I. Definition of VI
VI that is (VisualIdentity), commonly translated as visual identification, is the most communicative and infectious level of the 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. Commodity and Packaging
Commodity packaging design, wrapping paper, boxes, boxes, all kinds of packaging badges, envelopes, sealing, sticking trademarks, tapes, labels and so on.
2. Symbols
Company name signs, building exterior, signboards, outdoor lighting, neon signs, entrance and exit instructions, window displays, movable signs, street signs, monumental buildings, various signs, dealers with all kinds of business signs, signs.
3. Accounts and bills
Orders, bills of lading, bills, commission bills, all kinds of bills, application forms, notification letters, confirmation letters, deeds, checks, receipts and so on.
4. Stationery
Specialized letterheads, notes, envelopes, file paper, document bags, letters of introduction and so on.
5. Clothing
Male and female staff uniforms, uniforms, hats, ties, bow ties, handkerchiefs, tie pins, umbrellas, handbags and other publications
6. Printing
Stocks, annual reports, company lists, surveys, self-managed newspapers and magazines, company resumes, profiles, awards and so on.
7. Mass Communication
Newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, mailed advertisements, etc.
8. SP category
Product manuals, advertising leaflets, exhibition layout, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards, and a variety of POP categories.
9. Transportation
Business vehicles, advertising vehicles, trucks, staff commuting vehicles 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 due to 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 reinforcing visual impact
③Principle of emphasizing humanity
④Principle of enhancing national individuality 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 process of implementation over the years, we must pay full attention to the implementation of the discretion of the departments 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 the 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 the
VI design preparations The work begins with the establishment of a specialized working group, which is 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 macro 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 enterprise's business philosophy, 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.
③Feedback 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 details of the VI design.
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 logos
Unique and distinctive recognition is the primary characteristic of corporate logos.
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 convenient.
Enterprise logo should have the color of the times
In the logo design process, should take into full account the color of the times, and in the future 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 as to make 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 characteristics of the enterprise's industry and product features.
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 never forget.
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, applicable to 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-shaped, but in the actual visual effect, slightly longer Chinese characters look more beautiful than the regular square shape. 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 fact that there are more horizontal and fewer vertical strokes also enhances the height of the character. Therefore characters written according to the same size square are likely to look jagged and of different sizes.