When we read, our brain is decoding a series of abstract symbols and synthesizing the results into complex ideas. Really, then, we see before we read. We recognize the character of a word before we ascertain its meaning. A tailor-made creative type takes advantage of this effect to visualize a specific brand, deliver its image and message, and make it stand out among the crowd. To create an optimum type, a designer must understand the brands philosophy, communicate with the client, feel with his empathy, and achieve a perfect solution with his professional skills. This publication features over a hundred custom types created by designers and agencies within diverse cultural contexts. Readers of this book will learn lessons from these creatives work processes and be inspired to design types that satisfy their clients and wow their viewers.

Wang Shaoqiang is a professor and graduate students supervisor at the Guangzhou Academy of Fine Arts (China). He is a prolific editor whose works focus on international design, architecture, branding, communication, trends and culture. He is also the editor of Design 360° magazine and Asia-Pacific Design. He has been invited to lecture at numerous universities, design academies and organizations, and he has also been a jury member for China's most prestigious design and illustration awards. Mr. Wang is also director of the Guangdong Museum of Art and professor and doctoral supervisor at the College of Arts and Humanities within the Macau University of Science and Technology.