Design of enterprise VI manual

The design of corporate identity recognition of CIS in corporate identity system is the product of the combination of modern industrial design and modern enterprise management and operation.

American enterprises, represented by IBM, began to regard corporate image as a new and concrete management factor in 1951s. In order to study the specific methods of corporate image building, a new research field was established, and different terms such as Corporate Design, Corporate look, Specific Design and Design Policy appeared, which were later called corporate identification. CI(corporate identity) for short, and the design system planned by this field is called Corporate Identity System (CIS for short).

CIS is generally defined as conveying the business philosophy and spiritual culture of the enterprise to the stakeholders around the enterprise by using the overall communication system (especially the visual communication system), and making them have a consistent sense of identity and values for the enterprise. That is to say, combining the modern design concept with the overall operation of enterprise management theory, portraying the enterprise personality and shaping the excellent image of the enterprise, such a whole system is called corporate identity system.

elements of cis: MIS(Mind Identity System), mind identity system, BIS(Behavior Identity System) and behavior identity VIS(Visual Identity System). the design of enterprise VI manual is to standardize the design of enterprise visual identity system and bind it into a book.

VI's basic elements system design

(1) logo (corporate logo)

① Definition: to represent the enterprise with specific and clear shapes and patterns, reflecting its connotation and external image.

② corporate logo features: identifiability; Leadership; Identity; Shaping; Extensibility; Systematic; Times.

③ The theme of corporate logo design is corporate brand name (corporate name); Taking the initials of the enterprise name as the theme; Taking the meaning of enterprise name (brand) as the theme; Taking corporate culture and business philosophy as the theme; Taking the business content and product modeling as the theme; Take the traditional history or regional environment of enterprises and brands as the theme.

(2) (product) trademark

① Definition: a trademark is the symbol of a commodity; A sign that an enterprise is engaged in commercial activities.

② Type of trademark form: word mark; Graphic trademark; Combination trademark; Non-image trademark

③ trademark components: image (patterns, characters, etc.); Name (pronunciation); Color.

④ trademark function (feature): attention; Understandability; Easy to be remembered and recognized; Representative; Documentary; Protective; Registrability; Publicity and beautification functions; Establish and improve the brand awareness function of enterprises.

⑤ key points of trademark design: function comes first, the form is functional service, and the communication function is emphasized; The form is concise, distinctive, universal and easy to understand; Vivid, infectious and contemporary.

(3) enterprise standard words

① definition: organize and combine the image of the enterprise or related appellations into a group font, and create the unique style of the enterprise through the clear characteristics such as text sustainability and explanatory, so as to achieve the purpose of enterprise identification.

② types of enterprise standard words; full name (in Chinese and English) and abbreviation of enterprise name standard words; Standard word of product name; Standard word of inherent product name; Standard word of activity title; Promote standard words.

③ Whether the design essentials of standard characters conform to the industry and product image; Whether there is innovative style and unique appearance; Whether to convey the development and trust of the enterprise; Whether it meets the preferences of the buying age group; Whether there is a sense of readability, intimacy and beauty;

④ detail design of standard characters: determine the shape; Configure strokes; Font size correction, width correction between words; Uniform fonts and clear arrangement direction.

(4) enterprise standard color

① definition: an enterprise designates a fixed color or a set of color systems with a certain feature, which is applied to all media that convey design visually, and through the perceptual stimulation and psychological reaction of color, it highlights the business philosophy and product characteristics of the enterprise, and shapes and conveys the corporate image.

② enterprise standard color category monochrome type; Polychromatic type; Basic standard color+auxiliary standard color.

③ The applicable industries of color are red series: food, petrochemical, transportation, medicine and health, medicine, finance and department stores; Orange series: food, petrochemical, construction, department stores; Yellow series: electrical, chemical, lighting, food; Green department: finance, forestry, fruit and vegetable industry, construction industry, department store industry; Blue department: transportation, sporting goods, pharmacy, chemical industry, electronics, science and technology; Purple series: cosmetics, decorations, clothing, publishing; Pink series: children's products and women's products.

