Arts and Humanities Commons^™

Visual Translation: A New Way To Design A Chinese Typeface Based On An Existing Latin Typeface, Yifang Cao

LSU Master's Theses

The visual consistency of branding makes a significant difference when successfully introduced to another culture. My study focuses on how to facilitate a smooth visual transition in western branding from Latin letters to Chinese characters. To move beyond traditional Chinese type design, Visual Translation introduces a new method for designing Chinese typefaces using existing Latin typefaces. This web-based educational tool seeks to help Chinese graphic design students and type enthusiasts, with emphasis on designers who are working in a cross-cultural environment to maintain visual consistency for branding.