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 VisualIdentity, 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
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
(A) the principle of effectively conveying corporate philosophy
(B) the principle of identity
To achieve the consistency and coherence of corporate image communication, it is necessary to use unified design and unified mass communication, improve visual integration design, personalize, clarify and order information and understanding, unify the images of various forms of communication media, and create a unified corporate concept and a storable and communicable visual image, so as to centralize and strengthen corporate image, make information communication more rapid and effective, and leave a strong impression and influence on the public.
Standardize all elements of enterprise identification, from enterprise concept to visual elements, adopt the same standard design, adopt the same model for external communication, adhere to long-term consistent application, and do not change easily.
In order to realize identification and standardization orientation of VI design, we must adopt simplified, unified, series, combined and universal methods to completely reshape the corporate image.
① Simplification: Refine the design content, make the organization system as clear and concise as possible and optimize the system structure on the premise of meeting the promotion requirements. For example, in VI system, the combination structure of constituent elements must be simplified, which is beneficial to the implementation of standards.
Unity: In order to make the information transmission consistent and easy to be accepted by the public, it is necessary to adjust the factors that make the brand inconsistent with the corporate image. Brand, enterprise name and trademark name should be unified as much as possible, giving people a unique audio-visual impression. For example, the name, trademark and product name of Deng Hua brand Beijing Liquor produced by Beijing Niulanshan Distillery vary widely, so it is difficult for people to remember when they broadcast advertisements on China Central Radio. If the three are unified and the information is simple and concentrated, its communication effect will be greatly improved.
③ Series: Make reasonable arrangement and planning for the parameters, forms, sizes and structures of the combined elements of the design object. For example, the advertising and packaging system in the corporate image strategy should be serialized, so that it has family characteristics and a clear sense of recognition.
④ Combination: the basic elements of design are combined into common units, such as the combination of signs, standard characters or symbols, and corporate modeling. Different formal units in the VI basic system can be flexibly applied to different application systems, and some prohibited combination specifications can be stipulated to ensure the identity of communication.
⑤ Generality: It means that the design must have good applicability. If the logo will not produce visual deviation due to shrinking and enlarging, then the proportion between the lines must be moderate. If it's too dense, it will blend together. Make sure that everything from outdoor advertisements to business cards has a good recognition effect.
The application of the principle of identity can make the public have a unified and complete understanding of a specific corporate image, and will not cause obstacles in recognition because of the inconsistency of corporate image recognition elements, thus enhancing the communication power of the image.
(3) the principle of difference
In order to gain public recognition, corporate image must be personalized and distinct, so the principle of differentiation is very important.
The difference is first manifested in the distinction between different industries, because in the eyes of the public, enterprises and institutions in different industries have their own image characteristics. For example, the corporate image characteristics of cosmetics enterprises and machinery enterprises should be completely different. The design should highlight the characteristics of the industry, so that it has image characteristics different from other industries, which is conducive to identification and identification. Secondly, it is necessary to highlight the differences with other enterprises in the same industry in order to be unique and stand out.
The shaping and dissemination of corporate image should be based on different national cultures. National culture is the fundamental driving force for the rise and success of many enterprises such as the United States and Japan. American corporate culture experts Qiu Er and Kennedy pointed out: "A strong culture is almost the driving force for the continued success of American enterprises." The unique corporate images of the world-famous "McDonald's" and "KFC" show the fast food culture of American lifestyle.
In order to create a corporate image of China that can rank among the world, we must carry forward the cultural advantages of the Chinese nation. Brilliant China culture is our inexhaustible source, and there are many essences that we should absorb, which will help us to shape the corporate image with China characteristics.
Principle of validity
Effectiveness refers to the effective implementation of the VI plan planned and designed by the enterprise. VI is a problem-solving knowledge, not an enterprise's decoration, so it can be operated, easy to operate, and operability is a very important issue.
(5) the principle of conciseness
CI。 English abbreviation for CorporateIdentity.
CIS。 The abbreviation of English CorporateIdentitySystem.
