VI design, that is, corporate visual identity system, is the key carrier to express corporate cultural brands. Practice shows that excellent VI design has played an important role in the development of enterprises. The application of patterns in catering VI design can better inherit and carry forward traditional culture, promote the catering VI design to contain the charm of oriental culture, and better highlight the catering theme. This paper mainly analyzes the true meaning of pattern design, the necessity of pattern application in catering VI design and the application of pattern in catering VI design.

the true meaning of patterns

patterns are the cultural essence of a nation. The rich and colorful cultural connotations of the Chinese nation are reflected in the patterns, which provide an inexhaustible source for the inheritance of national cultural ideas. It constitutes the traditional culture of the Chinese nation, and it is a set of artistic methods that fully reflect the national history. However, in recent years, western design ideas have gradually penetrated into modern design. Many designers have become accustomed to combining and dividing various points, lines and surfaces, and the final design only emphasizes the modernity and sense of form, ignoring the nutrition of China patterns, resulting in some narrow designs. This design highlights the sense of modern commercial information, but loses the charm of China traditional national culture.

the necessity of pattern application in catering VI design

1. consumers' aesthetic needs

people's current aesthetic needs have gradually become natural and simplified. The application of patterns in the VI design of catering meets people's requirements, which makes the restaurant reflect strong national characteristics in the image design and meets the requirements of consumers for traditional art and culture. The design style with patterns as elements is well combined with art, which subtly injects rich cultural atmosphere into the restaurant.

2. Carry forward the traditional culture and innovate the design style

Excellent catering VI design is not only manifested in the unified collocation of elements such as shape, color and function, but also reflects a kind of cultural values and aesthetic art in the design process. From the current design development, it can be seen that the application of patterns in VI design can always attract many people's attention in domestic and foreign markets, which can not only create good economic benefits, but also actively promote traditional culture and promote China's art design to enter the international market as soon as possible.

application of patterns in catering VI design

1. catering VI logo design

catering VI logo design includes images, characters and comprehensive types. Text type refers to the composition of various letters and characters. Text patterns are applied to the logo, which well reflects the traditional patterns. Some time-honored restaurants in China are mostly written signs, such as the sign of Quanjude Roast Duck. The common form of logo design is traditional pattern, and the design logo is widely used, and both concrete and abstract images can become the elements of design logo.

There are many kinds of patterns, such as auspicious patterns, which represent the meaning of auspiciousness, and it has also become the first choice for design decoration with national characteristics. For example, the logo image of Quanjude is deformed characters and animal patterns, and the three vigorous characters of Quanjude represent the long history of this time-honored brand. The use of gold indicates its prosperous development in the future, and at the same time, the exaggerated and deformed duck pattern represents Quanjude's most famous roast duck. The comprehensive application of characters and animal image patterns embodies the theme logo of the enterprise.

2. Design of catering display signs

The design of catering display signs includes the design of dishes, window display and sign themes, commodity signs explaining product performance, and various signs with decorative and indicating functions. In the design of restaurant display boards, the main function is to explain and inform: the auxiliary function is the pattern, which has the function of decoration and supplementary explanation, and the cabinet edge, corner or background specifically uses geometric patterns and plant patterns as decorative foil. The plaque in Donglaishun is written in gold on a black background and decorated with gold palindromes. The continuous palindromes indicate that food is the most important thing for the people, representing longevity and well-being, which is very consistent with the theme expressed by the hotel.

3. Application of patterns in catering display props

Display props are an important part of catering image and an important basis for designing catering image products. Among them, patterns are mostly used in the booth category of catering display props. The specific function is to effectively protect the image of exhibits, actively improve the characteristics of exhibits and highlight the styles of exhibits. More common styles are high and low dining display cabinets, set image display cabinets and so on. When displaying and designing catering image products, the pattern design of showcase not only fully displays the image, but also scientifically divides the space, especially plays a role in displaying the catering environment.

For example, the grille decoration of Bashu Grilled Fish Restaurant divides and divides the space very well. In the process of designing the props of the dining showcase, the successful examples of applying text patterns include prompt marking, explanation and highlighting the theme. China's national artistic treasure, calligraphy, fully embodies different charm in various calligraphy styles, and each calligrapher has different calligraphy art, which has played an excellent decorative effect in the restaurant display.

4. Application of patterns in dining floor and ceiling

Patterns are seldom used in dining floor and ceiling. As an important part of dining image, ceilings are mostly used with geometric patterns and text patterns, which can fully show simple aesthetic feeling and modeling decoration by using different levels of ceilings. For example, in the process of designing the environment of Bashu restaurant, flower patterns were applied to the ceiling modeling, which well set off the dining atmosphere and further set off the environment. The pattern applied on the ground is mosaic, which is rarely used at ordinary times, especially in a specific environment. The materials are mainly simple patterns such as characters and geometric patterns, followed by animal and plant patterns.

Earth-shaking changes are taking place in our times, and various ideas, modern design ideas and innovative performance skills have entered our country one after another. In addition, the promotion of excellent Chinese culture is also actively carried out, and the collision between the two is bound to wipe out colorful fireworks. If the profound national culture wants to achieve more far-reaching development, it is necessary to take innovation as an important means and give full play to the important functions of patterns in modern design on the premise of the excellent national culture.