Numerous examples have proved that VI introduction can make enterprises charming and radiant. VI system design is particularly important in determining whether an enterprise can successfully establish its own image. Among them, the design of enterprise name, enterprise logo, enterprise standard word and enterprise standard color is the most important. After the design of these four elements is completed, the design of other elements will be solved, because other basic elements and application elements are variations, combinations and applications of these four elements.
If an enterprise or a commodity brand has a good name, it is a huge wealth in itself. Enterprise name is an important part of its appearance, because enterprise name is a symbolic code that people often remember and can give people an outstanding impression, and it is the first problem to be considered in visual design. A brand is a product image that can be recognized by customers. Its basic function is to distinguish similar products of different enterprises, so as not to confuse products between competitors. Although brand is a general term, it includes not only brand name, but also symbols, images, patterns, color contrast and other displayed signs. As a kind of appellation that can be expressed in language, brand name plays a sound role in brand image.
The naming of enterprises should be conducive to the evolution of industrialization strategy and avoid confusion with other enterprises. If an enterprise wants to succeed, the image of itself and its products, commodities and services is very important in people's minds, and one of the main aspects of establishing this image is the choice of names. An outstanding, unique and distinctive name will naturally impress the public on this enterprise, while a mediocre name will bring instinctive disgust and boredom to others. A seemingly simple name, in fact, will greatly affect the development and efficiency of enterprises.
One of the purposes of CI visual identification system is to emphasize the personality of the enterprise as much as possible, so as to rapidly expand its influence and have a clear image in the market. As an external visual identification factor of the enterprise, the enterprise name should be more so.
Corporate logo is a specific symbol representing corporate image, characteristics, reputation and culture. Logo is the protagonist of VI, the core of information communication and transmission between enterprises and markets, and the representative of consumers' cognition and recognition of enterprises. Corporate logo can be divided into font logo, graphic logo and combination logo.
Font logo refers to a pattern derived from a specific clear font and font modeling font as a symbol of an enterprise. Among them, Chinese, English uppercase and lowercase letters, Arabic numerals, etc. Can be used as a design element of font logo.
The font logo is concise and expressive, which can be enhanced by the deformation and arrangement of letters or characters. In particular, the font logo of the same enterprise name has two functions at the same time, which not only conveys the information of the enterprise name, but also has the effect of graphic logo, achieving the effect of simultaneous diffusion of vision and hearing. This is the development trend of enterprise design now and in the future.
Graphical signs are corporate signs expressed in pictographic or geometric patterns. The graphic signs are vivid. If properly designed, they can use rich graphic structures and their structural combination rules to express certain meanings. By fully studying the changes of points, lines and surfaces of geometric figures, they can design figures with high artistic conception and endless meanings. Graphical signs generally match the name of the enterprise best.
Combination logo is a corporate logo that combines fonts and graphics. The combined logo adds fonts to the graphics, which is vivid, clear and easy to understand.
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Part IV: Standard color design.
Psychological induction and identification of colors Enterprise standard word refers to the designation of a specific color or a set of color systems by an enterprise, which is used in the visual communication media of the enterprise to convey stimulation and psychological reaction through color perception, thus expressing the characteristics of the business philosophy, organizational structure and business content of the enterprise. Standard color has a strong communication effect and recognition effect in the overall design system of enterprise information communication. Psychologists have found through investigation that various colors have different effects on people's feelings, attention and thinking personality. Therefore, colorful colors provide a basis for the identification of the organization's visual image and become one of the effective means for the organization to shape its individual image. The color of enterprises not only affects the spread of visual recognition, but also affects social psychological identity. The following are some ordinary people's psychological induction and recognition of color: 1, red is the longest light wave in the visible spectrum, giving the vision a sense of closeness and expansion, which is equivalent to the excitement brought by warm colors. The emotional effect of red is exciting, giving people a lively, vivid and uneasy feeling. It is full of strength, emotion, sense of direction and impulse, and many enterprises use red as the standard color. Take its huge visual impact as an example. Red can show the above characteristics in a stable state, and its own personality will also change when its contrast conditions change. 2. Orange In the visible spectrum, the wavelength of orange is second only to red. Experiments show that oranges can accelerate people's blood circulation; People who work in orange rooms feel 2.8~3.9 degrees Celsius higher than those who work in blue-green rooms. Orange is the liveliest and brightest color. But when it is diluted, it will soon lose its distinctive features. 3, yellow in the visible spectrum, yellow wavelength in the middle, is the brightest color. It gives people the impression of being bright, brilliant, striking, solemn, noble, loyal, diligent, pure and full of hope. Experiments show that yellow is a pleasant color. Give people a feeling of happiness. Yellow makes people feel young, lively, full of sunshine and vitality, so bright yellow is very suitable for young people's products. 