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Yvonne Cao

Yvonne Cao

Texas Christian University, USA

Title: Visual Translation

Biography

Yvonne Cao is a graphic designer, typographer, and educator. Yvonne Cao holds an MFA in Graphic Design from Louisiana State University. Cao received her BA in Mass Communication with a concentration in TV production from Human Normal University in China 2009. In 2007, she joined in an honors exchange program at Middle Tennessee State University where she studied Electronic Media Communication. Between degrees Cao worked as a creative director in Hunan Vision International Advertising Co. in China. During her studies at LSU, Cao worked as an graphic design instructor and an active graphic designer in GDSO (Design Office). In 2012, Yvonne Cao served as an Assistant professor of Graphic design at University of Mary Hardin-Baylor, where she taught Graphic Design I & II, Typography and Interactive Design. Yvonne Cao’s scholarly interests include cross-cultural design, branding, and typography, and the history of Asian art. In her most recent research “Visual Translation", she focuses on how to facilitate a smooth visual transition in western branding by using typography. To move beyond traditional type design, her work introduces an innovative methodology for designing typefaces using existing Latin typefaces; it is created as an educational tool, which seeks to help graphic design students and type enthusiasts, with emphasis on designers who are working for cross-cultural branding. Her professional graphic design work has received recognition from AIGA (American professional organization for design) and the American Advertising Federation.

Abstract

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.

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