Custom Typeface Design for Bansomdejchaopraya Rajabhat University

Abstract

The purpose of this research was to synthesize the identity of Bansomdejchaopraya Rajabhat University into visual elements and to design the custom typefaces for Bansomdejchaopraya Rajabhat University. The researcher studied related literatures and collected data from a questionnaire regarding perceptions of Bansomdejchaopraya Rajabhat University identity. It was found that the physical composition consists of the BSRU marketing communications logo, the BSRU Arts and Culture Center building, and the Chongkho tree, while the imaginative composition consists of the philosophy, concepts and perception of a university “University for Local Development”. In terms of personalities of typography, the study found that the typefaces should be dignified, traditional, pleasurable and cordial. The results led to a synthesis of artistic styles. The method was to interpret through Metaphorology and Semiotics until it resulted the representation of the meaning for the organization identity embedded in the letters. The researcher then used the concept of letter personalities and the concept of legibility and readability to design a set of typefaces, consisting of regular typefaces, light typefaces, and bold typefaces. The evaluation of the set of typefaces by an expert / experts showed that the efficiency of the design was at a very good level (average 4.57)
.
In conclusion, the university can use the set of typefaces to communicate its corporate image through a various form of media. Light typefaces are suitable for formal communication and for large volume of content while Normal / Bold and Display typefaces are suitable for emphasis and creating a strong visual impact in order to ensure that important messages stand out.