It is to transform the non-visual content of CI into static visual identification symbols, and spread them directly at the widest level in extremely rich and diverse application forms. Correctly designing and implementing a scientific visual identification system is a shortcut to spread corporate ideas, establish corporate visibility and shape corporate image. 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 it difficult 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. Among them, the basic part generally includes: enterprise name, logo design, logo, standard font, standard color, auxiliary graphics, standard printing font, prohibition rules, etc. The application part generally includes: signs and flags, office supplies, public relations supplies, environmental design, office clothes, special cars, etc. The function of an excellent VI design for an enterprise should be: a, while clearly distinguishing the enterprise from other enterprises, it also establishes the obvious industry characteristics or other important characteristics of the enterprise to ensure its independence and irreplaceability 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 enterprise employees' sense of identity with the enterprise and improve enterprise morale. The basic principle 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. A, the principle of unified style B, the principle of strengthening visual impact C, the principle of emphasizing humanization D, the principle of enhancing national individuality and respecting national customs E, the principle of enforceability: VI design is not a designer's whimsy but requires strong enforceability. If the implementation is too troublesome, or the implementation is affected by high cost, even the excellent VI design will become a castle in the air and an armchair strategist because it is difficult to implement. F, the principle of conforming to the aesthetic law G, the principle of strict management VI The design system is complicated. Therefore, in the process of implementation over the years, we should pay full attention to the arbitrariness of various implementation departments or personnel, strictly follow the provisions of VI design manual, and ensure that it does not go out of shape. The basic procedure of VI design can be roughly divided into the following four stages: A, preparation stage: set up VI design team to understand and digest MI, determine the basic form running through VI design, and collect relevant data for comparison. The VI design team is 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. B. Design and development stage: After the establishment of the basic element design application element design VI design team, we must first fully understand and digest the business philosophy of the enterprise, thoroughly understand the MI spirit, 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. C, feedback modification stage D, research and modification feedback E, modification and finalization After the VI design is basically finalized, extensive research will be conducted to test all the details of the VI design through feedback from a certain number of respondents at different levels. F. Why should enterprises pay attention to the visual identity of VI design enterprises (hereinafter referred to as VI) when compiling VI design manuals? It refers to the result of visualizing the internal temperament and market positioning of an enterprise under the guidance of business philosophy. It is the most direct and commonly used information platform for enterprises as independent legal persons to distinguish, contact and communicate with the surrounding economic and social environment, and to operate and survive. Corporate visual image and corporate visual image recognition (VI) are not the same concept. The former is the inherent objective existence factor of the enterprise, that is, whether the enterprise has formulated its own VI, whether VI is successful or not, and the corporate visual image of the enterprise exists, which is only the difference between good and bad, and an excellent corporate visual image undoubtedly depends on a set of excellent corporate VI design. The function of an excellent enterprise VI design for an enterprise should be: 1. While clearly distinguishing this enterprise from other enterprises, it also establishes its obvious industry characteristics or other important characteristics to ensure its independence and irreplaceability in economic activities; Defining the market positioning of enterprises is an important part of intangible assets of enterprises; 2, convey the business philosophy and corporate culture of the enterprise, and publicize the enterprise in the visual form of image; 3. Attract the public's attention and generate memories with its own unique visual symbol system, so that consumers can have the highest brand loyalty to the products or services provided by enterprises; 4. Improve employees' sense of identity with the enterprise and enhance enterprise morale. Therefore, without VI, for a modern enterprise, it means that its image will disappear in the vast sea of business, making it difficult to distinguish; It means that it is a soulless money-making machine; It means that its products and services have no personality, and consumers are indifferent to them; It means that the team collapses and morale is low. The business scope of British Virgin Company includes aviation, tourism, audio-visual retail, beverages, financial insurance and so on, and the span is almost irrelevant. However, due to the successful implementation of the unified VI system in all commercial fields, the brand image has been well extended. The good service experience that you enjoyed in the giant Virgin video store in Times Square, new york, may prompt you to buy a record listening to Virgil on the beautiful Hawaiian beach. Starbucks, a coffee chain which was founded in 1970s and flourished in 1990s, is unique in its re-integrated VI design style. The colors and western fonts used in its logo design are quite different from those used in traditional coffee shops in Europe and America. As a result, its operation in the United States is very successful, and it