VI is (Visual Identity), commonly translated as visual identification, is the most communicative and infectious level of CIS system.

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, implementation of favorable visual identity, is the dissemination of business philosophy, establish corporate visibility, shaping the corporate image of the fast and convenient way.

Two, VI application elements of the system design table

1. Hospitality items

Fair, parlor, conference hall furniture, ashtrays, cushions, hospitality dining set, customer stationery. Goods and packaging category

Goods packaging design, wrapping paper, boxes, boxes, all kinds of packaging with badges, envelopes, sealing, sticking trademarks, tape, labels and so on.

2. Symbols

Corporate name signs, building exteriors, signboards, outdoor lighting, neon signs, entrance/exit signs, window displays, movable signs, street signs, monumental buildings, various signage, various business signs and labels for dealers.

3. Tickets

Orders, bills of lading, bills of lading, commission bills, all kinds of bills, application forms, notices, confirmation letters, deeds, checks, receipts and so on.

4. Stationery

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

5. Clothing

Male and female staff uniforms, uniforms, caps, ties, bow ties, handkerchiefs, tie pins, umbrellas, handbags, etc. Publication

6. Printing

Stocks, annual reports, company lists, surveys, self-publication, company resumes, profiles, awards and so on.

7. Mass Communication

Newspaper ads, magazine ads, TV ads, radio ads, mailed ads, etc.

8. SP Category

Product manuals, advertising leaflets, display layout, PR magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards, various POP categories.

9. Transportation

Business vehicles, advertising vehicles, trucks, employee commuter cars and other appearance recognition.

10. Documents

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

Three, the basic principles of VI design

VI design is not a mechanical operation of the symbols, but rather a vivid expression of the connotation of MI. Therefore, VI design should reflect the business philosophy of the enterprise from multiple perspectives and in an all-round way.

VI design is not the whims of the designers but requires a strong implementability. If the implementation of the implementation of too much trouble, or because of the cost of expensive and affect the implementation, and then the excellent VI will be difficult to implement and become a castle in the air, on paper.

①Principle of unity of style

②Principle of strengthening the visual impact

③Principle of emphasizing humanity

④Principle of enhancing the national personality and respecting national customs

⑤Principle of implementability

⑥Principle of conforming to the laws of aesthetics

⑦Principle of strict management

VI system Thousands of things, therefore, in the implementation of the process over the years, we must pay full attention to the implementation of the discretion of the department or personnel, in strict accordance with the provisions of the VI manual, to ensure that not out of shape.

Four, VI design of the basic procedures

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

①Preparation stage:

The establishment of VI design team

Understanding the digestion of the MI, to determine the basic form throughout the VI

Collection of relevant information, in order to facilitate the comparison of

VI design of preparation The work begins with the establishment of a specialized working group, composed of people with different strengths. The number of people is not in and more, lies in the lean and effective. Generally speaking, should be the senior principal of the enterprise. Because the person than the general management and designers of the enterprise's own situation is more thorough understanding of the macroscopic grasp of the ability to be stronger. Other members are mainly people in various specialized industries, with aesthetics personnel as the main body, to marketing personnel, market research personnel as a supplement. If conditions permit, also invited professionals in aesthetics, psychology and other disciplines to participate in some of the design work.

②Design and development stage

Basic element design

Application element design

AI design team was set up, first of all, we must fully understand and digest the business philosophy of the enterprise, the spirit of the MI to eat through, and look for a combination with the VI. This work depends on the full communication between the VI designers and the enterprise.

After all the preparatory work is ready, the VI design team can enter the specific design stage.

③ Feedback and correction stage

Research and correction feedback

Correction and finalization

In the VI design is basically finalized, but also to teach a wide range of research, in order to through a certain number of different levels of research object feedback to test the VI design of the details.

④ Preparation of VI manual

Preparation of VI manual is the final stage of VI design.

Fifth, the basic elements of VI design - logo design

Logo is divided into two kinds of corporate logo and product logo.

Enterprise logo

Enterprise logo that is engaged in production and business activities of the entity's logo, product logo that is the logo of the products produced by the enterprise, also known as trademark.

Characteristics of Corporate Logo

Unique and distinctive recognition is the primary characteristic of corporate logo.

Symbolism of spiritual connotation is the essential feature of a corporate logo.

Conformity with aesthetic modeling is an important feature of corporate logos.

Extensibility in implementation is an essential feature of corporate logos

The scope of application of logos is extremely wide, so logo design should take into account the plane, three-dimensional as well as different materials on the expression of the effect. Some of the logo design is beautiful, but the production is complex, expensive, will limit the logo on the application of a wide range of convenience.

Enterprise logo should have the color of the times

In the logo design process, should give full consideration to the color of the times, and in the subsequent implementation of the process of random revision according to circumstances.

Principles of logo design

From the point of view of modeling, the logo can be divided into figurative type, abstract type. Abstract and figurative combination of three types.　　

Figurative logos are designed on the basis of concrete images (mostly physical graphics) and after various modifications, such as simplification, generalization, exaggeration, etc. Its advantage lies in the intuitive expression of figurative features, which makes people understand at a glance.　　

Abstract logo is a logo designed with point, line, surface, body and other modeling elements, which breaks through the constraints of the figurative, and has a greater scope of play in the modeling effect, which can produce strong visual stimulation, but it is easy to produce uncertainty in the understanding. For example, the logo of Mitsubishi Corporation in Japan.　　

Figurative abstract combination type logo is the most common, because it combines the strengths of figurative and abstract two types of logo design, so that its expression effect is particularly outstanding.

Whatever form of logo design should follow the following principles

Logo design should be able to focus on reflecting the business philosophy of the enterprise, highlighting the corporate image.

Logo design should be combined with the enterprise's industry characteristics and product characteristics.

Logo design should be in line with the aesthetic characteristics of the times.

VI basic elements of VI design-standard word design

Standard word design, that is, the name of the enterprise (product), through creative design, the formation of a unique style, outstanding personality combination of the whole.

One of the characteristics of the standard word

Recognition is the general characteristics of the standard word

Because the standard word represents a specific corporate image, so it must have a unique overall style and distinctive personality characteristics, in order to make the enterprise it represents stand out from the many comparable objects, and another person will not be forgotten.

Ecognizability is the basic feature of the standard word

Modeling is the key feature of the standard word

Series is the application of the standard word design features that there should be a series of the same style of the standard word, suitable for a variety of occasions.

Second, the design steps of the standard word

Determine the overall style

An enterprise should have its own internal style different from that of other enterprises, and the different font shapes and combinations of forms also have their own inherent stylistic characteristics, to find the organic link between the two.

Conceptualizing the basic shape

Restructuring visual errors

Common misperceptions and corrections

Chinese characters are square, but in the actual visual effect, slightly longer Chinese characters look more beautiful than the regular square. This is because the inter-frame structure of a Chinese character has many top and bottom frames, with only partial support for the left and right strokes, and the more horizontal and fewer vertical strokes also enhance the height of the character. Therefore, characters written according to the same size of the square are likely to look jagged and of different sizes.