In other words, vision is the most important and main channel for people to receive external information. The visual identification of corporate image is to transform the non-visual content of CI into static visual identification symbols, which are directly spread at the widest level in extremely rich and diverse application forms. Scientific design and good visual recognition are the quick ways to spread business ideas, establish corporate visibility and shape corporate image.
basic elements
The basic element system of enterprise VI design strictly stipulates the logo, Chinese and English characters, standard colors, enterprise logo patterns and their combination forms, which fundamentally regulates the basic visual elements of enterprises. The basic element system is the core part of corporate image, including corporate name, corporate logo, corporate standard text, standard color, symbol pattern, combined application and corporate slogan.
Enterprise name
Corporate name is closely related to corporate image, which is the premise of CIS design. It uses words to express identification elements. The determination of enterprise name must reflect the business philosophy of the enterprise and embody the business philosophy; It should be unique, loud and easy to read, and pay attention to homophonic meanings to avoid causing bad ideals.
The words of names should be concise and clear, at the same time, we should pay attention to internationality, adapt to the pronunciation of foreigners, and avoid making wrong associations in foreign languages. The enterprise name that expresses or implies the enterprise image and goods should be consistent with the trademark, especially the brand it represents, and the well-known goods in the market can also be used as the enterprise name. The determination of enterprise name should not only consider tradition, but also have the characteristics of the times.
Signs; emblem
Enterprise logo is the logo and identification symbol of a specific enterprise, and it is the core foundation of CIS design system. Corporate logo is to convey information such as the concept, content and product characteristics of the enterprise through simple modeling and vivid image. Logo design should not only have strong visual impact, but also express unique personality and sense of the times, and must be widely adapted to the production of various media, materials and supplies. Its manifestations can be divided into:
Graphical representation (including reproduced graphics, symbolic graphics and geometric graphics); 2 written expression (including the combination of Chinese and foreign characters and Arabic numerals); 3. Comprehensive performance (including graphic combination) in three aspects. Enterprise logo should be applied to CI design form with a fixed standard prototype. When it is opened, a standard scale diagram must be drawn, and accurate numerical values such as the outline, lines and distance of the logo must be expressed. Its drawing can adopt grid marking method and multi-arc angle marking scale marking, so that the marking can be accurately described and copied when it is enlarged or reduced.
Enterprise standard fonts include Chinese, English or other characters, and the standard fonts are designed according to the enterprise name, brand name and address. The selection of standard fonts should be clearly descriptive, directly convey the names of enterprises and brands, and strengthen the corporate image and brand appeal. According to different purposes, the font can be determined by the full name or abbreviation of the enterprise. Font design requires that the font be 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 in the logo combination, carefully plan the spacing and shape, and pay attention to the systematicness and extensibility of fonts to adapt to the production of various media, different materials and the application of various items.
The strokes, structure and font design of enterprise standard fonts can also reflect enterprise spirit, business philosophy and product characteristics. The standard drawing method is to arrange the standard fonts into an appropriate square or diagonal square, and indicate the positional relationship such as the height, width, size and angle of the fonts.
Corporate mascots use cute people or personified images to attract public attention and goodwill.
Standard color
The standard color of an enterprise is the prescribed color used to symbolize the enterprise in visual identity design and applied to all media. Through the perceptual stimulation of color to psychological reaction, it shows the characteristics of product content such as business philosophy of enterprises, and embodies the attributes and emotions of enterprises. Standard color has a strong recognition function in visual recognition symbols. The determination of enterprise standard color should be based on the industry attribute of the enterprise, highlight the difference between the enterprise and its peers, and create a distinctive color effect. The selection of standard colors is based on international standard colors, and enterprises should not use too many standard colors, usually no more than three colors.
Symbolic pattern
The design of enterprise logo pattern is to cooperate with the wide application of basic elements in various media. It should embody the spirit of enterprise in connotation and play a role in setting off and strengthening the corporate image. Through the rich modeling of symbolic patterns, the corporate image established by symbolic symbols is supplemented, making its meaning more complete, easier to identify and more expressive in scope and depth. Symbolic patterns are simple and abstract in expression, and have a harmonious relationship with logo graphics. They can also be designed through the modeling connotation of the logo or its components. When the basic elements are used in combination, there should be a rhythm of strong and weak changes and a clear primary and secondary relationship. According to the needs of different media, a variety of planning and combination design should be applied to ensure the unity and standardization of enterprise identification, strengthen the visual impact of the whole system and produce visual guidance effects.
slogan
It is a generalization of enterprise concept and a written propaganda slogan developed by enterprises according to their own marketing activities or ideas. The determination of enterprise slogan requires concise and catchy words. Accurate and loud corporate slogans can motivate employees to work hard for corporate goals, express the goals and directions of corporate development, and improve the impression of enterprises in public psychology. Its main function is to supplement the image of enterprises and products, so that the public can understand the enterprise concept in an instant and leave an unforgettable impression on enterprises or products.
Application element
Hotel project
Furniture, ashtray, cushion, tableware, customer stationery, etc. Commodities and packaging.
Design example of women's brand vi
Commodity packaging design, wrapping paper, packaging box, packaging box, badge, envelope, seal, label, adhesive tape, label, etc.
Company name signboard, architectural appearance, signboard, outdoor lighting, neon lights, entrance and exit instructions, window display, movable signboard, road sign, memorial building, various signboards, and various commercial signboards and signs used by dealers.
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Orders, manifests, bills, orders, bills, application forms, notices, confirmation letters, contracts, checks, receipts, etc.
Special stationery, notes, envelopes, official documents, file bags, letters of introduction, etc.
Work clothes, uniforms, work hats, ties, bow ties, handkerchiefs, tie clips, umbrellas, handbags, etc.
Publishing and printing categories
Stocks, annual reports, company lists, investigation reports, self-run newspapers and periodicals, company resumes, profiles, awards, etc.
Public communication
Newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, mail advertisements, etc.
Product brochures, advertising leaflets, exhibition layout, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards and various POPs.
Appearance identification of commercial vehicles, advertising vehicles, trucks, employee commuter vehicles, etc.
Badges, armbands, business cards, identity cards, company flags, etc.