The former refers to enterprise identification, while the latter refers to enterprise identification system. Corporate is an enterprise, and the word Identity at least contains the meanings of identity, consistency, recognition, identity, individuality and characteristics in English. Identity here expresses a kind of self-identity. In other words, your understanding of yourself and others' understanding of yourself tend to be consistent and reach a consensus. Used in enterprises, it can be understood that the self-identity of enterprises within enterprises is consistent with the identity and cognition of enterprises' characteristics from external enterprises, and a consensus has been reached.
What is CI design?
Specifically, it refers to the business philosophy, cultural quality, business policy, product development, commodity circulation, etc. 323 133532363 1343 130323 1363533585 e 5 aeb 93 1338。 From the perspective of information, from the perspective of culture, image and communication, we should explore the potential strength of enterprises, find out the value of their existence and beauty, and integrate them to transform them into effective signs in the information society environment. This kind of development and design behavior is called "CI".
CIS, namely enterprise identification system, MnidIdentity (MI), BehaviorIdentity (BI) and VisualIdentity (VI).
Enterprise spirit identification (MI)
Theoretically speaking, the business philosophy of an enterprise is the soul of the enterprise and the concentrated expression of the enterprise philosophy and spirit. At the same time, it is also the core and foundation of the whole enterprise identification system. The business philosophy of an enterprise should reflect the social value, the goal pursued by the enterprise and the management of the enterprise, and be expressed in concise and accurate sentences that are acceptable both inside and outside the enterprise and easy to understand and remember.
Corporate behavior identification (BI)
The essence of enterprise behavior identification is that enterprises should have a standardized criterion in internal coordination and external communication. This principle is embodied in the consistent daily behavior of all employees. In other words, the employee's behavior should be an enterprise behavior, which can reflect the business philosophy and value orientation of the enterprise, rather than an independent and arbitrary personal behavior. Behavioral identity requires employees to understand the business philosophy and turn it into conscious action from the heart. Only in this way can the same idea be embodied in management behavior, sales behavior, service behavior and public relations behavior on different occasions and at different levels. Enterprise behavior identification is a dynamic action system for enterprises to deal with and coordinate people, things and things. The implementation of behavior identification includes new product development, cadre distribution, civilized behavior and so on. Externally, it includes market research and commodity promotion, various newspapers and public relations standards, and the code of conduct for communicating with finance, upstream and downstream partners and agents.
Enterprise visual identity (VI)
Any enterprise wants to publicize and spread to the public, so as to create a visible corporate image, it needs to rely on the communication system. The effectiveness of communication depends entirely on whether the design of the symbol system in the communication system mode can be recognized and accepted by the public and leave a deep impression on the public. The basic elements in the symbol system are all carriers to spread corporate image, and enterprises reflect corporate image through these carriers. This symbol system can be called the symbol system of corporate image. VI is a strict and complete symbol system, which is characterized by displaying a clear "visual force" structure, thus accurately conveying the unique corporate image, and achieving the purpose of corporate identification and recognition through the display of different faces.
Enterprise CIS design
Corporate identity system (CIS) is the Chinese translation of English "Corporate Identity System", and it is generally believed that its theory originated in the United States. In the mid-1950s, under the advocacy of its design consultant: "communicate the advantages and characteristics of IBM through some designs, so that the company's design can be unified in application", IBM of the United States took the lead in implementing CI design. In the early 1960s, some large and medium-sized enterprises in the United States took certain elements that could completely establish and represent their image as a business strategy, hoping that it would become an effective means of corporate image communication. Including the overall publicity strategies and measures for corporate image to penetrate into various fields. After a long period of time, this complete planning and design has been widely recognized by people and officially named as enterprise identification system. In 1970s, CI theory was introduced into Japan, and a few farsighted enterprises took the lead in introducing CI, which gradually had an impact. In 1980s, some enterprises in southern China began to try CI. Guangdong Sun God Group is considered to be the first enterprise in China to introduce CIS. Through the display of visual elements, it better embodies the business philosophy and style of the enterprise.