4. Green is in the visible spectrum, and the green wavelength is in the middle. Pure green makes people stable and calm, which helps to eliminate visual fatigue. Green gives people a fresh feeling like nature, shows a youthful strength, has strong vitality, and gives people a feeling of liveliness, enrichment, calmness, hope, knowledge and loyalty. At the same time, it symbolizes peace and security. When bright green is blurred by gray, it will give people a feeling of sadness and decline. 5. Blue In the visible spectrum, the blue light wave is shorter than the warm color, which is negative. It is the internal color of contraction, which is easy to associate with blue sky, ocean, distant mountains and cold, making people noble. Deep, transparent, calm and cool feeling. It also symbolizes happiness and hope, is the symbol of modern science, and gives people strength and wisdom. Blue is also a retrogressive color, giving people an unfathomable feeling. 6, purple in the visible spectrum, purple light wave is the shortest, purple is the darkest color in hue, therefore, the visual perception is very low, it is a noble and solemn color, giving people mystery, nobility, luxury and superiority. 7. Black is a negative color visually, symbolizing sadness, silence, mystery, solemnity, despair and death, which is unlucky. On the other hand, black gives people a feeling of rest, which is characterized by stability, profundity, solemnity, seriousness, generosity and perseverance. 8. Glossy colors (gold and silver) This color is shiny. For example, gold shows a solid texture, smooth surface and reflective ability, giving people a brilliant, precious, gorgeous, elegant and active feeling, with a modern atmosphere, but if it is used too much, it will produce a sense of glitz. 1, the focus of enterprise standard color setting (1) Based on the consideration of shaping the enterprise image, according to the business philosophy of the enterprise or the content characteristics of the product, choose the color suitable for expressing its outstanding concepts and keywords. Among them, it is especially necessary to show the stability, reliability, growth, production technology and commodity Excellence of the enterprise in order to achieve the purpose of indirectly expressing and shaping the corporate image through color. (2) Based on the consideration of business strategy, in order to expand the differences between enterprises, we choose bright colors to achieve the purpose of enterprise identification. Among them, the most commonly used media or visual symbols should be used as the standard to fully express this specific color and cause the effect of conditioned reflex. (3) Based on the consideration of cost and technology, in order to make the enterprise's standard color accurately reproduced and easy to manage, we should try our best to choose the ideal printing process and reasonable color separation plate-making method to realize the unified color with the standard color. In addition, avoid using special colors or multicolor printing, so as not to increase unnecessary production costs. The setting of standard color can be selected from the above three aspects, and the appropriate color can also be selected considering the relationship among them. 2. Enterprise standard color (1) Monochrome standard color means that the enterprise only specifies one color as the enterprise standard color. Monochrome standard color is the most common enterprise standard color form, with strong visual effects, easy to spread and easy to remember. (2) plural standard colors Many enterprises will use more than two colors in order to pursue the combination effect of colors. Composite standard color can not only enhance the rhythm and beauty of color, but also better convey the relevant information of enterprises. (3) Multicolor standard color Multicolor standard color, generally choose a color as the standard color of the enterprise, and then match a variety of auxiliary colors. Its primary and secondary relationship or primary and secondary relationship is to express the respective identities and relationships of parent and subsidiary companies of enterprise groups; Or the classification of various business departments or brands and products within the enterprise. Through the differences under the condition of color systematization, unique recognition characteristics are produced. What kind of standard color structure an enterprise chooses should be determined according to its cultural tradition, history, image strategy, business philosophy and other factors. The basic principle should be to highlight the enterprise style and reflect the nature, purpose and management policy of the enterprise; Show the unique personality of the enterprise by making differences; In line with consumer psychology; In line with the trend of internationalization. 3. Steps of standard color design The development and design of standard color should be closely coordinated with the design of signs and standard words, and the design work should be based on the business philosophy, organizational structure, target customers, marketing strategy and image strategy of the enterprise. The specific design procedure of standard color is as follows: The five steps in the table are briefly described as follows: (1) Determine the enterprise concept. The design goal of standard color is to express the enterprise concept, which is the basic guiding principle of standard color design. (2) Draw up the corporate image. At this stage, according to the results of the investigation and analysis of corporate color and the needs of image strategy, the performance concept corresponding to the corporate concept is set to create the corporate image. (3) color design. According to the scale of color image, the concept of enterprise image and color image is objectively and reasonably positioned, and the choice of color, color collocation and harmonious aesthetic feeling of color matching are determined. (4) color management. After the color design is determined, it is necessary to formulate color specifications and management specifications for color communication process. At the same time, we should also supervise the use of enterprise standard colors and deal with the problems in use in time. (5) Feedback development. Refers to the results of color design, but also need to track and check the design effect, and take information feedback as a reference for redesign.
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