(5) corporate modeling (mascot)

① Definition: In order to strengthen corporate personality and appeal to product characteristics, appropriate figures, animals or plants are selected to make concrete illustrations, which form visual focus through amiable and lovely modeling, making people have a strong impression of fixed memory and shaping modeling symbols recognized by enterprises.

② Characteristics of enterprise modeling: descriptive; Intimacy; Fluency.

③ Key points of enterprise shape design: story; Historicity; Material; Characteristics and habits of animals and plants; Consider the taboos of religious beliefs, the likes and dislikes of customs and habits, and reflect the nationality.

(6) corporate symbol pattern

① definition: maintain the relationship between the guest and the host with the basic core elements in visual identification design, increase the application of graphic design through beautiful patterns, and strengthen corporate image.

② function: to complement the appeal of corporate image; Increase the adaptability of design elements; Strengthen the rhythm of visual perception.

③ design essentials: deriving changes from logo graphics; Design the unit shape separately to coordinate with the signs and standard characters.

(7) Enterprise-specific printing fonts

① Definition: Through unified special fonts, consistent visual symbols are assembled and applied to enterprise communication media, advertising promotional materials, product packaging, etc. to convey the unified image of the enterprise.

② design essentials: select fonts similar to those of the enterprise from the existing fonts; Keep in harmony with enterprise standard words; Pay attention to the occasion of font size application; If conditions permit, we can design a special innovative font with a unified style with the enterprise standard characters.

(8) The combination of basic elements standardizes enterprise logo and standard words; Trademarks and standard words; Signs and symbolic patterns (corporate modeling).

VI's application element system design The application element system of enterprise visual identification system is the design and application specification of basic elements of enterprise image visual identification in enterprise supplies and communication media.

(1) The establishment of application factor items is based on the principles of economy and applicability, and the communication media of the enterprise itself are selected as much as possible and classified, so as to establish the application factor items.

(2) Determine the standard scale of each application element item, so as to draw the standard pattern; Then, on this basis, a new unified visual design is carried out by using the basic elements that have been finalized, and standard drawings and actual effect drawings are drawn.

(3)VI The general classification of enterprise certificates designed by the application factor system: badges, armbands, business cards, famous brands, badges, employment cards, visiting cards, work permits, going out cards, etc.

Office supplies: envelopes, stationery, sticky notes, manuscript paper, file bags, folders, notebooks, workbooks, various stationery, etc.

external bill types: orders, purchase orders, notices, schedules, entrustment orders, delivery orders, receipts, contracts and other bills.

corporate symbols: company flags, company signboards, various indicator boards, lighting, neon boxes, signs for indication, gate signs, entrance signs, etc.

appearance of vehicles: transport vehicles, trucks, buses, special vehicles, cranes, ships, airplanes, etc.

promotional items: advertising leaflets, catalogues, catalogues, product introductions, business schedules, display items, advertising posters, posters, manuals, materials, audio-visual software, POP, greeting cards, gift bags, etc.

Mass communication: general newspaper, magazine advertisement format, TV advertisement opening and closing, other mass media modes, etc.

commodity packaging: packaging boxes, boxes, bags, various commodity containers, labels, various wrapping papers, adhesive tapes, various anti-counterfeiting marks, etc.

Clothing category: work clothes, uniforms, coats, ponchos, umbrellas, helmets, work hats, bow ties, handkerchiefs, casual clothes, cultural shirts, etc.

corporate publications and printed materials: public relations magazines, self-run newspapers and periodicals, brief company history, yearbooks, annual reports, investigation reports, publicity materials and other printed materials.

articles for hospitality: negotiation counter, special tableware, ashtray, stationery for customers, backpacks, etc. Indoor appearance of buildings: building appearance, external wall signs, indoor and outdoor unified image decoration, building facade, storefront, shutters, rolling gates, indoor wall decorations, wall clocks, signs, symbolic sculptures, etc.

the VI manual of enterprise visual identification system is now generally designed by computer design software (commonly used on PC), and each item of the VI manual is classified into the designed basic element system and application element system, and the first draft is printed, revised and delivered to plate making and proofing after discussion and approval, and the proofs are delivered to batch printing, binding and delivery.