CIS includes three parts: MI (spiritual identity), BI (behavior recognition) and VI (visual recognition), in which MI is the core and the highest decision-making level of the whole CIS, which lays the theoretical foundation and code of conduct for the whole system and is expressed through BI and VI. All behavioral activities and visual design are carried out around the center of MI, and successful BI and VI are to accurately express the unique spirit of the enterprise. BI directly reflects the individuality and particularity of corporate philosophy, including internal organization, management and education, external public relations, promotion activities, and funding social and cultural activities. VI is the visual identification system of an enterprise, including the basic elements (enterprise name, enterprise logo, standard text, standard color, enterprise modeling, etc. ) and application elements (product modeling, office supplies, clothing, signboards, vehicles, etc. ). Through the visual communication design of specific symbols, it directly enters the human brain, leaving the visual image of the enterprise. Corporate image is an important intangible asset of the enterprise itself, because it represents the reputation of the enterprise, product quality, personnel quality, stock ups and downs and so on. Although shaping corporate image may not bring economic benefits to enterprises immediately, it can create good social benefits, gain social recognition and values, and finally receive economic benefits transformed from social benefits. This is a major long-term investment in intangible assets. The future enterprise competition is not only the battle of product quality and variety, but also the battle of enterprise image. Therefore, shaping corporate image has gradually become a long-term strategy for enterprises with long-term vision.
CI is the abbreviation of English CorporateIdentity, which literally translates as "corporate image standard system". This means that an enterprise establishes its own visual system and image system in order to gain the understanding and trust of the society and convey the purpose of the enterprise and the cultural connotation contained in its products to the public. [Edit this paragraph] VI design color VI design color Thanks to the selfless dedication of nature, human beings can survive in this colorful world. From spring, summer, autumn and winter to the afterglow of the morning glow every day, people enjoy and feel the changes of various colors. We know that the beauty of this world also begins with color, which not only symbolizes the signs of nature, but also symbolizes the vitality of life. VI It is inconceivable to design a colorless world. Modern artists have gained enough spirituality from the color world and started their artistic journey with special significance.
With the constant change of design concept, the color research in modern VI design has developed rapidly. As an important part of modern VI design, the role of color in design is obvious. When we are intoxicated with the wonderful performance of colors in VI design works, we also have to sigh for the originality of VI designers. The color orientation of VI design works often has a strong corporate background. The change of enterprises often depends on the comprehensive development of politics, economy, culture and art of society. In the field of VI design, we can usually find the answer from the design works and the colors of the products we produce. For example, the release of popular colors in fashion design indicates the change and popularity of dress style and culture; Environmental art design also has the mainstream trend of popular colors and decoration styles; The color change of industrial product design also emphasizes the significance of the times. If we can pay more attention to and observe the color changes of design works, we will find many interesting phenomena; People keep changing the colors of their clothes. They like to wear red and black this year and white and brown next year. The color of home is the same year after year; The color style of decoration is sometimes gorgeous and sometimes elegant, which reflects people's positive response to the progress and change of the times and their strong pursuit of a better life. Among household appliances, black appliances mentioned in the past refer to televisions, while white appliances refer to refrigerators, air conditioners and washing machines. However, in today's product design, in order to better cater to people's different appreciation habits and aesthetic needs, the color design of household appliances has become very rich and diverse. Besides black and white, we will also see many colors of household appliances such as gray, blue, green and purple, which greatly enrich people's lives. China without design has become history, and China without color has passed. Although modern VI design is young in China, it is full of vitality; Although the research and education of design color started late, it has broad prospects. On the basis of the color application and research results of many VI designers and experts at home and abroad, we have made further expansion and exploration, and analyzed the related characteristics and styles of VI design colors from different angles and perspectives, making the color research more comprehensive, artistic and academic. The enterprise visual identification system, namely VI system, is an important part of CI's overall strategy, which belongs to the international general design, and generally includes two parts: the basic layer and the application layer, which reflect the enterprise image and make the public know the information that the enterprise wants to convey at a glance. It is best to look at the existing works of vi design company when choosing. Works can directly reflect the design level of the company.