Technology of decorative font design: from idea to result

The relevance of the research is determined by two factors. On one hand, the sphere of entrepre-neurship is developing, with the quantitative growth of companies producing goods and services, and competition is increasing. In this regard, the demand for identifying, the memorable uniqueness of a brand is increasing, and the decorative experimental font can become one of the significant elements of the brand's visual communication. On the other hand, among specialists in visual communications and graphic and font designers, there is an interest in the creative search for new expressive tools in the field of font graphics. Font is one of the basic tools for building visual communications in graphic design. If we consider the typeface in terms of its historical development, it is possible to identify that it is a reflection of the time. At present, great opportunities for designers have been opened up by digital technologies. Digital photography, vector, raster, and three-dimensional graphics can be combined with analog technologies and allow you to design a variety of expressive decorative fonts. All over the world, designers study, explore, and expand the limits of the expressive possibilities of font graphics. The most significant developments in the field of font are published in books and are displayed in contests and exhibitions organized by the community of font designers. The problem is that, despite the considerable activity of designers and obvious achievements in the field of applied decorative fonts, there is a lack of information in the field of theoretical research showing the technological approaches to the design of decorative fonts. The purpose of this study is to describe technology for designing decorative fonts. The technology was developed by the author of the article and tested in the process of teaching the 4th year students in the area of "Graphic Design" in the discipline "Designing a font" at the Design Department of Tomsk State University. The novelty of this article is the demonstration of a step-by-step method for designing decorative fonts: from idea to result. This technology is available for mastering by students of art and design universities and faculties, and can also be useful for teachers of font culture. The technology can also be applied by practicing professional graphic designers who are enthused by experimental typography. The practical significance of this method is that the proposed technology for designing decorative fonts is aimed at the efficiency and effectiveness of the designer's activities and involves the implementation of a number of consecutive stages. At each stage, certain tasks are comleted. The theoretical significance of it lies in the fact that expressive possibilities of graphics (unique, raster, vector and three-dimensional) are analyzed on specific examples when forming the emotional image of a decorative font. It has been demonstrated that both the figurative and the abstract motifs can arouse a font designer's creative interest. A list of exemplary directions for searching for ideas when designing decorative fonts is proposed. The possible areas of application of the technology for designing decorative fonts are indicated.

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