona ukuphelela — ukuhambisana. UMatel uchithe iminyaka engu-80 ngaphandle kwefonti yangokwezifiso futhi usakha umbuso. Kodwa lapho ekugcineni behlanganisa ubunikazi babo obubonakalayo, abazange bavele bathole uhlobo oluhle kakhulu. Bathole esebenza kahle kakhudlwana, ekhula kakhudlwana, futhi ethembeke kakhudlwana. Leyo yincwadi yokudlala ekufanele ukwebiwa.

Imibuzo Evame Ukubuzwa

Kungani imikhiqizo emikhulu efana ne-Mattel itshala imali kumafonti angokwezifiso manje?

Imikhiqizo yomhlaba wonke ibeka phambili ukufana kwebhrendi okuphelele kuzo zonke izinkundla, kusukela ekufakweni okuphathekayo kuya ezikhangisweni zedijithali. Ifonti yangokwezifiso, efana neka-Mattel, iqinisekisa ukuhlonza okuhlukile nokuhambisanayo okungenakuphindwa ngomshini ojwayelekile. Lokhu kutshalwa kwezimali kuqinisa ukuqashelwa komkhiqizo futhi kuyabahlukanisa emakethe egcwele abantu. Kumabhizinisi afuna ukwakha ubuwena obuqinile ngendlela efanayo, ukuhlola izinsiza ezifana namamojula angu-207 ku-Mewayz kunganikeza isisekelo sezimiso zesimanje zokwenza uphawu.

Iyini 'imininingwane edlalwayo efihliwe' ku-Mattel typeface?

Ifonti ihlanganisa izici zedizayini ezicashile ezikhuthazwe ifa lamathoyizi ka-Mattel. Isibonelo, ezinye izinhlobo zezinhlamvu zingase zibe namajika akhumbuza ithrekhi yamasondo ashisayo noma amatheminali adlalayo ananela ukuma kwebhulokhi yokudlala. Le mininingwane efihliwe yengeza isendlalelo sobuntu bomkhiqizo nokuxoxwa kwezindaba, okwenza ukuthayipha kuzwakale kukhethekile 'ku-Mattel' nokudala ukuzizwisa okubandakanya kakhulu kubathengi.

Ingabe ifonti yangokwezifiso ikuthuthukisa kanjani ukuvumelana komkhiqizo?

Ifonti yobunikazi isusa ukuthembela kumafonti anelayisensi angase anikeze ngokuhlukile kuwo wonke amasistimu noma abe nemikhawulo yokusetshenziswa. Iqinisekisa ukuthi yonke into yokuxhumana, kusukela kumadokhumenti angaphakathi kuye emikhankasweni yokukhangisa yomhlaba wonke, ibukeka ifana ncamashi. Le phrezentheshini ebumbene yakha ukwethembana nobungcweti. Amapulatifomu afana ne-Mewayz ($19/mo) anikeza izifundo zokusebenzisa izimpahla zomkhiqizo ezinjalo ngokungaguquki eziteshini ezihlukahlukene zokumaketha.

Ingabe ifonti yangokwezifiso iwutshalomali olufanele ebhizinisini elincane?

Nakuba i-typeface yangokwezifiso ngokugcwele ingaba utshalomali olubalulekile, umgomo wokwenza uphawu ohlukile ubalulekile kumabhizinisi abo bonke osayizi. Izinkampani ezincane zingaqala ngokusebenzisa amafonti anelayisensi ehlukile futhi zigxile kumhlahlandlela wesitayela ongashintshi. Okubalulekile okuthathwe esinyathelweni sika-Mattel inani lesu lokuhlonza okubumbene, isihloko esidingidwa kabanzi ezifundweni zokuklama nezokumaketha ezitholakala ezinkundleni ezifana ne-Mewayz.