1. Definition of VI

VI (Visual Identity), translated as visual identification, is the most communicable and infectious level in the CIS system.

83% of the external information perceived by people reaches people’s minds through visual channels. In other words, vision is the most important and main channel for people to receive external information. The visual identification of corporate image is to transform the non-visual content of CI into static visual identification symbols, which can be disseminated most directly at the broadest level in an extremely rich and diverse application form.

Scientific design and implementation of favorable visual identity are a quick and convenient way to spread corporate business philosophy, build corporate visibility, and shape corporate image.

II. VI application element system design table

1. Hospitality project categories

Negotiation meetings, reception rooms, conference hall furniture, ashtrays, cushions , reception tableware, customer stationery. Commodity and packaging

Commodity packaging design, wrapping paper, packaging boxes, packaging boxes, various packaging badges, envelopes, seals, pasted trademarks, tapes, labels, etc.

2. Symbols

Company name signs, building exteriors, signs, outdoor lighting, neon lights, entrance and exit instructions, window displays, movable signs, road signs, monumental buildings, various Various types of signs and dealers use various business signs and signs.

3. Accounts

Orders, orders, bills, orders, various bills, application forms, notices, confirmation letters, contracts, checks, receipts wait.

4. Stationery

Special letterheads, notes, envelopes, document paper, document bags, letters of introduction, etc.

5. Clothing

Publication of work clothes, uniforms, work hats, ties, bow ties, handkerchiefs, tie pins, umbrellas, handbags, etc. for male and female employees

6 .Printing

Stocks, annual reports, company lists, survey reports, self-run newspapers, company resumes, profiles, certificates of awards, etc.

7. Mass communication

Newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, mail advertisements, etc.

8. SP category

Product manuals, advertising leaflets, exhibition layouts, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards, and various POP categories.

9. Transportation

Appearance identification of business vehicles, advertising vehicles, trucks, employee commuter vehicles, etc.

10. Documents

Badges, armbands, business cards, identification cards, company flags

3. Basic principles of VI design

The design of VI is not a mechanical symbolic operation, but a vivid expression with MI as its connotation. Therefore, VI design should reflect the company's business philosophy from multiple angles and in an all-round way.

VI design is not the whims of designers but requires strong implementability. If it is too cumbersome to implement, or if it is too expensive to implement, no matter how good the VI is, it will become a castle in the air and a piece of paper because it is difficult to implement.

①The principle of unity of style

②The principle of strengthening visual impact

③The principle of emphasizing humanization

④Enhancing national personality and the principle of respecting national customs

⑤The principle of implementability

⑥The principle of conforming to aesthetic laws

⑦The principle of strict management

The VI system is intricate and complicated. Therefore, during the implementation process over many years, we must pay full attention to the randomness of each implementing department or personnel, and strictly follow the provisions of the VI manual to ensure that it does not go out of shape.

4. Basic procedures of VI design

The VI design procedure can be roughly divided into the following four stages:

①Preparation stage:

Understand and digest MI and determine the basic form that runs through VI

Collect relevant information to facilitate comparison

Preparation work for VI design Starting from the establishment of a dedicated working group, this group is composed of people with different strengths. It’s not about numbers, it’s about being capable and focusing on practical results. Generally speaking, it should be the senior person in charge of the enterprise. Because this person has a more thorough understanding of the company's own situation than ordinary managers and designers, and has a stronger macro grasp. Other members are mainly people from various specialized industries, with artists as the main body, supplemented by marketing personnel and market research personnel. If conditions permit, professionals from aesthetics, psychology and other disciplines will also be invited to participate in part of the design work.

② Design and development stage

Basic element design

Application element design

After the VI design team is established, it must first fully understand, Digest the company's business philosophy, understand the spirit of MI, and find the integration point with VI. This work relies on full communication between VI designers and enterprises.

After all preparations are completed, the VI design team can enter the specific design stage.

③Feedback and correction stage

Research and correction feedback

Revision and finalization

After the VI design is basically finalized, teaching must be carried out Conduct a large-scale survey to test the details of the VI design through feedback from a certain number of survey subjects at different levels.

④Preparing VI manual

Preparing VI manual is the final stage of VI design.

5. Basic element design of VI - logo design

Logo is divided into two types: corporate logo and product logo.

Corporate logo

Corporate logo is the logo of the entity engaged in production and business activities. Product logo is the logo of the products produced by the enterprise, also called trademark.

Characteristics of corporate logos

Unique and distinctive recognition is the primary feature of corporate logos.

The symbolic nature of spiritual connotation is the essential characteristic of corporate logos.

Aesthetic styling is an important feature of a corporate logo.

Extensibility in implementation is an essential feature of a corporate logo

The application range of logos is extremely wide, so logo design should take into account expressions in plane, three-dimensional and different materials. Effect. Some logo designs are beautiful, but their production is complicated and expensive, which inevitably limits the wide range and convenience of logo applications.

Corporate logos should have the color of the times

In the process of logo design, the color of the times should be fully considered and randomly revised according to the situation in the future implementation process.

Design principles of corporate logos

From a modeling perspective, logos can be divided into concrete and abstract types. There are three types: concrete and abstract combination.

Concrete logos are designed based on specific images (mostly physical graphics) through various modifications, such as simplification, generalization, exaggeration, etc. Their advantage is that they can intuitively express concrete characteristics. , making it clear at a glance.

Abstract logos are logos designed with dots, lines, surfaces, bodies and other modeling elements. It breaks through the constraints of concreteness, has greater room for modeling effects, and can produce a strong visual Stimulating, but prone to uncertainty in understanding. Such as the logo of Japan's Mitsubishi Corporation.

The combination of concrete and abstract logos is the most common. Because it combines the strengths of both concrete and abstract logo design types, its expression effect is particularly outstanding.

No matter which form of logo design is used, the following principles should be followed.

The logo design should be able to reflect the business philosophy of the company and highlight the corporate image.

Logo design should be combined with the company’s industry characteristics and product characteristics.

Logo design should conform to the aesthetic characteristics of the times.

6. Design of basic elements of VI - standard word design

Standard word design is the name of the enterprise (product), through creative design, to form a unique style and outstanding personality combination. .

1. Characteristics of standard words

Recognizability is the general characteristic of standard words

Since standard words represent a specific corporate image, they must be unique The overall style and distinctive personality characteristics can make the enterprise it represents stand out from many comparable objects and be unforgettable.

Legibility is the basic feature of standard characters

Styling is the key feature of standard characters

Seriality is the practical feature of standard character design. There is a series of standard fonts in the same style, suitable for various situations.

2. Standard font design steps

Determine the overall style

An enterprise should have its own inner style that is different from other enterprises, with different font shapes and combinations Form also has its own inherent stylistic characteristics, and an organic connection between the two is found.

Conceive the basic shape

Adjust visual errors

Common optical illusions and corrections

Chinese characters are square-shaped, but in actual In terms of visual effects, slightly longer Chinese characters look more beautiful than regular square shapes. This is because the frame structure of Chinese characters has many top and bottom frames, and only some strokes on the left and right sides support it. Moreover, more horizontal strokes and fewer vertical strokes also enhance the sense of height of Chinese characters. Therefore, words written in squares of the same size are likely to look uneven and of different sizes.