I. Definition of Virtual Institute
VI (Visual Identification), translated as visual identification, is the most communicative and infectious level in CIS system.
83% of the external information people perceive reaches people's minds through visual channels. 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, and spread them directly at the widest level with 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.
Two. VI Application Element System Design Table
1. Hotel project
Furniture, ashtray, cushion, tableware, customer stationery, etc. Commodities and packaging
Commodity packaging design, wrapping paper, packaging box, packaging box, badge, envelope, seal, label, adhesive tape, label, etc.
2. Symbolic classes
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.
3. Bill category
Orders, manifests, bills, orders, bills, application forms, notices, confirmation letters, contracts, checks, receipts, etc.
4. Stationery
Special stationery, notes, envelopes, official documents, file bags, letters of introduction, etc.
5. Clothing category
Work clothes, uniforms, work hats, ties, bow ties, handkerchiefs, tie clips, umbrellas, handbags, etc. Wages of male and female workers.
6. Print categories
Stocks, annual reports, company lists, investigation reports, self-run newspapers and periodicals, company resumes, profiles, awards, etc.
7. Categories of mass communication
Newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, mail advertisements, etc.
8. class 8.sp
Product brochures, advertising leaflets, exhibition pages, public relations magazines, promotional materials, audio-visual materials, seasonal greeting cards, postcards and various Persistent organicpollutants.
9. Transportation
Appearance identification of commercial vehicles, advertising vehicles, trucks, employee commuter vehicles, etc.
10. certificate
Badges, armbands, business cards, ID cards, company flags
Third, the basic principles of VI design
VI design is not a mechanical symbolic operation, but a vivid expression with MI as its connotation. Therefore, VI design should reflect the business philosophy of enterprises from multiple angles and in all directions.
VI design is not a designer's whimsy, but needs strong feasibility. If the implementation is too troublesome, or the implementation is affected by high cost, even the best VI will become a castle in the air because it is difficult to implement.
(1) The principle of unified style
(2) the principle of strengthening visual impact.
③ Emphasize the principle of humanization.
④ The principle of strengthening national individuality and respecting national customs.
⑤ the principle of enforceability
⑥ The principle of conforming to aesthetic laws.
⑦ The principle of strict management
VI system is complicated. Therefore, in the implementation process over the years, we should pay full attention to the arbitrariness of each implementation department or personnel and strictly follow the provisions of the VI manual to ensure that it does not go out of shape.
Four. Basic program of VI design
VI design procedures can be roughly divided into the following four stages:
① Preparation stage:
Establish VI design team
Understand and digest MI, and determine the basic form that runs through VI.
Collect relevant information for comparison.
The preparation of VI design should start with the establishment of a special working group, composed of people with their own strengths. The number is small, but it is lean and pragmatic. Generally speaking, it should be held by the senior person in charge of the enterprise. Because this person has a more thorough understanding of the enterprise's own situation than ordinary managers and designers, and has a stronger macro-grasp ability. Other members are mainly people from various specialized industries, mainly artists, supplemented by marketers and market researchers. If conditions permit, professionals from aesthetics, psychology and other disciplines are also invited to participate in some design work.
② Design and development stage
Basic element design
Application element design
After the establishment of VI design team, we should first fully understand and digest the business philosophy of the enterprise, thoroughly understand the spirit of MI, and find the combination point with VI. This work depends on the full communication between VI designers and enterprises.
After everything is ready, the VI design team can enter the specific design stage.
③ feedback correction stage
Investigate and correct feedback
Modify and finalize the design
After the VI design is basically finalized, a large-scale investigation is needed to test the details of VI design through the feedback of a certain number of respondents at different levels.
④ Write VI manual.
The compilation of VI manual is the last stage of VI design.
Five, the basic elements of VI design-logo design
Marks are divided into enterprise marks and product marks.
Signs; emblem
Enterprise logo is the logo of the entity engaged in production and business activities, and product logo is the logo of the products produced by the enterprise, also called trademark.
Characteristics of enterprise logo
Unique and distinctive recognition is the primary feature of corporate logo.
Symbolism of spiritual connotation is the essential feature of corporate logo.
Conforming to aesthetic modeling is an important feature of corporate logo.
Extensibility in implementation is an essential feature of enterprise logo.
Signs have a wide range of applications, so the design of signs should consider the expression effects of plane, three-dimensional and different materials. Some signs are beautiful in design, but complicated and expensive, which inevitably limits the wide and convenient application of signs.
Enterprise logo should have the color of the times
In the process of logo design, we should fully consider the color of the times, and modify it randomly according to the situation in the future implementation process.
Design principles of enterprise logo
From the perspective of modeling, signs can be divided into two types: concrete and abstract. There are three types of concrete abstract combinations.
On the basis of concrete images (mostly physical graphics), through various modifications such as simplification, generalization and exaggeration, the image logo is designed and issued. Its advantage lies in the intuitive expression of visual characteristics, which makes people clear at a glance.
Abstract logo is a logo designed with modeling elements such as point, line, surface and body. It breaks through the bondage of concreteness, has a large space for modeling effect, and can produce strong visual stimulation, but it is easy to produce uncertainty in understanding. For example, the logo of Mitsubishi Corporation of Japan.
The combination of concrete and abstract logo is the most common. Because it combines the advantages of concrete and abstract logo design types, its expression effect is particularly outstanding.
No matter what form of logo design, we should follow the following principles.
Logo design should reflect the business philosophy of the enterprise and highlight the corporate image.
Logo design should combine the industry characteristics and product characteristics of enterprises.
Logo design should conform to the aesthetic characteristics of the times.
Basic element design of intransitive verbs-standard word design
Standard character design refers to the creative design of enterprise (product) names to form a combination with unique style and outstanding personality.
First, the characteristics of standard Chinese characters
Recognition is a common feature of standard words.
Because the standard word represents a specific corporate image, it must have a unique overall style and distinctive personality characteristics, so that the enterprise it represents can stand out from many comparable objects and be unforgettable.
Readability is the basic feature of standard characters.
Modeling is the key feature of standard characters.
Seriality is the application feature of standard word design, that is, there should be a series of standard words with the same style, which are suitable for various occasions.
Second, the design steps of standard Chinese characters
Determine the overall style
An enterprise should have its own internal style different from other enterprises, and different font shapes and combination forms also have their own internal style characteristics, so as to find the organic connection between them.
Conceive a basic model
Static visual error
Common illusions and corrections
Chinese characters are square, but in actual visual effect, slightly longer Chinese characters look more beautiful than regular squares. This is because there are many people standing up and down the frame structure of Chinese characters, and only some strokes are supported on the left and right, and more horizontal and less vertical also enhance the sense of height of Chinese characters. Therefore, words written according to squares of the same size are likely to be uneven and of different sizes.