People perceive external information, 83% is through the visual channel to reach people's minds. In other words, 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 forms and in the widest range of ways to
carry out the most direct communication.
Scientific design, the implementation of favorable visual identity, is the dissemination of business philosophy, the establishment of corporate visibility, shaping the corporate image of the fast and convenient way. Second, the VI application elements of the system design table 1. Hospitality items
Fair, parlor, conference hall furniture, ashtrays, cushions, hospitality dining set, customer stationery. Merchandise and Packaging
Merchandise packaging design, wrapping paper, boxes, boxes, all kinds of badges for packaging, envelopes, seals, pasting logos, tapes, labels, etc. 2. Symbols
Corporate name signboards, building exteriors, signboards, outdoor lighting, neon lights, entrance/exit directions, window displays, movable signboards, wayfinding signage, commemorative buildings, and all kinds of signboards, Dealers with all kinds of business signs, signs. 3. bills
Orders, bills, bills, commission bills, all kinds of bills, application forms, notices, confirmation letters, deeds, checks, receipts, etc. 4. stationery
Specialized letterheads, notes, envelopes, documents, paper, document pockets, letters of introduction, etc. 5. clothing
Male and female workers, work clothes, uniforms, work hats, Ties, bow ties, handkerchiefs, tie pins, umbrellas, handbags, etc. Publications 6. Printing
Stocks, annual reports, company lists, survey reports, self-managed newspapers, company resumes, profiles, awards and so on. 7. Mass Communication
Newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, postal advertisements, etc. 8. SP category
Product manuals, advertisement leaflets, exhibition layout, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards, and various 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 Third, the basic principles of VI design VI design is not a mechanical operation of the symbols, but 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. ① principle of unity of style
② principle of strengthening the visual impact
③ principle of emphasizing the humanization
④ principle of enhancing the national personality and respect for national customs
⑤ principle of implementability
⑥ principle of conformity with the laws of aesthetics
⑦ principle of strict management of the VI system of the many and varied, and, therefore, in the years of implementation, it is necessary to pay full attention to the implementation of the various VI systems, and the implementation of the VI system, and to pay attention to the implementation of the VI system. In the process of implementation, we should 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. Fourth, the basic procedures of VI design VI design procedures can be roughly divided into the following four stages: ① Preparation stage:
The establishment of VI design team
Understanding the digestion of the MI, to determine the basic form of VI
Collection of relevant information, in order to facilitate the comparison of the VI design of the preparatory work from the establishment of a special working group, which consists of people with different strengths. The group is composed of people with different strengths. The number of people is not in and more, lies in the lean and effective. Generally speaking, it should be the senior principal of the enterprise. Because the person than the general management and designers of the enterprise's own situation of 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, but also invite professionals in aesthetics, psychology and other disciplines to participate in some of the design work. ② Design and development stage
Basic element design
Application element design After the VI design team is set up, the first thing to do is to fully understand and digest the enterprise's business philosophy, to eat the spirit of the MI, and to find a point of integration with the VI. This work depends on the full communication between VI designers and enterprises.
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 After the VI design is basically finalized, it is also necessary to teach a wide range of research in order to test the details of the VI design through a certain number of different levels of information feedback from the research subjects. 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. Corporate logo
Corporate 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 identification is the primary characteristic of corporate logo.
Symbolism of spiritual connotation is the essential feature of 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.
Corporate logo should have the color of the times
In the logo design process, should fully consider the color of the times, and in the future implementation of the process of random revision according to circumstances. The design principle of the logo
From the perspective of modeling, the logo can be divided into figurative type, abstract type. Abstract and figurative combination of three types.
The figurative logo is designed on the basis of concrete images (mostly physical graphics), after various modifications, such as simplification, generalization, exaggeration, etc. Its advantage lies in the intuitive expression of the figurative characteristics, so that people can 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 Japanese curry mirror seeks twilight?
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 prominent.
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 consistent with the aesthetic characteristics of the times. VI, VI's basic elements of 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. First, the characteristics of the standard word
Recognition is the general characteristics of the standard word
Since 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
Seriality is the applied feature of the standard word design, that is, 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, 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.