People perceive external information, 83% is through the visual channel to reach people's minds. That is to say, vision is the most important and the most important channel for people to receive external information. The visual recognition of corporate image is to transform the non-visual content of CI into static visual identification symbols, which can be used in a variety of application forms to carry out the most direct communication in the broadest level.
Scientific design and favorable implementation of visual identity is a fast and convenient way to disseminate the business philosophy, establish corporate visibility and shape the corporate image.
A complete set of VI generally includes the basic part and the application part, which is the most important is the development of the logo (LOGO). Enterprise logo is the core of the VI system, she is the corporate culture, business philosophy, corporate purpose, the goal of the distillation; in the VI system, the logo is the most widely used, the most frequent elements, with the launch of all the visual design elements of the dominant force. Creative a logo, its subject matter taken from the enterprise's theme material. Usually, as an additional component of the corporate image is the auxiliary logo of the enterprise, i.e., with some figurative graphics, auxiliary enterprise logo, strengthen the character of the enterprise, to express the qualities of the products and services;
Before and after the 1950s, in the United States, the emergence of visual identity (VI).
The background was influenced by the American "car culture". At that time, the highway network has been formed, the road traffic signs put forward new requirements, in order to adapt to high-speed driving and complex driving path, the emergence of a unified and simple traffic identification symbols. American marketing scientists transferred this idea to business communication, that consumers are just like drivers driving at high speeds, facing the complex identification environment of the casino, competing companies therefore need to have concise and uniform symbols to capture the attention of consumers (and all related audiences).
This idea of a standardized symbol system is also widely used in a variety of public settings.
Visual information communication occupies the largest part of the whole communication, and the company identity is based on visual graphics. Its basic elements include: trademarks, standard colors, standard words, etc. IBM and McDonald's are the representatives of American companies using VI at this stage.
Additional points:
The main contents of a set of VI design:
I. Basic elements system
A. Logo
B. Standard word
C. Standard color
D. Combination of logo and standard word.
II. Application System
A. Office Supplies: Envelopes, letterheads, note pads, business cards, badges, work permits, invitations, folders, letters of introduction, billing tickets, memos, information kits, official forms, etc.
B. External architectural environment: architectural shapes, company flags, corporate facades, corporate signboards, public **** signage, road signs, advertising towers, neon ads, courtyard landscaping and so on.
C. Internal architectural environment: internal departmental signage, commonly used signage, floor signage, corporate image boards, flags, billboards, POP ads, shelf signs and so on.
D. Transportation: cars, vans, buses, trucks, utility vehicles, tankers, ships, airplanes and so on.
E. Clothing and apparel: manager's uniforms, managerial personnel uniforms, staff uniforms, ceremonial uniforms, cultural shirts, ties, work hats, buttons, epaulettes, badges and so on.
F. Advertising media: TV ads, magazine ads, newspaper ads, network ads, street sign ads, billboard ads, etc.
G. Product packaging: carton packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging, wrapping paper.
H. Official Gifts: T-shirts, ties, tie clips, lighters, key tags, umbrellas, medals, gift bags, etc.
I.Display: window display, exhibition display, shelf merchandise display, display merchandise display, etc.
J. Printed materials: corporate profile, commodity manuals, product profiles, calendars and so on.