JD.com Experience Design Center

Jul 1, 2020 · R&D Management

How JD Built Its Custom Brand Font: A Design R&D Case Study

This article chronicles JD's journey of creating a proprietary brand typeface—from the strategic need for visual consistency, through early DIY experiments and scaling challenges, to a professional partnership with Fangzheng, rule refinement, variable‑font prospects, and the broader impact on brand identity.