diff.works info

Diff Wang

built and managed a design team (50 people), established the culture, standards, work process and the cross-team collaboration process;

Gathered colleagues from different backgrounds to help the team establish efficient workflow and collaboration process;

combining the design experience of large companies (Alibaba) and startups.

The redesign of its logo not only highlights the independent beauty of the font itself, but also takes the combinatorial balance between the Chinese and English language into consideration. In the design of the visual system, we use the rational “Fonts Preview” method to endow users with a visual experience similar to browsing online so as to generate a desire to purchase these fonts. To guarantee that Founder Type can gracefully cater to more users in the future, especially the younger user group, on the one hand, we use color intervention to enrich the brand temperament; and on the other hand, ease the cognitive difficulty caused by the professional constraint of font design.

combining the design experience of large companies (Alibaba) and startups.

其中对于Logo的重新设计,既强调了字体本身的独立美感,又兼顾了中英文之间的组合平衡。 在视觉系统的设计当中,我们使用偏理性的“字体预览 Fonts Preview”方式,让用户收获如同在 线浏览并购买字体的视觉体验。为了保证方正字库在未来能够从容面向更多用户,尤其是年轻 化的用户群体,我们通过色彩的介入,一方面使品牌性格更加丰富,另一方面缓解了由字体设 计这一专业限定引发的难度认知。

其中对于Logo的重新设计,既强调了字体本身的独立美感,又兼顾了中英文之间的组合平衡。 在视觉系统的设计当中,我们使用偏理性的“字体预览 Fonts Preview”方式,让用户收获如同在 线浏览并购买字体的视觉体验。为了保证方正字库在未来能够从容面向更多用户,尤其是年轻 化的用户群体,我们通过色彩的介入,一方面使品牌性格更加丰富,另一方面缓解了由字体设 计这一专业限定引发的难度认知。