has made great progress in China without coffee culture. In fact, the best example of the effect of VI design on the business operation of enterprises may be in the sports fashion industry: in many cases, a consumer's decision to buy a set of Nike or Adidas sportswear often depends only on whether he or she likes the hook of Nike or the three lines of Adidas! From the perspective of marketing, the competition of commodities in 1950s and 1960s was mainly reflected in the price competition of commodities. The commodity competition in the 1970s and 1980s was mainly reflected in the quality competition of commodities. With the progress of science and technology, the production methods of various production enterprises are getting closer and closer, and the difference between Lenovo and Golden Great Wall Computer in price and quality is almost indistinguishable. After 1990s, the competition of commodities is mainly reflected in the competition of product design, which includes industrial design, packaging design, store promotion design and after-sales service design. These designs are actually based on VI design of enterprises, or are all applications or extensions of VI design. However, in layman's terms, VI is a double-edged sword: excellent VI design can certainly help to enhance the image and promote the development of enterprises, while failed VI design will certainly bring negative impact on the corporate image and hinder the by going up one flight of stairs of enterprises. The failure of a VI design is often manifested in: 1, the visual positioning of the enterprise is vague, which makes people feel specious or have incorrect associations; 2. Visual effects are far from or even run counter to the business scope, concept and even essence of corporate culture; 3. The designer's graphic design skill is insufficient, and the work lacks internal logic and external aesthetic feeling; 4. Too much pursuit of fashion and lack of long-term vitality; 5. Copy others and copy yourself. Give a few examples. Once, a foreign graphic designer friend who just came to China asked if all banks in China were joint ventures, because the logo of several banks she met in China all had excircles! While we admire this foreign colleague's sensitivity to image, we are also embarrassed by our designer's lack of inspiration. It is difficult for a bank like "Guangfa Bank" to appear in China, and finally it jumped out of Kong Fangxiong. We can take a closer look. The standard font design of the bank "Guangdong Development Bank" actually uses the standard regular script fine strokes that are usually only used in text typesetting! This not only makes the relationship between the standard font design in logo design and the circular logo on the left seriously unbalanced, but also makes the reliable, steady and prudent image that banks should hold disappear! The logo of "Taikang Life Insurance" also has a similar question: Does rotating a very stable square 45 degrees and then "standing up" have any positive visual help to the industry characteristics of the insurance industry the company is engaged in? As far as individual cases are concerned, logos of China Telecom, China Mobile and China Post can all be regarded as excellent works. However, (perhaps because they are all made by the same design company) they are very similar in structure, font and even color, which makes them lose the most precious quality in VI design-personality. Some copied from themselves, and many copied from others: there is a well-known sports shoes brand in China, and its product logo is simply a combination of Nike and Adidas logos! At present, although there are some high-level works occasionally, the existence of a large number of shoddy works makes the domestic VI design as a whole still mixed. There are two reasons for this situation: enterprise decision makers and designers. From the perspective of enterprise decision makers, due to the lack of professional understanding of VI design, many enterprise decision makers do not regard it as a systematic project that plays an important role in the development of enterprises when planning and determining the VI design system of enterprises, but are eager to get on the horse, perfunctory, or rely entirely on personal tastes and likes and dislikes, and excessively "guide" and interfere with the designer's proposal (in most cases, in order to ensure that the design project is not lost, In principle, succumbing to this guidance and interference leads to a very unprofessional or even failed VI, which has a very negative (potential) impact on the operation of enterprises and the marketing of products. It must be admitted that this influence is not obvious when China's commodity economy is not fully developed (in China's economic life, there are a lot of well-known and even successful enterprises and products whose VI systems are not satisfactory, such as Duya humidifier and Wang Li security door), but after entering the China market after WTO, what kind of situation will it be in the face of beautifully dressed foreign counterparts? It is undeniable that entrepreneurs, as the operators or founders of enterprises, have a more accurate grasp of the concept of enterprises than designers. However, in the minds of enterprise decision makers, these ideas exist in the form of text or fuzzy text. The reason why the decision-making level of the enterprise wants to invite designers to design is nothing more than to visualize the enterprise concept in the form of words. Designers work very professionally. Entrepreneurs generally don't tell a technical plan put forward by a technical expert, because doing it badly will make people laugh; Then why judge a design? I think a mature entrepreneur should clearly realize that the design of VI is by no means dispensable or whitewash the enterprise, but its significance lies in transforming the enterprise concept in the form of words into a visual symbol system that is easy to be recognized, remembered and accepted by people. Just like the rules of grammar and rhetoric in the text format system, the visual format system also has its own independent rules and norms, which is not a simple game that any untrained