Jiangnan Font

Branding & Visual Identity

---

Jiangnan Font is a custom typeface inspired by Jiangnan’s cultural heritage, integrating architectural and traditional motifs into modern typography.

Typography is more than just letters—it can be a way to tell stories and preserve culture. I created Jiangnan Font as a tribute to the rich architectural and artistic heritage of Jiangnan, a historic region in China known for its traditional water towns. My goal was to design a typeface that visually embodies Jiangnan’s unique identity, merging cultural elements with modern typography.

To develop the design, I conducted on-site research, capturing visual references from curved rooftops, wooden lattice windows, bamboo, and paper umbrellas—all iconic symbols of Jiangnan. I then translated these elements into letterforms, ensuring that each character reflected the region’s elegance and craftsmanship. The typeface was fully designed in Adobe Illustrator, where I refined the structure and ensured a balance between traditional aesthetics and modern usability.

This project deepened my understanding of how typography can serve as a storytelling tool, bridging history and contemporary design. Jiangnan Font is not just a typeface; it is a reflection of cultural identity, demonstrating how visual elements can keep traditions alive in modern applications.