the basic element system of p>VI design strictly stipulates the logo, Chinese and English characters, standard colors, restaurant symbol patterns and their combination forms, which fundamentally standardizes the visual basic elements of restaurants. The basic element system is the core part of restaurant image, including restaurant name, restaurant logo, restaurant standard characters, standard colors, symbol patterns, groups and applications, restaurant slogans and so on.

restaurant name

restaurant name is closely related to the image of the restaurant, which is the prerequisite of CIS design and the use of words to express the identification elements. The determination of the restaurant name must reflect the restaurant's management idea and embody the restaurant concept; It should be unique, loud and easy to read, and pay attention to homophonic meaning to avoid causing bad ideals. The words of names should be concise and clear, at the same time, we should pay attention to internationality and adapt to the pronunciation of foreigners to avoid wrong associations in foreign languages. The name of the restaurant that expresses or implies the image of the restaurant and the goods should be consistent with the trademark, especially the brand it represents, and the goods that are well-known in the market can also be used as the restaurant name. The determination of restaurant name should not only consider the tradition, but also have the characteristics of the times.

restaurant logo

restaurant logo is the symbol of a specific restaurant and the core foundation of CIS design system. Restaurant logo conveys the idea of going to a restaurant, content, product characteristics and other information through concise modeling and vivid images. Logo design should not only have strong visual impact, but also express unique personality and sense of the times, which must be widely adapted to the production of various media, materials and supplies. Its manifestations can be divided into: 1. Graphic expression (including reproduction graphics, symbolic graphics and geometric graphics); 2. Written expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive performance (including the combination of graphics and text) in three aspects. The restaurant logo should be applied in CI design form with a fixed standard prototype, and a standard scale diagram must be drawn when it is opened, and the precise numerical values such as the outline, line and distance of the logo must be expressed. Its drawing can adopt grid marking method and scale marking with multi-arc angle marking, so that the mark can be accurately depicted and copied when it is enlarged or reduced.

standard characters of restaurants

The standard fonts of restaurants include Chinese, English or other characters, and the standard fonts are designed according to the restaurant name, restaurant brand name and restaurant address. The selection of standard fonts should be clearly descriptive, directly convey the names of restaurants and brands and strengthen the image and brand appeal of restaurants. According to different uses, the full name or abbreviation of the restaurant can be used to determine the font. The design of the font requires that the font is correct, beautiful and easy to read, and the line thickness and stroke structure of the font should be as clear, simplified and decorative as possible. In the design, we should consider the coordination and unity of fonts and logos in combination, make careful planning of word spacing and modeling, and pay attention to the systematicness and extensibility of fonts, so as to adapt to the production of various media and different materials and the application of various items. The strokes, structure and font design of standard fonts in restaurants can also reflect the spirit, business philosophy and product characteristics of restaurants. The standard drawing method is to arrange standard fonts in suitable squares or diagonal squares, and show the positional relationship of fonts such as height, width, size and angle.

standard color

the standard color of a restaurant is the established color used to symbolize the restaurant and applied to all media in the visual identity design. Through the perceptual stimulation of color to psychological reaction, we can show the restaurant's business philosophy and the characteristics of product content, and reflect the restaurant's attributes and emotions. Standard color has a strong recognition effect in visual recognition symbols. The determination of restaurant standard color should be based on the attributes of the restaurant industry, highlight the differences between restaurants and peers, and create distinctive color effects. The selection of standard color is based on international standard color, and the use of standard color in restaurants should not be too much, usually no more than three colors.

Symbolic patterns

The symbolic patterns of restaurants are designed to match the basic elements and be widely used in various media. In terms of connotation, they should reflect the spirit of restaurants and play a role in setting off and strengthening the image of restaurants. Through the rich modeling of symbolic patterns, the restaurant image established by symbolic symbols is supplemented, making its meaning more complete, easier to identify and more expressive. Symbolic patterns are simple and abstract in the form of expression, and have a comparative and harmonious relationship with logo graphics, and can also be designed by the modeling connotation of the logo or its components. When the basic elements are used in combination, it is necessary to have a sense of rhythm and a clear relationship between primary and secondary, and make various planning and combination designs for application according to the needs of different media, so as to ensure the unity and standardization of restaurant identification, strengthen the visual impact of the whole system, and produce a visual induction effect.

restaurant slogan

is a generalization of the restaurant concept, and it is a kind of text propaganda slogan developed by the restaurant according to its own marketing activities or concepts. The determination of restaurant slogan requires concise and catchy words. Accurate and loud restaurant slogans can inspire employees to work hard for the restaurant's goals, express the restaurant's development goals and directions externally, and improve the restaurant's impression on the public's psychology. Its main function is to supplement the restaurant's image and the restaurant's product image, so as to make the public understand the restaurant's ideas in an instant and leave an unforgettable impression on the restaurant or product.

Restaurant mascot

Restaurant mascot is to arouse the public's attention and goodwill with lovely people or personified images.

special font

special font is a unified design of the main characters, numbers and product names newly used in restaurants, combined with external publicity characters. It mainly includes logo words designed for restaurant products and logo words designed for restaurant internal and external activities, as well as mastheads and title fonts designed for newspaper advertisements, poster advertisements, film and television advertisements, etc.