Depending on the situation, the VI system will have about 5-500 pages, which is mainly used to explain how the brand can spread the brand image consistently and correctly in various occasions.
The money spent by each company on designing Logo may vary greatly, but I believe every normal business leader will admit that Logo is one of the most important assets of a company. Small companies will gain the trust of customers because of their excellent brand image, and large companies will get a higher premium because of their long-term and stable brand image investment. Therefore, brand consistency is always the most important topic in brand design.
In the basic system, the core content is always how to use Logo correctly. Including the acceptable combination of change and prohibition, and the reasonable suggestion of placing ratio.
In addition to the conventional contents such as creative description and standard combination form, we can also emphasize some confusing points.
1. Do dark backgrounds need different expressions?
Generally speaking, the conventional standard combination and color draft are versions designed for white background, so should the text be directly highlighted on the dark background or the color of the overall Logo will change? Especially the Logo with dark graphic elements, it is best to mark it clearly on this issue.
Taking Zhengdong Dandan Noodles as an example, the standard combination in the upper left chose deep red as the color matching of the old man's picture and the words Dandan Noodles. However, it is obvious that using it on a dark background will lead to insufficient resolution, and the recognition of the red part is quite reluctant. At this time, the general designer will directly fill the whole structure with white, but if we need a more layered Logo, what we do here is to improve the brightness and saturation of red, as shown on the right. The expression on the bottom left and right can't tell who is good or bad. Standardizing the expression of monochrome draft and dark background draft is one of the meanings of VI basic system.
2. Does the 2.logo structure need to be marked with independent white draft and ink draft?
This part was also mentioned in the previous article. Not all types of logos can simply use the method of "check box-fill blank" to make an anti-white draft. In some logos that design animals or portraits, it is not correct to even use white refill kit manuscripts directly.
This simple Logo does not need to be marked with ink draft and white draft.
However, if your Logo design structure is complicated, it is necessary to explain it in detail in use.
The three pictures on the left are the optimization of Huang Qi Logo. It can be seen that Huang Qi's Logo, which is mainly promoted and disseminated through online channels, considers more gradual elements in its design. If it is directly filled with all black, only the outline will be preserved, resulting in insufficient details. Therefore, it will keep an independent outline in its ink design to increase the details of the whole logo. At the same time, because the overall structure is relatively trivial, it will be specially marked that this ink draft cannot be used to stamp the Logo below1.5cm.
The three pictures on the right are the Logo design of Laogong beef noodles. You can see all the signs that involve animals or portraits. If you directly turn the ink manuscript into white, you will get a strange image of black face, so this kind of logo needs to be designed independently in the process of dealing with VI.
3. Does 3.Logo need different variants in different typesetting occasions?
Not all kinds of logos are suitable for vertical arrangement, and logos are kept. VI system should be clearly marked with different combination forms and corresponding use standards. Please note that the change here does not necessarily refer to the arrangement between the logo and the brand name.
4. How much space is reserved around the 4.Logo to avoid being crowded in communication?
All smart designers know that the text content can't be close to the Logo, but everyone may have different views on what is "close". This standard should be digitized in VI system.
5. How to align text and layout?
If your Logo is not square, directly using the contour alignment function in the software will basically only get a bad result. Alignment lines in different combinations need to be clearly marked.
For example, in this example, all alignment lines avoid the downward extension of J. In fact, most logos are not suitable for typesetting directly by contour alignment, and how to align the visual center of gravity of LOGO is a part that is difficult for laymen to understand. So I think this part should be highlighted.
6. What is the ideal size for printed and digital content? What proportion should it occupy in typesetting?
Many people are doing the minimum proportion limit, but they are all aimed at the situation of printing use. The minimum scale limit on the screen is rarely marked. In this increasingly important era of network communication, it is obviously inappropriate to stick to the old template 20 years ago.
7. Social media avatars and applications
Considering the need of internet communication, at least two versions, square and prototype, and corresponding color matching and typesetting styles should be prepared.
Generally speaking, app icons or social media avatars do not directly use Logo, so they should not be mixed or combined with Logo.
8. Examples of combinations that are not allowed to be used in specific applications
Examples that prohibit the use of Logo combinations need to be edited separately according to the characteristics of the logo and the key points that are prone to errors.
Grid coordinates and standard drawings are not listed separately, because these two extremely important contents in hand-drawn Logo are of little practical significance now. Even if there are light boxes or three-dimensional figures that need to be installed in blocks, you can draw a coordinate map directly in front of the wall. There is really no need to mark it in VI.
Brand image does not make the nails you sell stronger, nor does it make the desserts you sell more delicious. But VI with the same style and design can really make customers trust your brand more and have a lower psychological threshold to try your product once. It can also greatly reduce the threshold of communication with designers.
In addition, the real difficulty of VI design is to make it clear that any docking designer will strictly follow the requirements of the manual to ensure that the visual effect of your brand is consistent. Otherwise, it will only become a decoration bought at a high price and placed in the chairman's bookcase.