professional can play. Design is a beautiful thing in life. However, when looking out the window at the gray-red buildings left in Beijing from the 1950s, 1960s and 1970s, I thought that a failed design was by no means beautiful. A failed design is worse than no design: even a failed architectural design, because of its huge wealth value, people will not tear it down and rebuild it in a short time, while ugly design will accompany people for a long time with its ugliness, polluting people's vision and damaging people's hearts. Therefore, in a sense, a bad architectural design is a mistake or even a crime of social wealth and culture! The failed graphic design, because the carrier is relatively low and the influence time is relatively short, seems to be able to escape this crime. However, for an enterprise pursuing sustainable development, the establishment of VI system is undoubtedly an important part of the intangible assets of the enterprise, and it can also be called a century-old plan of this enterprise, changing its course. Therefore, an unsuccessful or bad VI design is also a crime for this enterprise, for employees who serve this enterprise, for shareholders of this enterprise, and for customers or consumers of this enterprise. This is by no means an alarmist, but a serious thought that any intellectual with social responsibility should carry out: let us all stay away from mistakes and crimes; Let our entrepreneurs and designers maintain professional ethics and social responsibility while pursuing interests, and let professional people do professional things. VI design-a problem that must be seriously faced in corporate visual image recognition. How to implement VI strategy in enterprise VI design is a systematic project of enterprise information dissemination. The enterprise visual identification system conveys the ideas and values of the enterprise in an organized, planned, correct, accurate and rapid way through the static, concrete and visual communication system, and runs through the business behavior of the enterprise, so that the subjective contents such as the spirit, ideas, business policies and business strategies of the enterprise can be externalized through visual MIDA. Make the public know the information of the enterprise at a glance, have a sense of identity, and then achieve the purpose of enterprise identity. Enterprise identification system should be based on enterprise mental identity. In other words, the content of visual recognition must reflect the business philosophy, business policy, values and cultural characteristics of the enterprise, and it should be widely spread in the business activities and social activities of the enterprise, and complement the behavior of the enterprise. Therefore, the primary problem in the design of enterprise identification system is that enterprises must position themselves from the perspective of identification and development, and on this basis, carefully sort out, analyze, examine and confirm their business philosophy, business policy, corporate mission, corporate philosophy, corporate culture, operating mechanism, corporate characteristics and future development direction, so that they can be interpreted as a visual symbol or symbol system. Secondly, visual symbols or symbol systems with abstract characteristics are designed as the basic elements of visual communication, which are applied to all aspects of corporate behavior in a unified and controllable way to achieve the purpose of establishing corporate image. In the process of design and development, from image concept to design concept, and then from design concept to visual symbol, are two key stages. If these two stages are well grasped, the foundation of corporate visual communication will be available. As far as the program of VI design and development is concerned, it can be carried out according to the following steps: 1. Make the design and development power of attorney, entrust the design company, and clarify the development objectives, themes and key points of VI design; 2. Explain the key points of design and development, and formulate new policies according to the survey results; 3. Explore the concept and sketch of enterprise tracer element, that is, explore the concept of logo design, and then select several representative logo patterns from most conceived design schemes; 4. Display of corporate logo design patterns; 5. Select the design and test design scheme, including the opinions of major external stakeholders and employees in the company, and then select the works with beautiful appearance and good reflection; 6. Refinement of design elements of corporate logo. Refine the selected logo design scheme, moisten the lungs in the modeling, investigate the application, so as to facilitate the development and design; 7. Show the basic elements and suggestions of the system. The development of other basic elements can be carried out at the same time as the refinement of tracer element, and the relationship, usage and provisions between signs, elements and other basic design elements are put forward. 8. Edit basic design elements and system manuals; 9 enterprise standard application system project proposal. Conduct application design, including business cards, stationery, signboards, enterprise names, etc. , and establish an application design system at this stage; 10. Design and development of general application projects. In addition to the projects developed and designed in the above stages, design and develop an application design project according to the development and application plan; 1 1. Test and proof; 12. Start the application of the new design; 13. Edit the design application manual. Next, the table of "design and development process" put forward by Mr. Banghong Kato of Japan in VI promotion manual is used to illustrate: as far as the content of visual recognition design and development is concerned, it is mainly divided into two categories: basic elements and application elements. The design of basic elements mainly includes: corporate brand logo, standard words, standard colors, spiritual slogans, corporate modeling, symbolic patterns and the combination design of basic elements.