In today's brand marketing, there is no VI design, which means that for a modern enterprise, its image will be submerged in the sea of business, making people unable to distinguish; It means that it is a soulless money-making machine; It means that its products and services have no personality and consumers have no attachment to them; It means that the team collapses and morale is low.
VI design generally includes basic part and application part. The role of an excellent VI design for enterprises should be:
A, clearly distinguish this enterprise from other enterprises, and at the same time establish the obvious industry characteristics or other important characteristics of this enterprise to ensure its independence and irreplaceable in economic activities; Defining the market positioning of enterprises is an important part of intangible assets of enterprises;
B, convey the business philosophy and corporate culture of the enterprise, and publicize the enterprise in visual form;
C, with its own unique visual symbol system to attract the attention of the public and generate memories, so that consumers have the highest brand loyalty to the products or services provided by enterprises;
D, improve the enterprise employees' sense of identity with the enterprise, and improve enterprise morale.
VI is a part of enterprise CI, which includes three aspects. They are MI, BI and VI, and the three aspects are enterprise mental identity, behavior recognition and visual recognition.
The full name of VI is visual identification, that is, [corporate VI visual design], which is an important part of corporate VI image design. With the development of social modernization, industrialization and automation, the process of optimizing the combination is accelerating, the scale is expanding, the organization is increasingly complex, the products are updated rapidly, and the market competition is more intense. In addition, with the rapid expansion of various media and different communication channels, the audience is at a loss in the face of a lot of complicated information. Enterprises need unified and centralized VI design communication more than ever before, so it is very important to identify personality and identity. VI design can make the image of the enterprise highly unified, make full use of the visual communication resources of the enterprise, and achieve the best brand communication effect. Enterprises can gain employees' sense of identity and belonging internally through VI design, strengthen enterprise cohesion, establish the overall image of enterprises externally, integrate resources, transmit enterprise information to the audience in a controllable way, and continuously strengthen the audience's cognition through visual symbols, thus gaining recognition.
Six: visual recognition
VI: A complete and systematic visual expression system with signs, standard characters and standard colors as the core. Transform the above abstract concepts such as corporate philosophy, corporate culture, service content and corporate norms into concrete symbols to create a unique corporate image. In CI design, visual identification design is the most spreading and appealing, and it is most easily accepted by the public, which is of great significance.
VI system:
A. Basic element system: such as enterprise name, enterprise logo, enterprise modeling, standard words, standard colors, symbol patterns, propaganda slogans, etc.
B Application system: product modeling, office supplies, corporate environment, transportation, clothing, advertising media, signboards, packaging systems, official gifts, exhibitions and printed publications.
The main contents of a set of VI design:
First, the basic element system
A. symbols
B. Standard words
C. standard color
D. combination of signs and standard words.
Two. application system
A. Office supplies: envelopes, stationery, notes, business cards, badges, work permits, invitations, folders, letters of introduction, bills, memos, information kits, official document forms, etc.
B. External architectural environment of the enterprise: architectural modeling, company flag, corporate facade, corporate signboard, public signboard, road sign, advertising tower, neon advertisement, courtyard beautification, etc.
C. Internal building environment of the enterprise: departmental signs, common signs, floor signs, corporate image signs, flags, billboards, POP advertisements, shelf signs, etc.
Means of transportation: cars, trucks, buses, trucks, tool cars, oil tankers, ships, planes, etc.
E. Clothing: manager's uniform, manager's uniform, employee's uniform, etiquette uniform, T-shirt, tie, work cap, buttons, epaulettes, badges, etc.
F advertising media: TV advertisements, magazine advertisements, newspaper advertisements, online advertisements, street sign advertisements, poster advertisements, etc.
G product packaging: carton packaging, paper bag packaging, wooden box packaging, glass container packaging, plastic bag packaging, metal packaging, ceramic packaging and wrapping paper.
H. Official gifts: T-shirts, ties, tie clips, lighters, key cards, umbrellas, medals, gift bags, etc.
1. Display: window display, exhibition display, shelf display, display display, etc.
J printed matter: company profile, product description, product profile, calendar, etc.
General principles of VI design
The visual identity (VI) of an enterprise is a symbol of enterprise information transmission, which has concrete and direct communication power and appeal, and can fully express the basic spirit and material of enterprise identification, so that the public can intuitively accept the conveyed information, thus achieving the purpose of identification and recognition. Therefore, in VI design, we must first make clear the basic requirements and principles of VI design.
The full name of VI is visual identification, that is, corporate VI visual design, which is an important part of corporate VI image design. With the development of social modernization, industrialization and automation, the process of optimizing the combination is accelerating, the scale is expanding, the organization is increasingly complex, the products are updated rapidly, and the market competition is more intense. In addition, with the rapid expansion of various media and different communication channels, the audience is at a loss in the face of a lot of complicated information. Enterprises need unified and centralized VI design communication more than ever before, so it is very important to identify personality and identity.
Enterprises can achieve this goal through VI design. Gain employees' sense of identity and belonging internally, strengthen enterprise cohesion, establish the overall image of the enterprise externally, integrate resources, transmit the information of the enterprise to the audience in a controllable way, and continuously strengthen the audience's cognition through visual symbols, so as to gain recognition.
Some famous multinational companies in the world, such as Dutch Shell, American General Motors, Coca-Cola, Canon of Japan, Sumitomo Bank, etc. Without exception, a set of perfect corporate image system has been established. They can be invincible in the competition, which is not unrelated to scientific and effective visual communication. In the past 20 years, some domestic enterprises have gradually introduced image recognition systems. The earliest Sun God and Jianlibao, and later Konka and Skyworth also achieved success in practice. Under the emerging market economy system in China, an effective image recognition system is very important for the long-term development of enterprises, and it has also become a run-up device for enterprises to take off.
Committed to the introduction of enterprise VI design and the design and implementation of VI manual, helping enterprises to establish a good corporate image, establish a unified visual management system, improve the internal and external communication system of enterprises, and accelerate the benign operation of enterprises. The success of enterprises is also a platform for the development of the west and the east. In line with the concept of thinking for customers, Dong Xi keeps forging ahead, strives for perfection, and makes unremitting efforts for your success.